Introduction This study investigates how multimodal metaphors convey two core Traditional Chinese Medicine (TCM) concepts— “Yin Xu” (Yin deficiency) and “Yang Xu” (Yang deficiency)—in short science communication videos on Douyin. Drawing on Conceptual Metaphor Theory, Multimodal Metaphor Theory, and Visual Grammar Theory, this research examines the effectiveness of multimodal representation of TCM concepts in digital health communication. Methods This study adopts a quantitative multimodal discourse analysis approach to analyze 15 short videos on Yin Xu and Yang Xu published on Douyin between 2023 and 2024. Using ELAN software, 89 metaphorical units were annotated across four semiotic modes (written signs, pictorial signs, sound, and gesture) to evaluate their performance, distribution, and cross-modal coordination. Results Findings indicate that 43.8% of metaphorical mappings exhibit source-target domain inconsistencies, accompanied by insufficient cross-modal coordination and minimal dynamic narrative elements. Written text overwhelmingly dominates the modal distribution at 67.4%, while visual elements remain notably underrepresented at 21.3%. These findings suggest that multimodal inconsistency and visual underutilization may compromise the conceptual coherence of TCM metaphorical communication. Discussion In response to these identified shortcomings, this paper presents optimization strategies focused on color-based coding systems, dynamic narrative construction, and enhanced cross-modal integration. By developing a systematic framework for enhancing the precision and coherence of TCM metaphor representation in digital media, this research contributes to the convergence of semiotic analysis, science communication, and cognitive linguistics.
Shaoci et al. (Tue,) studied this question.