Beyond “Taiji Diagram”: How Multimodal Metaphor Deciphers “Yin Xu” and “Yang Xu” in TCM Short Videos

The strategic integration of visual, auditory, gestural modalities in current Traditional Chinese Medicine (TCM) popularization short videoson Douyin has markedly enhanced the viewing experience. Yet this multimodal approach often serves as decorative elements, sacrificing TCM’s theoretical depth for entertainment. Such superficial representations not only diminishes the professional integrity of TCM knowledge dissemination but also undermines its credibility. Focusing on “Yin Xu” and “Yang Xu”, a pair of core TCM concepts, this study critically examines the efficacy of digital semiotic systems in representing metaphorical concepts in TCM. By applying a multimodal metaphor framework, this study analyzes how written signs, pictorial signs, sounds, and gestures collectively interpret these metaphorical concepts. Findings indicate that simple combinations of 2-3 modes(including voiceover as anchor)dominate current representations, and significant challenges persist in modal clarity and complementarity. Specifically, the study identifies issues including inconsistent color schemes in written signs, limited use and static design of pictorial designs, and irrelevantaudio-gestural cues, which collectively obscure conceptual accuracy and induce viewer fatigue. The study proposes two key optimizations: enhancing cross-modal consistency through more pathologically aligned visual, auditory, and gestural symbols, and employing dynamic animated narratives to better illustrate pathological progression of “Yin Xu” and “Yang Xu”. These refinements aim to transform multimodal semiotic systemfrom decorative features into robust tools for concretizing TCM’s abstract concepts, thereby improving the accessibility of such videos while preserving their appeal. The research contributes to both semiotic studies of medical communication and the practical development of more effective TCM digital representation.