Language Usage Sample Clauses

Language Usage. Following language trends used to describe other complementary and alternative medicine practices, the practitioners use patient-focused and environmentally associated terminology to express TKM beliefs and treatments (Zhan 2009, 25, 45-48). Terms like “whole body” and “natural” are used to define diagnostic and treatment approaches, and practitioners emphasize “customized” treatments alluding to the individual evaluation of patient ailments. Without being too specific, the terms broadly define TKM ideas like sasang or constitutional medicine while also differentiating the practice from Western medicine experiences which are typically more disease orientated. Additionally, words like “revolutionary” and “ground- breaking” are employed to draw patients who have received Western medicine treatments for common ailments but saw lackluster results. The positioning of TKM in relation to Western medicine using language associated with common alternative therapies familiarizes non-Korean audiences with TKM. The relativizing of TKM in more common terms associated with other styles of medicine seems to exclude specific reference towards TKM. In all five of the websites, there is no direct mention of the treatments or ideologies as being “Korean” in nature. Rather, the term “oriental medicine” is used to refer to TKM just as it was used in English translations of clinic’s names. While “oriental medicine” provides a more recognizable name for patients without a thorough understanding of TKM, it introduces assumptions and background knowledge based on the interchangeable usage of “oriental medicine” and TCM in the U.S. (“NCI Dictionary” 2011). Ultimately, referencing and explaining TKM concepts without explicitly referring to them as being “Korean” in nature risks the misidentification or erasure of TKM in English-speaking communities. Educational Content In addition to providing essential clinic information, the websites provide a space for practitioners to implicitly communicate details about TKM treatments, concepts, and history. The amount and type of information vary from website to website, but most websites provide an extensive list of ailments that are treated along with descriptions of various treatment types. Bodily pain like back pain commonly leads the list of ailments with infertility and arthritis were most cited amongst the websites. In terms of treatments, acupuncture and herbal medicine were mentioned on all lists with cupping and moxibustion slightly ...