摘要
目的探究中医药利用新媒体视觉化手段进行跨文化传播的概况,并提出针对性的改进策略,以促进中医药的跨文化传播。方法利用内容分析法,对2019年4~6月发表于国外社交媒体推特上的以中医药为主题并且含图片和视频的推文进行分层抽样和定量分析。结果从数量上看,图片是应用最多的视觉化传播手段,而视频的应用比较有限;视频的热度高于图片,且药材植物、新闻报道、知识普及和中医治疗等主题的热度明显高于样本均值;整体而言,异质文化受众对于中医药持认可和接受的积极态度,而负面态度主要集中在科学性和环保性两个主题之下。结论中医药新媒体视觉化传播的整体效果较为理想,提升了中医药的国际形象,但是传播手段不够丰富,传播内容欠缺文化创新,且缺乏过滤监督机制。建议培养从业人员的新媒体素养和跨文化意识,丰富传播手段、创新传播内容,规范网络舆论、积极宣传报道。
Objective To explore the general situation of the cross-cultural communication of traditional Chinese medicine with the new media visual means,and put forward the targeted improvement strategies and to promote the cross-cultural communication of traditional Chinese medicine.Methods Content analysis was used to conduct stratified sampling and quantitative analysis of Twitter with traditional Chinese medicine as the theme and pictures and videos published on foreign social media Twitter from April to June 2019.Results From the perspective of quantity,pictures were the most widely used means of visual communication,while the application of video was relatively limited.The popularity of videos was higher than that of pictures,and the popularity of topics such as medicinal herbs,news reports,knowledge popularization and traditional Chinese medicine treatment was significantly higher than the sample mean.On the whole,the audiences of heterogeneous cultures had a positive attitude towards the recognition and acceptance of traditional Chinese medicine,while the negative attitude was mainly under the two themes of scientific nature and environmental protection.Conclusion The overall effect of traditional Chinese medicine new media visual communication is relatively ideal,which improves the international image of traditional Chinese medicine.It is suggested to cultivate practitioners′new media literacy and cross-cultural awareness,enrich communication means,innovate communication content,regulate network public opinion,and actively publicize reports.
作者
张斐斐
陈锋
刘平
ZHANG Feifei;CHEN Feng;LIU Ping(School of Humanities,Beijing University of Chinese Medicine,Beijing100029,China)
出处
《中国医药导报》
CAS
2020年第9期188-191,196,共5页
China Medical Herald
基金
北京中医药大学校级科研课题(2018-JYB-JS047)。
关键词
中医药
跨文化传播
新媒体
视觉化
推特
Traditional Chinese medicine
Cross-cultural communication
New media
Visualization
Twitter
