摘要
在新媒体视野下,中医自媒体的发展经历了传统媒体、互联网媒体、移动互联网媒体三个阶段。中医自媒体萌芽时期,由于把关缺失,传统移植的内容良莠不齐;互联网媒体时代到来,中医自媒体开始主动构建文化传播阵地,中医舆情事件借由互联网媒体引起了全社会的关注;移动互联网兴起加剧了文化传播模式的变革,新时代下中医自媒体具有以下突出特点:协同过滤与群体极化、用户扩张与规模链接。基于上述研究,对行业发展提出以下建议:明确传播原则,专注原创内容;针对用户需求,建设全媒体传播平台;打造品牌IP,多平台矩阵联动。
From the perspective of media revolution,the development of traditional Chinese medicine(TCM)we-media has experienced three stages:traditional media,Internet media and mobile Internet media.The TCM wemedia sprouted in the interactive plate of traditional media,but it was hard to maintain the quality control of content transplantation due to lack of surveillance.With the advent of the Internet media era,the public opinion events of TCM have attracted the attention of the whole society through the Internet,which officially initiated the construction wave of cultural communication platforms by TCM we-media actively.The rise of mobile Internet media has completely changed the mode of cultural communication and the TCM we-media then begins to display the following prominent characteristics:collaborative filtering and group polarization,user expansion and scale interlinkage.Accordingly,the authors put forward the following suggestions for the industry:to clarify the communication principles and focus on original content creation;to build an all-media platform for communication adapted to consumers’needs;and to establish brand IPs to achieve multi-platform linkage mechanism.
作者
王启航
李弘飞
段晓华
WANG Qihang;LI Hongfei;DUAN Xiaohua(School of Chinese Classics,Beijing University of Chinese Medicine,Beijing 100029,China)
出处
《中医药文化》
2022年第6期560-566,共7页
Chinese Medical Culture
关键词
中医药
自媒体
文化传播
Traditional Chinese Medicine
We-Media
Cultural Communication
