媒介融合背景下中医药健康文化传播生态研究  

Ecological research on communication of Chinese medicine health culture under the background of media convergence

作　　者：张媛 欧阳静 ZHANG Yuan;OUYANG Jing(School of Humanities and Management,Shaanxi University of Chinese Medicine,Shaanxi Province,Xianyang712046,China)

机构地区：[1]陕西中医药大学人文管理学院,陕西咸阳712046

出　　处：《中国医药导报》2020年第9期164-167,共4页China Medical Herald

基　　金：国家社会科学基金项目西部项目(18XDJ015);陕西省教育厅专项科学研究计划项目(19JK0222);陕西中医药大学学科创新团队建设项目(2019-PY04);陕西中医药大学校级课程建设项目(2018-46)。

摘　　要：中医药健康文化起源于中华优秀传统文化,是中医药文化的重要组成部分。中医药健康文化传播离不开媒体的支持,也无法脱离生态的烘托。媒介融合时代的到来,激活了中医药健康文化传播的媒介环境,塑造了新型的传播生态系统。本文以传播生态与中医药健康文化传播两个层面作为研究起点,对媒介融合语境中的中医药健康文化传播的生态场景与生态机遇做了多层面解析,并试图从传播原生态、传播内生态、传播外生态3个层面探寻提升中医药健康文化传播效果的生态策略。Chinese medicine health culture originated from the excellent traditional Chinese culture.It is an important part of Chinese medicine culture.The dissemination of Chinese medicine health culture cannot be separated from the support of the media,also can not be divorced from the ecological foil.The arrival of the era of media convergence has activated the media environment for the dissemination of Chinese medicine health culture.It has shaped a new communication ecosystem.This paper starts from the two aspects of spreading ecology and spreading Chinese medicine health culture.Multilevel resolution analyzes the ecological scene and ecological opportunity of Chinese medicine health culture communication in the context of media convergence.In addition,it tries to explore ecological strategies to improve the propagation effect of Chinese medicine health culture from three aspects:original ecology,internal ecology and external ecology.

关 键 词：媒介融合 中医药健康文化 传播 传播生态 

分 类 号：R2-03[医药卫生—中医学]