融媒体视域下中医药文化的传播路径研究  

Research on Communication Path of Traditional Chinese Medicine Culture from Perspective of Media Convergence

作　　者：刘佳[1] 毛国强 LIU Jia;MAO Guoqiang(Tianjin University of Traditional Chinese Medicine,Tianjin 301617,China)

机构地区：[1]天津中医药大学,天津301617

出　　处：《天津科技》2021年第6期31-35,共5页Tianjin Science & Technology

基　　金：天津市2019年度哲学社会科学规划项目“新时代中医药非物质文化遗产传承路径与传播策略研究(TJKSWT1929)”。

摘　　要：中医药文化的传承与发展,在当今无论对个人、对社会还是对国家来说,都有着重要而不同的意义价值。在明晰中医药文化定义及传播内容的基础上,通过分析新媒体环境中中医药文化传播现状,提出中医药文化融媒体传播策略,具体包括3点:新旧媒体形式和内容方面的优势互补、密切新旧媒体双方意见领袖之间的联系、开发叙事演绎的内容呈现风格。以此促成中医药文化的合力传播,并提出中医药文化动态地图设计构想。Nowadays,the inheritance and development of traditional Chinese medicine culture has important and different significance for individuals,society and the country.On the basis of clarifying the definition and content of traditional Chinese medicine culture,this paper analyzes the current situation of traditional Chinese medicine culture communication in the new media environment,and puts forward the communication strategy of traditional Chinese medicine culture with media convergence,including three points:the complementary advantages of the form and content of the new and traditional media,the close relationship between the opinion leaders of the new and traditional media,and the development of content presentation style of narrative deduction,to promote the joint communication of traditional Chinese medicine culture.The design concept of dynamic map of traditional Chinese medicine culture is proposed.

关 键 词：中医药文化 传播 新媒体 融媒体 

分 类 号：R2-03[医药卫生—中医学] G206[文化科学—传播学]