新媒体时代中医健康养生类电视节目受众需求研究--以《养生堂》节目为例  

Research on Audience Demand of Health and Wellness TV Programs in the New Media Era--Take Yangshengtang Program as An Example

作　　者：刘雯琼 李晶[2] 周汉雯 卢雨心 LIU Wenqiong;LI Jing;ZHOU Hanwen;LU Yuxin(School of Management,Beijing University of Chinese Medicine,Beijing 100029,China;School of Humanities,Beijing University of Chinese Medicine,Beijing 100029,China)

机构地区：[1]北京中医药大学管理学院,北京100029 [2]北京中医药大学人文学院,北京100029

出　　处：《中国中医药现代远程教育》2022年第12期11-14,共4页Chinese Medicine Modern Distance Education of China

基　　金：北京中医药大学基本科研业务费项目【No.2017-JYB-JS-046】;北京市教育委员会高等学校青年英才计划【No.YETP0811】。

摘　　要：目的调查新媒体时代中医健康养生类电视节目受众需求,以期提升电视媒体对于中医知识的宣传效果,更好地推广普及中医文化。方法采用问卷调查法,共回收171份问卷,结合统计学方法,对受众需求进行分析。结果超过50%的调查对象主要通过新媒体获取养生知识,老年人对于养生知识的渴求相比其他人群更大(P<0.01)。在看过《养生堂》的人群中,61.9%(52/84)调查对象认为《养生堂》传播的内容和观念比较可信,并对节目形式表示满意。就中医健康养生类节目而言,受众所期待的节目内容包括饮食保健、日常保健和医疗常识等;大部分受众认为节目氛围应该以轻松简洁、风趣幽默为主,且节目应该更加活泼,互动性应更强。结论在新媒体时代,传统的养生类电视节目面临着低收视率的巨大挑战。随着“健康中国”战略的提出,越来越多的人开始关注养生,从而关注中医,这是中医发展传播的好机会,但养生类节目的形式还有一些亟待完善的地方。Objective To investigate the needs of the audience for health and wellness TV programs in the new media era aiming to improve the effect of TV media on traditional Chinese medicine(TCM)knowledge and promote the popularization of TCM culture.Methods A total of 171 questionnaires were collected from the survey,and the results with statistical methods was analyzed.Results More than 50%of the respondents mainly obtained health-preserving knowledge through new media,and the elderly have a greater desire for health-preserving knowledge than other groups(P<0.01).Among the people who have watched Yangshengtang,61.9%(52/84)of the respondents believed that the content and concepts spread by Yangshengtang were credible,and they expressed satisfaction with the format of the program.As far as TCM health and wellness programs are concerned,the audience’s expectations included diet and health care,daily health care,and common medical knowledge.Most audiences believed that the program atmosphere should be relaxed and concise,humorous,and the program should be more lively and interactive.Conclusion In the era of new media,traditional health TV programs are facing the great challenge of low audience rating.With the proposal of"Healthy China"strategy,more and more people begin to pay attention to health preservation,thus paying attention to TCM,which is a good opportunity for the development and dissemination of TCM.However,there are still some aspects in the form of programs needed to be improved.

关 键 词：新媒体 健康教育 中医文化 受众需求 

分 类 号：R-4[医药卫生] G222[文化科学]