民间渠道下中医药文化国际传播策略探析  

Exploration of International Communication Strategies for Traditional Chinese Medicine Culture Through Folk Channels

作　　者：李静蕾 LI Jinglei(School of Journalism and Communication,Chongqing Normal University,Chongqing,401331,China)

机构地区：[1]重庆师范大学新闻与传媒学院,重庆401331

出　　处：《文化创新比较研究》2025年第7期36-39,共4页Comparative Study of Cultural Innovation

摘　　要：中医药学是中国古代流传至今仍在发挥重要作用并兼具医学与文化双重价值属性的中华瑰宝,是中华文化“走出去”的钥匙。该文聚焦于中医药传统文化的国际传播,探讨在华留学生作为民间传播主体对中医养生功法走向全球的助推作用,并结合Z世代群体和融媒体时代的传播特点,从五个方面提出了优化策略,包括兼顾高低语境文化差异、打造多层次文化氛围、依托前沿技术提升传播内容与形式、深挖社交媒体的传播潜力、培养在华留学生意见领袖,旨在提升中医养生功法的国际传播力,推动中医药文化更加真切地走向世界。Traditional Chinese medicine is a Chinese treasure that has been passed down from ancient times and still plays an important role today,with dual values of medicine and culture.It is the key to the"going global"of Chinese culture.This article focuses on the international dissemination of traditional Chinese medicine culture,starting from a small perspective,exploring the role of Chinese students studying abroad as folk disseminators in promoting the global dissemination of traditional Chinese medicine health practices.Based on the characteristics of the Z generation and the era of integrated media communication,optimization strategies have been proposed from five aspects,including taking into account cultural differences between high and low contexts,creating a multi-level cultural atmosphere,relying on cutting-edge technology to enhance communication content and form,tapping into the communication potential of social media,and cultivating opinion leaders among students studying in China.The above strategies aim to enhance the international dissemination of traditional Chinese medicine health preservation techniques and promote the more authentic entry of traditional Chinese medicine culture into millions of households around the world.

关 键 词：中医药文化 国际传播 在华留学生 民间渠道 Z世代 策略 

分 类 号：R2-03[医药卫生—中医学]