中医药文化新媒体传播存在的问题与解决对策-国际中医中药杂志.PDFVIP

国际中医中药杂志2018年1月第40卷第1期 Int J Trad Chin Med, January 2018, Vol. 40, No.1 ·5 · ·专题论坛 · 中医药文化新媒体传播存在的 问题与解决对策 邹奇煜 闫敏敏 杨艳 于春峰 葛成 王志伟 【摘要】 现阶段我国中医药文化新媒体传播，存在“传播者良莠不齐”“传播内容不实、商业化严 重”“传播受众针对性不强”等问题。其原因可能与中医药文化新媒体传播刚起步、审核监管机制不完善、 相关研究不充分等有关。因此提出加强传播者准入管理及强传播内容审核管理，建设中医药文化知识库、 加强行业监管及受众研究分析等解决对策与建议，以促进其可持续发展。 【关键词】 中医药；文化；传播 Challenges and countermeasures of new media dissemination in Chinese medicine culture Zou Qiyu, Yan Minmin, Yang Yan, Yu Chunfeng, Ge Cheng, Wang Zhiwei. Management School of Beijing University of Traditional Chinese Medicine, Beijing 100029, China Corresponding author: Wang Zhiwei, Email: wzw9902@126.com 【Abstract 】 At present, there are many problems in the dissemination of new media of Chinese medicine culture, such as bad communicators, unsound dissemination of content, serious commercialization and less targeted communication. The reasons underlying may be related to the beginning of the new media dissemination of Chinese medicine culture, the imperfect auditing and supervision mechanism and inadequate related research. Therefore, it is necessary to strengthen the access management of communicators, strengthen the management of communication content audit, build TCM knowledge base, strengthen industry regulation, and strengthen audience research and analysis, so as to promote its sustainable development. 【Key words 】 Traditional Chinese medicine; Cultural; Communication media 中医药文化是指中国人对生命、健康和疾病 可，其传播进入较快发展时期。中国公民的中医 [ ] 所特有的智慧和实践的概括，包括认知思维模式、 养生、保健素养在不断提高 4 ，全国公民中医药健 服务理念、对生与死的价值观、生活方式、诊疗 康素养水平从 2012 年的 2.6%提高至 2016 年的