摘要
中医药学是中国古代科学的瑰宝,也是打开中华文明宝库的钥匙。党的二十大报告及习近平总书记在文化传承发展座谈会上的重要讲话,为加快推进陕西中医药文化传播提供了科学指引。从加强陕西中医药文化传播的价值意蕴入手,以传播学中哈罗德·拉斯韦尔的“5W”理论为分析框架,深度剖析陕西中医药文化传播过程中存在的传播主体引领性不强、传播内容科学性不足、传播渠道灵活性不够、传播受众针对性不强、传播效果融合性不够等问题,从壮大传播主体、优化传播内容、拓宽传播渠道、细分传播受众、增强传播效果等五个方面提出陕西中医药文化传播策略。
Traditional Chinese medicine(TCM)is a treasure of ancient Chinese science and a key to unlocking the rich heritage of Chinese civilization.Report of the 20th National Congress of the Communist Party of China and the important speech by General Secretary Xi Jinping at the symposium on cultural inheritance and development provide scientific guidance for accelerating the dissemination of TCM culture in Shaanxi.Starting from the value implications of strengthening the dissemination of TCM in Shaanxi,Taking Harold Lasswell s 5W theory as the analytical framework and the problems of weak leadership of communication subjects,insufficient scientific content,low flexibility of communication channels,weak targeting of communication audiences,and insufficient integration of communication effects in the dissemination process of TCM culture in Shaanxi,this paper proposed strategies for the dissemination of Shaanxi TCM culture from five aspects,including strengthening dissemination subjects,optimizing communication content,diversifying communication channels,segmenting communication audiences,and enhancing communication effectiveness.
作者
李隽
井晶
LI Jun;JING Jing(School of Marxism,Shaanxi University of Chinese Medicine,Xi'an 712046,China;Office of the CPC Committee and President,Shaanxi University of Chinese Medicine,Xi'an 712046,China)
出处
《中国医学伦理学》
2023年第10期1170-1176,共7页
Chinese Medical Ethics
基金
2023年度陕西省哲学社会科学研究专项青年项目“文化强国背景下陕西中医药文化传播策略研究”(2023QN0199)
2022年度陕西省哲学社会科学研究专项全省艺术科学规划项目(合作项目)“西咸新区中医药健康旅游产业融合发展路径研究”(2022HZ1692)。
关键词
“5W”模式
中医药文化
传播策略
5W Model
Traditional Chinese Medicine Culture
Dissemination Strategy
