摘要
基于文化传播视角与拉斯维尔5W模式等理论,本研究综合运用文献研究法、实地考察法、观察法与内容分析法,对桂东、桂阳、新田三地的道地药材文化传播现状进行实证分析。研究发现,三地虽具备一定的资源禀赋,但普遍面临“药材强、文化弱、声量小、认同低”的传播困境。针对此问题,本研究构建了“资源链-认知链-人才链-传播链”四链协同的传播模型,进而提出以核心内容为根本、认知重塑为前提、人才培育为支撑、传播创新为动力的整合性实践路径。该探索可拓展中医药文化传播的理论维度,并为同类地区提供可资借鉴的传播范式。
From the perspective of cultural communication and guided by theories such as Lasswell's 5W Model,this paper conducts an empirical investigation into the current state of Chinese medicine cultural communication surrounding the geo-authentic medicinal materials in Guidong,Guiyang,and Xintian.A comprehensive methodology integrating literature review,field interviews,observation,and content analysis has been employed.The study reveals that despite possessing certain resource advantages,all three localities commonly face a communication dilemma characterized by“strong medicinal resources but weak cultural influence and low recognition.”To address this issue,the study constructs a“Resource-Cognition-Talent-Dissemination”four-chain synergy communication model.Building on this,an integrated practical pathway is proposed,with core content as the foundation,cognitive reshaping as the premise,talent cultivation as the support,and innovative communication as the driving force.This exploration can expand the theoretical dimensions of Chinese medicine cultural communication and provide an actionable reference for similar regions in developing their dissemination frameworks for Chinese medicine culture.
作者
李星洁
李思睿
刘宓蜜
LI Xingjie;LI Sirui;LIU Mimi(Hunan Normal University,Changsha,Hunan 410081,China)
基金
2024年度湖南省大学生创新训练计划项目(S202410542119)。
关键词
文化传播
道地药材
中医药
路径探讨
四链协同
传播模式
cultural communication
geo-authentic medicinal materials
Chinese medicine
pathway exploration
four-chain synergy
communication model
