摘要
中医药文化作为中华优秀传统文化的重要组成部分,在当代面临传播创新与文化认同构建的双重需求。步长制药作为中医药行业领军企业,其中医药文化传播对行业发展与文化传承具有示范意义。本研究基于文化认同理论,探析步长中医药文化的现有传播现状、存在问题,构建科学可行的传播路径,为企业提升文化传播效果、增强公众对中医药文化的认同提供参考。
As an important part of excellent traditional Chinese culture,traditional Chinese medicine(TCM)culture is faced with the dual needs of communication innovation and cultural identity construction in the contemporary era.As a leading enterprise in the TCM industry,Buchang Pharmaceutical's communication of TCM culture sets a demonstration for the industry development and cultural inheritance.Based on the theory of cultural identity,this study analyzes the current communication status and existing problems of Buchang's TCM culture,constructs a scientific and feasible communication path,and provides reference for enterprises to improve the effect of cultural communication and enhance public recognition of TCM culture.
作者
袁梦
翟亚琳
YUAN Meng;ZHAI YaLin(Shaanxi University of International Trade and Commerce,Xi'an 712046,China)
基金
2024年度陕西国际商贸学院校级基金项目“中医药文化‘走出去’背景下《脑心同治圆百岁梦》译介研究”(SMXY202456)。
关键词
文化认同
步长制药
中医药文化
传播路径
cultural identity
Buchang Pharmaceutical
traditional Chinese medicine(TCM)culture
communication path
