基于政策工具与5W理论二维视角下中医药文化传播政策量化分析

Quantitative Analysis on Chinese Medicine Cultural Communication Policies Based on the Two-Dimensional Pe pectives of Policy Tools and 5W Theory

目的:对我国中医药文化传播相关政策文本进行分析,探讨中医药文化传播政策的着重点和存在问题,为后期政策优化提供依据。方法:基于政策工具和5W传播理论的二维视角,对检索出的43份中医药文化传播政策文件进行内容分析。结果:中医药文化传播政策制定中政策工具整体使用较为丰富,但结构分布不均。对传播媒介(110/200,55.00%)的扩展及传播内容(97/102,95.10%)的丰富均依赖资讯性工具,对传播者(63/64,98.44%)的引导与传播受众(14/14,100%)的调动多依赖组织性工具,对传播效果(11/1291.67%)的评估多依赖市场化工具,经济性工具(2/16,12.50%)在5W维度的激励作用均发挥不足。结论:应借助经济性工具激发中医药文化传播主体的积极性与创造性,运用组织性工具兼顾中医药文化传播受众的需求度与差异化,凭借资讯性工具增强中医药传播内容科学性与表达通俗性,依托管制性工具推动中医药文化传播媒介的多元化与整合化发展,利用市场化工具提高中医药文化传播效果的社会效益与经济效益。

Objective To analyze the policy texts related to the cultural communication of traditional Chinese medicine in China,explore the focus and problems of the cultural communication policy of traditional Chinese medicine,and provide a basis for the optimization of the policy.Methods The content of forty-three retrieved policy documents on cultural communication of Chinese medicine were analyzed from a two-dimensional perspective based on policy instruments and 5W communication theory.Results The overall use of policy tols in the development of policies for the dissemination of Chinese medicine culture was relatively rich,but the structure was unevenly distributed.The expansion of communication media and the enrichment of communication content relied on information tools.The mobilization of communicators and communication audience relied more on organizational tools.The assessment of communication effectiveness relied more on market tools.Economic tools were insufficient in the incentive function of 5w dimension.Conclusion It is suggested to use economic tools to stimulate the enthusiasm and creativity of the main body of TCM cultural communication,use organizational tools to take into account the demand and differentiation of the audience of TCM cultural communication,use informational tools to enhance the scientificity and popularity of the content and expression of TCM communication,rely on regulatory tools to promote the diversified and integrated development of TCM cultural communication media,and use marketing tools to improve the social and economic benefits of the effect of cultural communication of TCM.