澳大利亚主流电视媒体中医药报道现状与反思

Current Situation and Reflection on Chinese Medicine Reports in Mainstream TV Media of Australia

澳大利亚中医药使用合法,但进一步传播依然面临重重挑战。通过梳理近十年澳大利亚主流媒体涉及中医药内容的电视报道,明晰媒体关注点,管窥澳洲中医药使用状况,并对媒体强调研究数据、借助现代医学语言开展描述、对立性呈现正负面评论等叙事倾向进行分析,揭示媒体所暗含的科学化中医倾向,期待中医界在国际传播中与媒体加强互动,积极作为。

The use of traditional Chinese medicine in Australia is legal,but further dissemination still faces many challenges.By sorting out the past ten years'mainstream TV reports involving traditional Chinese medicine in Australia,we are trying to find out the media'focus of attention,peeping into the working condition of traditional Chinese medicine in Australia.By collecting media data,describing in modern medical language and analyzing narrative tendencies of description like presenting positive and negative comments by contrast,the tendency of scientizing traditional Chinese medicine by media were found.Hope traditional Chinese medicine community can enhance interaction with the media and make positive contributions during international dissemination.