互联网背景下非物质文化遗产——平乐郭氏正骨黑膏药的文化传播新模式

Under the Background of Internet Intangible Cultural Heritage——a new Cultural Communication Model of Pingle Guo′s Black Plaster

借助新型互联网工具,以非物质文化遗产--平乐郭氏正骨黑膏药为范例,结合传统媒体的传播优势,探索建立有形传播与无形传播相结合,单向传播与双向交互传播相结合,广泛化传播与精准化传播相结合的中医药文化传播新模式,拓宽中医药文化的传播渠道,扩大中医药文化传播的受众面和提升中医药文化传播效果。

With the help of Internet,the aim of this study was to take Pingle Guo′s Bone-setting Black Ointment as an example,combine the communication advantages of traditional media,establish a new mode of traditional Chinese medicine culture communication,which combines tangible and intangible communication,one-way and two-way interactive communication,extensive and precise communication and broadens the channels of communication.In order to expand the audience of TCM culture dissemination and improving the effect of TCM culture dissemination.