关于中医减肥的科学传播及其问题研究——以微信中医减肥公众号为例

Research on Science Communication and its Problems of Traditional Chinese Medicine Weight Loss——Take “Traditional Chinese Medicine Weight Loss” WeChat Public Accounts for Example

减肥已经成为当下社会一种文化现象,不恰当的减肥观念和行为会带来一系列社会和个人问题。媒介对人们减肥观念和行为塑造起着不容忽视的作用,其中“中医减肥”以其传统医学的辨证施治特点备受关注、颇为流行。本研究以中医减肥微信公众号为例,通过对媒介传播的中医减肥文本的内容分析和话语分析,结合对中医专家的深入访谈,分析当下有关中医减肥的科学传播现状,探讨存在的主要问题。

In today's society,losing weight has become a popular social phenomenon.Inappropriate concept and behavior about losing weight cause a series of social and personal problems.Media were found playing an important role in shaping people's weight loss concept and behavior,In which Traditional Chinese medicine(TCM)weight loss is very popular because of its characteristics of syndrome differentiation treatment.This study took the TCM weight Loss WeChat public accounts as an example,using the methods of content analysis and discourse analysis of media texts,combination with in-depth interviews with TCM experts,analyzed the status quo and the main problems of science communication of TCM weight loss,and the compromise of TCM to popular commercial culture was pointed out.