融媒体语境下地方中医药文化品牌传播的时代特征分析

On Dissemination of Local Traditional Chinese Medicine Culture in the Era of Integrated Media

地方中医药文化是我国传统文化的重要组成部分,在当下的融媒体语境下的品牌传播具有其独特的时代特征。融媒体独有的快捷性、多元化、开放性和自主性。它为中医药文化品牌传播提供契机,也为中医药文化品牌提供良好的传播途径。但是融媒体语境下地方中医药文化品牌传播过程中也出现了一些困境与问题,例如传播平台应用不充分,融媒体运营水平较低,缺乏政府的支持和监管等,应加强融媒体平台的传播保障,提升传播水平,加强政府和相关部门的监管。

Local traditional Chinese medicine culture is an important part of our country’s traditional culture.In the era of integrated media,brand dissemination has its unique characteristics of the times.Its speed,diversification,openness and independence provides an opportunity for dissemination for Chinese medicine cultural brands.However,some difficulties and problems have appeared in the process of the dissemination,such as insufficient application of the dissemination platform,low level of media operation,lack of government support and supervision,etc.The integrated platform should be improved and supervision of the government should be strengthened.