“一带一路”背景下中医药文化的海外传播效果研究

Research on the International Communication Effects of Traditional Chinese Medicine Culture on the Backdrop of Belt and Road Initiative

本研究基于跨文化传播理论框架和英语网络媒体大数据,通过文本深度分析考察“一带一路”沿线英语国家对中医药文化传播的真实现状。研究发现:1)欧美和“一带一路”沿线国家、地区是中医药文化的传播热土,临床疗效、中西医比较等议题是传播的焦点;2)英媒对针灸、拔罐、青蒿素持肯定态度,而质疑中医药的科学性及其疗效,批评中药生产严重破坏了生态系统。因此,要提升中医药文化海外传播效果,就应从传播主体、传播内容、传播媒介和传播方式入手,构建新型中医药文化海外传播模式。

Based on the theoretical framework of cross-cultural communication and big data of English network media,this research examines the true status quo of the communication of traditional Chinese medicine(TCM)culture in English-speaking countries along the“Belt and Road”through in-depth text analysis.It was found in the research that:1)Europe,the United States and the“Belt and Road”countries and regions are hotspots for the dissemination of TCM culture,and topics such as clinical efficacy and comparison of Chinese and Western medicine are the focal points of dissemination;2)British media affirmed acupuncture,cupping,and artemisinin Attitudes,while questioning the scientific nature and efficacy of TCM,criticizing the production of Chinese medicinals for severely destroying the ecosystem.Therefore,in order to enhance the effects of overseas communication of TCM culture,we should start with the main body,content,media and methods of communication,and construct a new mode of overseas communication of TCM culture.