中医药老字号在海外新闻媒体报道中的形象建构

Image Construction of Time-Honored Brands of Traditional Chinese Medicine in Overseas News Media Reports

目的:以《中国日报》海外版对同仁堂报道为例,探究中医药老字号在海外新闻媒体报道中的形象建构策略。方法:选取《中国日报》海外版在2001年5月至2020年10月期间对同仁堂的专题报道,建立小型专用语料库,通过高频词表和词簇搭配,采用频数统计和文本分析并用的方法。结果:自2001年以来,同仁堂报道主题多样化,数量总体呈上升趋势,从企业发展、品牌价值、产品创新多个维度建构了同仁堂良好的海外形象。结论:海外报道展现了同仁堂悠久辉煌的历史,精益求精的当下和立足本土、放眼全球的未来,建构了值得消费者信赖的品牌形象,塑造了年轻化、时尚化的产品形象。对外媒体应加强对老字号文化和社会公益的报道,积极寻求与海外主流媒体合作,推动中医药老字号的国际传播与发展。

Objective:Taking the China Daily's overseas reports of Tongrentang as an example,to explore the image construction strategy of time-honored brands of traditional Chinese medicine in overseas news media reports.Methods:The reports on Tongrentang were collected from May,2001 to October,2020.A small-scale corpus was established.The methods of frequency statistics and text analysis were adopted to analyze high-frequency vocabulary and word clusters.Results:Since 2001,the number of reports has shown an overall upward trend.These high-frequency words reveal the good image construction of Tongrentang from multiple dimensions of corporate development,brand value,and product innovation.Conclusions:The reports have shaped the images of Tongrentang in different aspects including its long and glorious history,its present that strives for excellence,as well as its aspirations for future.Tongrentang has built a brand worthy of consumers'trust and created a young and fashionable product image.It is suggested that the reports on culture and social welfare as well as cooperation with overseas mainstream media should be increased to promote the time-honored Chinese medicine brands abroad.