跨文化语境中云南中医药文化传播策略探析

Analysis on the Communication Strategy of Yunnan Traditional Chinese Medicine Culture in Cross Cultural Context

跨文化传播是不同文化之间进行交往与互动的过程。从语境的角度来说,由于传播主体之间存在文化差异,跨文化传播不仅受客观环境影响,同时也受认知环境的影响。针对不同文化语境上的不匹配性,通过研究中医药跨文化传播的障碍,对云南中医药跨文化传播进行策略定位,从地缘、政策和民俗资源阐明以民俗为着力点发展云南中医药跨文化传播的必要性,提出云南中医药文化传播的有效策略。

Cross cultural communication is a process of communication and interaction between different cultures. From the perspective of context,due to the cultural differences between communication subjects,cross-cultural communication is not only affected by the objective environment,but also by the cognitive environment. In view of the incompatibility in different cultural contexts,this paper studies the barriers of cross-cultural communication of traditional Chinese medicine,makes strategic positioning for the cross-cultural communication of traditional Chinese medicine in Yunnan Province,expounds the necessity of developing cross-cultural communication of traditional Chinese medicine in Yunnan Province from the aspects of geography,policy and folk resources,and puts forward effective strategies for the cultural communication of traditional Chinese medicine in Yunnan Province.