基于5W模式的中医药纪录片传播策略分析——以《本草中国》为例

Analysis of the Dissemination Strategy of Chinese Medicine Documentaries Based on the 5W Model——Taking Materia Medica of China as an Example

作为中医药文化的精品之作,《本草中国》以全新的叙事方式、精美的视听语言和多元化的传播渠道为观众呈现了一部中医药文化视觉史诗,赢得了观众的一致好评,为普及中医药知识、传承中华传统文化发挥了巨大作用。以拉斯韦尔“5W”传播理论为基础,从传播主体、传播内容、传播渠道、传播受众和传播效果等5个要素分析《本草中国》系列纪录片的传播特征,以期为新媒体时代中医药文化的创新发展提供借鉴和参考。

As a masterpiece of culture of Chinese medicine,Materia Medica of China presents a visual epic of culture of Chinese medicine with a brand-new narrative method,exquisite audiovisual language and diversified communication channels and has won unanimous praise from the audience.It has played a great role in popularizing Chinese medicine knowledge and inheriting Chinese traditional culture.Based on Laswell\s 5Wcommunication theory,to analyze the communication characteristics of the documentaries of Materia Medica of China from the five elements:namely,who,what,which channel,to whom and what effect,hoping to provide reference for the innovative development of culture of Chinese medicine in the new media era.