中医药文化海外传播现状与启示——基于亚马逊网站的图书数据分析

The current status of overseas spread of Traditional Chinese Medicine culture and its enlightenment:book data analysis based on Amazon

中医药文化对外传播是弘扬中华优秀传统文化,打造国家“软实力”的重要途径。鉴于当前中医药文化的海外传播效果不佳,接受度不高,有必要对其传播现状做全面的调查,以期制定更有针对性的传播策略。本研究基于全球最大的在线购书平台亚马逊官方网站的中医药在售书籍数据,分析了当前海外中医药传播的关注点、传播人、时间线等问题,并从传播学的视角对中医药文化对外传播进行反思和建议。

As Traditional Chinese Medicine(TCM)is one of the representative elements of Chinese culture,promoting it overseas is an important way to advance China’s fine traditional culture worldwide and build national“soft power”as well.In view of its low popularity outside China,it is necessary to make a comprehensive investigation of TCM oversea acceptance in order to develop more targeted communication strategies.Based on the data analysis of the TCM book sales on the official website of Amazon,this study discusses the main concerns,disseminators,timelines and other issues of TCM international communication.Refiections and suggestions are made from the perspective of communication for the TCM popularization overseas.