基于微博和推特的中医药文化传播对比研究

A Comparative Study on the Communication of Traditional Chinese Medicine Culture on Weibo and Twitter

目的:研究微博和推特中医药“意见领袖”的身份特征和两平台十余年间中医药推文的“议程设置”特点。方法:基于新媒体传播中的意见领袖和议程设置理论,根据粉丝数、热度和发推连贯性选取两平台的中医药意见领袖,并用Python网络爬虫爬取以上博主2009—2021年的所有推文语料进行分析。结果:两平台的意见领袖均具有真实性和权威性,然而命名方式和主体身份存在差异,微博平台偏向展示健康养生的话题类型,而推特平台突出展示博主的诊治信息;两平台的议程设置均聚焦于中医药治疗,且体现出明显的本土特征。结论:在国内外不同的议程设置下,意见领袖在传播中医药文化时要寻找贴近受众的议题,正确引导舆论,加强与传统媒体的融合,提升中医药文化的传播效果。

Objective:To study the identity characteristics of opinion leaders in the field of traditional Chinese medicine on Weibo and Twitter,and the agenda setting characteristics of traditional Chinese medicine on the two platforms in more than ten years.Methods:Based on the theory of opinion leaders and agenda setting in new media communication,the opinion leaders in the field of traditional Chinese medicine on the two platforms were selected according to the number of fans,popularity and tweeting consistency,and all the tweets of the above bloggers from 2009 to 2021 were crawled by Python for analysis.Results:The opinion leaders of the two platforms were authentic and authoritative,but there were differences in naming methods and blogger identity.Weibo tended to show the topic types of health care,while twitter highlighted the diagnosis and treatment information of bloggers.The agenda settings of both platforms focused on the treatment of traditional Chinese medicine and reflected obvious local characteristics.Conclusion:Under different agenda settings at home and abroad,opinion leaders should find topics close to the audience,correctly guide public opinion and strengthen the integration with traditional media in order to improve the communication effect of traditional Chinese medicine culture.