中医药在英国的跨文化传播策略研究

Research on Cross-Cultural Communication Strategies of Traditional Chinese Medicine in Britain

目的:利用Python数据分析工具分析中医药在英国的跨文化传播状况,为推动中医药在英国跨文化传播提供建议与策略。方法:以“Traditional Chinese Medicine”“Chinese Medicine”“Acupuncture”“Chinese Herbal Medicine”为关键词,从LexisNexis新闻数据库中收集2016年1月1日—2020年12月31日期间英国《泰晤士报》《独立报》《每日电讯报》《卫报》《金融时报》五家主流媒体中有关中医药的新闻报道,经过数据清洗,围绕主题词、词云图、高频搭配词等开展量化分析,并对文本内容进行质性研究。结果:英国主流媒体对中医药总体持肯定态度,但针灸疗效缺乏科学证据、中药安全性问题,以及反对动物药的使用是英国主流媒体关注的焦点。结论:在推进中医药在英国跨文化传播过程中,需提升英国民众对中医药的文化认同,加强针灸疗效评价方法研究,加大中药安全性研究,以及主动回应民众对动物药的关切。

Objective:To analyze the cross-cultural communication of traditional Chinese medicine(TCM)in Britain by means of Python,and to provide suggestions and countermeasures for promoting cross-cultural communication of TCM in Britain.Methods:With“Traditional Chinese Medicine”,“Chinese Medicine”,“Acupuncture”,and“Chinese Herbal Medicine”as the subject terms or the keywords,the relevant TCM news reports released by The Times,The Independent,The Daily Telegraph,The Guardian,Financial Times from 1st January,2016to 31st December,2020were searched through the database of LexisNexis.After data cleaning and filtering,quantitative analysis,including high-frequency word analysis,wordcloud map and highly frequent collocation of words was conducted.Meanwhile,a further qualitative study on the text f news report was also carried out.Results:The mainstream media of Britain held generally positive attitudes to TCM.However,lack of scientific evidence of Acupuncture,problems of safety of Chinese herbal medicine,and resisting the use of wild animals as herbal medicine were the main focus of the mainstream media of Britain.Conclusion:In the process of promoting cross-cultural communication of TCM in Britain,it is necessary to enhance the public\s cultural identity of TCM,strengthen the research of evaluation methods of therapeutic effects of Acupuncture,improve safety research of Chinese herbal medicine,and respond to the public\s concern about the use of animals as herbal medicine forwardly.