南派藏医药文化外宣与传播策略构建研究——基于拉斯韦尔的5W传播理论

Research on the Construction of Publicity and Communication Strategy of the Tibetan Medical Culture of Southern School in Ganzi Tibetan Autonomous Prefecture——Based on Lasswell's 5W Communication Theory

南派藏医药文化的外宣与传播对人类的健康养生、防病治病、医学研究极具现实意义。5W传播理论分析表明,外宣与传播主体量小力微、外宣与传播内容片面、外宣与传播方式单一等现象突出。针对这些问题,可通过构建南派藏医药文化多元外宣与传播主体来逐步提高外宣与传播主体实力、找准着力点来不断丰富外宣与传播内容、多维合力来拓宽外宣路径、关注受众文化背景来进一步提升甘孜州南派藏医药文化外宣与传播效果。

The publicity and dissemination of Tibetan medical culture in Ganzi Tibetan Autonomous Pre-fecture is of great practical significance for human health,disease prevention and treatment,and medical research.The analysis of 5W communication theory shows that the difficulties faced by the publicity and communication of Tibetan medical culture in Ganzi Tibetan Autonomous Prefecture are that the publicity and communication subject is small,the publicity and communication content is one-sided,the publici-ty and communication mode is single,and the cultural background of the audience is ignored.In view of the existing difficulties,we can improve the publicity and communication effect of Sothern school of Tibet-an medical culture in Ganzi Tibetan Autonomous Prefecture by building multiple publicity and communi-cation subjects,gradually improving the strength of publicity and communication subjects,constantly en-riching the content of publicity and communication,vigorously expanding the path of publicity,and pay-ing attention to the cultural background of the audience.