跨文化视域下中医药文化传播策略探析

The Communication Strategies of Traditional Chinese Medicine Culture from a Cross-cultural Perspective

跨文化传播是不同文化之间进行交往与互动的过程。在讲好中国故事的时代背景下,中医药文化“走出去”的工作不断得以推进,但由于传者和受者之间在观念、思维、行为习惯等方面的差异,中医药文化在对外传播过程中仍然面临诸多挑战。文章基于霍夫斯泰德文化维度模型,对妨碍中医药跨文化传播的障碍因素进行分析,提出了中医药文化传播的有效策略。

Cross-cultural communication is the process of interaction between different cultures.In the context of telling the China's story well,the"going out"of Traditional Chinese Medicine(TCM)culture has been promoted.But TCM culture still faces many challenges in the process of international communication due to the differences in traditional concepts,thinking modes and behavioral habits between the transmitter and the recipient.Based on Hofstede's cultural dimension model,this study investigates the barriers to cross-cultural communication of TCM and proposes corresponding countermeasures.