1950年~1976年中医形象建构与传播话语变迁

Image Construction of Traditional Chinese Medicine and Discourse Transformation from 1950 to 1976

中华人民共和国成立初期,党和政府借助《人民画报》图文传播的宣传优势,通过给人以视觉体验和意识规训,将对中医的理想与要求直观化、具体化、形象化,建构起新中国的中医形象,推动了中、西医关系的重塑;同时,在“遗产论”到“宝库论”政治语境的转换下,《人民画报》建构的新中医形象也成为话语变迁的具象表达。通过分析1950年~1976年《人民画报》建构中医形象的方法与途径,梳理传播话语的变迁,认为构建的“新中医”形象对这一时期的卫生行业建设和社会主流意识形态产生了重要影响,帮助党和政府建立起与预期国家建设愿景对应的具有凝聚力的整体化社会。

In the early years of the People's Republic of China,the Communist Party of China and the government utilized the propaganda advantages of the China Pictorial to visually and consciously shape and idealize Traditional Chinese Medicine(TCM).Through the publication,they constructed a concrete and vivid image of TCM,promoting the restructuring of the relationship between TCM and Western Medicine.At the same time,with the shift in political context from"heritage theory"to"treasure theory",the new image of TCM constructed by China Pictorial became a tangible expression of discourse transformation.This paper analyzes the methods and approaches of China Pictorial to construct the new image of TCM from 1950 to 1976,sorts out the transformation of discourse,discusses its influence on the construction of health industry and the formation of social mainstream ideology during this period.It aided the Communist Party of China and the government in establishing a cohesive and holistic society that aligned with the envisioned national construction.