“中医药话语”跨文化传播议程设置研究

Research on the Agenda Setting of Cross Cultural Communication of“Traditional Chinese Medicine Discourse”

全球化传播背景下,“中医药话语”的跨文化传播是中国国家形象和意识形态建设的重要阵地。受西方媒介对中医药“滥用野生动物”“药物毒性及检测标准”“无科学根据”等消极叙事的媒介议程设置影响,海外受众普遍形成“中医药话语”的刻板印象,并由此形成了与媒介议程高度一致的公众议程。CGTN(中国环球电视网)从成立之初,就将“中医药话语”议程设置作为常态化工作,致力于长期、持久、策略地推进“中医药话语”正面价值的海外传播,转变海外精英受众固有的“议程设置”,一方面借助议程设置进行观点覆盖,CGTN媒介在“想什么”层面提升“中医药”选题客体显著性,完成“中医药话语”第一层面的议程设置;一方面通过雄辩论据和焦点事件,CGTN媒介在“怎样想”层面提升“中医药”议题部分属性的显著性,完成“中医药话语”第二层面的议程设置,并通过更强烈的属性议程设置效果,将议程元素捆绑,使包括客体和属性在内的整个网状结构显著性转移。CGTN以观点覆盖、属性议程设置和多向互文的系统语篇,建构“中医药话语”的立体网状传播路径,实现“中医药话语”的跨文化话语权争夺。

In the context of global communication,the cross-cultural dissemination of“traditional Chinese medicine discourse”is an important battlefield for the construction of China's national image and ideology.Influenced by Western media's negative narrative of traditional Chinese medicine's“abuse of wild animals”,“drug toxicity and testing standards”,and“lack of scientific basis”,overseas audiences have generally formed a stereotype of“traditional Chinese medicine discourse”,resulting in a public agenda that is highly consistent with the media agenda.Since its establishment,CGTN(China Global Television Network)has made the agenda setting of“Traditional Chinese Medicine Discourse”a normalized work,committed to promoting the positive value of“Traditional Chinese Medicine Discourse”overseas communication in a long-term,sustained,and strategic manner,transforming the inherent“agenda setting”of overseas elite audiences.On the one hand,it uses agenda setting to cover viewpoints.CGTN media has enhanced the significance of“TCM”topic selection objects at the“what to think”level,Complete the agenda setting for the first level of“Traditional Chinese Medicine Discourse”;On the one hand,through eloquent arguments and focal events,CGTN media has enhanced the significance of some attributes of“TCM”topics at the“how to think”level,completing the agenda setting of the second level of“traditional Chinese medicine discourse”,and through stronger attribute agenda setting effects,binding the elements of the agenda,making the entire network structure,including objects and attributes,significantly shift.CGTN constructs a three-dimensional network transmission path of“traditional Chinese medicine discourse”through a systematic discourse of viewpoint coverage,attribute agenda setting,and multi-directional intertextuality,achieving cross-cultural discourse power competition for“traditional Chinese medicine discourse”.