法国主流媒体《费加罗报》中的中医药报道话语研究

Study on the Discourse of Traditional Chinese Medicine Reports in theMainstream French Media Le Figaro

运用内容分析和文本分析相结合的方法对法国主流媒体《费加罗报》中的中医药报道话语进行研究,旨在了解中医药在法国主流媒体中的传播热度和认知态度,可以对当前学术界研究起到补充和丰富的作用。研究发现,与中医药在法国漫长的传播史相比,《费加罗报》对中医药的关注较晚,关注度偏低,报道主题以针灸类、中医类和推拿类为主;报道倾向以正面和中性报道为主;关于中医药的报道信源主要是来自法国本土相关专家;《费加罗报》大多以类似科普的方式来报道中医药,内容浅显易懂,治病原理简单明了,让深奥的中医药知识变得更接地气,有利于中医药文化在法国普通民众中的传播;但《费加罗报》对于接受中医药治疗后受众的体验反馈以及利用名人效应的宣传等相关报道则较匮乏。

This article employs a combined approach of content analysis and text analysis to study the discourse of traditional Chinese medicine(TCM)coverage in the mainstream French media outlet Le Figaro.The aim is to understand the popularity and cognitive attitude towards TCM in the mainstream French media,providing supplementary and enriched insights to the current academic research.The study reveals that,compared to the long history of TCM dissemination in France,Le Figaro started paying attention to TCM relatively late with a lower level of focus.The reported topics primarily revolve around acupuncture,Chinese medicine,and massage.The majority of the coverage tends to be positive or neutral.The sources of information regarding TCM mainly consist of relevant experts from France.Le Figaro often presents TCM in a popular science-like manner,making the content accessible and comprehensible.The simplified explanation of the principles behind TCM helps make this profound knowledge more relatable,which promotes the acceptance and dissemination of traditional Chinese medicine culture among the general public in France.However,Le Figaro lacks coverage on the audience's experiential feedback after receiving traditional Chinese medicine treatment and related reports on celebrity endorsements.