Difficulties And Breakthroughs In Short Video Communication Of Traditional Chinese Medicine Culture

Chinese medicine culture is an important part of China’s traditional culture,and it is the cohesion of the medical philosophy and practical experience of the Chinese people for thousands of years,which still plays an important role today with the development of modern medicine.In the report of the 20 th Party Congress,General Secretary Xi Jinping emphasized the need to "promote the inheritance and innovative development of Chinese medicine",which reflects the great importance that the Party Central Committee,with Comrade Xi Jinping as the core,attaches to the development of Chinese medicine.Along with the popularity and application of mobile terminals and communication devices,short videos have become an important communication channel.Among them,Douyin APP,which has 700 million daily activities,has become the "dark horse" and continues to consolidate its leading position in the short video track.The "Internet+TCM Medical Data Report" shows that with the development of the Internet and epidemic prevention and control,the "Internet+TCM Medical" model is gaining more and more recognition with its outstanding advantages.Chinese medicine culture is increasingly spread by the Internet,therefore,it is the focus of this thesis to explore the current situation,problems and its optimization path of Chinese medicine culture dissemination through short video form.The first chapter of the thesis summarizes the performance characteristics of short videos of Chinese medicine culture by analyzing the dissemination of short videos of Chinese medicine culture in several aspects of subjects,contents and channels.In the second chapter,the audience of Chinese medicine culture short video is randomly selected through questionnaire survey,and their usage habits and usage psychology are analyzed based on the user behavior in Jitterbug platform,and the user usage and interaction are profiled.Chapter 3 presents the problems in the dissemination process based on the dissemination and operational performance of Chinese medicine culture accounts on short video platforms,combined with questionnaire survey data and in-depth interview results:Insufficient scientific literacy in Chinese medicine and lack of social responsibility among communication subjects;content production is influenced by commercialization and the quality varies;The platform’s "gate-keeping" ability is insufficient,and rumors are growing;TCM is highly stigmatized,and most audiences do not have a good understanding of TCM culture;the existing communication feedback channels are not smooth,and the influence is limited.Chapter 4 proposes optimization strategies for the dilemma of TCM cultural communication:First,it is necessary to enhance the professionalism of Chinese medicine cultural content dissemination on short video platforms and introduce professional dissemination subjects;second,it is necessary to actively innovate in content and increase the proportion of quality content in the whole platform;Third,as an important medium of information dissemination,the platform should also shoulder the responsibility of information "gate-keeping" to ensure the quality of TCM culture dissemination;fourth,the audience should continuously enhance the self-awareness and self-confidence of inheriting TCM culture and improve modern medical literacy.Only with the concerted efforts of multiple subjects can we promote the short video platform to better realize the dissemination of TCM culture.Along with the high importance attached by the Party and the State to the development of Chinese medicine,the development of Chinese medicine culture in the new era is bound to usher in an anticipated period of opportunity.If traditional Chinese medicine culture can ride on the express train of short video,and further rub shoulders with it,find the right and reasonable fit,and effectively optimize the existing dilemma,Chinese traditional medicine will be better publicized and promoted.