Research On The Construction Of Traditional Chinese Medicine Image Based On Multi-Agent Cognition

Against the backdrop of China’s ambition to build a health strategy and enhance national cultural confidence,it is imperative to promote the good development of traditional Chinese medicine(TCM).However,unlike the official definition of TCM as a "national treasure",voices against TCM abound on online platforms and in real life,and TCM is still not free from negative images such as unscientific and outdated,and the overall atmosphere is against the environment of TCM development.In this context,it is urgent to explore the issue of image construction and improve the positive image to promote the culture and the development of TCM.The research is mainly based on the differential image construction of TCM by three cognitive subjects: media organizations,the public,and practitioners.Firstly,for the first two types of cognitive subjects,the characteristics,differences,and reasons for the construction of TCM media images are reproduced through analysis of external information and content characteristics.The study of external information characteristics mainly conducts descriptive statistical analysis from five perspectives: information sources,popularity trends,content forms,reporting depth,and topic labels;The research on content features utilizes word frequency analysis,topic extraction,emotional analysis,and qualitative analysis methods to study the language elements and characteristics of TCM described by media organizations and the public,the attention to the issues,emotional tendencies,and the positive and negative views of the public on it.Secondly,using the Grounded theory method,we conducted offline interviews with the third type of cognitive subject TCM practitioners,differentiated the key influencing factors and image formation mechanism of TCM image from the perspective of TCM practitioners,and built a TCM image construction model guided by diagnosis and treatment results.Finally,summarize the problems and reasons in the construction of traditional Chinese medicine image and propose targeted suggestions.Research has found that the three main reasons for the bias in image construction among cognitive subjects are: platform heterogeneity leading to differences in discourse tendencies in media organizations,deviation between media issues and public attention,there is a cognitive barrier between the public and practitioners.Based on this,in order to promote the good development of the image of TCM,the following suggestions are proposed from three levels: the government strengthens guidance and supervision;the media fulfills their communication responsibilities;individuals exert subjective initiative.