Research On Cultural Identity Of Traditional Chinese Medicine:Scale Design,Investigation And Countermeasure

Purpose:In view of the theoretical and practical problems in the research of cultural identity(CI)of traditional Chinese medicine(TCM),the paper develops the traditional Chinese medicine cultural identity scale(TCMCIS),investigates the level of CI of TCM,analyzes the group differences,influencing factors and mechanism of CI of TCM,and discusses the specific countermeasures for the construction and promotion of CI of TCM in the new era from the perspective of cultural representation and media convergence.The paper hopes to make up for the lack of research on the cultural identity of traditional Chinese medicine in the existing literature,enrich the relevant research in the field of traditional Chinese medicine culture,and provide a theoretical basis for promoting the measurement of the level of cultural identity of traditional Chinese medicine and the effective dissemination of traditional Chinese Medicine culture,so as to provide constructive ideas and decision support for relevant government administrators and associations to formulate policies.Method:First of all,according to the standard of scale development,on the basis of theoretical review and expert interviews,the paper mainly uses the questionnaire method to collect data,and uses coding technology,factor analysis and correlation analysis,through the combination of qualitative and quantitative research methods to develop the TCMCIS.Secondly,based on the TCMCIS,the investigation and experiment of TCM cultural identity were carried out to reveal the current situation.Finally,using the literature research method,from the cross perspective of media research and cultural research,this paper analyzes the influencing factors and mechanism of TCM cultural identity,as well as the countermeasures for the construction and promotion of TCM cultural identity in the new era.Result:First,the paper defines the concept and structure of TCM cultural identity,and develops the TCMCIS with good reliability and validity.CI of TCM refers to people's cognition,emotion and behavior on the content and form of cultural characteristics of TCM.TCMCIS includes 18 items and 3 dimensions,of which 6 items measure the cognitive dimension of TCM cultural identity,5 items measure the emotional dimension,and 7 items measure the behavioral dimension.Second,the paper found that the general level of Chinese people's identity to the culture of TCM is not low,but the level of young people's identity to the culture of TCM is lower than that of the middle-aged and elderly people,and the level of public identity to the implicit culture of TCM is higher than that of the explicit culture through the investigation and study.And it is found that the application of new media can improve the level of TCM cultural identity of young people through the experimental research.Third,this paper also analyzes the influence of historical narrative and cultural representation of media on the CI of TCM.Cultural representation has the function of ideographic practice and cultural identity construction.The practice of TCM cultural representation includes historical narrative and cultural representation of media.The influence of historical narrative and cultural representation of media on the CI of TCM is mainly manifested in five stages: regulation,representation,production,consumption and identity.Among them,the regulation stage refers to the historical narrative,which presents the historical features and plots of TCM through reductive narrative and emotive narrative,and forms its cultural facts and value norms.The representation stage refers to the transformation of the historical narrative content of TCM culture through the symbolic processing of the media system,which presents the cultural significance and values of TCM(production stage)in line with the characteristics of the times,and can interact with the audience empathically,which is easy for the audience to accept and understand(consumption stage);after the significance and value are decoded by the audience,they are transformed into their emotions and behaviors to promote mutual sharing and participation and realize the CI of TCM(identity stage).Fourth,from the perspective of cultural representation and media convergence,the paper puts forward the countermeasure model and content of the construction and promotion of CI of TCM in the new era,mainly including the countermeasure framework of "reality-representation-participation" and the countermeasure path of "historical narrative-media representation-media convergence".Conclusion:In the the new era,we should first understand the concept of CI of TCM in the broad cultural context,and study the issue of CI of TCM should follow the attitude emotion theory rather than the value type theory.The objects of CI of TCM include not only the implicit culture such as the core values and thinking mode of TCM,but also the explicit cultural forms such as the curative effect,cultural works and products of TCM.Secondly,Secondly,in view of the current situation of Chinese people and young people's CI of TCM,we should pay attention to the construction and promotion of CI of TCM in the future.On the one hand,we should attach importance to and use historical narrative methods to strengthen the construction of CI of TCM,reasonably select and flexibly use narrative materials,narrative discourse structure and narrative mode.On the other hand,we should emphasize and use media representation to improve the level of CI of TCM,pay attention to the effective use of generalized language symbol system,especially the role of media convergence in promoting the CI of TCM,and gradually promote the convergence of representation form driven by technical factors to the convergence of representation content driven by economic factors,and finally realize the convergence of representation ecology driven by cultural factors.TCM communication is no longer limited to popular science propaganda,but should actively extend to service,product,experience and community.The culture representation of TCM should effectively integrate industry and social resources through media convergence,form an all media format system guided by TCM culture IP and brand operation strategy,and focus on the production of popular science knowledge,news content and social theme of TCM culture,and provide the corresponding health promotion,entertainment,shopping and other products or services,so that TCM culture can fully penetrate into the life of the audience,and CI of TCM can be effectively constructed and promoted.