The Communication Study Of Chinese Medicine Culture With New Media

As one of the oldest types of medical form in the world civilization,Chinese medicine contains rich Chinese philosophy,unique healing concept, and dialectical unification healing form,which construct a complete medical culture to help people.In spite of the long cultural history of traditional Chinese medicine,but for various reasons,traditional Chinese medicine has many bottlenecks and problems in the scope of communication,acceptance and quality.Therefore,how to succeed in spreading Chinese traditional culture,and really help people around the world, which is the important for each Chinese medicine scholar and intermediate disseminator to finish the social and historical mission.For a long time,in the dissemination of Chinese national culture,the breadth and depth of it is limited.firstly by investigating the cultural background,traditional path and the significance of Chinese medicine culture communication in this paper,it analyzes that the culture dissemination of traditional Chinese medicine is the need of the public on China’s cultural identity,and points out that the traditional media has realized the diversity of culture development and the cultural innovation. Although the traditional media is very important to spread Chinese medicine culture, it always fails to break the fence of one-way communication.Secondly,by using new perspective of the media,the thesis researches that the new media diversified channels and ways have an impact on the spread of Chinese medicine culture.Which not only broadens the channels, expands the scope of audience and promotes the communication effect for traditional Chinese medicine,but also brings some realistic problem that not allowed to ignore.Therefore,for the spread of traditional Chinese medicine in the present booming new media era,it’s full of various challenges and opportunities.How to fully make use of the advantages and deal with the disadvantages of new media, which has become a priority of it’s effective dissemination.Then this paper analyzes that the scholars should seize the good opportunity of the media convergence,advance the relationship between the traditional media and new media,and adopt the way that is fromming the "hard" to the "easy" to establish communication platform.Strengthening the media literacy of all communicators,in a nutshell,needs both “heteronomy”and “self-discipline”,and fully using the positive effect of the opinion leaders to promote the communication of traditional Chinese medicine,which were hoped to make a contribution in promoting it’s development,and expanding it’s influence in the field of international pharmaceutical.