| Traditional Chinese Medicine could be considered a theory that has been developed in thousands of years. It could also be seen as a science, tested by practical experiences in the history. Its unique, well-prepared formulas are widely accepted all over the world. Nevertheless, Chinese Traditional Medicine itself is an extensive and profound culture based on ancient Chinese philosophy and holism thinking such as integral syndrome differentiation, syncretism between heaven and human, coordination and interaction, which, makes Chinese Traditional Medicine so powerful and enables it to produce the greatest positive effect. When spreading the Chinese Traditional Medicine culture, spreading through the community is the best method in terms of coverage and audience. Therefore it is very necessary to research and proof the efficiency of such method.In view of this, this study is based on the study of community media and community media broadcasting, including the study on the effect of media broadcasting containing TCM culture, the concept and the core value of TCM culture, related theories of community media and TCM culture communication, marketing and consumer behavior. This study uses evidence based analysis of conceptual model, and uses structural equation model to explore the related factors influencing TCM community media effect and the implementation measures. Through the analysis of domestic and international research, the theoretical and empirical research, this study proposes optimization scheme for TCM community media effect, so as to promote the cultural communication means and the inheritance and development of TCM.In this paper, the innovation lies in the evidence-based study of the latest TCM culture community communication methods. Through adapted Lasswell model theory, this paper analyses of the feedback from the TCM culture recipients, and finds the advantages and features of TCM. The results of this study contribute to the promotion and spreading of TCM culture. |
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