Study On The International Communication Of TCM Culture From The Perspective Of Confucius Institute

As the patron saint of Chinese nation's health,TCM has been spread worldwide and sought after by people all over the world for its unique clinical effects and health preservation concept.As early as the Han Dynasty,TCM had been spread abroad,so the international communication of TCM has a long history.Confucius Institute is a non-profit educational institution for promoting China's language and culture,which has expanded the path of promoting TCM culture,especially the establishment of Chinese Medicine Confucius Institute opening a new window for foreign people to know about Chinese medicine,as the international exchange and cooperation platform.Firstly,the history of international communication of TCM is reviewed,factors of communication are analyzed;Secondly,introducing the background of establishment and current situation of communication of TCM culture of Confucius Institute while strengthening self-confidence in TCM culture and specifying the communication mission of TCM culture to the world and boosting the revival of Chinese culture to prepare for the spread of TCM culture ideologically.With the enhancement of China's comprehensive national strength,guideline of"the Belt and Road Initiative",the achievements of modern Chinese medicine represented by the artemisin and the transformation of modern medical model,new development opportunities are brought for the international spread of TCM of Confucius Institute.However,affected by the factors of history,language barriers and cultural differences,the communication is facing many challenges and difficulties.Studying and summarizing the advanced experience of the British Council,the Goethe Institute,the French league,Cervantes College of foreign language and culture media organizations,to provide reference for comparison and dissemination of Confucius Institute of promoting TCM culture.From the perspective of communication,the five basic elements of the discriminator,the communication content,the media,the audience and the effects are deeply analyzed.At last,combined with the characteristics of the professional communication of TCM culture of Confucius Institute and based on 5W classic communication model,proposing communication effects that selection and training requirements of communicators should be standardized;the dissemination of the contents should reflect the core values TCM culture of view of nature,view of life,view of disease,medical ethics,view of health preservation and image thinking;expanding the communication media,combined with traditional martial arts such as Taichi and high-level cultural communication activities,making full use of traditional media and new media such as Facebook and Twitter;establishing the feedback and evaluation system and so on;improving the examination and supervision system of communication countermeasures,to provide the references for the international communication of TCM culture of Confucius Institute.