A Study On Cultural Communication Of TCM Under Thenew Media Environment

As an ancient medicine with Chinese originality,TCM is the fifth largest invention to promote the development of human society and an important part of Chinese traditional excellent culture.It is not only the quintessence of China,but also a treasure in the world medical treasure house.The dissemination of traditional Chinese medicine culture has changed from prosperity to decline,and from decline to prosperity.Its vitality is tenacious.In the new media environment,with the help of mobile phone APP,it has re-entered millions of households.Mobile phone APP is the most popular media nowadays.Media is not only a tool for cultural expression and transmission,but also a necessary condition for cultural transmission and development.The purpose of this paper is to summarize the problems encountered in the process of spreading traditional Chinese medicine culture and the advantages and disadvantages of various kinds of APPs through detailed comparative analysis of three kinds of APPs(reading,broadcasting and video),so as to develop better APPs for disseminators to disseminate traditional Chinese medicine culture,and to let the audience choose more accurately the appropriate APPs to learn traditional Chinese medicine culture.By investigating and analyzing the influence of several kinds of APP on the spread of traditional Chinese medicine culture under the new media environment,this paper expounds the importance of new media to the development of traditional Chinese medicine culture,and highlights that mobile phone APP is the most potential means of communication.The results show that broadcasting APP and video APP are popular mobile apps to spread traditional Chinese medicine culture nowadays,among which video APP is the most noticeable.The author draws the following conclusions: In order to give full play to the positive effect of mobile phone APP on the spread of traditional Chinese medicine culture,it is suggested to innovate the content of communication,speed up the process of specialization of communicators,improve communication technology,enhance the media literacy of special audiences and traditional Chinese medicine cultural literacy.The government system and financial support should be implemented.For the sake of speeding up the pace of the dissemination of traditional Chinese medicine culture,let the cultural information of traditional Chinese medicine benefit the people of Li,and improve the overall quality and health level of traditional Chinese medicine.