| Purpose:With the development of computer technology in the past few years,the dominant position of traditional media has been gradually replaced by the new media,which has larger capacity and fragmented information,and social media has also developed rapidly as one of the main media for people to get information.This change has also influenced the communication field,more and more academics are conducting research on mass communication in the context of the new media.The purpose of this study is to design a model to evaluate the international communication effect of TCM(traditional Chinese medicine)on YouTube based on literature research.Then the author collects relevant video data according to the model,and conducts a comprehensive and objective analysis of it based on theories of international communication,therefore,to gain insight into the current status of the communication effect of TCM in social media within the context of new media,and to study the main factors that affect its communication effect.The author tries to give some strategic suggestions for the international communication of TCM based on the study result,thus to help TCM dissemination better adapt to the new media era,and to make the most of the advantages of the new media,strengthen TCM international impact on the world and contribute Chinese wisdom to the health of mankind.Objects:In this study,the objects are TCM videos posted on YouTube from January 1st 2019 to December 31st,2019.The relevant data and information of each selected video were collected according to the evaluation model,including video title,video description,video duration,video content,upload date,publisher account,subscribers,views,likes,dislikes,number of comments,video link and comment itself,etc.Methods:The study adopts the idea of big data and data mining.The evaluation model was designed based on literature review,and the hypotheses were designed accordingly.The study objects and data were collected by Python web crawler technology and other tools,and the study was conducted through combination of qualitative and quantitative analysis.In the study,content analysis was first used to quantify the video content,then data analysis tools via Python was used to get descriptive statistical analysis and correlation analysis on all collected data.Sentiment analysis was conducted on the comments.All hypotheses were verified according to the evaluation model,and the current situation of international communication effect of TCM vides posted on YouTube was learned,and the specific factors and their ways of influencing the communication effect were analyzed.Results:Result of study on the current situation of communication(1)A larger internal difference is presented among the number of account subscriber,and the communication effect of videos posted by official accounts was better than that of personal accounts.(2)The number of posted TCM videos each month is somewhat the same;there is significant internal difference among the video duration and the length of video title,but most of them are concentrated around certain number;the majority of videos are related to acupuncture,moxibustion and Tuina,Chinese herbal medicine and Qigong exercise;most videos present an objective and neutral attitude towards TCM,indicating the overall image of TCM in the eyes of the account owners is positive.(3)There is significant internal difference among the distribution of views,but most of them are within the scope between 10 and 1000;the likes of the video are more than dislikes,and the like rate is higher than the dislike rate,indicating the acceptance of TCM of the audience;the willingness to comment is generally low among the audience.(4)The international audience of YouTube are positive to TCM according to their comments,the polarity of the comments is generally positive,and the objectivity is generally low,the overall image of TCM in the eyes of audience is positive.Result of study on the factors influencing the communication effect(1)The correlation analysis between the account and the communication effect shows that there is no significant correlation between the account type and the communication effect;the number of account subscriber is positively correlated to the communication effect.(2)There is positive correlation between video duration and communication effect;there is no significant correlation between the type of video content and the communication effect;there is no significant correlation between account owner's attitude toward TCM and the communication effect.(3)There is significant positive correlation between audience and the communication effect.(4)There is positive correlation between the result of sentiment analysis on the comments and the communication effect.Conclusion:The study finds that the international communication of TCM on YouTube has the following features:(1)There is a great variety in the video content,involving many aspects of TCM,and the overall image of TCM is positive;(2)The overall standard of the video is relatively low,most videos posted by personal accounts are not very good,while videos posted by official accounts are relatively better;(3)There is significant internal difference among evaluation indicators,indicators of several videos are much higher than that of most videos,while the distribution of the indicator data is relatively concentrated;(4)The audience's participation is low,and the like rate,dislike rate and their willingness to comment are all low;the audience attitude toward TCM is positive,most comments express compliment and respect to the TCM.According to these findings,the author suggests the following strategies:(1)Strengthen the professional operation of official account,expand the influence steadily;(2)Encourage personal account owners to publish high-quality videos,make the most of their advantage-the freedom of content design to enhance the communication effect;(3)Enrich the content and form of communication,attract more audience and increase the adhesiveness of the audience;(4)Study the need of the audience,and design the content of the video according to audience's need,leading audience to accept TCM.With these strategies,TCM could achieve better international communication effect in the new media era. |
PDF Full Text Request