Research On The Needs Of Key Audiences In The International Communication Of Chinese Medicine Under The Facebook Community

Background:Over the past five years,Chinese medicine has achieved rapid breakthroughs in overseas education,legislation and medical effectiveness.A series of domestic policies have been issued for protecting Chinese medicine "going out".However,due to differences in cultural background,education,and medical system,Chinese medicine often confronts with the embarrassing situation of "passing on without accepting" in the process of international communication,and the needs of the audience of Chinese medicine international communication are unclear.As the leading social networking site in terms of scale and traffic,Facebook is a typical product of information dissemination in the new media era.Under this social media platform,overseas Chinese medicine practitioners gather and form a Chinese medicine group with specific characteristics.This group is a key audience for the spread of Chinese medicine overseas.They have a special role in the international communication of Chinese medicine.They are not only the recipients of Chinese medicine information,but also the disseminator of this ancient knowledge.Therefore,it is necessary to analyze the needs of this audience and formulate targeted communication strategies to provide a reference for enhancing the effectiveness of TCM's communication overseas.Objective:This study aims to investigate the main needs of overseas Chinese medicine practitioners,the key audience of Chinese medicine international communication in the online social media environment.It is based on the audience perspective of usage and satisfaction theory and qualitative and literature analysis of the published content,to observe the dynamics of overseas Chinese medicine practitioners group in Facebook community,to summarize and extract the needs of overseas Chinese medicine practitioners,to discuss the network function and environment of the group,social and psychological factors of audience motivation and needs,aw well as summarize the obstacles and deficiencies in the research and communication of key audiences in the process of TCM international communication,and then,provide recommendations for meeting the needs of TCM international communication audiences,enhancing communication effects,and promoting the overseas development of TCM.Methods:The methods of this study mainly include the literature research method,Network Ethnography and three-level induction method:(1)Comprehensive literature research methodPerform a keyword search on Chinese full-text databases,China National Knowledge Infrastructure(CNKI),and summarize related research status of overseas development of TCM.(2)Network EthnographyConduct continuous immersive observation of all the communities selected and joined by the author at the beginning of the study,confirm the research community goals through the community's online ethnography,and examine the members' discourse practices and community activities with TCM information.(3)Three-level induction methodUsing the three-level induction method to analyze the text in August 2019 from the online communities,which are open coding,main axis coding and selective coding.The study analyzes text from surface to the deep layer,so as to summarize and extract the main needs of audience from the Facebook Chinese medicine network community.Results:In this study,Through the three-level coding and verification of the published content,and the horizontal comparison between the various communities,it is concluded that the members of the Facebook Chinese medicine network community have the following needs:"career growth needs","peer collaboration needs","practice management "Demand" and "industrial environment development needs",Credits for continuing education require the system and authoritative platform as hidden social factors,which affect the motivation and needs of overseas Chinese medicine practitioners to use Facebook.The frequency of community members' participation in topics and the network environment influencing requirements mainly include the standards of community members.Access conditions and updates,the formulation of community rules and the continuous provision of content,the motivation of members to use and the attraction of topics.The sub-demands of the four major requirements are mainly concentrated in education,especially continuing education,seeking referrals from Chinese medicine peers,seeking treatment suggestions and solutions from Chinese medicine peers,cooperation with other medical workers,Chinese medicine industry organizations,legislation and insurance.Social factors and these sub-demands are the product of overseas Chinese medicine development status,medical structure,and industry environment.They have localized characteristics and need to be taken seriously.Conclusions:According to the analysis of the needs of Facebook's TCM International Communication Network key audience and its influencing factors,four suggestions for TCM International Communication from the audience's perspective are put forward:access to domestic and foreign TCM education resources,win-win cooperation;and cooperation with overseas TCM physicians management and management needs Supporting industry chain;Orientation of audience and market,localized communication of Chinese medicine;Give play to the energy of overseas Chinese medicine industry organizations and deepen cooperation.In the process of community operation,setting attractive and appropriate themes,conducting strict selection of community members,preparing appropriate community rules and continuing to provide content are needed to form a good network environment,as well as considering the social factors of the audience's needs and conduct research,considering the audience's psychological parameters,setting attractive themes,enhancing the audience's confidence in their own knowledge,and setting appropriate and appropriate scales in the communication and promotion process,.Contribution:Understanding the needs of the key audience of TCM International Communication Network and its influencing factors is critical to the achievement and effectiveness of the information disseminated by TCM International.The study uses a three-level analysis method to objectively summarize and extract the needs and opinions of overseas Chinese medicine practitioners,the key audience of Chinese medicine international communication,from the bottom up.It provides a framework for the operation and communication mode of TCM under the network social media environment,enriches the audience research content of TCM International Communication on the local groups of overseas TCM,and helps to provide reference for the formulation of targeted strategies for TCM International Communication.