| 引用本文: |
陈思怡, 胡旭然, 吴奥坤, 季毕玲, 朱红英.数字赋能中医药文化传播的SWOT分析与路径选择[J].湖南中医药大学学报,2025,45(2):356-362[点击复制] |
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| 数字赋能中医药文化传播的SWOT分析与路径选择 |
| 陈思怡,胡旭然,吴奥坤,季毕玲,朱红英 |
| (湖南中医药大学, 湖南 长沙 410208;中南大学, 湖南 长沙 410083) |
| 摘要: |
| 数字技术加速迭代，深刻改变着传统文化的舆论生态、媒体格局和传播方式。从中医药文化传播层面来看，优势在于拓宽了其传播渠道，丰富了传播形式，提升了传播效率；劣势在于数字鸿沟影响了其传播效果，中医药“碎片化”信息也亟待整合；机遇在于数字市场崛起为其注入新动能，新型数字传播生态为中医药的跨文化交流开辟新道路；挑战在于信息真伪难辨，信息茧房的束缚等。探寻既符合数字时代文化传播规律，又有利于中医药文化创新发展的传播路径势在必行。首先，从传播策略来看，需着眼顶层设计，布局中医药文化数字传播的整体方略；其次，从传播范围来看，需大力推进全方位多层次数字赋能，激发中医药文化传播的潜在活力；再次，从传播渠道来看，需倡导媒体联动，构建中医药文化传播的全媒体矩阵；最后，从传播主体来看，需深耕文化土壤，锻造中医药文化传播的领军阵营，推动中医药文化高质传播。 |
| 关键词: 数字赋能 中医药文化传播 SWOT分析法 路径选择 |
| DOI：10.3969/j.issn.1674-070X.2025.02.025 |
| 投稿时间：2024-06-01 |
| 基金项目:湖南省教学改革重点课题（HNJG-20230524）；湖南中医药大学学科建设“揭榜挂帅”项目[22JBZ048]。 |
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| Digital empowerment in the dissemination of Chinese medicine culture: SWOT analysis and path selection |
| CHEN Siyi, HU Xuran, WU Aokun, JI Biling, ZHU Hongying |
| (Hunan University of Chinese Medicine, Changsha, Hunan 410208, China;Central South University, Changsha, Hunan 410083, China) |
| Abstract: |
| The rapid iteration of digital technology has profoundly changed the public opinion ecology, media landscape, and communication methods of traditional culture. From the perspective of the dissemination of Chinese medicine (CM) culture, its advantages lie in the broadening of communication channels, the enrichment of communication forms, and the improvement of communication efficiency. The disadvantages include the digital divide affecting its dissemination effectiveness and the urgent need to integrate fragmented information on CM. The opportunities arise from the emergence of the digital market, which opens up new avenues for its dissemination, and the blessing of digital technology, which creates new opportunities for its international exchange. The challenges stem from the difficulty in discerning the authenticity of information and the constraints of information cocoons, necessitating the exploration of a communication path that aligns with the principles of cultural dissemination in the digital era and facilitates the innovative development of CM culture. Firstly, from the perspective of communication strategies, it is necessary to focus on top-level design and develop an overarching plan for the digital dissemination of CM culture. Secondly, in terms of communication scope, efforts should be made to promote comprehensive, multi-layered digital empowerment to unleash the potential vitality of CM culture dissemination. Thirdly, regarding communication channels, it is essential to advocate for media collaboration and construct an omni media matrix for the dissemination of CM culture. Lastly, from the perspective of communication subjects, it is crucial to cultivate a rich cultural foundation, forge a leading force for the dissemination of CM culture, and promote high-quality dissemination of CM culture. |
| Key words: digital empowerment dissemination of Chinese medicine culture SWOT analysis path selection |
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