A Study on the Dilemma and Countermeasures of International Communication of Chinese Medicine Culture - Take YouTube as an Example
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摘要: 新媒体的出现改变了人们交流与获取资讯的主要方式, 为中医药文化的国际传播开辟了新的路径。通过对YouTube上排行前100名关于中医药文化的热门视频内容的比较和分析, 发现国际受众对中医药文化了解较单一, 主要对中医治疗方法感兴趣; 中医药理论内涵传播难度大, 中医药语言转换困难; 对社交媒体新型传播介质运用不够, 特别是国内对中医药文化传播内容制作与供给不足, 精品视频资源缺乏。因此, 应重视中医药文化理论传播, 加强社交媒体的中医药文化视听精品内容建设; 引导和发挥网民主体作用, 加强中医舆情监控，充分利用新媒体，让中医药文化真正“走出去”。Abstract: The emergence of new media has changed the main way of communication and information acquisition, and created a new path for the international communication of Chinese medicine culture. Through comparing and analyzing the top 100 popular videos about Chinese medicine culture on YouTube, we found that international audiences have a single understanding towards Chinese medicine culture with their main interest in Chinese medical treatments. However, with difficulty in converting Chinese medicine language, it is hard to communicate the theoretical connotation of Chinese medicine. In addition, due to the insufficient use of the new communication medium of social media and the particularly insufficient supply of communication contents in Chinese medicine culture, there is a lack of high-quality video resources. Therefore, regard to Chinese medicine culture, we should pay attention to its theoretical communication, and strengthen its construction of audiovisual quality content in social media through guiding and playing the main role of netizens. On top of that, we should strengthen the monitoring of public opinion towards it, and make full use of new media to make it really "go global".
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Key words:
- Chinese medicine culture /
- international communication /
- YouTube
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表 1 2019-2021年YouTube中医药文化视频不同身份发布者LSC统计
发布者 评论数 点赞数 转发数 国内个人 86 1 427 28 国内组织 272 11 345 162 国外个人 921 57 381 581 国外组织 592 23 285 271 
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表 2 2019-2021年YouTube中医药文化不同类型视频LSC统计
视频类型 评论数 点赞数 转发数 中医疗法 789 39 345 423 中草药 352 8 254 128 中医药理论 261 6 295 189 其他 9 97 8
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