摘要
本文从传播学“7W”模式出发,分析了造成中医药西传“传而不通”和“传而西化”的主要原因,指出中医药西传的关键要素在于传播受众和传播目的。本文在“7W”模式基础上,增加了“噪音”和“反馈”两个要素,提出了中医药西传的“9W”模式。该模式认为,首先中医药西传应以实现中医药世界共享的传播目的为基准,建立评价和反馈机制,以尽量避免传播目的偏移;其次在传播过程中要以传播受众为中心,协调各传播要素与传播受众的关系。该模式旨在将“7W”模式中的每个要素,从以前静态的直线型的连接关系变为动态的互相制约关系,以提升传播效果。
Starting from the"7W"mode of spreading,this paper analyses the causes of“spreading but not making sense”and“spreading but westernization”in the process of TCM spreading to the west.It is pointed out that the key elements of TCM spreading to the west are the objects and the purposes of spreading.Based on the"7W"mode,this paper adds two elements of"noise"and"feedback",and puts forward the"9W"mode of TCM spreading to the west.The model holds that:firstly,the dissemination of TCM spreading to the west should be based on the goal of sharing Chinese medicine with the people of all over the world,and an evaluation and feedback mechanism should be established to avoid the deviation of dissemination purpose.Secondly,in the process of TCM spreading,we should take the spreading audience as the center and coordinate the relationship between the spreading elements and the spreading audience.The purpose of this model is to change each element of"7W"model from static linear connection to dynamic mutual restriction,so as to improve the spreading effect.
作者
何娟
徐江雁
刘文礼
何阳
HE Juan;XU Jiang-yang;LIU Wen-li;HE Yang(Henan University of Chinese Medicine,Zhengzhou 450046,China)
出处
《中国中医基础医学杂志》
CAS
CSCD
北大核心
2021年第8期1279-1281,1294,共4页
JOURNAL OF BASIC CHINESE MEDICINE
基金
国家社会科学基金特别委托项目(14@ZH001)-中医药与中华文明
河南中医药大学汉语国际中医药文化推广项目(2012HTJC302)-中医药文化对外输出方式研究(17104086)。
