Abstract：Objective To explore the general situation of the cross-cultural communication of traditional Chinese medicine with the new media visual means, and put forward the targeted improvement strategies and to promote the cross-cultural communication of traditional Chinese medicine. Methods Content analysis was used to conduct stratified sampling and quantitative analysis of Twitter with traditional Chinese medicine as the theme and pictures and videos published on foreign social media Twitter from April to June 2019. Results From the perspective of quantity, pictures were the most widely used means of visual communication, while the application of video was relatively limited. The popularity of videos was higher than that of pictures, and the popularity of topics such as medicinal herbs, news reports, knowledge popularization and traditional Chinese medicine treatment was significantly higher than the sample mean. On the whole, the audiences of heterogeneous cultures had a positive attitude towards the recognition and acceptance of traditional Chinese medicine, while the negative attitude was mainly under the two themes of scientific nature and environmental protection. Conclusion The overall effect of traditional Chinese medicine new media visual communication is relatively ideal, which improves the international image of traditional Chinese medicine. It is suggested to cultivate practitioners′ new media literacy and cross-cultural awareness, enrich communication means, innovate communication content, regulate network public opinion, and actively publicize reports.
张斐斐 陈锋 刘平. 跨文化视阈下中医药新媒体视觉化传播研究[J]. 中国医药导报, 2020, 17(9): 188-191,196.
ZHANG Feifei CHEN Feng LIU Ping . Study on the new media visual communication for traditional Chinese medicine from the cross-cultural perspective. 中国医药导报, 2020, 17(9): 188-191,196.
2020, Vol. 17 
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