Abstract：With the rapid iteration of modern media technology, traditional media and new media show a trend of integration, which has a profound impact on the communication structure and influence space of traditional Chinese medicine culture. Under the background of media convergence, the reasons that restrict the effectiveness of traditional Chinese medicine cultural communication are mainly reflected in three aspects, system and mechanism, from “addition” to “integration”, and talent team building. How to resolve dilemmas and problems faced by traditional Chinese medicine culture communication from the perspective of media convergence, it is necessary to provide a new “prescription” for comprehensive treatment from four aspects, namely, management convergence, channel platform convergence, media content convergence and talent team convergence, so as to enhance the influence and credibility of traditional Chinese medicine culture omnimedia communication.
张媛 欧阳静. 媒介融合视域下中医药文化传播的困境及对策研究[J]. 中国医药导报, 2020, 17(26): 190-192,196.
ZHANG Yuan OUYANG Jing. Research on the dilemma and countermeasures of traditional Chinese medicine culture communication from the perspective of media convergence. 中国医药导报, 2020, 17(26): 190-192,196.
2020, Vol. 17 
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