新媒体时代中医药文化传播的多模态话语策略研究

Research on the Multimodal Discursive Strategies for the Traditional Chinese Medicine Cultural Communication in the New Media Era

摘要: 随着全球化进程的加速和中医药自身发展需求的提升，中医药文化正面临着前所未有的传播机遇与挑战。近年来，针对中医药文化传播的策略不断创新，特别是在新媒体技术的推动下，传播方式和传播渠道发生了深刻变革。在新媒体时代，中医药文化不仅仅由语言文字来实现，还以图像、声音、视频等符号资源共同建构，具有显著的多模态特征。通过梳理中医药文化传播相关研究，讨论新媒体时代中医药文化传播的特点，并分析中医药文化传播的多模态话语策略，可为中医药文化传播研究提供新思路，促进其在国际传播中的深度融合与传承。

Abstract: With the acceleration of globalization and the increasing development needs of Traditional Chinese Medicine (TCM), TCM culture is facing unprecedented opportunities and challenges in its communication. In recent years, strategies for TCM cultural communication have been continuously innovated, especially with the promotion of new media technologies, which have brought about profound changes in communication methods and channels. In the new media era, TCM culture is not only conveyed through written and spoken language but also constructed through visual, auditory, and video symbols, exhibiting significant multimodal features. By reviewing relevant research on TCM cultural communication, discussing its characteristics in the new media era, and analyzing its multimodal discursive strategies, this study provides new perspectives for TCM cultural communication research and promotes its deep integration and inheritance in international communication.