基于“5W”模式中医特色疗法“火龙罐”的宣传策略研究

Research on the Promotion Strategy of the “Fire Dragon Jar” as a Traditional Chinese Medicine-Specific Therapy Based on the “5W” Model

摘要: 非物质文化遗产承载传统医学实践经验与地域民俗知识，是传统技艺体系可持续研究与保护的重要对象。火龙罐疗法作为国家级非物质文化遗产代表性项目“刘伟承火龙罐综合灸疗法”，是极具特色的中医传统理疗技艺。本文依托拉斯韦尔“5W”传播模式，系统梳理、深度剖析当前火龙罐传播推广过程中存在的现实瓶颈与突出问题，探索科学高效、适配新时代的传播推广路径，着力提升火龙罐非遗疗法的知名度、传播力与影响力，为传统中医外治疗法的规范化推广提供理论参考。

Abstract: Intangible cultural heritage embodies traditional medical practical experience and regional folk knowledge, serving as a crucial focus for the sustainable research and preservation of traditional craftsmanship systems. Fire Dragon Cupping Therapy, recognized as a national-level intangible cultural heritage representative project, titled “Liu Weicheng’s Comprehensive Fire Dragon Cupping Moxibustion Therapy”, stands out as a uniquely characteristic traditional Chinese medical physiotherapy technique. Drawing upon Lasswell’s “5W” communication model, this paper systematically organizes and thoroughly examines the existing practical challenges and prominent issues in the current dissemination and promotion of Fire Dragon Cupping. It explores scientifically effective and new-era-appropriate dissemination and promotion strategies, aiming to elevate the recognition, reach, and impact of Fire Dragon Cupping as an intangible cultural heritage therapy, thereby offering theoretical insights for the standardized promotion of traditional Chinese external therapies.