媒介融合视域下中医药文化青年群体传播的叙事创新——以《初入职场·中医季》为例

Narrative Innovation of Traditional Chinese Medicine Culture Communication among Youth from the Perspective of Media Convergence—A Case Study of Newcomers at Work·TCM Season

摘要: 在媒介融合深度发展与中医药文化传承推进的双重背景下，青年群体成为文化传承的核心力量，然而，传统中医药文化传播存在叙事晦涩、渠道单一、与青年语境脱节等困境，难以实现向青年群体的有效渗透。媒介融合理论强调技术、渠道、内容与受众的多元整合，为中医药文化青年传播提供了全新的理论支撑与实践路径。本文以芒果TV职场纪实观察类真人秀《初入职场·中医季》为研究案例，运用媒介融合相关理论，探析节目在中医药文化青年传播中的叙事创新策略，包括叙事主题生活化、叙事视角平行化、叙事符号通俗化、叙事形式场景化，剖析其如何打破传统传播壁垒，实现中医药文化与青年群体的深度对话。研究发现，节目借助媒介融合的技术与思维，将专业中医药知识转化为青年喜闻乐见的叙事表达，有效提升了中医药文化在青年群体中的传播力、感染力与认同感，为新时代中医药文化面向青年群体的创新传播提供了可借鉴的经验与启示，同时也为媒介融合背景下传统文化的年轻化传播提供了新的思考维度。

Abstract: Against the dual backdrop of the in-depth development of media convergence and the advancement of inheriting traditional Chinese medicine (TCM) culture, young people have become a core force for cultural inheritance. Nevertheless, the traditional communication of TCM culture is confronted with dilemmas such as obscure narratives, single communication channels, and disconnection from youth-oriented contexts, which hinder its effective penetration among youth groups. The theory of media convergence emphasizes the multi-dimensional integration of technologies, channels, contents and audiences, offering brand-new theoretical support and practical approaches for TCM-culture communication targeting young audiences. Taking the workplace documentary-observation reality show Newcomers at Work·TCM Season produced by Mango TV as a case, this paper adopts theories related to media convergence to explore the narrative innovation strategies adopted by the program in disseminating TCM culture to youth. Such strategies include life-oriented narrative themes, parallel narrative perspectives, popularized narrative symbols, and scenario-based narrative forms. It further analyzes how the program breaks down traditional communication barriers and realizes indepth dialogue between TCM culture and young audiences. The study reveals that drawing on the technologies and mindset of media convergence, the program transforms professional TCM knowledge into narrative expressions favored by young people. It effectively improves the communication power, appeal and identity recognition of TCM culture among youth. This research provides referable experience and insights for the innovative communication of TCM culture toward young groups in the new era, as well as new dimensions for reflection on the youth-oriented communication of traditional culture under the context of media convergence.