新媒体语境下广西“桂十味”道地药材文化传播路径与优化策略研究

Research on the Communication Pathways and Optimization Strategies of Guangxi “Gui Shi Wei” Genuine Medicinal-Material Culture in the Context of New Media

摘要: “桂十味”是广西壮瑶医药道地药材的核心载体，推动其文化传播，对民族医药传承与地方产业振兴具有重要意义。文章以新媒体传播作为分析框架，结合文献梳理与案例分析，梳理新媒体环境下“桂十味”道地药材文化传播的内在逻辑、时代内涵与传播特征，并剖析当前传播实践存在的现实困境。研究表明，新媒体打破地域限制，拓展了道地药材文化的叙事形态与传播链条；但广西“桂十味”的传播仍面临多元主体协同不足、媒介融合程度不深、品牌定位与资源整合不足、品牌影响力偏弱、受众覆盖面偏窄且跨圈层传播有限等困境；同时，产业转化与过度商业化之间的矛盾依然存在。基于此，研究引入文化再生产理论与地方依恋理论，将“过度商业化”问题重新概念化为道地药材文化在生产场域中的价值博弈过程，并以壮瑶民俗、炮制技艺与生态产地资源为文化资源基础，提出微短剧、互动H5与虚拟IP动画等年轻化转化方案，并进一步设计分层受众画像与产业转化合理性评估指标体系，从推进全媒体深度融合、打造特色药材文化品牌、分层培育受众市场、规范产业转化边界等维度提出优化路径，为我国民族地区道地药材文化传播体系建设提供实践参考。

Abstract: “Gui Shi Wei” is the core carrier of the genuine medicinal materials of Zhuang-Yao medicine in Guangxi; promoting its cultural communication is of great significance for the inheritance of ethnic medicine and the revitalization of local industries. Taking new-media communication as the analytical framework and combining literature review with case analysis, this paper sorts out the internal logic, contemporary connotations, and communication characteristics of the cultural communication of “Gui Shi Wei” genuine medicinal materials in the new media environment, and analyzes the practical dilemmas existing in current communication practice. The study shows that new media breaks geographical constraints and expands the narrative forms and communication chains of genuine medicinal material culture. Nevertheless, the communication of “Gui Shi Wei” in Guangxi is still confronted with insufficient coordination among diverse subjects, shallow media convergence, inadequate brand positioning and resource integration, weak brand influence, narrow audience coverage, and limited cross-circle communication, as well as the conflict between industrial transformation and over-commercialization. By introducing the theories of cultural reproduction and place attachment, this paper reconceptualizes the issue of over-commercialization as the value negotiation process of genuine medicinal material culture in the field of production. Grounded in Zhuang-Yao folk customs, processing techniques, and ecological production-area resources as the cultural resource foundation, it proposes youth-oriented transformation schemes such as micro-dramas, interactive H5 pages, and virtual IP animations, and further designs stratified audience profiles and a rationality evaluation indicator system for industrial transformation. Optimization pathways are proposed from dimensions such as promoting in-depth all-media integration, building distinctive medicinal material cultural brands, cultivating stratified audience markets, and regulating the boundaries of industrial transformation, so as to provide practical references for constructing a communication system for genuine medicinal material culture in ethnic regions of China.