| As a representative of the world’s intangible cultural heritage,TCM acupuncture and moxibustion is a traditional means of diagnosis and treatment rooted in the soil of traditional Chinese medicine culture.TCM acupuncture and moxibustion culture not only absorbs the Confucianism and Taoism of "harmony between nature and man",but also integrates multi-disciplinary knowledge such as philosophy,physics,biology,anthropology and psychology,with strong cultural diversity and cultural inclusiveness.With its wide range of global communication and high internationalization maturity,it is a leader in traditional Chinese culture and an important messenger and window for the spread of Chinese culture in the world.The global spread of TCM acupuncture is a dynamic process of cross-cultural communication.Since the Qin and Han Dynasties,TCM acupuncture began to spread to Korea,Japan and other countries in the Chinese cultural radiation circle,and then spread to the world through direct or indirect ways.The United States is the second largest market of Chinese acupuncture and moxibustion in the world,which has a positive impact on the spread and development of Chinese acupuncture and moxibustion in other countries in the world in terms of regulations,industry development,education and scientific research.The spread of Chinese acupuncture and moxibustion in the United States reflects the global spread of Chinese acupuncture and moxibustion to a large extent.Therefore,under the research framework of modern management science,this paper adopts the methods of combining theoretical analysis with empirical analysis,quantitative analysis and qualitative analysis,and analyzes the influencing factors and action mechanisms of TCM acupuncture and moxibustion in the United States,aiming to provide multi-dimensional and more targeted decision-making basis for TCM acupuncture and moxibustion and even the global communication strategy of TCM.This study mainly includes the following five aspects:(1)From the perspective of diachronic and synchronic,this paper conducts a comparative study on the international communication process of TCM acupuncture and moxibustion culture,the status quo of legislation and the status quo of industry development.The results show that the global spread of TCM acupuncture can be divided into three stages: the first stage is from the 6th century to the end of the 15th century,the second stage is from the early 16th century to the 1970s,and the third stage is from the 1970s to the present.Among them,the development of the global transmission mode of TCM acupuncture in the third stage has undergone fundamental changes.China,as the birthplace of TCM acupuncture,seized the critical period of the third stage of global transmission of acupuncture,actively participated in the international development of acupuncture with an open mind,and gradually established the international discourse power of TCM acupuncture.The research summarizes the legislation of acupuncture and moxibustion in the world into three categories: The first is the overall legislation of TCM,which includes the affirmation and protection of TCM acupuncture and moxibustion,as well as the recognition of the whole TCM culture;Second,only the legislation of acupuncture and moxibustion,that is,only recognize the legal status of traditional Chinese acupuncture and moxibustion,but do not recognize the legal status of traditional Chinese medicine,as a whole cut off the organic whole of traditional Chinese acupuncture and traditional Chinese medicine,there is a hidden danger of cultural loss;Third,there is no legislation on Chinese acupuncture and moxibustion,that is,Chinese acupuncture and moxibustion is mainly regulated by industry associations,which has the characteristics of "civil heat and government cold".In terms of the development status of the global TCM acupuncture industry,the research results show that with the accelerating internationalization of TCM acupuncture,TCM acupuncture practitioners,acupuncture insurance,acupuncture education and acupuncture research are constantly developing and improving.Although the development degree of TCM acupuncture industry varies in various countries and regions,in general,TCM acupuncture has a very broad development prospect in the world.(2)Based on the theory of cross-cultural adaptation,taking the current situation of TCM acupuncture and moxibustion in the United States as the specific research object,through in-depth interviews and text analysis of relevant personnel in various chains of TCM acupuncture and moxibustion industry in the United States,using the grounded theory and step-by-step coding,the theoretical model of influencing factors of TCM acupuncture and moxibustion in the United States was initially constructed.It is concluded that the effect of TCM acupuncture,culture,practitioners,consumers,industry,environment and media have a positive impact on the spread of TCM acupuncture in the United States.(3)By collecting data through questionnaires,the structural equation model was used to conduct a quantitative study on the interaction relationship among many dependent variables in the global transmission factor model of TCM acupuncture and moxibustion,and the rationality of the influence factor model of TCM acupuncture and moxibustion in the United States was verified.It is concluded that the environment and media of acupuncture and moxibustion transmission not only have a direct impact on the spread of TCM acupuncture in the United States,but also have an indirect impact on acupuncture efficacy factors,acupuncture culture factors,acupuncture participants and acupuncture industry,thus affecting their effect on the spread of TCM acupuncture and moxibustion in the United States.(4)Fuzzy set qualitative comparative analysis(FsQCA)was used to further analyze the influence of curative effect factors,cultural factors,participant factors,industry factors,environmental factors and communication factors on the communication effect of TCM acupuncture under the combination situation.According to the research,six configuration were obtained,and four paths to improve the communication effect of TCM acupuncture and moxibustion were proposed,namely,culture leading connotation construction type,curative effect-leading evidence-based breakthrough type,industry-leading industry driving type and environment-leading normative development type.(5)Put forward management strategies for global dissemination of TCM acupuncture and moxibustion from four aspects: cultural identity,clinical efficacy of TCM acupuncture and moxibustion,industry development and communication environment.To sum up,through multi-dimensional analysis and theoretical framework,this study deeply discusses the current situation and influencing factors of the global spread of TCM acupuncture as the world intangible cultural heritage.From the perspective of diachronic and synchronic,this paper analyzes the spreading process,legislation status and industry development of TCM acupuncture culture.We also systematically studied the spread of TCM acupuncture in the United States through in-depth interviews,text analysis,structural equation model and qualitative comparative analysis of fuzzy sets,discussed its influencing factors and paths,and proposed management strategies. |
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