| Purpose:The purpose of this thesis is to study the key factors that affect the cultural communication effect of TCM comics by processing the Chinese word segmentation and the sentiment analysis on the readers’ comments,and to summarize the current situation of communication of TCM comics,thus to provide theoretical advice for the comic innovation of TCM.Significance:Nowadays,the promotion of cultural soft power has become a top priority with the improvement of China’s comprehensive strength.A number of national policies support the development of traditional cultural innovation.However,the spread of TCM culture has fallen into a dilemma which the penetration rate is low and little is known by young people.Under such predicament,TCM comics are also facing a severe problem of self-gratification.Therefore,analyzing the cultural communication effect of TCM comics from the reader’s perspective is helpful for the development of comics of TCM culture and even traditional culture.Methods:38 Chinese medicine comics were obtained by searching platforms according to keywords of TCM.Firstly,obtaining effective data by Charles to collect and clean data,and then using jieba word segmentation to segment the text.Next,constructing emotional dictionary and using SnowNLP for sentiment analysis.Finally,drawing conclusions through descriptive analysis and case analysis.Results:(1)In terms of the number of works,the type of comics with largest number in both Kuaikan Comics APP and Tencent Animation APP,is the story comics,and the type with least number of comics is the type of story&science.From the perspective of creation,it reflects the influence of market trends in the context of new media.At this stage,the threshold of comic content in China is relatively low,the authors did not pay enough attention to the content and cultural attributes of the work.The entire entertainment industry lacks quality in literary and artistic creation.(2)In the popularity and comment of comics,the popularity of story and story&science comics are around the average standard of the platform,while the popularity and comments of popular science comics are close to zero.From audience’s perspective,it reflects that the public discourse that was respected in the printing age with objective and rational thinking,serious and orderly and logical features has turned into an unpopular content in the era of digital media,and knowledge instillation is difficult to realize in the context of comics and high entertainment.If traditional cultural comics want to occupy a place in the comics media,it has to be transformed from emphasizing education to emphasizing entertainment in order to cater to the market.(3)In terms of TCM-related comment data,story&science comics have the largest number of comments,and number of comments of story and science comics is close to zero,and there are negative comnents in the story comics;on the data of the proportion of TCM-related comments,story&science is popular in Kuaikan Comics APP and Tencent Animation APP,which occupies 5.65%and 8.59%separately,and the proportion in popular&science comics on both APP occupies 100%and 50%separately,and the proportion in story comics occupies 0.01%and 0.22%.In the cultural perspective,the influence of comic media on traditional culture is positively correlated with two indicators,one is the application ratio of the content of the comics,and the other is the popularity of the work itself.Among them,the communication effect of popular science comics and story comics are poor due to a small audience and a lack of knowledge application.The latter also has a certain negative impact on the cultural communication due to the imprecise application of TCM knowledge.(4)Online comments and evaluations related to TCM communication are superficial.From the knowledge acquisition level,it can be learned that the comic media can only achieve the shallow and unrelated shallow TCM culture popularization,its feature of short,rich content and the inherent rapid reading habit of its own carrier makes it difficult to form a logical system of knowledge teaching.Suggestions:Culture is the product of language,and every medium will recreate it.When Chinese medicine culture chooses comics or other media as the carrier of communication,it is necessary to clarify the inherent properties of the carrier itself for the new media is not an extension and expansion of the traditional media,but repositioned in a more humanized media transformation discourse structure.Therefore,if Chinese medicine culture wants to go out with a new posture,it must follow the media rules in the current environment,and consider in depth from perspective of content creation,target audience and culture communication. |
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