Research On The Impact Of Media Exposure On Public Cultural Identification Of Traditional Chinese Medicine

Since the founding of the People’s Republic of China,with the strong support and development of the state and the government,traditional Chinese medicine(TCM)has become active again in people’s vision.However,there are still two major problems in the public’s cultural identity of TCM.Firstly,the public only recognizes TCM in terms of cognition and attitude,but still holds a skeptical and unacceptable attitude towards its use.Secondly,the level of public recognition of traditional Chinese medicine culture(TCMC)has shown a serious polarization.Some people strongly identify with TCM,while others not only have little knowledge of TCMC,but also have a tendency to oppose it.The incomplete cultural identity of TCM,coupled with some problems of TCM industry itself,has seriously threatened the development and progress of the cause of TCM,so it is urgent to enhance and consolidate the level of cultural identity of TCM.Under the guidance of a detailed analysis of the possibility model,this study constructed a double intermediary model to test the impact of media contact on the public’s cultural identity of TCM.Assuming that the mediating variable 1,the level of TCM knowledge,operates through the core pathway of the detailed possibility model,while the mediating variable 2,as reported by media,operates through the marginal pathway.At the same time,based on the theory and research of cultural identity,the scale of media contact and cultural identity of TCM was designed.On this basis,a questionnaire survey and semi-structured interviews were conducted on the respondents.The study found that in addition to the direct impact of media contact on the level of cultural identity of TCM,media contact also has an impact on the level of cultural identity of people’s TCM through the two paths of "knowledge level of TCM" and "media reporting".At the same time,the impact of the path of knowledge level of TCM is higher than the path of media reporting,which means that the cultural identity of TCM formed by increasing people’s knowledge of TCM is often more stable,the identification established through media coverage is relatively prone to change.In addition,the initiation of the path of traditional Chinese medicine knowledge level requires certain conditions,and not everyone has the possibility of conducting detailed analysis and reflection on traditional Chinese medicine knowledge.Therefore,they must rely on the support and assistance of media reports.Based on the above conclusions,this study proposes the following suggestions for the media and the traditional Chinese medicine industry: In the future,the dissemination of traditional Chinese medicine culture in the media must be carried out in a dual pronged manner.It is necessary to not only do a good job in popularizing and disseminating traditional Chinese medicine knowledge,such as focusing on the diverse characteristics of the audience,but also do a good job in reporting TCM,such as strengthening positive reporting and public opinion guidance.The community of TCM should not only focus on the material aspects of traditional Chinese medicine theory and skills,but also on the construction of traditional Chinese medicine culture.When carrying out the cultural construction of TCM,prescriptions of TCM must make good use of the power of the media,and do a good job in popularizing knowledge of TCM and promoting spiritual culture of TCM.