The Research On TV Programs Of Chinese Medicine Under The Health Communication Perspective

Health communication，originated in America in the1970s, has been more thanforty years of development history. Nowadays, for the foreign study on healthcommunication has developed rapidly, research methods are more scientific, researchapproach is becoming more and more sophisticated and the theories are becomingricher. However, health communication studies in China started relatively late and itsdevelopment is relatively slow. Until2003, the spread of the "SARS" disease reallypromoted the development of health communication studies in China rapidly. Inrecent years, the study on health communication is increasingly rich in our country,the study of Chinese medicine health communication, which is the uniquecombination of the theory of traditional Chinese medicine and Chinese medicineculture, is the localization development of health communication.With the development of economic and social structure in China, people’s healthawareness grows rapidly, which stimulates the increase of health program to satisfythe strong demand for health information. The integrated program to spreadtraditional Chinese culture aroused widespread concern. National support policies ontraditional Chinese medicine and Chinese culture, as well as the development ofmedia technology, also create a a good social environment and media environment forthe spread of Chinese medicine TV programs. So, this paper takes the spread of “YangSheng Tang” as an example to analyze the TV programs about Chinese medicine fromthe Health Communication Perspective.“Yang Sheng Tang”, the health program in Beijing TV, which with the purposeof spread health information and teach the art of health, stand out in the large numberof health programs. Adhering to the theory of traditional medicine and spreadingpractical regimen, Yang Sheng Tang wins wide recognition and support of experts and scholars. This program plays a positive role in promoting the development oftraditional Chinese medical science and the spread of traditional Chinese medicineculture.This paper, first from aspects, like the social, economic, political, cultural, mediatechnology and so on, has analyzed the development environment of televisionprograms about our country medicine development environment. This paper arguesthat the pace of people’s social life accelerates and the pressure of people increases.Aging process speeds up, as well as "difficult, expensive medical treatment" and otherpractical problems, which all are the social cause to promote the development of TVprograms about traditional Chinese medicine keeping in good health. Thedevelopment of the health industry is strong; with the help of the media to causehealth new trend is economic factors to promote the development of TV programsabout traditional Chinese medicine keeping in good health. Government supports thecareer development of traditional Chinese medicine and future promotes the culture ofTCM, which is a political and cultural factor to promote the development of TVprograms about traditional Chinese medicine keeping in good health. And mass mediabears the social responsibility of the dissemination of health information. the socialresponsibility of mass media for the dissemination of health information, the rapidpropagation technology provides a broad space and for spreading of traditionalChinese medicine keeping in good health knowledge and the renaissance oftraditional Chinese medicine culture, which is the media factor in the development ofTV programs about traditional Chinese medicine keeping in good health in China.At the same time, this paper, based on the agenda-setting theory and processmodel theory of health communication and combining with the content analysismethod, has analyzed the total content of366edition of the "Yang Sheng Tang" in thefull year of2012with the combination of qualitative and quantitative research, andpropagation mode of TV programs about the Chinese medicine keeping in goodhealth from several aspects of the main body, content of propagation, form ofpropagation and channel of propagation. This paper, also through the questionnairesurvey to investigate the residents in Beijing urban and with empirical researchmethod has researched communication effect of the "Yang Sheng Tang", and from theknowledge-attitude-behavior theory of the health communication, analyzed the effectsof the program on the Beijing audience in the three aspects ofknowledge-attitude-behavior.Finally, the paper also taking the "Yang Sheng Tang" for example, has analyzed the development dilemma of TV programs about the current Chinese medicinekeeping in good health. This paper thinks that there exist many problems in TVprograms about traditional Chinese medicine keeping in good health, like it is lack ofprofessional talents of who both have medical health knowledge and are familiar withTV transmission patterns, the quality of the program varies greatly and most contentof its is not scientific, the forms of the program is single and boring, broadcast time isbad and the coverage is low and the audiences is limited. Subsequently, this paper,separately from four aspects of the main body, content of transmission, form oftransmission and audiences, puts forward some suggestions and improved measuresfor TV programmers about traditional Chinese medicine keeping in good health. Inthe aspect of the cultural, TV programs about traditional Chinese medicine keeping ingood health should be based on the broad and profound Chinese culture. In the aspectof the main body, it should build the professional team of Chinese medicine healthcommunication; in the aspect of content of transmission, it should strictly guaranteethat the transmission content is scientific and practical, and give full play to thedirector of traditional Chinese medicine in the program agenda. In the aspect oftransmission channel, it should integrate transmission channels to provide healthinformation for a wider audience. Finally, in the aspect of audiences, it should expandaudiences, pay attention to audience feedback and strengthen the interaction with theaudiences to make TV program about traditional Chinese medicine keeping in goodhealth achieve the purposes of spreading traditional Chinese culture and promotingthe development of traditional Chinese medicine and improving the residents’ healthliteracy and Health Literacy.