Research On Spread Of Chinese Medicine By Mass Media From The Perspective Of Science Communication

Science communication is the only way which must be passed of civic scientific literacy improvement of China’s. In the process of science communication,mass media play an important role. Medical communication is a branch of science communication, traditional Chinese medicine is the medicine branch of media communication. At present, traditional Chinese medicine has become a hot topic of the media reports, but the mass media in the dissemination of Chinese traditional medicine there exist some problems.This paper first spread of Chinese medicine is a historic review, at the same time, in order to "health" and "evening news" reported on the Hefei Chinese text as the object of study, the science of communication theory and the news frame theory as the theoretical basis, to examine the current our country media in Chinese communication status.Then, the author carries on the questionnaire survey to the audience in Hefei,Hefei area in order to understand the audiences’cognitive attitude of Chinese medicine and the two report evaluation, summarizes some problems in the traditional Chinese medicine in the process of transmission of two newspaper from. Through in-depth analysis, found two major problems on the reported numbers are low, Chinese Medicine reported one-sidedness and alienation, lack of feedback and traditional Chinese Medicine reports reported the effect of low literacy problems. Factors from the external social environment and media factors and internal medicine and disseminators, in-depth analysis of these problems, explore the factors which influence the quality of TCM science communication. The basic conclusion is drawn:effect of traditional Chinese medical science communication quality of the external social environment including political and economic reasons;influence factors of TCM science communication media is caused by the media and the Chinese traditional medicine of different discourse system;internal factors influence of Chinese science communication quality is the factor of Chinese own including its close relationship with the primitive witchcraft the traditional, cultural and religious factors; communicator is because science accomplishment is low, personnel engaged in medical communication or lack of medicine, medical knowledge.In view of these factors, the paper finally puts forward the strategy to solve the problem.Mainly carries on the elaboration from three aspects of government and TCM practitioners, mass media and audience.The government should strengthen the construction of administrative regulations of traditional Chinese medicine and the increase of media communication of science funds, science practitioners,to participate actively in the process of science communication and good at media communication; mass media to increase the quantity and depth of the spreading of Chinese medicine, to establish the social responsibility and enhance the scientific literacy, to change the spreading of Chinese medicine in order to improve the communication effect; the audience to feedback mass media, to improve their scientific literacy, but also to actively participate in the activities of Chinese communication.