Study On The Persuasion Effect Of Communication Of Traditional Chinese Medicine In The Network Knowledge Community

As a traditional medicine in China for thousands of years,TCM(traditional Chinese medicine)has been controversial for many years.However,in the era of social media,the controversy about TCM related topics has not weakened,but is more intense.Especially in the professional network knowledge community,audiences are keen on the debate and refutation of TCM related topics.This paper selects the representative network knowledge community of Zhihu as an example,taking the spread of TCM in the know community as the research object,and makes a comprehensive survey of the status Zhihu of TCM in the community.At the same time,this paper uses the online entry type study,text analysis,individual interviews and other research methods,Through the persuasion model theory of Carl Hovland's,this paper analyzes and studies on the persuasion effect of the communication of TCM in the community of Zhihu and the dissemination effect of network knowledge community on controversial topics such as TCM.Research findings:The Current situation of TCM communication in community of Zhihu is essentially a process of persuasion between audiences with different attitudes towards TCM.There are three phenomena in the whole process,Firstly,the phenomenon of "fighting game" between different attitudes towards TCM:Netizens'discussion on the relevant topics of TCM has obvious positions tendencies in community of Zhihu,they each expressed their own opinions,looked like a "fighting game" between supporting TCM,opposing TCM and maintaining a neutral three-way audience.Secondly,"whole network against TCM" phenomenon:In the process of"fighting game" in the early stage,the opposition to TCM is louder,and the silence between the supporters and the middle cube further fueled the opposition,the whole community seems to be opposed to the sound of TCM.Thirdly,Transformation from"whole network against TCM" to "support the war between Chinese medicine and opposition to TCM " phenomenon:because of the large number of ordinary users in the community and the government's strong support for TCM,in the community of Zhihu,the voice of supporting TCM has become increasingly louder and gradually counterbalanced against the opposition of TCM.As a result,The phenomenon of'whole network against TCM"gradually turns to "People who support TCM fight against those who oppose it."——Support and counterparty discussion on the topic of traditional Chinese medicine often refute each other.But no matter what the phenomenon is,it is the process of persuasion between the different attitudes of TCM practitioners,after further investigation,it is found that the communication effect of TCM in the community of Zhihu is very weak,whether it is to support TCM,to oppose TCM or to maintain a neutral audience——The original attitude of the audience to traditional Chinese medicine has not changed substantially.At the same time,The professional network knowledge community restricts its persuasion effect due to its own factors,such as user,communication content and media properties,and does not help the rational communication and discussion of controversial topics such as TCM,and there are also problems such as weakening communication function,deviation of transmission content and lack of rational communication.In addition,based on the attribute characteristics of social media,the author makes a new development of the theory of persuasion model of Carl hovland,and presents the following characteristics:firstly,the whole process of persuasion is not a one-way and linear transmission,but a two-way cycle;Secondly,the relationship between elements in the process of persuasion is close and interactive and interactive;Thirdly,the ultimate persuasive effect depends on the audience;Fourthly,medium namely social media as the important variable factor in the persuasion process,have certain effect to the persuasion effect.This paper consists of five chapters,the first chapter is the inroduction part,introduces the research origin and problems,the research purpose and the related literature review;The second chapter analyzes current spread situation of TCM in the community of Zhihu,respectively on the "fighting game" phenomenon,"whole network against TCM" phenomenon,Transformation from "whole network against TCM" to "People who support TCM fight against those who oppose it." phenomenon are expounded in detail;The third chapter discusses the persuasive effect of TCM in community of Zhihu from the supporter's,opponent's and neutral's point of view;The fourth chapter summarized and analyzed the factors that influence the persuasive effect in terms of disseminator,the communication content,the communication channel and audience;The last chapter is the conclusion of this paper.It expounds the new development of Carl Hovland theory of,summarizes the problems of controversial topic's spread in knowledge community,thinks of how to treat controversial topic like TCM in social media and how to deal with the communicate potential of social media.