| Chinese medicine has a long and profound history and has been passed down for thousands of years.It has made important contributions to the health and reproduction of the Chinese nation and even mankind.To explore and disseminate TCM culture well,we can not only rely on media focus,TV health programs,network big V,short video platforms,etc.How traditional TCM academic magazines adapt to the current needs of TCM culture communication is also worth further study.Based on this,this paper selected Hebei Traditional Chinese Medicine,the earliest comprehensive Chinese medicine journal in Hebei Province,as the research object,from the perspective of cultural communication to analyze and study the dissemination of Chinese medicine,especially the local Chinese medicine culture,in an attempt to provide new ideas for the media communication innovation of academic Chinese medicine journals.Since its founding in October 1979,TCM of Hebei Province has witnessed the course of academic research and development of TCM in Hebei Province since the reform and opening up,and has actively explored the inheritance and dissemination of TCM culture in Hebei Province.First of all,from the perspective of the dissemination theme,the history of Hebei Traditional Chinese Medicine over 40 years reflects the exploration and dissemination of the spiritual culture,behavioral culture and material culture of TCM.In the development of the magazine,it always adheres to the core values of the dissemination of TCM culture,namely "benevolence","harmony","delicacy" and "sincerity".Secondly,from the perspective of disseminators,the disseminators of "TCM in Hebei" are mainly medical practitioners in the province,who actively publish clinical practice and empirical research in the journal to strengthen the academic exchange of TCM in the province and promote the development of TCM.At the same time,from the perspective of dissemination content,Hebei TCM actively publishes the thoughts and academic achievements of local TCM masters,studies traditional Chinese medicine books and local TCM works,records the current situation of traditional Chinese medicine and public health events,etc.,which all show local characteristics.In addition,the audiences of TCM in Hebei are mainly in the province,with professional knowledge of TCM and high education level.In order to promote academic exchanges and cultural communication of TCM,Hebei Traditional Chinese Medicine has continuously enriched and expanded its own communication channels by holding writing classes,holding academic conferences,and relying on big data.At present,with the change of social concept,the development of new media technology and the change of readers' needs,the communication environment of TCM culture has changed as a whole.Therefore,it is urgent to inject new elements into the traditional media of academic journals of traditional Chinese medicine to activate its own transmission power.On the contrary,TCM journals such as Hebei Traditional Chinese Medicine have obviously not been able to meet the needs of the current TCM cultural communication.The magazine's communication scope is limited and its influence is insufficient.The homogeneity of its columns fails to highlight its own characteristics,and the excessive concentration of authors in the province is not conducive to the diversification of TCM research.In this regard,this paper believes that "Hebei Traditional Chinese Medicine" needs to facilitate the application of technology,with the help of new media platform to enhance the transmission power and influence.Secondly,TCM in Hebei should be a window to show the academic achievements and culture of local TCM.Of course,while the development of TCM is on the fast track,Hebei TCM should also have an international perspective and contribute to telling TCM stories and spreading TCM culture. |
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