Research on the Communication Strategies for Shaanxi Traditional Chinese Medicine Culture Based on the "5W" Model / 中国医学伦理学

ABSTRACT

Traditional Chinese medicine (TCM) is a treasure of ancient Chinese science and a key to unlocking the rich heritage of Chinese civilization. Report of the 20th National Congress of the Communist Party of China and the important speech by General Secretary Xi Jinping at the symposium on cultural inheritance and development provide scientific guidance for accelerating the dissemination of TCM culture in Shaanxi. Starting from the value implications of strengthening the dissemination of TCM in Shaanxi, Taking Harold Lasswell’s "5W" theory as the analytical framework and the problems of weak leadership of communication subjects, insufficient scientific content, low flexibility of communication channels, weak targeting of communication audiences, and insufficient integration of communication effects in the dissemination process of TCM culture in Shaanxi, this paper proposed strategies for the dissemination of Shaanxi TCM culture from five aspects, including strengthening dissemination subjects, optimizing communication content, diversifying communication channels, segmenting communication audiences, and enhancing communication effectiveness.