从编码解码角度探讨"一带一路"视域下中医养生国际化传播

别具魅力的中医养生凭借其自身所特有的文化复杂性和医学科学性,并伴随中医药"一带一路"发展规划政策的支撑和推动,以及来自国内外不断提升的关注度,越来越在国际化传播和海外发展中彰显出独特优势。然而,诸多难以忽略的传播问题和障碍,依然在实际的传播域场中阻碍中医养生在世界范围内的丰富和发展。本文将重点分析这些问题和障碍,明确中医养生国际化传播策略的根本原则应是确立一段时期内相对稳固的长期传播目标,以及细分化的、灵活变化调整的周期性传播目的,同时,针对沿线不同区域特征进行相应传播方式和传播内容等的变化。

Discussion on International Communication of Traditional Chinese Medicine Health Preservation under"Belt and Road Initiative"Background from the Perspective of Encoding and Decoding

Traditional Chinese medicine (TCM) health preservation shows unique advantages in the international communication and overseas development. It is characterized by its cultural complexity and medical science, along with the policy support from the"Belt and Road Initiative"of TCM, as well as the increasing attention both at home and abroad. However, many problems and obstacles which cannot be ignored still hinder the enrichment and development of TCM health preservation in the world. This paper focused on analyzing these problems and obstacles, and indicated that the basic principle of international communication of TCM health preservation is to build a relatively steady long-term purpose and several segmented adjusting periodic orientations. At the same time, according to the characteristics of different regions along the line, changing the modes and contents of propagation is also needed.