媒介物质性视域下中医药文化数字国际传播路径研究OA

The global communication order has been profoundly affected by the revolution in communication technologies in recent years,and the evolution of technology and paradigm revolution has ushered in the era of intelligent communication.A deeply mediatized society has subversively changed the information communication patterns of human society and influenced the forms of resource allocation.With the emergence of novel technological terms such as"cloud computing""metaverse"and"virtual reality"current mainstream communication and media studies tend to categorize media into the virtual world,often ignoring its ubiquitous,profound,and complex materiality.Across different digital social contexts,the"materiality"of the communication activities for traditional Chinese medicine(TCM)culture,such as the targeted objects,the communication venues,and the relied-upon bodies,profoundly influenced their occurrence,understanding,and continuation.Starting from the media materiality of TCM and regarding it as the"carrier"of excellent traditional Chinese culture,this paper explored the existing problems and countermeasures in the international communication of TCM culture in the digital era.It aimed to transcend media-centrism and strive to explore an innovative paradigm for the digital international communication path of TCM culture featuring"embodiment-embedment-elevation."