张媛 欧阳静

    [摘要] 现代传媒技术的迅速迭代，使传统媒体与新媒体呈现出融合之势，对中医药文化的传播结构和影响空间产生了深刻影响。媒介融合背景下，制约中医药文化传播实效的成因主要体现在体制机制、从“相加”到“相融”、人才队伍建设三个方面。如何化解媒介融合视域下中医药文化传播所面临的困境与难题，需要从经营管理融合、渠道平台融合、媒体内容融合、人才队伍融合四个方面提供综合施治的新“药方”，以提升中医药文化全媒体传播的影响力和公信力。

    [关键词] 媒介融合;中医药文化;传播;深度融合

    [中图分类号] R2-03 ? ? ? ? ?[文献标识码] A ? ? ? ? ?[文章编号] 1673-7210(2020)09(b)-0190-04

    [Abstract] With the rapid iteration of modern media technology， traditional media and new media show a trend of integration， which has a profound impact on the communication structure and influence space of traditional Chinese medicine culture. Under the background of media convergence， the reasons that restrict the effectiveness of traditional Chinese medicine cultural communication are mainly reflected in three aspects， system and mechanism， from “addition” to “integration”， and talent team building. How to resolve dilemmas and problems faced by traditional Chinese medicine culture communication from the perspective of media convergence， it is necessary to provide a new “prescription” for comprehensive treatment from four aspects， namely， management convergence ......