Proceedings of the 2nd International Seminar on Education Research and Social Science (ISERSS 2019)

A Study on TCM Inheritance and Communication based on the Audience-oriented Theory

Authors
Chi Gu, Luolan Xia, Herong Mao, Diangang Liu
Corresponding Author
Herong Mao
Available Online June 2019.
DOI
https://doi.org/10.2991/iserss-19.2019.141How to use a DOI?
Keywords
TCM communication, inheritance, audience-oriented theory, science literacy
Abstract
The inheritance and development of TCM is inseparable from different kinds of media, among which people are the most important. The audiences have their own priorities and concerns over TCM for many reasons. With the rapid development of science and technology, TCM should pay more and more attention to the interaction between individuals’ seeing and feeling of TCM and their efforts in communicating TCM-related knowledge both at home and abroad. Based on the selectivity of TCM communication and inheritance, this paper tries to employ the audience-oriented theory to analyze the situations of TCM communication both at home and abroad and of TCM inheritance in our country. It’s found that the audience, as the core factor in science communication plays an essential role in inheriting and communicating TCM culture.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Chi Gu
AU  - Luolan Xia
AU  - Herong Mao
AU  - Diangang Liu
PY  - 2019/06
DA  - 2019/06
TI  - A Study on TCM Inheritance and Communication based on the Audience-oriented Theory
BT  - Proceedings of the 2nd International Seminar on Education Research and Social Science (ISERSS 2019)
PB  - Atlantis Press
SP  - 353
EP  - 356
SN  - 2352-5398
UR  - https://doi.org/10.2991/iserss-19.2019.141
DO  - https://doi.org/10.2991/iserss-19.2019.141
ID  - Gu2019/06
ER  -