中医药在部分民众心目中存在一定的“刻板印象”,比如只能治疗慢性病而不能治急症等。但2020年,一场突发的公共卫生事件改变了部分民众的认知。本文利用人民网舆情数据中心提供的互联网大数据,以2020年上半年中医药领域的网络热点事件为研究对象,通过观察舆论的焦点转移,分析民众对中医药的口碑变化,总结中医药文化传播的经验,以期为后续中医药文化的传承、创新与发展带来启示。
<<Some stereotypes of Traditional Chinese Medicine(TCM)have been deeply ingrained in the minds of people. For example,TCM is regarded as only good at treating chronic diseases but cannot cure emergencies. However,in 2020,a Public Health Emergency of Concern has changed the perception of some people. In order to inspire the inheritance,innovation and development of the follow-up TCM culture,this paper analyzes and summarizes the changes of reputation on TCM by observing the focus of public opinion,the experiences of culture spread of TCM. All the sources of the paper are based on big data provided by Center for Public Opinion & Big Data Analysis and network hotspots in the field of TCM happened in the first half of 2020.
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