【作者】 徐永红；

【导师】 严三九；

【作者基本信息】 华东师范大学 ， 文学与传媒， 2014， 博士

【摘要】 中医药具有独特的保健功效,擅于治疗慢性疾病和疑难杂症,一度在国外掀起阵阵传播热潮。但作为中华文明中最古老的文化因子之一,中医药的理论和文化内涵,没有得到有效的挖掘和传播。本不固者,勿丰其末。如果在对外传播中折损文化精髓,势必减耗中医药整体的内在价值。本文基于文化间性理论,以文化适应为视角,通过历史与现实结合,理论与实践结合,宏、中、微三观结合等方法,研究中医药文化对外传播问题,旨在构建中医药文化对外传通的研究模式并提出促进文化适应的策略。面对这样一个跨学科、跨行业的课题,本文紧紧围绕四个层面展开探讨。历史层面,本文总结出中医药文化对外传播跨越数千年横亘几大洲的运行规律,分析其跨文化适应背后的深层次原因,得出对现实有借鉴意义的经验启示。理论层面,基于文化间性理论与文化适应原则,探讨中西医文化的相容性和不可通约性；构建促进中医药文化跨文化适应的研究模式,提出在与异质医学文化进行沟通、借鉴、生成意义过程中,中医药文化继承、发展和创新的循环过程。语言层面,本文着重研究中医药文化对外传播中的编码(语内编码和语际编码)策略,强调发挥“二度编码”作为异质文化间交流汇通变压器的作用,提出中医药文化对外传播的“八W”模式,旨在形成一个创造、修改和转变的文化共享过程。另一方面从国内外现存中医药名词术语标准、中医药术语标准化策略、语言推广的战略意义、汉语的媒介语言地位等角度,探讨中医药文化建构与国际话语权强化问题,减少对外传播中的文化偏向。实践层面,本文着重论述政府、社会组织和企业作为传播主体,在中医药文化对外传播过程中,如何发挥各自优势,沿着文化适应方向,实施文化引领、文化推广和文化营销策略。文化具有稳固的“特征”,也在流动中“建构”。通过宏观、中观、微观系统运作,政治、经济、文化“三位一体”,形成合力,减少传播偏向,推动中医药文化对外传播事业健康有序开展。更多还原

【Abstract】 It is well known that Traditional Chinese Medicine (TCM) shows amazing efficacy in health-keeping, has unique function in curing chronic diseases and difficult and complicated cases and enjoys greater popularity throughout the world. But TCM culture, an indispensible part of Chinese civilization, is far from highly appreciated, which will have a negative impact on the internationalization and modernization of TCM in the long run.The dissertation, based on the theory of interculturality, intends to explore the international transmission of TCM culture in the perspective of acculturation with an aim to put forward a theoretical model for reference and develop certain strategies of promoting the dissemination of TCM culture overseas. Research methods such as historical analysis, comparative analysis, integration of theory and practice, are all well applied.The work and main conclusions are as follows:A brief review of the international transmission of TCM culture which covers thousands of years is given for historical study to summarize rules, draw lessons from the past, find reasons behind the phenomenon and gain enlightenments for future practice.The dissertation, then, probes the commensurability and incommensurability of heterogeneous medical cultures, analyzes the underlying causes why different medicine paradigms, the traditional Chinese medicine and the Western medicine, can not be reduced into each other, and hopefully forms a theoretical model to bridge the cultural gaps and create a dynamic process of cultural inheritance, development and innovation.In view of encoding and decoding, a comparison between inter-lingual and intra-lingual translations and certain encoding and decoding strategies are introduced in order to paint a faithful picture of TCM culture. It’s not always easy to persuade people overseas to accept something different to their beliefs but we can make full use of second encoding, a special medium of cultural exchange in the worldwide scale."8W Model" is put forward to facilitate the spread of TCM culture and a sharing process of cultural creation, modification, and transformation is expected to take shape. The dissertation also argues that accurately conveying the information is not the whole story and greater efforts should be made to standardize TCM terminology, promote Chinese language worldwide and develop Chinese language into a media one.Acculturation takes time and the issue is how to shorten the process and make the passage smoother. The dissertation discusses the implementation of certain strategies adopted by plural entities, namely the government, organizations and enterprises related. As influential disseminators, they have their own advantages in facilitating acculturation and play leading roles in cultural guidance at macro level, cultural promotion at meso level and cultural marketing at the micro level respectively, which help to form holistic strategy arrangements jointly for promoting fruitful cultural interaction and productive international dissemination of TCM culture in an orderly and sound manner.TCM culture is still very much in the initial stages of westward transmission. Hopefully, the findings illustrated in the dissertation can shed much light on the issue, help to tackle acculturation, popularize TCM culture and make it well received worldwide.更多还原