Welcome to Francis Academic Press

The Frontiers of Society, Science and Technology, 2022, 4(8); doi: 10.25236/FSST.2022.040812.

Analysis of the Communication Problems and Solutions of Short Videos of Traditional Chinese Medicine Culture from the Perspective of Video Creators


Liu Zhuohui

Corresponding Author:
Liu Zhuohui

Shaanxi University of Chinese Medicine, Xianyang, China


Traditional Chinese medicine is the traditional medicine of the Chinese nation and the quintessence of China. It carries the experience and theories of the ancient Chinese people's struggle against diseases. It is a medical theoretical system gradually formed and developed through long-term medical practice under the guidance of ancient simple materialism and spontaneous dialectical thinking. With the continuous development of self-media, it has opened up new paths for the new dissemination of traditional Chinese medicine culture. At the same time, it also faces many challenges, such as insufficient professional short video content, single video format, and too many marketing implants. Therefore, by discussing the current situation and predicament of TCM cultural dissemination on short video platforms, this paper draws three solutions from the perspective of video creators to enhance the sense of responsibility of TCM practitioners, strengthen the role of “gatekeepers” on video platforms, and diversify video formats. It is possible to obtain the method of breaking the situation and improve the quality and level of Chinese medicine culture of the masses.


Chinese medicine culture; short video; self-media; Chinese medicine culture dissemination

Cite This Paper

Liu Zhuohui. Analysis of the Communication Problems and Solutions of Short Videos of Traditional Chinese Medicine Culture from the Perspective of Video Creators. The Frontiers of Society, Science and Technology (2022) Vol. 4, Issue 8: 71-76. https://doi.org/10.25236/FSST.2022.040812.


[1] Liu Danqing. Research on TCM Culture Communication under the Vision of New Media [D]. Nanjing University of Traditional Chinese Medicine, 2017.

[2] Zhang Rui. The Dilemma and breakthrough of TCM culture communication in the era of financial media integration [D]. Shandong Normal University,2019.

[3] Qiu Zhiling. Opportunities and Challenges of Traditional Culture Communication in the Era of New Media [J]. Journal of Fujian Business School, 2017 (1): 5.

[4] Yuan Ge. The dissemination of excellent traditional culture in the short video platform under the new media environment- -Take Bilibili as an example [J]. Technology Communication, 2022,14 (9): 4.

[5] Pei Mengsu, Lin Caiqiong. The Development and Communication of Traditional Chinese Culture in the Era of "We Media" - -Take Bilibili video platform as an example [J]. Modern Ancient Prose Creation, 2021 (36): 3.

[6] Zhao Jina. Communication of TCM culture in the new media environment [J]. Young Reporter, 2017 (23): 2.