TikTok平台中医药短视频国际传播现状与传播效果影响因素组态分析*

作者：徐晓慧，袁艺珊，王琳超，唐如一，陈秋云，王乐鹏

单位：北京中医药大学，北京 100029

引用：引用：徐晓慧，袁艺珊，王琳超，唐如一，陈秋云，王乐鹏.TikTok平台中医药短视频国际传播现状与传播效果影响因素组态分析[J].中医药导报,2025,31(10):239-244.

DOI：10.13862/j.cn43-1446/r.2025.10.045

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摘要：

目的：分析TikTok平台中医药短视频传播现状，总结中医药短视频传播的良好机制。方法：选取TikTok平台中医药相关短视频，总结TikTok中医药短视频传播现状，并从中选取301条中医药短视频样本，运用模糊集定性比较分析法（fsQCA）探究“发布者IP属地、语言种类、情感倾向、内容主题、视频时长、标签数量”6个条件变量和结果变量“传播效果”之间的关系。结果：TikTok平台中医药短视频的传播效果存在显著差异，呈现出“专业知识-理性传播”与“文化知识-情感传播”两类路径组态，揭示了中医药短视频实现良好传播效果的内在机制。结论：应在坚持传播中医药诊疗技术与治疗效果等医学内容的基础上，创新短视频表达形式，深入挖掘中医药文化意涵，推动在不同文化语境中的平等交流与认同构建。

关键词：中医药国际传播；TikTok；短视频；模糊集定性比较分析法

Abstract：

Objective: To analyze the current situation of the dissemination of traditional Chinese medicine (TCM) short videos on the TikTok platform and summarize the effective mechanisms for the dissemination of TCM short videos. Method: TCM-related short videos on the TikTok platform were selected to summarize the current situation of TCM short video communication on the platform. A total of 301 TCM short video samples were chosen, and fuzzy-set Qualitative Comparative Analysis (fsQCA) was used to explore the relationship between six conditional variables of "publisher's IP location, language type, emotional tendency, content theme, video duration, and tag quantity" and the outcome variable "dissemination effect". Result: There are significant differences in the dissemination effect of TCM short videos on the TikTok platform, with two path configurations identified: "professional knowledge-rational dissemination" and "cultural knowledge-emotional dissemination". These configurations reveal the internal mechanisms through which TCM short videos achieve good communication effects. Conclusion: On the basis of adhering to the dissemination of medical content such as TCM diagnosis and treatment technologies and therapeutic effects, innovative forms of short video expression should be created, and the cultural connotations of TCM should be deeply explored to promote equal communication and identity building in different cultural contexts.

Key words：international dissemination of traditional Chinese medicine; TikTok; short video; fuzzy-set Qualitative Comparative Analysis

发布时间：2026-01-08

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