摘要
在国家持续推动中医药发展的背景下，苗医药国际传播虽已具一定规模，但传播效果与预期之间仍存在差距。本文以拉斯韦尔5W模型为分析框架，以翻译传播学视角，采用社交媒体内容分析与问卷调查相结合的方法，对YouTube、TikTok平台相关内容及马来西亚受众认知情况进行分析。研究发现：传播主体呈多层级分布但协同不足，专业译者缺位；传播内容以视觉呈现为主，知识表达碎片化；不同媒介在分发逻辑与表达策略上存在分化，跨渠道之间缺乏有效衔接；受众虽表现出较高兴趣，但对苗医药的理论体系与适用范围了解有限。上述问题共同指向译介机制在传播链条中的缺位。基于此，本文提出将翻译前置为传播设计环节，通过构建主体协同机制、规范术语表达并实施差异化受众适配，以提升苗医药的国际传播效果。
关键词： 苗医药；5W模型；国际传播；译介
Abstract
Although supported by national policies and expanding in scale, the international communication of Miao medicine has yet to achieve the expected effectiveness. Guided by Lasswell’s 5W model and a translation-communication perspective, this study adopts a mixed-method approach, in which content analysis focuses on Miao medicine-related content on YouTube and TikTok, while a questionnaire survey examines Malaysian audiences’ awareness of it. The findings showthat communicators are organized at different with limited cooperation, and professional translators are rarely involved; the content is mainly visually presented with fragmented knowledge; social medias adopt different ways of distributing and presenting content, with weak connections across platforms; although audiences show strong interest, their understanding of the theoretical system and scope of application of Miao ethnomedicine remains limited. These problems reflect the absence of a stable translation mechanism within the communication. To address this issue, this study proposes integrating translation into the early stages of communication design by strengthening coordination among communicators, standardizing terminology, and adopting audience-oriented communication strategies to improve the international communication of Miao medicine.
Key words： Miao medicine; 5W model; International communication; Translation
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