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Zhang H., Feng J. [Study of the mechanism of «noise cancellation» in communications on the culture of traditional Chinese medicine in Southern Kyrgyzstan on the basis of the Shannon-Weaver model of communication] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 4. Available at: https://sfk-mn.ru/PDF/06KLSK423.pdf (in Russian).

Study of the mechanism of «noise cancellation» in communications on the culture of traditional Chinese medicine in Southern Kyrgyzstan on the basis of the Shannon-Weaver model of communication

Zhang Haichao
Ural Federal University named after the First President of Russia B.N. Yeltsin, Ekaterinburg, Russia
Ural Institute for the Humanities
E-mail: 1836393357@qq.com

Feng Jing
Ural Federal University named after the First President of Russia B.N. Yeltsin, Ekaterinburg, Russia
Ural Institute for the Humanities
E-mail: 1144168496@qq.com

Abstract. As one of the elements of Chinese culture highly valued by foreigners, the culture of traditional Chinese medicine serves as a good carrier in the process of international exchanges between China and foreign countries, bringing Chinese wisdom and strength into the global medical and health care system. Based on the Shannon-Weaver communication model, the authors developed an outline of semi-structured interview and an exhaustive questionnaire and analysed the noise interference in the communication process of traditional Chinese medicine culture in the southern region of Kyrgyzstan in four segments — information source, encoding, decoding and receiver — through interviews and questionnaires of traditional Chinese medicine doctors and patients in this region. The study found that the ability of local indigenous traditional Chinese medicine practitioners still needs further improvement, a mature academic and research atmosphere has not yet developed in the southern region, treatment methods are mainly physiotherapy, emphasis is placed on advanced training to the detriment of theoretical training, in addition, differences in language and culture of the two countries and differences in the theories of traditional Chinese medicine and Western medicine are hindering factors. This paper proposes to establish a mechanism of triune collaborative knowledge dissemination between Chinese doctors and local doctors and Chinese traditional Chinese medicine specialists and scholars, to promote the establishment of the Institute of Chinese and Kyrgyz herbal medicine, to use micro-models and Confucius Institutes to disseminate knowledge of traditional Chinese medicine culture, so as to actively promote the «presence» of traditional Chinese medicine culture and its multimodal dissemination.

Keywords: Shannon-Weaver model of communication; traditional Chinese medicine culture; noise

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