China Renmin University held an academic seminar on contemporary rejuvenation and image communication of intangible traditional medicine culture.

The academic seminar "Contemporary Revival and Image Dissemination of Intangible Traditional Medicine Culture" held by Art College of Renmin University of China is a useful exploration for Art College to promote national social and economic development through academic research and explore a new mode of "school-enterprise" cooperation. This seminar was sponsored by China Renmin University Culture and Art Planning and Promotion Institute and Wenkang (Beijing) Film and Television Media Co., Ltd.

At present, the Art College of Renmin University of China has painting department, art design department, music performance department, art teaching and research section, Xu Beihong Art Research Institute, Oriental Art Research Institute, cultural and art planning and promotion institute, and painting material research and restoration studio, which recruits undergraduates majoring in painting, art design, music performance and fine arts, masters majoring in fine arts, fine arts, design art and musicology, and also recruits doctors majoring in aesthetics.

Wang Jian, secretary of the General Party Branch of the Art College of China Renmin University, and Zhang Xiumei, senior academic advisor of Wenkang Group Co., Ltd. spoke at the meeting respectively. Sun Jing, Assistant to the President of the Group Co., Ltd., Wang, Director of the Office of Art College of China Renmin University, Associate Professor of Art Department, and Qi Yue, Teacher of Art Planning and Communication Studio, attended the seminar. The meeting was presided over by Associate Professor Gu Yaqi, Director of the Institute of Cultural and Artistic Planning and Promotion of China Renmin University.

Secretary Wang Jian fully affirmed the theme of this seminar. He said that traditional medicine culture is an important part of China's excellent traditional culture. Inheriting and spreading Chinese medicine culture well is the realistic demand of the country to realize cultural rejuvenation and the unshirkable responsibility of contemporary people. The attention and practical investment in the creation, production and dissemination of this theme fully shows the forward-looking thinking, cultural awareness and social responsibility of Wenkang Group. At the same time, he affirmed the development of the College of Culture and Art Planning and Promotion in horizontal projects, and thought that the solid investigation and demonstration in the early stage of the conference was a practical measure for universities to serve the society with academic research.

In his speech, Zhang Xiumei emphasized that the image dissemination of intangible traditional medicine culture can not only arouse the attention of political circles, academia, industry and business circles to China traditional medicine culture, but also arouse China people's deep thinking about culture, especially medical culture and the life and health behind it. She fully affirmed the cooperation mode of the project and thought it was an innovative mode of "government leading, learning (association) building platform, enterprise investment and academic escort".

The theme of the seminar focused on the ontological research and extended image creation of "traditional medicine culture". Medical experts have conducted dialogues and exchanges from their respective research fields and professional directions around "the historical evolution and cultural spread of traditional medicine" and "the classification and development path of ethnic medicine (such as Tibetan medicine, Miao medicine and Xinjiang medicine)". ) and Modernization and Internationalization of Traditional Medicine, and put forward many constructive suggestions. Zhang Bing, deputy director of the Department of Intangible Cultural Heritage of the Ministry of Culture, deeply analyzed the important intangible industry data and pointed out the urgency of protecting traditional medical culture. Long Zhixian, former president of Beijing University of Chinese Medicine, believes that the unity of politics, artistry and science should be pursued in filming video films with traditional medical themes. The participating experts also conducted in-depth analysis from the professional perspectives of health care, Chinese medicine technology and medicated diet, which made clear the direction for image building.

On the basis of professional research by medical experts, media experts have made a heated and in-depth discussion on the direction, path, communication channels and business model of image creation, and put forward many pertinent suggestions on enriching creative means, broadening global horizons and strengthening mobile interaction. Leng Song, Secretary-General of the World Media Research Center of China Academy of Social Sciences, believes that the form of microfilm is more suitable for the communication in the fragmented era, and it is necessary to strengthen the youth and celebrity attributes in the image. Director Gao Juan, the creator of documentaries such as The Rise of Great Powers and The Power of Companies, believes that the didactic mode of traditional medicine should be reduced, the color of controversy and suspense should be increased, and the cultural connotation of traditional medicine should be organically dismantled to see the big picture from the small. Chang Shiben, a screenwriter of the TV Art Center of the Navy Political Department, pointed out that the foothold of documentaries or film and television dramas should be to tap the core values, and to radiate and guide the works so as to extend the image communication to the public level.

The seminar was focused, the topic was targeted, the atmosphere was warm, and the guests' views were profound and unique. Associate Professor Gu Yaqi said that he would seriously digest experts' opinions, continue to strengthen literature research and data collection, further improve the project research plan, and strive to form high-quality research results, so as to lay a solid foundation for creating an innovative image communication model of traditional Chinese medicine.

This seminar is an important exploration of the College of Culture and Art Planning and Promotion, and it is also the first academic seminar on horizontal scientific research projects held by the College of Art this year. It provides some experience for the horizontal cooperation among scientific research institutions, studios, governments and enterprises, and plays a positive role in improving the overall scientific research level and social influence of the Art College.

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