新媒体语境下 医学科普漫画的现状与发展策略 ——以小大夫漫画、腾讯医典和混知健康为例

The Status Quo and Development Strategy of Medical SciencePopularization Cartoons in the Context of New Media：A Case Studyof Xiaodaifu Cartoon，Tencent Medpedia and Hunzhi Health

中文关键词: 医学科普漫画 小大夫漫画 腾讯医典 混知健康

英文关键词: medical science popularization cartoons  Xiaodaifu Cartoon  Tecent Medpedia  Hunzhi Health

中文摘要:

      基于新媒体语境，运用新媒体传播和动漫理论，对新媒体医学科普漫画的现状和问题进行探究， 发现新媒体对医学科普漫画的传播方式、创作形式和盈利方式产生了直接而深远的影响，新媒体语境下的 医学科普漫画存在创作题材单一、专业理论性强、表现形式单调等问题。以小大夫漫画、腾讯医典和混知 健康三个具有典型代表性的医学科普漫画平台为例，分析新媒体语境下医学科普漫画的特点，并提出几点 发展策略：拓宽创作题材，精准定位受众需求与时代潮流；创新叙事方式，增强故事的趣味性和语言的平 实性；利用新媒体技术创新表现形式，提升受众的互动体验和阅读兴趣。

英文摘要:

      Based on the context of new media，using new media communication and animation theories，the current situation and problems of new media medical science popularization cartoons are explored. It is found that new media has a direct and far-reaching impact on the communication mode，creative form and profit mode of medical science popularization cartoons. And there are problems such as single creation subject， strong professional theory，monotonous expression form，etc. Taking the three typical medical science popularization cartoon platforms of Xiaodaifu Cartoon，Tencent Medpedia and Hunzhi Health as examples， this paper analyzes the characteristics of medical science popularization cartoons in the context of new media and puts forward several development strategies：broadening the creative theme to accurately locate the needs of the audience and the trend of the times；innovating the narrative methods to enhance the interestingness of the story and the commonality of the language；using new media technology to innovate forms of expression and enhance the audience’s interactive experience and reading interest.