新媒体时代，传统中医文化在这一全新的媒介环境中必然面临新的机遇与挑战。本文通过对现代语境下新媒体在中医文化传播普及中的传播渠道、传播内容和营运等现状进行梳理，分析现代语境下新媒体的兴起与发展为中医文化传播创造的诸多机遇和利好，同时也揭示了新媒体给中医文化传播带来的诸如信息污染、版权等问题。

In the new media era, traditional Chinese medicine (TCM) culture must face new opportunities and challenges in this new media environment. Through the analysis on modern new media in TCM culture from the dissemination of transmission channel, contents and operating status, this paper showed that the emergence and development of new media in the context of modern contexts create many opportunities and advantages for culture spread of TCM. Meanwhile, it also revealed that the new media brought issues to TCM culture communication, such as information pollution, copyright, and etc.

中国工程院咨询研究项目（2017-ZD-06）：新形势下我国中医药事业发展战略研究，子课题：理论发掘与人才培养，负责人：胡镜清；国家教育部人文社会科学研究项目（13YJCZH220）：中医药跨文化传通——英国地区的人类学考察和传播学分析，负责人：严暄暄；湖南省哲学社会科学基金（12JD57）：中英两国中医形态的比较人类学研究，负责人：严暄暄。