北方民族大学学报（哲学社会科学版）Issue(4)：62-73,12.DOI:10.20076/j.cnki.64-1065/G4.2025.04.007
抖音"沉香直播间":医学人类学视角下的文化、健康与消费
"Agarwood Livestream Rooms"on TikTok:Culture,Health and Consumption from a Medical Anthropological Perspective
李洋1
作者信息
- 1. 青海民族大学 民族学与社会学学院,青海 西宁 810000
- 折叠
摘要
Abstract
Against the backdrop of rapid internet development,short video platforms such as TikTok have emerged as key venues for cultural dissemination and commercial exchange.Focusing on"agarwood livestream rooms"on TikTok from 2021 to 2024,this study employs theories and methods from medical anthropology to conduct participatory,immer-sive,and longitudinal ethnographic fieldwork.From the perspectives of cultural heritage,health perception,and consumer behavior,it critically examines the representation and circulation of agarwood within these digital spaces.The research re-veals that the dissemination and commercialization of agarwood in livestreaming contexts are embedded with complex so-ciocultural meanings,reflecting shifts in health concepts and consumer patterns.As both a component of traditional medi-cine and a cultural commodity,agarwood is undergoing new forms of integration and development through TikTok livestreaming in the digital age.However,this mode of online health-related consumption also entails various risks.This study offers a new lens for understanding the interactions between traditional medicine and cultural products in digital en-vironments and provides insights into the contemporary transmission and innovation of traditional medical cultures.关键词
沉香/健康消费/医学人类学/抖音Key words
Agarwood/Health Consumption/Medical Anthropology/TikTok分类
社会科学引用本文复制引用
李洋..抖音"沉香直播间":医学人类学视角下的文化、健康与消费[J].北方民族大学学报（哲学社会科学版）,2025,(4):62-73,12.
