体育专业传播者主导的健康媒体传播运动研究——新型冠状病毒肺炎疫情防控期间“居家健身”为例

Media Campaigns for Health Dominated by Sports Professional Disseminators——Taking “Home-Based Fitness” as an Example During the Pandemic Prevention and Control Period of COVID-19

新型冠状病毒肺炎疫情防控期间"居家健身"信息以及内容作品在各大媒体平台持续火爆,形成的媒体传播运动是健康传播中的新现象,也是体育传播领域的新议题。主要采用内容分析法、社会网络分析法等研究方法,聚焦于社交媒体平台上"居家健身"的各类信息与作品,剖析其传播者的主导作用、传播策略与传播效果。主要结论包括:体育专业传播者分为四个类别,其主导下的内容作品通过主流媒体辐射到全网;体育专业传播者提供信息性和激励说服性两类体育健康信息,同时提供运动健康处方、云比赛和云活动的组织策划;传播策略主要有依赖权威信源,符合情境化指导与文化接近性原则,非预期的脱敏作用也同时产生。

During the epidemic prevention and control period of COVID-19,"home-based fitness"related information and contents are booming on various media platforms,which forms media campaigns for health and exercise,and brings both new phenomenon in health communication and a new issue in the field of sports communication.The purpose of this research was to analyze the leading roles’classification,communication content,communication strategy and communication effect of the disseminators.The research object focused on various types of information and media works of"hom-based fitness"on social media platforms,and the methods applied were content analysis and social network analysis.The main conclusions include:sports professional disseminators are divided into four categories,and under their leadership,the contents are radiated to the entire network through mainstream media;sports health information,provided by the sports professional disseminators,can be divided into two categories namely informational and motivational-persuasive information,covers the area of providing exercise prescriptions and conducting"cloud competitions"and"cloud activities";the communication strategy mainly relies on authoritative sources,conforms to the principles of contextual guidance and cultural proximity,and unexpected desensitization also occurs at the same time.