抖音“健身潮”的成因及其价值探析

Analysis on Cause and Values of Tik Tok Fitness Trend

近几年来,短视频应用软件用户注册量呈爆发式增长,拥有庞大用户群和巨大商业潜力的抖音APP,占据了短视频市场的主导地位,短视频成为信息传播的重要媒介,其中作为媒介主体的体育类短视频备受关注,对抖音“健身潮”进行成因分析及合理价值评判,对我国体育文化的发展具有较为关键的作用。运用文献资料法、数理统计法、案例分析法等,以抖音平台体育类短视频的内容为研究对象,对抖音“健身潮”的成因及其价值进行了分析。抖音“健身潮”的成因大致为:自我展示和生活分享、传授技能和乐为人师、专业体育资讯、营销运行和宣传招生等抖音体育类短视频内容的输出,具有促进体育文化的大众参与性、拓展体育机构与专业院校的宣传招生渠道、推动体育产业链的发展、促进体育文化国际交流等价值。

In recent years,registered users of short video applications have boomed.Tik Tok APP with a large number of users and huge commercial potential has dominated the market,and the short video has become an important medium for information spreading.PE short video,as the medium body,has attracted much attention.Analysis on cause of“fitness trend”and fair value evaluation has played a key role in the development of sports culture in China.The paper uses literature review method,mathematical statistics,and case analysis method to take PE short video at the Tik Tok platform as an object,and analyze Tik Tok“fitness trend”cause and its values.Cause of Tik Tok“fitness trend”:Self-presentation and life sharing,skill teaching,being pleasant to be a teacher,professional sports information,marketing,advertising,and recruitment,have promoted the public participation in sports and culture and advertising and recruitment channels of sports institutions and professional colleges,improved development of the sport industry chain,and enhanced international communication of sports and culture.