“运动战疫”:体育院校健康传播的理念与途径

Fighting the Pandemic with Sports:Philosophy and approach of Sports Universities’Health Communication

本文以体育院校微信公号中的"运动战疫"专题为案例,梳理和分析出微信公众号中健康传播的特征,以探讨在突发公共卫生事件中体育院校健康传播的独特优势和任务,旨在深化"健康中国"理念。通过对案例中的传播理念、传播路径、传播内容分析,发现体育院校秉承"运动即良医"的传播理念,通过"大众化"的传播内容,坚持"以人民为中心"的宗旨、借助多元化的传播途径,实现"全民健身"的战略。本文认为,体育院校健康传播中多元化的媒体平台以及"精英化"的人力资源等独特优势,既为突发公共卫生事件的传播实践活动提供重要路径,也为推进"健康中国"助力体育强国建设提供重要理论依据。

Taking the topic of"Fighting the Pandemic with Sports"in the WeChat official account of sports universities as a case,this article analyzes the characteristics of health communication in WeChat official accounts,in order to explore the unique advantages and tasks of health communication by sports universities in public health emergencies.,aiming to deepen the concept of"Healthy China".Through the analysis of the philosophy,approach and contents of communication,it is found that sports universities pursue the strategy of"fitness for all"with the philosophy of"sports is a good doctor","popular"contents,"people-centered"purpose and diverse channels.This article believes that the unique advantages of diversified media platforms and"elite"human resources in health communication in sports universities not only provide an important path for the communication practice of public health emergencies,but also help promote"healthy China"and build China into a leading sporting nation.