自媒体视域下健身气功传播:特征、堵点、策略

Fitness Qigong Communication from the Perspective of We-media: Characteristics, Blocking Points and Strategies

通过文献阅读、内容分析,总结健身气功在自媒体传播具有内容多样化、主体平民化、信息碎片化、传播高效化、群体交互化的特征,梳理了健身气功在媒体传播中内容质量不高、形式缺乏多元、受众过于局限的堵点,提出注重内容提质升级、促进形式丰富多元、突破传统受众局限的优化策略,力求为健身气功的传播推广提供可参考的建议。

Through literature review and content analysis, this paper summarizes the characteristics of fitness qigong in We-media communication, such as diversification of content, popularization of subjects, fragmentation of information, efficient communication and group interaction. It combs the blocking points of fitness qigong in media communication, such as low quality of content, lack of diversification of forms and too limited audience, and puts forward optimization strategies that focus on improving the quality and upgrading of content, promoting diversification of forms, and breaking through the limitations of traditional audiences. It strives to provide reference suggestions for the dissemination and promotion of fitness qigong.