基于体育健康传播视角的肥胖社会传染机制与纾解路径

Mechanisms and Strategies for Addressing the Social Contagion of Obesity from the Perspective of Sports and Health Communication

肥胖的社会传染可能引发一系列社会问题,厘清肥胖社会传染的发生机制十分必要。采用扎根理论方法,建构肥胖社会传染机制的理论模型。研究认为:1)肥胖的社会传染最初发生于以家庭环境为代表的生活网络,子女在与父母共享相同的物质、社会、经济和文化环境基础上,模仿父母行为、接受父母认知,进而形成肥胖的代际传染;2)肥胖者因受现实社会价值、规范、标准的规训,容易陷入互联网拟态环境的信息茧房,在与茧房中的他者互动时,容易放松对致胖行为的警惕,导致肥胖的次级群体传染;3)肥胖者在与社会的互动中出现自我认知的转变,通过自我传播说服自己做出非本意的选择,导致“免疫力”的下降,进而加剧肥胖。基于体育健康传播的视角,提出肥胖社会传染的纾解路径:1)发挥体育健康传播的具身性,传播者与受众可以在参与体育活动中完成信息的传递,使肥胖者获得更明确的体育参与动机,提升减肥效果;2)在参与体育运动的过程中,肥胖者通过频繁接触体育健康相关信息,逐渐形成健康的价值认同,进而松动、甚至破除致胖的信息茧房;3)基于体育运动进阶性所提供的自我效能,受众能在自我互动中坚定减肥的信心,并将体育健康信息传播给群体中的他者,完成体育健康的人际传播与社会面传播。

The social contagion of obesity can give rise to a range of societal issues,making it crucial to understand the underlying mechanisms involved.This study adopts a grounded theory approach to construct a theoretical model of the social contagion of obesity.The findings suggest the following:1)The initial occurrence of social contagion of obesity takes place within life networks,with the family environment being a key representative.Children,sharing the same material,social,economic,and cultural context as their parents,imitate their behaviors and adopt their cognitions,leading to intergenerational transmission of obesity;2)obese individuals,influenced by societal values,norms,and standards,are prone to becoming ensnared in the information cocoon of the online environment.When interacting with others within this cocoon,they are more likely to lower their guard towards weight-gaining behaviors,resulting in secondary group contagion of obesity;3)obese individuals experience a shift in self-perception during social interactions,engaging in self-persuasion that leads them to make unintended choices.This weakens their“immunity”and exacerbates obesity.Drawing on the perspective of sports and health communication,this study proposes strategies to address the social contagion of obesity:1)Leveraging the embodiment of sports and health communication,both communicators and recipients can transmit information through active engagement in sports activities,enabling obese individuals to develop clearer motivations for sports participation and enhancing the efficacy of weight loss;2)through frequent exposure to sports and health-related information during sports participation,obese individuals gradually develop a healthier value identity,which loosens or breaks the weight-gaining information cocoon;3)building on the self-efficacy offered by the progressive nature of sports participation,recipients can strengthen their confidence in weight loss through self-interactions and transmit sports and health information to others within their social groups,thus facilitating interpersonal and societal dissemination of sports and health.