基于体育社交媒体的健康传播话语危机与应对策略  

Crisis Discourse and Strategy of Sport Social Media Health Communication

作　　者：黎在敏 王林[1] 胡凯[2] 

机构地区：[1]武汉理工大学体育部,湖北武汉430070 [2]中国地质大学(武汉)体育部,湖北武汉430074

出　　处：《哈尔滨体育学院学报》2017年第4期47-52,共6页Journal of Harbin Sport University

基　　金：湖北省教育厅哲学社会科学研究重大项目(编号:16ZD010);国家体育总局武术研究院2016年度课题(编号:WSH2016C019)

摘　　要：随着"健康中国"理念的推进,普及健康知识、传播健康理念、共享健康生活成为民众当下的现实需求,共建、共享、共交流的社交媒体成为公众获取健康信息的重要路径。采用文献资料、专家访谈和逻辑分析等研究方法,对体育社交媒体的健康传播现状进行了考察和反思,研究认为体育社交媒体在信息传播上的话语危机体现为:媒介"去中心化"导致信息"碎片化"产生;体育社交媒体同质化导致其自身核心定位的模糊化;社交媒体的"话语集权"为谣言的产生和传播提供了条件。未来体育社交媒体健康传播的应对策略是:建立官方社交平台、提高体育社交媒体从业人员健康知识素养、有针对性地实施舆情监测、自觉承担媒介社会责任。With the deepening of ＂health China＂ , popularizing health knowledge, spreading health concept and sharing a healthy life has becoming realistic needs of individuals, as well as social media has becoming an important source of obtaining information which could pro-duce content, sharing and exchange by users. This paper used the methods of documentary, logical analysis and expert interview to review the sport social media health communication and found that the discourse crisis of sport social media in information communication should be the decentralized media causes information fragmentation, homogenization of sport social media leads to its core location obfuscation, and “centralization of words power” of social media which offered a chance for generation and propagation of rumor. The health communi-cation of sport social media in the future should be establishing official platform, enhancing personnel health knowledge, implementing public opinion monitoring and taking social re-sponsibility voluntarily.

关 键 词：健康传播 体育信息 社交媒体 应对策略 

分 类 号：G80-05[文化科学—运动人体科学]