女性健身博主传播模式的优化策略研究  

Research on Optimization Strategies of Female Fitness Bloggers'Communication Modes

作　　者：李秋雨 张新[1] 古富全 丁盛 陈嘉涛 LI Qiuyu;ZHANG Xin;GU Fuquan;DING Sheng;CHEN Jiatao(College of Physical Education,Southwest University,Chongqing,400715 China)

机构地区：[1]西南大学体育学院,重庆400715

出　　处：《当代体育科技》2023年第13期103-107,共5页Contemporary Sports Technology

摘　　要：新冠肺炎疫情背景下,线上健身成为推动全民健身的重要方式。一批女性健身博主的崛起将线上健身推向高潮。该文运用文献资料法、文本分析法,以马莱茨克大众传播系统模式为理论基础,对我国女性健身博主的传播模式展开研究。发现女性健身博主的传播模式存在以下问题:(1)健身视频内容的同质化现象严重;(2)缺乏热身活动和正确动作指导;(3)侧重欧美健身文化,忽略中国健身文化。根据存在的问题,并结合我国体育发展状况提出优化策略:(1)提升视频质量,突出个性色彩;(2)重视热身活动,加强技术指导;(3)融入中国健身文化,助推中国风健身热潮。In the context of COVID-19,online fitness has become an important way to promote national fitness,and the rise of a group of female fitness bloggers has pushed online fitness to a climax.Using the literature method and text analysis method,taking the Maletzke's model of mass communication as the theoretical basis,this paper studies the communication model of female fitness bloggers in China,and finds the following problems in the communication mode of female fitness bloggers.(1)The homogeneity of fitness video contents is very serious.(2)Lack of warm-up exercises and proper movement instructions.(3)Focus on European and American fitness culture and ignore Chinese fitness culture.Optimization strategies are proposed according to the existing problems and combined with the development situation of sports in China.(1)Improve the quality of videos and highlights personality.(2)Pay attention to warm-up activities and strengthen technical guidance.(3)Integrate Chinese fitness culture into it and help promote the Chinese-style fitness craze.

关 键 词：马莱茨克大众传播系统模式 女性健身博主 传播模式 优化策略 

分 类 号：G80-05[文化科学—运动人体科学]