微文化背景下全民健身文化传播的路径研究  

Research on the Propagation Path of National Fitness Culture Under Microcultural Background

作　　者：赵洪波[1] 尹雪 ZHAO Hong-bo;YIN Xue(Sports College of Liaoning Normal University,Dalian 116029,China)

机构地区：[1]辽宁师范大学体育学院,辽宁大连116029

出　　处：《福建体育科技》2023年第3期52-56,共5页Fujian Sports Science and Technology

基　　金：辽宁省教育厅高等学校基本科研项目(课题编号:LJKQR2021045);辽宁省社会科学规划基金资助项目(项目编号:L21BTY008)

摘　　要：运用文献资料、逻辑分析、归纳演绎法对微文化背景下全民健身文化传播的路径进行研究。微文化背景下,全民健身文化传播既有疫情放大微文化功效,微平台提高全民健身文化的传播力,微时代增强群众参与锻炼主动性的机遇,也面临着碎微化信息割裂全民健身文化的生存状态、实时互动加剧伪健康信息的泛滥、解放性忤逆全民健身文化的科学传播以及多元竞争局面挤轧全民健身文化的展示空间的挑战。基于此,提出微文化背景下全民健身文化传播的具体路径:深挖全民健身文化精神,提升体育锻炼意识;创新传播方式,优化宣传渠道和方向;扩大传播主体,明确传者分工;微化传播内容,抓住受众注意力;重视运动实践,拒绝网络圈养。Using the method of literature,logical analysis,and inductive deduction to study the path of national fitness culture dissemination in the context of micro-culture.Under the background of micro-culture,the spread of national fitness culture has the effect of epidemic amplification of micro-culture,micro-platform to improve the spread of national fitness culture,and micro-era to enhance the initiative of mass participation in exercise.It is also facing the challenge of fragmentation of micro-information to split the survival state of national fitness culture,real-time interaction to intensify the flood of pseudo health information,scientific communication of liberation disloyalty national fitness culture and multiple competition situation to crush the display space of national fitness culture.Based on this,this paper proposes a specific path for the dissemination of national fitness culture in the context of micro-culture:dig deep into the spirit of national fitness culture,improve awareness of physical exercise;innovate the means of dissemination,optimize publicity channels and directions;Content,grab the audience's attention;attach importance to sports practice,reject network captivity.

关 键 词：微文化 全民健身文化 网络 传播 

分 类 号：G812.4[文化科学—体育学]