新发展阶段科学健身指导的短视频新媒体传播:理论、挑战与路径探索  

Research on Short Video New Media Communication of Scientific Fitness Guidance in the New Development Stage:Theory,Challenges,and Path Exploration

作　　者：李晓菡 唐杨科 罗乐 Li Xiaohan;Tang Yangke;Luo Le(School of Humanities and Law,Beijing University of Chemical Technology,Beijing 100029,China)

机构地区：[1]北京化工大学文法学院,北京100029 [2]北京体育大学奥林匹克高等研究院,北京100084

出　　处：《体育科技文献通报》2024年第11期100-105,108,共7页Bulletin of Sport Science & Technology

基　　金：北京化工大学“面向拔尖创新人才培养的科教融汇平台开放与培养模式探索”教学改革项目。

摘　　要：随着新媒体的飞速发展,短视频已成为大众获取信息的主流渠道。本文采用文献资料法、逻辑分析法等研究方法,在分析新发展阶段科学健身指导的短视频新媒体传播理论的基础上,对新发展阶段科学健身指导的短视频新媒体传播的挑战与路径进行探析。结果发现,新发展阶段科学健身指导的短视频新媒体传播面临的挑战表现在体育相关管理部门向新媒体转型较慢、错误的健身指导信息、数据隐私的泄露等伦理问题,以及“体育+新媒体”人才匮乏、专业团队不足导致配合效率低等方面。据此,提出政府引导建立官方账号、采购专业团队服务、开展“带货”直播试点、加强人才培养等发展路径。With the rapid development of new media,short videos have become the mainstream channel for the public to access information.This study utilizes literature research method and logical analysis to explore the challenges and pathways in the new phase of scientific fitness guidance through the dissemination of short videos via new media.Based on the analysis of the theoretical framework of new media communication in the new phase of scientific fitness guidance,the findings reveal that challenges in the dissemination of scientific fitness guidance through short videos via new media include slow transition of sports-related management departments to new media,dissemination of incorrect fitness guidance information,ethical concerns regarding data privacy,inadequate “sports + new media” talent,and insufficient professional teams resulting in low coordination efficiency.Therefore,this paper proposes development pathways such as government-led establishment of official accounts,procurement of professional team services,conducting “product promotion” live streaming pilots,and strengthening talent cultivation.

关 键 词：科学健身指导 短视频 新媒体 

分 类 号：G812[文化科学—体育学]