Interactive ritual chains: a study of sports netizen-led health media communication in short video platforms

分类： 数字出版 >> 数字技术 提交时间： 2023-07-23

Ziqin Zhan

摘要： With the rapid development of national fitness, the country has clearly promoted "Internet+fitness", and many professional sports technicians have participated in live fitness activities and become sports web celebrities. Sports weblebrities are a powerful guarantee for improving the fitness level of the general public, and the health media activities led by them promote the audience's willingness to exercise, resulting in a better communication effect. From the perspective of the interactive ritual chain, this paper investigates why the live broadcasts of sports weblebrities can promote the audience's willingness to exercise through a questionnaire survey, examines the factors affecting their interactive effects through correlation analysis, and considers the development direction of personalising the live interaction of sports weblebrities. The study found that the more the sports weblebrities interacted with the audience in their live broadcasts, the more the audience's attention to fitness, willingness to acquire fitness knowledge, and willingness to exercise increased. The study also found that the chaos that exists in the sports weblebrity industry can have a number of negative effects on health communication, which deserves our attention and reflection.

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