Research On Communication Strategy Of Mass Physical Literacy Education Based On Social Media

From the Primitive Society,the Agricultural Society,the Industrial Society to the Information Society,it is widely acknowledged that people's physical activities have gradually been decreased,the brain labor and the physical labor become the binary opposition behaviors in the same subject.People keep so equipping their minds that they have no time to care for their gradually rigid body under the ultra-high-speed operation of society.For the purpose of coping with the deterioration of the human body,the concept of Physical Literacy has been developed gradually in the international community,while in China,the concept of Physical Literacy guided by the concept of body cognition and body monism is not popularized,which is still far from the society in which the concept of Physical Literacy can be acknowledged and the active life can be performed.At the same time,with the rapid development of information technology,some scholars have discovered a dominant logic---Mediatization since the modern society,and the mediatization and the globalization,together with the individualization are regarded as the irreversible trend of the modern society.There is no doubt that the general physical literacy also can't escape the control of the logic of mediatization.This paper will analyze the dominant role of the logic of mediatization in general physical literacy education from the perspective of social media,and try to put forward the communication strategy of general physical literacy education in the context of social media.This paper combs the change of the concept of general physical literacy,the practical exploration of general physical literacy education in the early period of Chinese media and the value choice of general physical literacy education in the era of social media by using the method of literature for the purpose of trying to clarify the relationship between general physical literacy education and modern media in China.The four dimensions of general physical literacy measurement are obtained by using the logical analysis method and through the analysis of the concept of general physical literacy,namely,the motivation of sports activity,the self-confidence of sports activity,the physical ability of sports activity,the knowledge and cognition of sports activity.This paper divides social media that promotes the public health communication into three aspects: social media content,social media context and social media use behavior on the basis of the traditional media research framework and the characteristics of social media.This paper makes an empirical study on the influence of social media on general physical literacy education by means of questionnaire analysis and focus group interview.The results of this study show that the content of video,data,vertical fine classification and intelligent hardware perform well in the dissemination practice of general physical literacy education,and the situation of natural,timely feedback,social support and having KOL is suitable for the dissemination of general physical literacy education.The behaviors of socializing,learning,playing cards and using data have the best effect on the general acceptance of physical literacy education.Only in the appropriate situation can the appropriate social media contents play their role.The public's initiative to use social media for physical literacy education is poor,especially the online sports consumption habits have not been developed.Finally,this paper puts forward the social media communication strategy of general physical education: Sports KOL should make good use of short video platform and pay attention to the construction of social situation;the iterative upgrading of data algorithm shall be accelerated to help the social application of sports to spread accurately;the sports industry shall be developed vigorously to cultivate the habit of sports consumption of the users on-line.