The Construction Of IP Of Public Square Dance Under Health Communication

Nowadays,people’s attitude towards public health has changed greatly with the rapid development of economy and society.In the meanwhile,there is an increasing tendency in pubic need for health,which indicates that people begin to attach more and more attention to the topic of “health”.Therefore,it will play a positive role in improving the level of the whole national health to spread widely the idea of “keeping healthy” and guide the public to participate in sport activities with targeted ways.The year of 2015 is known as the first year of China’s sports industry.In this year,sports IP(Intellectual Property)has turned to be a popular concept.In addition to popular competitive sports IP,the market is keen to create IPs and spread the idea of “keeping healthy” based on mass sport events including public square dances,marathons and so on.Citing the example of “Tian Tuan Fitness”,a brand of public square dance created by Wang Guangcheng,known as “Little Prince of the Square Dance”,this thesis uses the methods of documentation and questionnaire.The first method was used to study logically the related theories and researches on theories like sports health communication,sports IP and so on.The second one is another important method in this study.Based on previous researches and the real development of public square dance in China,this thesis designed the measuring tool for the IP of public square dance.In order to understand deeply the development of public square dances,this study counseled a larger number of qualified public square dance lovers,coaches and relevant practitioners and experts in this field.With the results from in-depth consultation,the surveying questionnaire was constructed.This study verified quantitatively the IP content scale of public square dance by analyzing the data through a appropriate sample.The third method used in this study is statistical data analysis.After coping with the original data,it used SPSS to conduct some statistical analyses like exploratory factor analysis,independent t-test,Pearson correlation analysis and so on.The analysis from the perspective of quantization guaranteed the scientific and valid results.The research used the analysis software to confirm the good reliability and validity of the measuring tools for the IP of public square dance and questionnaire.Through the analysis of the main factors of the IP of public square dance in multiple dimensions and with the actual situation in our country,this thesis selected two important factors the IP of public square dances.They are core and derivative products of the IP of public square dance.The findings of the study as following:Firstly,the age of square dance lovers and the core-product factor,derivative-product factor of square dance IP was negatively correlated.Namely,the age of square dance lover has an influence on the recognition to the IP of public square dance.The older the dancers are,the lower the degree of recognition is.This suggests that Wang Guangcheng and his dance currently have a greater influence on middle-aged and young public square dance lovers.Secondly,the issue of whether the public square dance lovers retired does make a difference on the core and derivative products of the IP of public square dance.The research shows that there is no significant difference between the retired and the non-retired people in recognizing the core products of the IP of public square dance while the retired public square dance lovers are lower than not retired in the recognition of the derivative products of the IP of public square dances.Thirdly,this thesis shows the following results through data analysis: the public square dance lovers more likely to spend money and time on square dance programs,square dance knowledge and related books and video if they hold a more positive recognitive attitude towards the core and derivative products of the IP of public square dance,which suggests a stronger media consumption intention.Finally,through the investigation and study of the public square dance lovers,this study has analyzed the media consumption market of public square dance and gotten a clear understanding of the relationship between the IP of public square dance and the media consumption intention,based on which this study finally proposed the corresponding measurements to facilitate the development of the media consumption market of public square dance.