| Running has a large user base in China.With the in-depth implementation of the national fitness strategy and the support for the sports industry,the road running represented by the marathon event has set off a boom in China.WeChat official account is the main media platform for all kinds of marathon official communicators and runners to carry out information transmission and feedback.This paper focuses on the marathon official WeChat public release of information content,uses the literature material method,content analysis method the content of the information for marathon media exposure paper summarizes the main issues,on the basis of further analysis of health information and its message framework type,Finally,the media exposure effects of each marathon information topic,each event,race period and non-race period,pre-epidemic and post-epidemic,and health information framework were discussed.The main conclusions are as follows:marathon information can be divided into 10 topics,marathon training guidelines are the most common content in marathon health information;Marathon health information can be divided into 10 categories,but on the whole,marathon communicators do not pay enough attention to the health information related content,and the number of releases is small.Marathon health information involves five types of framing:factual framing,gain-loss framing,episodic framing,narrative framing and temporal framing,Compared with a single information framework,communicators more often use the information framework mode that combines a single framework;Disease prevention messages,such as marathon training and fitness guides,often use a gain-loss framing framework to persuade runners;The health information of marathon environmental guide preferred to use narrative frame;Through the analysis of media exposure effect,it is concluded that all kinds of issues with the event as the core receive the highest attention,and the popularity of the event will affect the media exposure effect. |
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