Research On The Communication Of Short Sports And Fitness Short Videos On Douyin Platform From The Perspective Of Consumer Culture

With the outbreak of the COVID-19,the public’s attention to health has been awakened.As a positive means of strengthening the body,fitness has gradually become people’s daily life.At the same time,various fitness related videos have constantly created image level social communication hotspots,and the dissemination of fitness related videos is closely related to the penetration of consumer culture.The emergence of fitness videos has strengthened people’s consumption related to fitness,but people are also vulnerable to the impact of consumer culture and fall into the vortex of "fitness consumption.".This research will combine participatory observation,in-depth interview,questionnaire survey and other methods to analyze the propagation characteristics of fitness short videos from the perspective of consumer culture.At the same time,the head short video platform Tiktok,which is closely connected with the propagation of fitness videos,is selected as the research object to conduct a detailed analysis of its typical fitness video cases with communication power and influence.This study is mainly divided into five parts.The first part of the introduction includes the research background,research significance and methods,research highlights,and a summary of relevant literature reviews,mainly providing basic support for subsequent research;The second part defines the key concepts of the research object,and analyzes the background and development status of the research object;The third part analyzes the communication content of Tiktok fitness video,from the research sample design,creator characteristics,to the content construction analysis of scene,symbol and ceremony;The fourth part,from the perspective of users,combines empirical research methods to reveal consumer habits and characteristics on the user side,and analyzes user consumption behavior in the process of fitness video dissemination;The fifth part makes a rational survey of the spread of Tiktok fitness videos,points out the spread value of Tiktok fitness short videos,and makes a dialectical reflection on the spread of fitness short videos,reveals the three alienation tendencies of this communication phenomenon in content,emotion,and value orientation,and puts forward suggestions for future development from the perspective of producers,platforms,and users.From the perspective of consumption,this paper conducts in-depth research from the four aspects of phenomenon,characteristics,alienation and future development,and analyzes the practice paradigm of fitness short videos in Tiktok.The study found that consumer culture plays a role in the spread of Tiktok fitness videos,while the spread of Tiktok fitness videos will have a counter effect on the spread of consumer culture and shape the fitness consumption concept of users.At the same time,the subtle influence of video in communication will establish a unified aesthetic standard for users,stimulate users’ physical identity anxiety,induce front-end users’ fitness consumption,and potentially expose a series of consumerism drawbacks.The dissemination of fitness videos not only affects users’ personal fitness consumption,but also has a profound impact on the social fitness culture and fitness atmosphere.Therefore,from the perspective of consumer culture,it is necessary to rationally look at the spread of fitness short videos,strengthen vigilance against the penetration of consumer culture behind,so as to orderly promote the spread of fitness short videos in Tiktok and even across the globe.