Knowledge Production And Discourse Authority Construction In Online Fitness Field

In the context of the normalization of epidemic prevention and control,the communicators rely on social media platforms to promote home-based fitness methods,popularize scientific fitness knowledge,guide the direction of healthy life at the level of sports science,and reduce the negative consequences of the crisis.The "cloud fitness" field expanded from the traditional fitness environment to the mobile internet has formed a unique online fitness culture and discourse within the field.The topics related to fitness broke out on Tiktok,Weibo,We Chat and other major platforms.Through continuous search,release and sharing,it has become an important factor influencing people’s scientific "cloud fitness",and has also produced a new phenomenon of communication that cannot be ignored.Based on Bourdieu’s field theory,this paper takes Tiktok,a short video social platform with the most active users and the highest participation in online fitness topics in China in recent years,as an example,and uses the method of combining content analysis,comparative analysis and case analysis to try to take "capital" as a specific starting point,examine the field knowledge production process of "cloud fitness",and take into account the two-way role of impact and response,On the basis of in-depth interpretation of the deconstruction of professional producer discourse authority,explore the relevant path to reconstruct the community.The study found that professional producers represented by government sports departments,colleges and universities and social sports organizations mainly have political capital and professional capital.As professional authorities in the real world,most of them continue to use conservative policies after entering the "cloud fitness" field,which also leads to the poor dissemination effect of their fitness knowledge.Non-professional producers,as the main communicators in the field of "Cloud Fitness" who do not have professional capital,have adopted the most distinctive and influential subversive policies,making them become the new opinion leaders in the field.However,the structure of capital is not static,which provides the possibility for the replacement of professional producers and non-professional producers in the field.Professional producers can seek interaction with media institutions and media platforms,or carry out internal activation and upgrading of professional producers,develop their own influence capital,and then reconstruct their discourse authority.The knowledge production of the "Cloud Fitness" field is ultimately to lead the public to scientific fitness through the network platform,with a view to achieving the purpose of strengthening the body and fitness.Because it involves sports science and other professional fields,only pursuing "flow" and low entry threshold will inevitably lead to a sharp increase in the number of anomie phenomena such as audience blindly following the trend and fake fitness knowledge.We can find that this is an inevitable result of the logical operation of capital.As an economic entity,Tiktok Platform’s community will is reflected in following the enterprise values and accumulating economic capital and influence capital for enterprises.Therefore,in the process of professional deconstruction and reconstruction,from the conversion of closed and open fields,corresponding conditions are required,which not only include social background,cultural customs,media development situation,but also require the field controller to provide a certain path to make the space access diversified and standardized.