Research On The Communication Mode Of "Cloud Fitness" New Media From The Perspective Of Health Communication

In the dual background of "healthy China" and "post-epidemic era",the daily health needs of the public are becoming increasingly strong,coupled with the continuous development of mobile information technology,a new batch of "Internet +" service platform has been rapidly born,among which,the fitness new media is both the "Internet + fitness" innovation integration,but also the rich and expanded health information dissemination channels.The emergence of new media such as "cloud fitness" marks the "digital age of national fitness" in our country.Due to the general awakening of national health awareness,scientific fitness has also become a health consensus for everyone to prevent new corona virus pneumonia.In the post-epidemic period,Keep App is an outstanding representative of new media in the cloud fitness class,and with its unprecedented influence,this kind of new information dissemination carrier to penetrate the content of the platform into our daily lives.New media in the cloud fitness category not only has a supporting role for the spread of healthy content in the environment of new media technology,but also exists as an important means of promoting health in health education and health promotion.Keep App,the main research object of the new media with the highest download rate and use of the head software,the survey method and in-depth interview method combined with the comprehensive research method,combined with the classic health communication theory of "health communication ecological model" health dimension,spread dimension,social dimension of Keep App health information transmission mode analyzed and studied.After questionnaire data and interview results analysis found that: cloud fitness app health information dissemination,in promoting user health level,health concept,health management,there are complex social structure of fitness members,media health promotion difficult self-discipline;health content production shows polarization at the same time,lack of professional medical institutions,community health information is not authoritative to check people;fitness scene and community circle building imbalances,other than hot topic groups,and user effective use of feedback is insufficient,health management normalization is difficult to achieve;ritual sense of fitness,show off fitness,symbolic fitness and other problems created by the Internet emerging media to create active fitness,health appeal strong illusion;the interaction of physical fitness and live streaming gradually develop users’ social dependence,thus appearing "social fitness" and "fitness social" new fitness mode.Finally,according to the health claim,communication ability and social participation of the "health model" of "health communication ecological model",the degree of social participation,respectively,the shortcomings of the "cloud fitness" new media health communication,the proposed optimization of scientific fitness,medical combination,content + service core force,optimization of integration of social four aspects.Hope to provide a valuable reference basis for the long-term development and development of new media in cloud fitness.