A Study On Fitness Live Streaming In The Perspective Of Health Communication

Health communication is an important branch of communication science,which started late in China.Along with a series of major public health events,more and more scholars in China have joined in the study of health communication.The continuous development of the economy has led to an increasing awareness of health among the public,and the discussion and attention to health topics have gradually increased.After health knowledge and health information reached the mass communication channels,they were mostly broadcasted in the form of TV and radio,but the arrival of the era of universal live broadcast has challenged the traditional form of health information dissemination.In the video era,information production and user access to information have become easier and faster,and it caters to public preferences by virtue of its low threshold and strong interactive nature,causing a nationwide live streaming craze.Health communication has made use of the medium of live streaming to attract the attention of more potential users and improve the quality of physical health for all.The health communication of Liu Hong’s fitness live broadcast on Jieyin platform is chosen as the research object,and the "5W model" is used as the theoretical framework to analyze the health communication effect of Liu Hong’s fitness live broadcast.Specifically,we discuss the following four aspects: on the subject of communication,we discuss the professionalism and unique advantages of Liu Jihong’s fitness live broadcast and its health communication;on the content of communication,we use case study analysis,in-depth interview method and content analysis method to quantify its live broadcast method and communication content characteristics;on the communication channel,we analyze the operation and production mode and publicity channels of Liu Jihong’s fitness live broadcast on the Shake Yin platform;on the audience and health communication effect,we analyze the health communication effect of Liu Jihong’s fitness live broadcast on the Shake Yin platform.In terms of audience and health communication effect,we analyzed the user profile of Liu Hong’s fitness live broadcast and communicated with users through in-depth interviews,and then analyzed the effect of health communication in four aspects: users’ awareness,cognition,attitude change and behavior change.The health communication content of Liu Hong’s fitness live broadcast was analyzed through case study analysis,in-depth interview and content analysis to quantify the content of the study.First is the introduction,which introduces the background and significance of the study,literature review,etc.The first chapter is the definition of relevant concepts.The second chapter is the current situation of fitness live broadcast in health communication,to study the way of health knowledge or information dissemination in fitness live broadcast,and to sort out the research cases.The third chapter analyzes the content characteristics of Liu Hong’s fitness live broadcast,selects the top ten fitness live broadcasts in terms of viewership for content analysis,and compares them with the bottom ten fitness live broadcasts in terms of viewership to study the influence of related factors on the viewership.Chapter 4 analyzes the user portrait of Liu Hong’s fitness live broadcast,and uses the in-depth interview method to analyze the feedback of some users as well as the comments of users in the fitness live broadcast to analyze the health communication effect of Liu Hong’s fitness live broadcast.The fifth chapter is an analysis of the factors influencing the out-of-the-loop Liu Hong girls.The sixth and seventh chapters are to summarize the current problems of fitness live streaming in the development process,combine the beneficial communication strategies in Liu Hong’s fitness live streaming,and make suggestions for the future development path of fitness live streaming in health communication.It is found that fitness live streaming provides people with a new exercise experience,it provides a variety of ways and means of home fitness,provides a platform for the dissemination of health knowledge,popularizes health information to all people,and ultimately makes people produce changes in health behavior.Liu Hong’s fitness live broadcast opened up a new track,and he led the public in the process of exercise in the form of a live broadcast to spread health information in a subtle way,attracting the public’s attention with a "soft" way of communication.He helps more people learn and internalize the health information for their own use,physically satisfies the public’s health needs,and provides the public with the emotional satisfaction they need by encouraging each other to gain emotional support.Although the content of fitness live streaming is constantly enriched and the output is continuously optimized,the deficiencies in the quality of fitness live streaming content and the lack of talent are affecting its sustainable development.At the same time,online fitness and traditional offline fitness compared to the offline fitness system is more complete.These hidden problems will hinder the future development of fitness live streaming.Therefore,it is important to explore the effect of health communication and its influence on the health behavior of the audience with the help of Liu Weihong’s fitness live broadcast,analyze the problems faced by the current development of fitness live broadcast and put forward relevant suggestions to promote the sustainable development of fitness live broadcast.It is expected that this will enhance the influence and communication power of health communication,win the attention of more users,improve the health literacy level and ability of our nationals,and help build a healthy China.