KAP理论下体育健康传播的社会应答与创生路径

Social Response and Development Path of Sports Health Communication Based on KAP Theory

Received:December 21, 2023

DOI：10.12064/ssr.2023122102

英文关键词:health communication sports health communication health-related information social response development path

基金项目:吉林体育学院研究生科研创新基金（YC2022004）；云南省哲学社会科学规划科普项目（SKPJ2023027）；

Author Name	Affiliation
SHI Lirong	PE Department,Yunnan Normal University, Kunming 650500 , China
XU Shijian	Education Department, Yunnan Normal University, Kunming 650500 ,China
WEN Yuzhu	Education Department, Yunnan Normal University, Kunming 650500 ,China
WANG Yanzhennan	Graduate School, Jilin Sport University, Changchun 130022 , China

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中文摘要:

共识性健康危机激发公众对健康问题的持续热议，公众健康认知的转变使体育健康传播在健康传播领域抢占发展高地。以传播学领域KAP理论为解释路径，重点分析公众对于体育健康传播的应答过程，认为：公众在认知层面经历了从“碎片信息”到“认知结构”的飞跃；在态度层面实现了从“舆情引导”到“价值判断”的飞跃；在行动层面完成了从“被动选择”到“主动维护”的飞跃。基于这一逻辑，为加快实现健康中国建设，促进体育与健康传播深度融合提出创生路径：强调科学健康传播，增强信息可读性，以实现“容易”阅读；形塑公众批判意识，提高信源可信性，以实现“休眠”唤醒；激活部门协同合作，注重效果评估环节，以实现“体卫媒”联动。

英文摘要:

The consensus health crisis has aroused heated discussion on health issues among the public. The change of public health cognition has lead sports health communication to a highland in the field of health communication. Based on the KAP theory, this paper focuses on the analysis of the public response to sports and health communication, and holds that: at the cognitive level, the public has experienced a leap from "fragmented information" to "cognitive structure"; at the attitude level，the public has realized a leap from "public opinion guidance" to "value judgment"; and in terms of action, the public has made a leap from "passive selection" to "active maintenance". Accordingly, the following development paths are proposed to promote the deep integration of sports and health communication and speed up the construction of a healthy China: emphasizing scientific health communication and enhancing information readability to achieve "easy reading"; developing the public critical consciousness and improving the credibility of information sources to awake the "dormant"; activating the cooperation between departments and laying stress on effect evaluation to realize the interaction among "sports, health and media".

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