耦合·范式·向度：媒介可供性视角下运动健康传播的阐释

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中图分类号：G85-05 文献标识码：A 文章编号：1007-323X（2025）03-0096-11

Coupling·Paradigm·Orientation： An Interpretation of Sports and Health Communication from the Perspective of Media Availability

LI Fang'，JIANG Ya²

（1.ScholofManagementandJournalism，ShenyangSportUniversityShenyang110l02；2.ShoolofJournalismandCommuication， Shanghai Sport University，Shanghai 2O0438）

Abstract： The iterative advancement of digital and intelligent technologies is reshaping new scenarios for Sports and Health Communication applications， propeling the theoretical and practical evolution of Sports and Health Communication from traditional to modern paradigms. Utilizing research methodologies including literature review， case analysis，and logical analysis， this study explores the Internal Rule and Future Trends of Theoretical Co-Construction， Multidimensional Shifts，and Practical Innovation in Sports and Health Communication under the framework of Media Availability Theory， focusing on three dimensions： coupling，paradigm，and orientation. The research reveals a high degree of coupling between the three-dimensional availability of media and sports health communication， manifested as： intelligent creation of individual fitness content and the awakening of health consciousness， digital fitness community interactions and shifts in mass movement behaviors， and the breaking and restructuring of fitness scenarios to promote "generative health." From the perspective of Media Availability Theory， the paradigm of Sports and Health Communication primarily reflects： power decentralization-a shift from an "authoritative center" to "multidimensional co-creation"; value elevation-a cultural shift from "instrumental rationality" to "emotional connection"; and scientific decision-making-a healthy intervention shift from "Experience-driven" to "Data-driven." Additionally， new orientations for Sports and Health Communication are proposed at the levels of individual empowerment， group mobilization， and social governance， aiming at providing localized solutions for Sports and Health Communication practices in China.

Keywords： media availability theory; sports and health communication; paradigm; communication practice

国民健康水平关乎个体生活质量和主观幸福感，更关乎国家经济和社会发展。（剩余18174字）