Exploring public attitudes toward live-streaming fitness in China: A sentiment and content analysis of China's social media Weibo.
Front Public Health
; 10: 1027694, 2022.
Article
in English
| MEDLINE | ID: covidwho-2123479
ABSTRACT
Objectives:
Live-streaming fitness is perceived by the Chinese government as an invaluable means to reduce the prevalence of physical inactivity amid the COVID-19 pandemic. This study aims to investigate the public altitudes of the Chinese people toward live-streaming fitness and provide future health communication strategies on the public promotion of live-streaming fitness accordingly.Methods:
This study collected live-streaming fitness-related microblog posts from July 2021 to June 2022 in Weibo, the Chinese equivalent to Twitter. We used the BiLSTM-CNN model to carry out the sentiment analysis, and the structured topic modeling (STM) method to conduct content analysis.Results:
This study extracted 114,397 live-streaming fitness-related Weibo posts. Over 80% of the Weibo posts were positive during the period of the study, and over 85% were positive in half of the period. This study finds 8 topics through content analysis, which are fitness during quarantine; cost reduction; online community; celebrity effect; Industry; fitness injuries; live commerce and Zero Covid strategy.Conclusions:
It is discovered that the public attitudes toward live-streaming fitness were largely positive. Topics related to celebrity effect (5-11%), fitness injuries (8-16%), live commerce (5-9%) and Zero Covid strategy (16-26%) showed upward trends in negative views of the Chinese people. Specific health communication strategy suggestions are given to target each of the negative topics.Keywords
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Main subject:
Social Media
/
COVID-19
Type of study:
Observational study
/
Qualitative research
Limits:
Humans
Country/Region as subject:
Asia
Language:
English
Journal:
Front Public Health
Year:
2022
Document Type:
Article
Affiliation country:
Fpubh.2022.1027694
Similar
MEDLINE
...
LILACS
LIS