Characteristics, Challenges and Countermeasures of Scientific Fitness Knowledge Communication under the Background of Epidemic Prevention and Control Normalization

Abstract

The characteristics, challenges and development countermeasures of scientific fitness knowledge communication in the context of normalization of epidemic prevention and control were discussed using the literature and logical analysis method. The results show that the characteristics of scientific fitness knowledge communication in the post-epidemic era are mainly manifested in the diversification and popularization of communication subjects and contents, the networking and intelligence of communication media, and the autonomy and agglomeration of communication audiences. In the post-epidemic era, the challenges faced by the communication of scientific fitness knowledge mainly include "uneven" communication content caused by lack of censorship mechanism, neglected demand of marginal audience caused by "flow economy", and coexistence of "inertia" and "retaliatory exercise" leading to the improvement of communication effect. Suggestions: the government and the market should cooperate in governance, strengthen the supervision and guidance of online media, combine initiative with passivity to promote the creation of a scientific fitness atmosphere, and integrate online and offline development to meet the needs of diverse audiences.