Research About The Promotion Of Urban Marathon By Opinion Leaders

In the modern information society,the rise of various media provides the people with a huge amount of information and a discourse expression platform for the people.However,due to the emergence of information overload and knowledge gap,the public’s recognition and acceptance of information still relies on trust and authority.As a result,opinion leaders who are skilled in using multiple media and have good expression ability have emerged.In the field of sports,opinion leaders also exist,such as in the promotion process of urban marathon.They influence the cognition and participation of public in urban marathon by using abilities of their own.Therefore,studying the reasons,types,characteristics and functions of opinion leaders in the process of urban marathon promotion,and analyzing the influence mechanism of opinion leaders in the promotion process of urban marathons,will help to better promote the development of marathon sports,drive people to participate in sports practice,and contributes to improve the physical fitness of the people and achieve the goal of a strong sports country.Based on role theory and secondary communication theory,this study uses the interview method,observation method,literature method and other methods to study the opinion leaders in the promotion of urban marathon in Changsha city,and explores the reasons,types,characteristics and functions of opinion leaders in the urban marathon movement,and analyse the role process and influence mechanism of opinion leaders,and discuss the dilemma of opinion leaders and explore corresponding solutions.The results show that:(1)In the process of urban marathon promotion,opinion leaders are divided into four types: official opinion leaders,elite opinion leaders,star opinion leaders,and grassroots opinion leaders.(2)From the perspective of role theory,the action process of opinion leaders is the process that meeting role expectations,carrying out role comprehension and role practice by them.(3)Opinion leaders are born from the social environment mechanism of national policy support,popularization of fitness awareness,and prosperity of the sports industry.Completing the collection,screening and creation of diversified information through skilled use of mass media,and then rely on network platforms and interpersonal interaction to complete the final information dissemination and internalization,so that the dissemination of urban marathon related information completes the closed loop of mass communication-opinion leaders-the public.In the process of information collection and dissemination,the practical driving force of communication comes from the trust empowerment and emotional belonging of the people.(4)There are still certain problems of opinion leaders in the promotion of urban marathon,that is,the government does not pay enough attention to opinion leaders;the network platform lacks supervision;and opinion leaders lack a sense of responsibility.Based on this,this paper proposes corresponding countermeasures:(1)The government should cultivate mainstream opinion leaders and play an exemplary and leading role.(2)The platform should strengthen supervision and guide the healthy and benign development of opinion leaders.(3)Opinion leaders should strengthen self-discipline and pass on scientific health information.(4)The public should improve its ability to distinguish and establish correct values.