Research On Media Practice And Communication Criticism Of Fitness Live Broadcasting

The iteration of media technology in the digital era has deepened the impact of media on people’s daily social interactions,social culture,and so on.Among them,live streaming is an important product of media iteration in the development process of digital technology.Online live streaming has become a phenomenon level consumer culture,sparking a wave of "live streaming+" in various industries.Live streaming has penetrated into various industries and fields,and in the process of revitalizing personnel,driving development,and stimulating consumption,it has also changed the relationship between the two subjects involved in the dissemination.In the field of sports and fitness activities,traditional offline fitness forms have gradually evolved into virtual interactions in live streaming spaces.Fitness time and space,fitness content,fitness communication,fitness effects,fitness culture,etc.have changed due to the form of live streaming media.The media is no longer a single material tool with a "mediating" effect,but is embedded in our daily fitness behavior in the form of "mediating",forming a new way of fitness media practice and communication.Based on the theory of media,this paper selects 15 users in the live broadcast room to conduct in-depth interviews and summarize the performance,essence and impact of the media practice of fitness live broadcast through eight months of participatory observation and online Ethnography research on the content and user behavior of fitness live broadcast.Research has found that fitness live streaming,as a way of daily life,plays a role of virtual companionship and promotes users to form virtual on-site practices.The ritual interaction of live streaming fans has satisfied people’s sense of participation and gain to varying degrees,promoting the sustainability of fitness behavior and profoundly changing fitness behavior.Meanwhile,as a form of mass cultural consumption,fitness live streaming also carries negative attributes of mass culture.One is that fitness live streaming has diversified virtual supervision,where users form a "gaze" imagination of technological products and self discipline of the body,leading to the confusion of their ideal selves and easily falling into appearance anxiety.The second is that the commercial entertainment production content of fitness live streaming has eliminated users’ fitness experience and attention,and constructed symbolic consumption scenarios,promoting users to form symbolic satisfaction,thereby leading to alienation of consumption.Thirdly,the emotional identity between groups is easily exploited by capital,leading to the group entering emotional labor without realizing it,causing users to unconsciously weaken their own value and transfer emotional labor into self-satisfaction,actively being exploited and harvested by capital.These issues all require us to approach fitness live streaming rationally and provide positive guidance.