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.

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Exploring public attitudes toward live-streaming fitness in China: A sentiment and content analysis of China's social media Weibo

Public concern over major agricultural product safety incidents, such as swine flu and avian flu, can intensify financial losses in the livestock and poultry industries. Crawler technology were applied to reviewed the Weibo social media discussions on the African Swine Fever (ASF) incident in China that was reported on 3 August 2018, and used content analysis and network analysis to specifically examine the online public opinion network dissemination characteristics of verified individual users, institutional users and ordinary users. It was found that: (1) attention paid to topics related to “epidemic,” “treatment,” “effect” and “prevent” decrease in turn, with the interest in “prevent” increasing significantly when human infections were possible; (2) verified individual users were most concerned about epidemic prevention and control and play a supervisory role, the greatest concern of institutional users and ordinary users were issues related to agricultural industry and agricultural products price fluctuations respectively; (3) among institutional users, media was the main opinion leader, and among non-institutional users, elites from all walks of life, especially the food safety personnel acted as opinion leaders. Based on these findings, some policy suggestions are given: determine the nature of the risk to human health of the safety incident, stabilizing prices of relevant agricultural products, and giving play to the role of information dissemination of relevant institutions.

Yan Hu

Papers

Public Social Media Discussions on Agricultural Product Safety Incidents: Chinese African Swine Fever Debate on Weibo