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大学生群体对运动员自媒体信息的认知与态度调查

A Survey on University Students’ Cognition and Attitudes toward Athletes’ Self- Media Content

Leisure Sports and Health / 2025,5(2): 30-39 / 2025-10-31 6 2

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• Authors: 张书文
• Information:

  湖北大学体育学院，武汉

• Keywords:
  College students; Athletes; Self-media; Cognition and attitudes
  大学生; 运动员; 自媒体; 认知与态度
• Abstract: Objective: Against the backdrop of the new media era, this paper explores the cognition and attitudes of college students toward athletes’ self-media content. Methods: Questionnaire survey and mathematical statistics were mainly adopted. An online questionnaire survey was conducted among 345 college students, aiming to analyze college students’ cognition and attitudes toward athletes’ use of self-media and online hot events related to athletes. Results: (1) The proportion of college students’ active attention to athletes’ self-media is relatively high, with small gender differences and significant grade differences; (2) The creation and release of content related to athletes are mainly concentrated among fans or external groups; (3) College students show small differences in their cognition of athletes’ specific events, and most of their attitudes are neutral and conservative. Conclusions: (1) The popularity of athletes’ self-media content continues to rise, and athletes’ personal images become increasingly vivid; (2) College students’ attention to athletes’ self-media content has increased, and the differences in their attitudes are relatively small; (3) The shaping effect of self-media platforms on athletes is obvious, which gradually influences college students’ cognition; (4) The trend of “fandom” in the sports field is gradually strengthening, and the characteristics of fan culture are becoming increasingly prominent. Based on this, the following suggestions are proposed: (1) Strengthen the supervision of media platforms and standardize the creation of relevant content; (2) Cultivate college students’ rational thinking and improve their ability to distinguish information; (3) Rationally view the “traffic” effect and explore the benign convergence point between the online space and the real society; (4) Create a harmonious and green interactive platform, and build a friendly interaction bridge between college students and athletes. 目的：本文以新媒体时代为背景，探讨大学生群体对于运动员自媒体信息的认知与态度。方法：主要采用问卷调查法和数理统计法，对345名大学生开展线上问卷调查。旨在分析大学生群体对运动员使用自媒体的行为及与运动员相关的网络热点事件的认知和态度。结果：（1）大学生对运动员自媒体的主动关注比例较高，性别差异较小，年级差异显著；（2）与运动员相关内容的创作及发布主要集中在粉丝或外界群体中；（3）大学生对运动员具体事件的认知差异较小，态度多呈中立保守倾向。结论：（1）运动员自媒体信息的热度持续上升，运动员个人形象愈发鲜活；（2）大学生对运动员自媒体信息的关注度有所提升，态度分化差异较小；（3）自媒体平台对运动员的形象塑造效应明显，并逐渐影响大学生的认知；（4）体育领域“饭圈化”趋势渐趋加强，粉丝文化特征日益凸显。对此提出建议：（1）加强媒体平台监管，规范相关内容创作；（2）培育大学生理性思维，提升其信息甄别能力；（3）理性看待“流量”效应，探寻网络空间与现实社会的良性契合点；（4）创设和谐绿色的互动平台，搭建大学生与运动员之间的友好互动桥梁。
• DOI: https://doi.org/10.35534/lsh.0502006 (registering DOI)
• Cite: 张书文．大学生群体对运动员自媒体信息的认知与态度调查［J］．休闲运动与健康，2025，5（2）：30-39．