The Post-Epidemic Era Media Literacy Perspective: A Study on the Influence of Female Fitness Videos on Women’s Willingness to Work Out

Abstract

Health literacy has become a major social concern in the post-epidemic era, and this article focuses on the rise of women's fitness videos as a specific and ongoing phenomenon. Through the survey of current situation, this paper finds that women's fitness videos contribute to the improvement of women's health literacy, that gender group identity does not significantly affect women's willingness to watch fitness videos, and that women's body perception is not an accessory to aesthetic activities in media products. Finally, this paper summarizes and reflects on women's discourse power and image shaping in the new media era, the positive influence of women's media literacy on their health literacy, the discourse style presented by women's image breaking through the traditional thinking pattern, and the opinion leaders who enter the construction of women's media discourse power.