Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model

Zikang Hao, Mengmeng Zhang, Kerui Liu, Xiaodan Zhang, Haoran Jia () and Ping Chen ()
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Zikang Hao: Department of Physical Education, Laoshan Campus, Ocean University of China, 238 Song Ling Rd., Qingdao 266100, China
Mengmeng Zhang: Department of Competitive Sports Center, Taishan Campus, Taishan College of Science and Technology, 223 Dai Zong Rd., Taian 271000, China
Kerui Liu: Department of Sports Medicine, Daiyue Campus, Shandong First Medical University, 619 Chang Cheng Rd., Taian 271000, China
Haoran Jia: Department of Journalism, Minsk Oblast, Belarusian State University, 4 Nezavisimosti Street, 220071 Minsk, Belarus
Ping Chen: Department of Physical Education, Laoshan Campus, Ocean University of China, 238 Song Ling Rd., Qingdao 266100, China

IJERPH, 2022, vol. 19, issue 19, 1-19

Abstract: (1) Background: In recent years, new media and the integration of sport and medicine have promoted the rapid integration and development of the two fields of health and, to a certain extent, the pursuit of public health knowledge and the promotion of health concepts. However, the overall development process is at an early stage and the aim of this paper is to make an empirical analysis of its development through a SWOT-AHP model and give corresponding recommendations. (2) Methods: The SWOT-AHP model was constructed to quantitatively and qualitatively analyse the four dimensions of strengths, weaknesses, opportunities and threats obtained through the Delphi method, with regard to development and to determine the strategic direction of its development. (3) Results: The strategic azimuth θ is −13.243° and the strategic coefficient p is 0.53699, in the diversification zone. (4) Conclusions: New media, as a fast track to empowering the integration of sport and medicine for health, is a field with a bright future, but its own strengths and external threats coexist and should be maximised to overcome the disruptions caused by external threats through a variety of measures.

Keywords: public health; new media; social media; sports medicine; SWOT-AHP; sustainable development (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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