Exploring Communication Strategies for Niche Sports on Social Media Platforms Through Framing Theory: A Case Study of Rhythmic Gymnastics

Based on framing theory, this study takes rhythmic gymnastics (RG) as an example to explore the communication strategies of niche sports on social media platforms. Through semi-structured interviews and thematic analysis, the research constructs a three-level frame of video model tailored for short video communication. This model comprises a high-level frame (media attributes and source characteristics), a mid-level frame (content and presentation styles), and a low-level frame (symbolic features). The findings reveal that audiences prefer accessing dynamic video content on platforms like xiaohongshu, favor competition footage, training sessions, and behind-the-scenes content published by self-media accounts, and are sensitive to the synergistic effects of multimodal symbols. Case studies further validate that high-quality video content requires a combination of authority, entertainment, and creative expressions. This research provides theoretical support and practical suggestions for the social media communication of niche sports like rhythmic gymnastics, addressing the current gap in studies on short video communication.