The 2021 Tokyo Olympics has come to an end, but the domestic "Olympic fever" is still hot. Both the vlogs shot by athletes are reported by the mainstream CCTV media, and there are also popular searches by athletes and strong support from netizens for brand endorsements. But at the same time, many netizens are also disgusted by the behaviors of some netizens, such as online violence, rumors and slander, that show signs of "rice circle" against athletes. It is true that "fandomization" has its inherent disadvantages, but it is undeniable that the phenomenon of "fandomization" has become an irreversible trend. Rather than the fierce mutual repulsion of the "fandom" and sports circles, it is better to actively guide and maximize The positive role of the rice circle, to achieve a better integration of the “rice circle” and the sports circle.
Behind the irreversible trend of the phenomenon of "rice circleization", there are many factors intertwined. The "fan circle" culture has been unstoppable since it was introduced into the country. The "fan circle" that originally existed only in the entertainment circle has expanded to circles such as comic circles and comic circles. Fans are eager to find emotional identification and emotional communication in the circle, and they gather together to form another special circle in the circle, the "rice circle". In this way, the sports circle is no exception. At the same time, the interactive features of the new media platform make the image of Olympic athletes more vivid. Athletes can show their personality on the new media platform, and the public can also interact with athletes through new media. Therefore, the public has more enthusiasm for athletes than ever. emotion. If there is nowhere to put emotions, you need a "rice circle" to vent your emotions. In addition, the support behind the platform cannot be ignored. The platform connects a series of profit chains in the nature of profit-seeking, attracting the participation of netizens and the favor of capital. Now, the Sina Weibo super chat list has a new sports section. The athletes' ranking on the list is based on non-sports performance but super chat popularity. It is necessary for fans to gather energy to do data and counter black. The platform has traffic, and a "rice circle" has also formed within the sports circle.
"Rice circleization" has always been contemptuous, but it is actually a "double-edged sword." On the one hand, it is not uncommon to see online violence, rumors and slander, sports events have become secondary, and the boundaries between serious events and entertainment ridicule are gradually blurred. But on the other hand, the positive side of the "rice circleization" cannot be ignored. "Rice circleization" brings traffic and attracts capital, and provides better conditions for athletes' clothing, food, housing, transportation and training. At the same time, the fan economy brings exposure and topicality to sports events, which is not only conducive to "breaking the circle" of the sports circle.It is also conducive to the promotion of the national "National Fitness" plan. For example, and Lv Xiaojun, a popular weightlifter in European and American countries with strong fitness culture, became popular in China after winning the championship with a 37-year-old "old age". While expressing admiration for Lu Xiaojun’s ultra-high-intensity training, he also said that he recognized the importance of exercise and was in compliance with the "National Fitness" plan, and the "beautiful pictures" of the Olympic female athletes have also been revised to a certain extent. The single aesthetic of "white, young and thin" has made many netizens appreciate the beauty of power and muscle.
Since the "rice circleization" of the sports circle is irreversible, it is a foregone conclusion, it may as well lead its positive development and use its positive value. On the one hand, the state and the platform can work together to create a harmonious and good "rice circle" environment from the system. For example, recently launched a special campaign to manage chaos in the "fan circle", Sina Weibo bans illegal accounts, handles inappropriate remarks, closes problematic groups, and dissolves undesirable topics to guide them to a healthy development and build a healthy sports fan base. At the same time, the country should standardize the platform and the platform must adhere to the correct value orientation to ensure that the platform's rule operation and operation management are used to maintain a healthy network order, rather than "deliberately attracting war" for profit. On the other hand, it is necessary to promote the better integration of the "fan circle" and the sports circle, and the strong influence and appeal of the "fan circle" can be used to promote the "breaking circle" of the sports circle and increase the exposure and attention of sports events. Expand the audience base, make the "Olympic fever" and "sports fever" truly continue, and provide continuous momentum and energy for the promotion of sports events.
The "rice ring" has soil for its growth. The soil cannot be completely eliminated, and the "rice ring" has always existed. The "rice ring" of the sports circle is inevitable, and it is not necessary to regard it as a scourge. The women's volleyball team did not perform well, but most people questioned the selection mechanism instead of accusing them of abuse. Liu Xiang received an apology for being violent online thirteen years late. Irrational, if it can develop in a healthy way, it can also provide a good model for the governance of the overall "rice circle". Therefore, instead of repelling it, it is better to actively guide, so that the "rice circle" will contribute to the "breaking circle" of domestic sports.
Text/He Jia (Zhengzhou University)
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