Special Report: China’s Sports Fandoms - The formation mechanism of the “sports fandom circle” in the digital media era

The rise of the “sports fandom circle” has become a significant phenomenon in the digital media era, reshaping the emotional and social dynamics of sports fan communities. This study employs grounded theory methodology to analyze web-scraped data from 40 selected accounts on major Chinese social media platforms [Weibo, Xiaohongshu, and Bilibili] over a two-year period. These accounts were identified based on their focus on celebrity athletes [e.g., Fan Zhendong, Sun Yingsha, Wang Chuqin] and their engagement in fan-specific activities such as support, fan clubs, and voting. The analysis involved open coding, axial coding, and selective coding to construct an emotional interaction model. Our findings reveal that international sports events serve as emotional catalysts, where competition, nationalism, and athlete narratives trigger fans’ emotional arousal. Digital media platforms, including spatiotemporal extension, virtualization, and selectivity, amplify these emotions, fostering proximal emotional attachment to athletes. Through symbolic interactions and digital consumption, fans transition from individual engagement to collective emotional aggregation, solidifying their sense of group identity. However, in the reproduction process, the anonymity of digital media platforms can lead to emotional polarization, intensifying conflicts among fan groups, or facilitate emotional resocialization, fostering more rational and inclusive fandom behaviors. This study provides a theoretical framework for understanding the emotional evolution of sports fandom in the digital media era and offers practical insights for managing online fan communities, mitigating conflicts, and promoting a healthier digital sports culture.

Emotional Infrastructure in the Digital Age

1. The Catalyst: International Events & Nationalism

The study identifies that international competitions aren't just games; they are emotional triggers. When you combine high-stakes competition with nationalist pride and compelling athlete narratives, you create a state of "emotional arousal" that traditional marketing rarely achieves.

2. The Digital Amplifier

Social media platforms don't just host fans; they reshape them. Through "spatiotemporal extension" (being connected 24/7) and "virtualization," fans move from admiring an athlete’s skill to developing a proximal emotional attachment—feeling as though they have a personal relationship with the star.

3. The Double-Edged Sword: Aggregation vs. Polarization

The study uses grounded theory to show two potential paths for these "circles":

• Emotional Resocialization: Fostering inclusive, rational, and healthy community behaviors.

• Emotional Polarization: The anonymity of the web leading to intense "fan wars," toxic gatekeeping, and conflict between rival athlete fan bases.

Key Takeaway

China’s Modern sports fandom is no longer just about the sport—it's about the "Circle." Success in managing these digital spaces requires moving beyond content distribution to emotional moderation. By understanding the "Emotional Interaction Model," organizations can steer their communities away from toxic polarization and toward healthy, collective identity.

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Yuan Cheng, Yin Wu / Creative Commons Attribution License, / PLOS One