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Abstract：In recent year， the development of social media has had a main effect on all types of industry all over the world. The Internet has shortened the distance between people further to promote the interaction between them. The social media as the delivery tool not only can make the relationship between the sports fans and athletes closer but also can provide a space for people to express their thoughts on the athletes’ competition without reservation， whether positive and negative. Therefore， the social media as a relatively fair platform which offers the right to speak freely for everyone. This essay is a research essay which aims to by analyzing the case of the Chinese women’s badminton athletes lost a match on purpose in 2012 London Olympic Games to discuss the influence of social media on the sports fans culture. This essay will use some academic and non-academic resource to evidence this topic.
Keywords：Olympic Games， Social Media， Sports Fans， Interactivity， Athletes
Case description
This case is a Chinese badminton athletes scandal in the 2012 London Olympic Games. The Chinese women's badminton team entered the London Olympics as the world's No. one and No. two， that makes it possible for them to win gold and silver medals （Richard Allen Greene， 2012）. However， due to the new Olympic Badminton Rules， the two Chinese teams will meet in the semifinals， depriving China of the opportunity to win gold and silver medals. Therefore， Yu yang and Wang xiaoli who were the London Olympic Games badminton women’s doubles top seed， they in order to avoid to compete with their teammates in the ? competition， so they played the match-fixing game and passive play to lost the game against Korea on purpose （Li， 2012）. Then， the world badminton federation immediately announced that disqualified those players from the competition and that means they lost the chance of the Olympic Games （Roxborough， 2012）. In addition， this scandal spread quickly by social media platform which became a hot topic at that time （The Hollywood Reporter， 2012）. There is the much different voice in the fans. Some of the fans made a comment to supports the two athletes; others were blaming and complaining about Yu yang and Wang xiaoli. Nevertheless， this scandal had a serious influence on their sports career.
Analysis
With the power of social media， the sports fans culture has formed a special culture in the sports industry （Sanderson， 2013， p502）. Why the sports fans culture can have a deep influence on the athletes’ sports career？ Sports fans are a group of people who always adore and support athletes， and fans’ mood often ups and downs with the athletes’ competition ranking （Li， 2012， p2）. In addition， the four-year Olympic Games is the grand event of all people who love sports， because when the heroic victory does not belong to the life of most people， the Olympic Games provides people with a feeling of glory （Roxborough， 2012）. In modern society， sports fans can watch the live competition by digital device; discuss and celebrate with others by social media platform， even left the name-calling comment to the athletes. By interaction between the social media and sports fans culture， that offered a chance for athletes to attain more attention （Li， 2012， p2）. The positive influence of social media on sports fans culture
When Yu Yang and Wang xiaoli were disqualified from the 2012 London Olympic Game， Yu left a message on her personal Weibo account “This would become my last Olympic Games， I am truly sorry for the whole process” （Roxborough， 2012）. Even though there were many negative comments under this message， but there still were a lot of people supported her and told her please never give up （Li， 2012， p2）. According to the social media platform， like Weibo， the sports fans can console her at the sensitive moment and deliver their warmer. In addition， interactivity and personalization are the important features of social media. Through using the social media platforms， the fans can achieve the purpose of communicating online， and provide their suggestion to the athletes （Gantz and Lewis， 2014， p765）. If people live the environment without the Internet and social media， the Chinese badminton team will lose an excellence athlete. “Thanks for my fans， they are my motivation for coming here. I am so proud of myself and them. Also， this time I will try my best and not let my fans down”. Yu said in the 2016 Olympic Game interview （Li， 2012， p1）. If there was no Weibo platform， Yu might quit her sports career， and that would have a bad influence on her whole life. Social media platform delivered the positive energy to Yu in this case， to some certain extent. Also， the development of new technology has made the social media platform has been a Transmitter （Gantz and Lewis， 2014， p764）. The fans can follow Yu on Weibo further to realize her situations and provide their help. That was the key to getting through this difficult. Furthermore， when the sports crisis exists， by the fans group to maintain the sports team’s reputation on the social media channels is the first choice of all stakeholders （Brown and Billings， 2013， p79）. Sports fans group as the most loyalty people who are willing to support and encourage the idol. In this case， when Yu posted the message about London is her last Olympic Game， most of the fans paid attention to how to protect and console her that was the ideal state of this scandal. When the social media has been the interaction tool， the athletes' efforts are not only for themselves. In conclusion， when the scandal occurred， the social media platform by interacting with fans can provide a new opportunity for the athletes.
Social media as the monitor role which can provide an opportunity to tell the truth for society （Sanderson， 2013， p501）. When the scandal occurred， there were some people blamed Yu Yang and Wang Xiaoli. As the professional athletes who need to take the responsibility promptly for the Chinese badminton team. However， after few days， Yu posted on her personal Weibo account “As the Chinese badminton team member who brings us a lot of pressure. Most of the Chinese people are full of expectations for the gold medal. Due to this situation， we played the match-fixing which allowed me to waste four years’ effort， and all of my fans and me are the victims” （Li， 2012， p2）. Also， the social media provides a value-added opportunity that helps the sports fans to form the fans identification in the digital environment （Billings et al.， 2017， p14）. That evidence the social media provides the athletes a platform， to tell the truth to the society and communicate with the fans. After all， under the spotlight， their statements are more than just for themselves （Seo and Green， 2008， p100）. Also， on the digital media platform， when sports fans have formed the fans identification， that can let the athletes are willing to share the truth. In addition， due to most professional sports teams invest a lot of time and effort by social media to develop their fan relationships， the cultivation of such long-term relationships has made fans especially concerned about the truth of the athletes' news reports （Sanderson， 2013， p501）. Weibo as the social media monitor platform which provided an authentic opinion environment for athletes and fans. That can show even if it was a scandal when the fans realized the truth; they still can support Yu. To sum up， the social media offers a chance for the sports fans to more realize the athletes. The negative influence of social media on sports fans culture
When sports fans have formed a connection relationship with each other during the online communication environment， they should think about the information content from the four values perspective， such as integrity， responsibility， righteousness and benevolence （Ruihley and Hardin， 2014， p1）. For most of the sports fans， the Olympic Games represent the passion and justice. However， for most of the Chinese sports fans， the badminton made them proud， because of Chinese badminton team’s ability allows them always won the Olympic medal. When this scandal appeared， some of the fans said they were shamed for this competition because they think Chinese Badminton Team violated the spirit of the Olympic Games， and that made them lost the faith to the Chinese badminton team （Li， 2012）. Through the social media platform promotion， the Chinese badminton team has been no longer symbols of responsibility and Justice， and that caused the wrong values to fans. In addition， the spread feature of social media will expand sports fans’ panic and anger （Sanderson， 2013， p502）. When those anger has formed an opinion trend which will have a bad influence on the reputation of an athlete （Sanderson， 2013， p500）. Even though this scandal happened in London， because of the social media platform， the fans can discuss immediately. Although the Chinese badminton team explained the process， but it did not stop fans’ rage. The Chinese badminton team cannot image and calculate the damage of the scandal to fans and themselves. Furthermore， most of the affinity of the sports account on the social media platform comes from the sports fans， which also includes many negative comments. Fans are still free in the online world; nobody can restrict fans’ right to speak， or control them only can write the positive words （Seo and Green， 2008， p99）. When someone supports Yu， there must are someone oppose her. The social media is fair; there existed different voice of this scandal. According to those disadvantage comments that can allow the Chinese badminton team to reflect and do not make the same mistake again. Because in the digital era， the sports fans anger through delivering by social media platform， such as Weibo， Facebook and Snapchat may destroy the athletes’ sports career. In short， when the scandal was spread rapidly by social media platform; for the athletes， once their idol's image falls apart， it is hard to rebuild fan's confidence in them. Conclusion
According to the digital technology penetration rate has been increased in modern people life， so by the social media to reach the purpose of interaction has become the necessary trend （Billings et al.， 2017， p20）. On the one hand， the fans and sports teams are using the social media platform’ s attraction to help the athletes. In the case of 2012 Olympic Games， even though there were many negative public opinions but the social media platform more like a bridge to deliver fans’ trust and comfort. In addition， due to the social media can explore this scandal’s truth that allows fans’ trust not belongs to blind and unreasonable. On the other hand， the information spread quickly and widely on the social media platform that will expand the influence of this scandal further to amplify the fans’ anger. Moreover， by the social media spread， this case conveyed the wrong values to the fans， further to let Yu Yang and Wang Xiaoli lost parts of fans. Thus， the impact of social media on fans culture is both an opportunity and a challenge. In conclusion， the advancement of social media allows the sports fans culture is reasonable and valuable.
Reference
Billings， A.， Qiao， F.， Conlin， L. and Nie， T. （2017）. Permanently Desiring the Temporary？ Snapchat， Social Media， and the Shifting Motivations of Sports Fans. Communication & Sport， 5（1）， pp.10-26.
Brown， N. and Billings， A. （2013）. Sports fans as crisis communicators on social media websites. Public Relations Review， 39（1）， pp.74-81.
Gantz， W. and Lewis， N. （2014）. Sports on Traditional and Newer Digital Media： Is There Really a Fight for Fans？ Television & New Media， 15（8）， pp.760-768.
Li， Y. （2012）. 名列第一 為何難享盛譽？ - 大紀元. [online] 大紀元 www.epochtimes.com. Available at： http：//www.epochtimes.com/b5/12/8/4/n3651157.htm [Accessed 29 May 2017].
The Hollywood Reporter. （2012）. London 2012： Korean， Indonesian Olympic Badminton Players Appeal Disqualification. [online] Available at： http：//www.hollywoodreporter.com/news/london-2012-badminton-scandal-357223 [Accessed 26 May 2017].
Richard Allen Greene， C. （2012）. Olympic badminton players disqualified for trying to lose - CNN.com. [online] CNN. Available at： http：//edition.cnn.com/2012/08/01/sport/olympics-badminton-scandal/ [Accessed 27 May 2017].
Roxborough， S. （2012）. London 2012： Korean， Indonesian Olympic Badminton Players Appeal Disqualification. [online] The Hollywood Reporter. Available at： http：//www.hollywoodreporter.com/news/london-2012-badminton-scandal-357223 [Accessed 27 May 2017].
Ruihley， B. and Hardin， R. （2014）. Sport Fans and Online Data Collection Challenges and Ethics. Applied Sport Management， 6（3）， pp.1-16.
Sanderson， J. （2013）. From Loving the Hero to Despising the Villain： Sports Fans， Facebook， and Social Identity Threats. Mass Communication and Society， 16（4）， pp.487-509.
Seo， W. and Green， B. （2008）. Development of the Motivation Scale for Sport Online Consumption. Journal of Sport Management， 22（1）， pp.82-109.
作者簡介：
第一作者：王倩文，1992-12-23，女，汉族，山东青岛，教师，硕士研究生，青岛黄海学院，研究方向：影视艺术、创新创业教育
第二作者：孙正林，1995-06-28，男，汉族，山东德州，本科学士，研究方向：创新创业教育
Keywords：Olympic Games， Social Media， Sports Fans， Interactivity， Athletes
Case description
This case is a Chinese badminton athletes scandal in the 2012 London Olympic Games. The Chinese women's badminton team entered the London Olympics as the world's No. one and No. two， that makes it possible for them to win gold and silver medals （Richard Allen Greene， 2012）. However， due to the new Olympic Badminton Rules， the two Chinese teams will meet in the semifinals， depriving China of the opportunity to win gold and silver medals. Therefore， Yu yang and Wang xiaoli who were the London Olympic Games badminton women’s doubles top seed， they in order to avoid to compete with their teammates in the ? competition， so they played the match-fixing game and passive play to lost the game against Korea on purpose （Li， 2012）. Then， the world badminton federation immediately announced that disqualified those players from the competition and that means they lost the chance of the Olympic Games （Roxborough， 2012）. In addition， this scandal spread quickly by social media platform which became a hot topic at that time （The Hollywood Reporter， 2012）. There is the much different voice in the fans. Some of the fans made a comment to supports the two athletes; others were blaming and complaining about Yu yang and Wang xiaoli. Nevertheless， this scandal had a serious influence on their sports career.
Analysis
With the power of social media， the sports fans culture has formed a special culture in the sports industry （Sanderson， 2013， p502）. Why the sports fans culture can have a deep influence on the athletes’ sports career？ Sports fans are a group of people who always adore and support athletes， and fans’ mood often ups and downs with the athletes’ competition ranking （Li， 2012， p2）. In addition， the four-year Olympic Games is the grand event of all people who love sports， because when the heroic victory does not belong to the life of most people， the Olympic Games provides people with a feeling of glory （Roxborough， 2012）. In modern society， sports fans can watch the live competition by digital device; discuss and celebrate with others by social media platform， even left the name-calling comment to the athletes. By interaction between the social media and sports fans culture， that offered a chance for athletes to attain more attention （Li， 2012， p2）. The positive influence of social media on sports fans culture
When Yu Yang and Wang xiaoli were disqualified from the 2012 London Olympic Game， Yu left a message on her personal Weibo account “This would become my last Olympic Games， I am truly sorry for the whole process” （Roxborough， 2012）. Even though there were many negative comments under this message， but there still were a lot of people supported her and told her please never give up （Li， 2012， p2）. According to the social media platform， like Weibo， the sports fans can console her at the sensitive moment and deliver their warmer. In addition， interactivity and personalization are the important features of social media. Through using the social media platforms， the fans can achieve the purpose of communicating online， and provide their suggestion to the athletes （Gantz and Lewis， 2014， p765）. If people live the environment without the Internet and social media， the Chinese badminton team will lose an excellence athlete. “Thanks for my fans， they are my motivation for coming here. I am so proud of myself and them. Also， this time I will try my best and not let my fans down”. Yu said in the 2016 Olympic Game interview （Li， 2012， p1）. If there was no Weibo platform， Yu might quit her sports career， and that would have a bad influence on her whole life. Social media platform delivered the positive energy to Yu in this case， to some certain extent. Also， the development of new technology has made the social media platform has been a Transmitter （Gantz and Lewis， 2014， p764）. The fans can follow Yu on Weibo further to realize her situations and provide their help. That was the key to getting through this difficult. Furthermore， when the sports crisis exists， by the fans group to maintain the sports team’s reputation on the social media channels is the first choice of all stakeholders （Brown and Billings， 2013， p79）. Sports fans group as the most loyalty people who are willing to support and encourage the idol. In this case， when Yu posted the message about London is her last Olympic Game， most of the fans paid attention to how to protect and console her that was the ideal state of this scandal. When the social media has been the interaction tool， the athletes' efforts are not only for themselves. In conclusion， when the scandal occurred， the social media platform by interacting with fans can provide a new opportunity for the athletes.
Social media as the monitor role which can provide an opportunity to tell the truth for society （Sanderson， 2013， p501）. When the scandal occurred， there were some people blamed Yu Yang and Wang Xiaoli. As the professional athletes who need to take the responsibility promptly for the Chinese badminton team. However， after few days， Yu posted on her personal Weibo account “As the Chinese badminton team member who brings us a lot of pressure. Most of the Chinese people are full of expectations for the gold medal. Due to this situation， we played the match-fixing which allowed me to waste four years’ effort， and all of my fans and me are the victims” （Li， 2012， p2）. Also， the social media provides a value-added opportunity that helps the sports fans to form the fans identification in the digital environment （Billings et al.， 2017， p14）. That evidence the social media provides the athletes a platform， to tell the truth to the society and communicate with the fans. After all， under the spotlight， their statements are more than just for themselves （Seo and Green， 2008， p100）. Also， on the digital media platform， when sports fans have formed the fans identification， that can let the athletes are willing to share the truth. In addition， due to most professional sports teams invest a lot of time and effort by social media to develop their fan relationships， the cultivation of such long-term relationships has made fans especially concerned about the truth of the athletes' news reports （Sanderson， 2013， p501）. Weibo as the social media monitor platform which provided an authentic opinion environment for athletes and fans. That can show even if it was a scandal when the fans realized the truth; they still can support Yu. To sum up， the social media offers a chance for the sports fans to more realize the athletes. The negative influence of social media on sports fans culture
When sports fans have formed a connection relationship with each other during the online communication environment， they should think about the information content from the four values perspective， such as integrity， responsibility， righteousness and benevolence （Ruihley and Hardin， 2014， p1）. For most of the sports fans， the Olympic Games represent the passion and justice. However， for most of the Chinese sports fans， the badminton made them proud， because of Chinese badminton team’s ability allows them always won the Olympic medal. When this scandal appeared， some of the fans said they were shamed for this competition because they think Chinese Badminton Team violated the spirit of the Olympic Games， and that made them lost the faith to the Chinese badminton team （Li， 2012）. Through the social media platform promotion， the Chinese badminton team has been no longer symbols of responsibility and Justice， and that caused the wrong values to fans. In addition， the spread feature of social media will expand sports fans’ panic and anger （Sanderson， 2013， p502）. When those anger has formed an opinion trend which will have a bad influence on the reputation of an athlete （Sanderson， 2013， p500）. Even though this scandal happened in London， because of the social media platform， the fans can discuss immediately. Although the Chinese badminton team explained the process， but it did not stop fans’ rage. The Chinese badminton team cannot image and calculate the damage of the scandal to fans and themselves. Furthermore， most of the affinity of the sports account on the social media platform comes from the sports fans， which also includes many negative comments. Fans are still free in the online world; nobody can restrict fans’ right to speak， or control them only can write the positive words （Seo and Green， 2008， p99）. When someone supports Yu， there must are someone oppose her. The social media is fair; there existed different voice of this scandal. According to those disadvantage comments that can allow the Chinese badminton team to reflect and do not make the same mistake again. Because in the digital era， the sports fans anger through delivering by social media platform， such as Weibo， Facebook and Snapchat may destroy the athletes’ sports career. In short， when the scandal was spread rapidly by social media platform; for the athletes， once their idol's image falls apart， it is hard to rebuild fan's confidence in them. Conclusion
According to the digital technology penetration rate has been increased in modern people life， so by the social media to reach the purpose of interaction has become the necessary trend （Billings et al.， 2017， p20）. On the one hand， the fans and sports teams are using the social media platform’ s attraction to help the athletes. In the case of 2012 Olympic Games， even though there were many negative public opinions but the social media platform more like a bridge to deliver fans’ trust and comfort. In addition， due to the social media can explore this scandal’s truth that allows fans’ trust not belongs to blind and unreasonable. On the other hand， the information spread quickly and widely on the social media platform that will expand the influence of this scandal further to amplify the fans’ anger. Moreover， by the social media spread， this case conveyed the wrong values to the fans， further to let Yu Yang and Wang Xiaoli lost parts of fans. Thus， the impact of social media on fans culture is both an opportunity and a challenge. In conclusion， the advancement of social media allows the sports fans culture is reasonable and valuable.
Reference
Billings， A.， Qiao， F.， Conlin， L. and Nie， T. （2017）. Permanently Desiring the Temporary？ Snapchat， Social Media， and the Shifting Motivations of Sports Fans. Communication & Sport， 5（1）， pp.10-26.
Brown， N. and Billings， A. （2013）. Sports fans as crisis communicators on social media websites. Public Relations Review， 39（1）， pp.74-81.
Gantz， W. and Lewis， N. （2014）. Sports on Traditional and Newer Digital Media： Is There Really a Fight for Fans？ Television & New Media， 15（8）， pp.760-768.
Li， Y. （2012）. 名列第一 為何難享盛譽？ - 大紀元. [online] 大紀元 www.epochtimes.com. Available at： http：//www.epochtimes.com/b5/12/8/4/n3651157.htm [Accessed 29 May 2017].
The Hollywood Reporter. （2012）. London 2012： Korean， Indonesian Olympic Badminton Players Appeal Disqualification. [online] Available at： http：//www.hollywoodreporter.com/news/london-2012-badminton-scandal-357223 [Accessed 26 May 2017].
Richard Allen Greene， C. （2012）. Olympic badminton players disqualified for trying to lose - CNN.com. [online] CNN. Available at： http：//edition.cnn.com/2012/08/01/sport/olympics-badminton-scandal/ [Accessed 27 May 2017].
Roxborough， S. （2012）. London 2012： Korean， Indonesian Olympic Badminton Players Appeal Disqualification. [online] The Hollywood Reporter. Available at： http：//www.hollywoodreporter.com/news/london-2012-badminton-scandal-357223 [Accessed 27 May 2017].
Ruihley， B. and Hardin， R. （2014）. Sport Fans and Online Data Collection Challenges and Ethics. Applied Sport Management， 6（3）， pp.1-16.
Sanderson， J. （2013）. From Loving the Hero to Despising the Villain： Sports Fans， Facebook， and Social Identity Threats. Mass Communication and Society， 16（4）， pp.487-509.
Seo， W. and Green， B. （2008）. Development of the Motivation Scale for Sport Online Consumption. Journal of Sport Management， 22（1）， pp.82-109.
作者簡介：
第一作者：王倩文，1992-12-23，女，汉族，山东青岛，教师，硕士研究生，青岛黄海学院，研究方向：影视艺术、创新创业教育
第二作者：孙正林，1995-06-28，男，汉族，山东德州，本科学士，研究方向：创新创业教育