Realistic Thinking and Cognitive Renewal of Sport Fanquan

The sport Fanquan (fandom) is a new type of subcultural community that is mixed with entertainment Fanquan and traditional sport fans on one hand, and absorb new members on the other hand. This study focuses on the characteristics of identity, psychology, behavior, and organizations in sport Fanquan from the perspective of individuals and groups. The study finds that current sport Fanquan, which is in a transition period of the identification adjustment full of anxiety and conflict, will actively adopt the methods of professional worship, redefinition and downward comparison to cut the identity of Fanquan, and its identification within groups is constantly decaying. On the other hand, the admiration of power, and the sense of lofty and savior give them confidence in the legitimacy of identity, and their actions are driven by emotion, value, and interests, but the motivation of interests is significantly weaker than that of entertainment Fanquan. In addition, the organizational strength of sport Fanquan switches between strong and weak, and the group cohesion mostly comes from information production activities. When idols fail, it is easy to blame on relative organizations and produce negative imagination. The formation and development of sport Fanquan is a projection of the individual's living style and society in digital era. And, it is an inevitable product driven by the development trend of sport industrialization, the "double de-embedding" dilemma of athletes' retirement and transformation, and the posterior Chinese modern sport culture and social media platforms' technique mechanism. Researchers, administrators and the public need to establish the views ready to coexist with the sport Fanquan, and build a diversified sport culture system that supports the development of sport industry.