Abstract
In the era of new media, with the continuous development of Internet technology, social media and online public opinion fields have become an existence that cannot be ignored. Frisbee, as a niche sport in North America, has become popular on social platforms. This sport also breaking the circle to become a hot topic in the online public opinion field , and discourse conflicts around the "frisbee phenomenon" has unfolded. Based on the theoretical background of ranking effect, value accumulation theory and agenda setting, this paper innovatively combines the network fieldwork method with the interview method. We find that the topic leaderboard mechanism is the primary promoter of the "breaking circle" behavior of Frisbee, the platform topic hot search mechanism breaks the "echo wall", and the technology availability promotes the development of "re-tribalization". Due to their own differences in experience, all the discussants clash with each other, and irrational expression leads to the fermentation of online public opinion and discourse conflict.. Discussers from all sides have a conflict of views due to their own differences in experience, and irrational expressions lead to the fermentation of online public opinion and discourse conflicts. This paper also actively explores the impact and solutions of discourse conflict, and provides a reference for future related research.
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