Qualitative Research On Field Spectators’ Herd Behavior

The civilization construction and game development of the Chinese Basketball Association(CBA)court cannot be separated from the audience behavior,and conformity is one of the most common spectator behaviors.The herd behavior of the field spectators has two sides,sometimes,it can set off the warm atmosphere of the stadium,and sometimes it will cause the spread of uncivilized behavior,and even become the prime perpetrator of deviant and violent incidents,and affect the harmonious development of the league.On the basis of domestic and foreign literature research,this research adopts in-depth interview method to collect field data by taking the audience of the CBA Taiyuan division as the investigation object.Through online collection method,the online text data of the audience herd behavior in the microblog of CBA basketball league was collected.By integrating the two data and conducting qualitative analysis through Nvivo software,the theoretical model of the course of herd behavior is constructed on the basis of exploring the characteristics of the field spectators,the occurrence process,classification and influencing factors of the crowd herd behavior.The aim of this paper is to put forward specific guiding measures of stadium spectators’ herd behavior,encourage positive field spectators’ herd behavior,reduce bad field spectators’ herd behavior,and then improve field spectators’ watching environment and establish civilized league order.The results show that:(1)Field spectators’ herd behavior refers to the behavior that individuals of spectators form consistent with other individuals or groups of spectators under the influence of the environment during the course of watching matches.(2)The field spectators’ herd behavior is characterized by cluster,high incidence,situational,directivity,concealment and subjectivity.(3)Classifying the herd behavior of stadium spectators,Classify the crowd’s herd behavior into civilized herd behavior and uncivilized herd behavior according to civilization or not.According to the way of expression,it can be divided into speech herd behavior,action herd behavior and order herd behavior.According to the choice of behavior,it can be divided into conscious herd behavior(deliberate planning,passive surface,spontaneous deep)and unconscious herd behavior(impulsive blindness).The influencing factors of spectators’ herd behavior include objective factors and subjective factors.The include social circumstance and sports field circumstance.Subjective factors include individual factors and group factors.(4)According to the process analysis results of the field spectators’ herd behavior,a model of the occurrence process of the field spectators’ herd behavior is preliminarily constructed,which includes four parts: stimulus event,cognitive level,evaluation ability and behavior choice.(5)Guide the audience positive conformity measures include stadium main body Angle(direct viewers reasonable cognitive concept,strengthening local fans of the most influential association with the audience,the effective linkage),management level,use of visual management means,the team strong control,host of clubs and events,the basketball association will intensify punishment of corruption stadium)and social level(the positive media functions of traditional media and new media,formulate specific stadium audience viewing behavior standards,to speed up the start and build a Chinese professional league legal governance system)in three aspects.