研究目的：基于情感社会学视域，试图从马氏舆情演化特征中探究网民对武术所包含的情感价值取向。马氏舆情作为武术文化舆情案例极具特殊性。在情感和立场高于事实的“后真相”时代，真相往往被舆论裹挟。该事件发生时间正好在疫情期间，其受关注度前所未有的增加，甚至因B站爆“梗”被大众所知，这对武术“互联网+”的传播对策有一定的参考价值，为武术文化的传播提供依据。
研究方法：（1）内容分析法分析马氏事件的大众传播内容；（2）扎根理论法分析武术网络舆情所包含的文化传播内容及要素；（3）数据来源与研究思路：①数据来源与处理：本研究主要用八爪鱼采集器工具，分别在2020年9月23日、2021年2月26日两个时间段，抓取以“马某某”为关键词的微博评论内容。在2021年2月26日，抓取B站“马某某”视频播放量最高的一级评论文本。通过去重、去除标签、艾特、特殊符号等操作，获得微博评论3671条，B站17085条评论。②研究思路：首先用rost-cm6文本分析软件，通过高频词、社会网络和语义网络分析图来建构网民的整体评价；再以此为类目，通过Nvivo进行编码处理，探究网民对该事件、对武术文化价值的判断。
研究结果：（1）马氏人物：自2017年起，马氏就通过互联网进行“炒作+蹭热度”等方式营销自身“传武大师”的形象；（2）舆情发展脉络：2020年5月，马氏因被连续KO成为网民的嘲讽对象，从而引发关注。其相关个人历史信息全部被网民扒出，用于鬼畜视频的制作，便于嘲讽，却不想吸引到空前流量，资本闻利而来，开始下场洗白。人民日报紧急叫停“审丑”文化，马氏舆情戛然而止，但相关讨论仍经久不衰；（3）网络舆论解析：①微博：网民认同马氏“假大师”损害了传武形象，也认同习武术能强身健体，更认同人民日报紧急叫停“审丑”狂欢的行为，但更期待管理部门及时评价马氏，回应武术技击能力。②B站：对马氏和武术的认知基本跟微博网民一致，但不同的是，B站网民更看重该事件的娱乐性，甚至被看作是第一位，由此引发了对限流的不满，对限制“言论自由”的抗议。③媒体舆论：主流媒体报道内容趋于理性，自媒体报道趋向娱乐性，武术主管部门则尝试“以禁止私自约架”的方式来制止同类事件的发生。④学界：认为马氏舆情给传武带了较大负面影响，但同时也带来的机遇和挑战，加强外在条件和环境更有利于武术文化的传播。（4）武术网络舆情传播机制：网民在武术舆情事件中所表达出来的情感态度取决于人们原本对武术技击能力的价值判断，在“梗文化”等异质文化对武术内在价值进行媒介塑造时，往往因为流量热度再度引发舆情事件，虽然政策的调节可以重新建构有关武术的内在价值判断，但同时因管理部门本身就具有一定的流量关注度，其相应政策处理不当也会引发次生舆情。
研究结论：通过情感社会学视角分析武术网络舆情发现，历史记忆决定了人们对真正的大师带有“德（武德）”和“行（技击）”的形象认知，而“假大师”却企图通过塑造这种形象来获得利益，而媒介技术的更新使得该类舆情事件爆发得越加猛烈。由此提出引导策略（1）建立舆情监管、对话应急而部门；（2）加强武术主管部门公信力；（3）出台“互联网+武术”的指导性文件；（4）创建武术文化品牌节目。

Research purposes: Based on the perspective of emotion sociology, this paper tries to explore the emotional value orientation of netizens towards martial arts from the evolution characteristics of Ma's public opinion. Ma's public opinion as a martial arts culture public opinion case is very special. In the post-truth era, where emotions and positions are more important than facts, truth is often carried by public opinion. This incident happened during the epidemic period, and attracted unprecedented attention. It was even known to the public because of the "geng Culture" on website B, which has certain reference value for the communication countermeasures of wushu "Internet +" and provides a basis for the communication of wushu culture.
Research methods: (1) Content analysis method to analyze the mass communication content of Ma's event;(2) Grounded theory method to analyze the contents and elements of cultural communication contained in online public opinions of Martial arts;(3) Data sources and research ideas: ①Data source and processing: In this study, the tool of octopus collector was mainly used to capture weibo comments with "Ma xx" as the key word in September 23, 2020 and February 26, 2021 respectively. On February 26, 2021, grab the first-level comment text with the highest playback volume of "Ma xx" video at station B. Through operations such as weight removal, label removal and special symbols, 3671 comments were obtained on Weibo and 17,085 comments were obtained on B station. ②Research idea: Firstly, rost-CM6 text analysis software is used to construct the overall evaluation of netizens through the analysis graph of high frequency words, social network and semantic network. Then take this as a category, and conduct coding processing through Nvivo to explore the netizens' judgment on this event and the cultural value of martial arts.
Results: (1) Ma's character characteristics: Since 2017, Ma's has been marketing its image of "Chuanwu Master" by means of "speculation + rubbing heat" on the Internet;(2) Development context of public opinion: In May 2020, Ma Shi was ridiculed by netizens for being KO in succession, which aroused attention.Its relevant personal history information is all pulled out by Internet users, used for the production of ghost livestock video, easy to ridicule, but do not want to attract unprecedented flow, capital and profits, began to wash the end.People's Daily put an emergency stop to the culture of "judging ugliness", and ma's public opinion came to an abrupt end, but relevant discussions are still enduring;(3) Analysis of network public opinion: ① Weibo: Netizens agree that Ma's "fake master" damages the image of wushu, and that learning wushu can strengthen the body. They also agree that People's Daily urgently stops the carnival of "judging ugliness", but they expect the management department to timely evaluate Ma's martial arts ability.② Station B: The cognition of Ma Clan and martial arts is basically the same as that of weibo users, but the difference is that the netizens of Station B pay more attention to the entertainment of the event, and are even regarded as the first one, which leads to dissatisfaction with the restriction of streaming and protests against the restriction of "freedom of speech".③Media opinion: mainstream media tend to be rational, we media tend to be entertaining, and martial arts authorities try to prevent the occurrence of similar incidents by "banning private fight".④Academic circles: It is believed that the Ma Clan incident has a negative impact on the spread of martial arts, but it also brings opportunities and challenges. Strengthening external conditions and environment is more conducive to the spread of martial arts culture.(4) Communication status of Wushu Culture: Internet public opinion in the martial arts events in the expression of emotional attitude depends on the value judgment of wushu combat ability, was in "terrier culture" such as heterogeneous culture media shape on the intrinsic value of the martial arts, often because of the heat flow again raising public opinion, although the adjustment of the policy to construct intrinsic value judgments about the martial arts, But at the same time because the management department itself has a certain amount of traffic attention, its corresponding policy improper handling will also cause secondary public opinion.
Research conclusion: Through emotional perspective of sociology martial arts network public opinion found that historical memory determines the demand for true master brand "DE (wushu)" and "action (combat)" image recognition, and the master of "fake" is trying to shape the image to get the benefit, and update of media and technology makes the public opinion events have increasingly fierce. (1) Establish public opinion supervision and dialogue with emergency departments; (2) Strengthen the credibility of martial arts departments; (3) Issuing guiding documents of "Internet + Martial Arts"; (4) Create martial arts culture brand programs.