“国家队”不允许孙杨这样的运动员在备战伦敦奥运会期间,私自接受采访、私自接受商业合作;却能以小集体利益为出发点,在运动员不知情的状况下,出让运动员形象,并且以行政指令的方式,要求当红的游泳国手出席商业活动这是一个“自媒体”的时代。微博未必是严格意义上的媒体,却是最能及时传递信息、发表观点的社交工具。因此当孙杨“被迫”出席商业活动,此后大为不满,透过微博进行发泄,于是,激起的风浪, “National team ” does not allow such athletes Sun Yang during the preparations for the London Olympics, privately accept the interview, privately accept commercial cooperation; but can be a small collective interests as a starting point, in the absence of athletes under the condition of the transfer of athletes, and In the form of administrative instructions, popular swimmers are required to attend business activities. This is a “self-media” era. Microblogging may not be the strict sense of the media, but it is the most timely delivery of information, the social point of view of social tools. Therefore, when Sun Yang “forced ” to attend commercial activities, since then greatly dissatisfied, venting through the microblogging, so provoked storm,