The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League"

Qingzi Yu

doi:10.47297/wspciWSP2516-252715.20261002

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The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League"

10卷第2期

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The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League"
The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League"
Nanjing College of Communication, Nanjing, Jiangsu, 210000, China
2026年10卷第2期页码：72-76
纸质出版：2026-04-30
DOI：10.47297/wspciWSP2516-252715.20261002
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Qingzi Yu. (2026). The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League". 创意与创新（英文版）, 10(2), 72-76.

Yu Qingzi.The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League"[J].Creativity and Innovation,2026,10(02):72-76.
Qingzi Yu. (2026). The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League". 创意与创新（英文版）, 10(2), 72-76. DOI： 10.47297/wspciWSP2516-252715.20261002.

Yu Qingzi.The Butterfly Effect of New Media Copywriting: A Case Study of the "Jiangsu Football Super League"[J].Creativity and Innovation,2026,10(02):72-76. DOI： 10.47297/wspciWSP2516-252715.20261002.

摘要

Abstract

In 2025

the Jiangsu Football Super League (referred to as "Jiangsu Super League")

a regional competition within Jiangsu Province

unexpectedly rose to national prominence

with its influence and buzz surpassing the traditional Chinese Football Association Super League

creating a unique "breakthrough" phenomenon. Behind this phenomenon lies not simply the level of athletic competition

but a meticulously planned "new media copy writing campaign" by Jiangsu's Department of Culture and Tourism. This paper

grounded in the "Butterfly Effect" concept from chaos theory

systematically examines the phenomenon of the Jiangsu Super League's rise

explores its profound impact on society

economy

and cultural-tourism integration

and delves into how new media copy writing triggers non-linear

fission-based dissemination by creating conflict

infusing emotion

and generating memes. The research indicates that new media copy writing has evolved from a mere "information transmitter" into an "event instigator" and a "catalyst for collective emotion." Finally

this paper proposes practical strategies from four dimensions—strategic positioning

content production

emotional resonance

and risk prevention—on how to harness new media copywriting to create a positive "Butterfly Effect

" offering a new paradigm for urban brand communication within the context of culture

sports

and tourism integration.

关键词

Keywords

references

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