Ex-India spinner R Ashwin has expressed concern that viral opinions on social media, amplified by 'fan armies', often originate within the cricketing circle rather than solely from fans. He described this as a negative result of the growing 'superstar culture' in the Indian team, which he says is harmful to the sport.
Ashwin, along with figures like Sunil Gavaskar and India coach Gautam Gambhir, has openly criticized this growing culture within the team.
He explained that these narratives are crafted to build personal brands, a concept he's not against. However, Ashwin believes there should be clear limits on such approaches when they influence other cricketers.
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“There’s something of a disease going around right now. Many of the opinions that surface on social media through fan armies – I’ve heard them before, first-hand. Sometimes, I’ve heard these exact views at a breakfast or lunch table, only to see them later appear online under a different name. That’s when you start to wonder: how is this happening?" Ashwin was heard as saying at the Revsportz Conclave.
“I’m not saying players themselves are planting these opinions, but it is concerning. Is there some orchestration? I can’t say for certain, but there does seem to be a structured ecosystem at play. Today, every player is an entrepreneur, and amplifying opinions externally can enhance brand value or improve PR. I understand that. But speaking negatively about another cricketer is something I would never do," he said.
Ashwin said these narratives have shifted focus away from cricket, a trend he finds concerning.
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Referring to his experience, Ashwin said that when he analyzed how India's Test and ODI skipper Shubman Gill got out, he was criticized only by fans who claimed he was targeting a single player.
“Where did this all begin? We started creating narratives around players. We built a superhero culture, almost cinematic in nature. Who even talks about cricket anymore? Hardly anyone focuses on the game itself," he added.
He commented that after sharing a Twitter thread about Shubman Gill's dismissals, the criticism shifted the focus from the technical points he raised to individuals. Ashwin lamented that discussions now revolve around personalities rather than the game.