A support structure for supporting a flexible display screen, comprising: a plurality of electromagnets, each electromagnet having a support surface and one or more side surfaces; characterized in that the support structure further comprises: a first flexible board configured to be attached to the flexible display screen; a second flexible board arranged opposite to the first flexible board, the second flexible board and the first flexible board defining a gap therebetween, and the gap being filled with an electro-rheological fluid; a side board enclosing outer peripheral sides of the first flexible board and the second flexible board and sealing the gap; and a means for applying a voltage to the electro-rheological fluid to make the electro-rheological fluid become solid, wherein the plurality of electromagnets are secured to the first flexible board and located in the gap, the support surface of each electromagnet is attached to the first flexible board, and each of the one or more side surfaces of each electromagnet are at an acute angle to the support surface, said means is further configured to revoke said voltage and simultaneously energize said electromagnets to make the electro-rheological fluid become liquid and make the electromagnets magnetic, such that that the side surfaces of each two adjacent electromagnets are attached to each other under magnetic attraction to cause the first flexible board to roll up. a plurality of electromagnets, each electromagnet having a support surface and one or more side surfaces; characterized in that the support structure further comprises: a first flexible board configured to be attached to the flexible display screen; a second flexible board arranged opposite to the first flexible board, the second flexible board and the first flexible board defining a gap therebetween, and the gap being filled with an electro-rheological fluid; a side board enclosing outer peripheral sides of the first flexible board and the second flexible board and sealing the gap; and a means for applying a voltage to the electro-rheological fluid to make the electro-rheological fluid become solid, wherein the plurality of electromagnets are secured to the first flexible board and located in the gap, the support surface of each electromagnet is attached to the first flexible board, and each of the one or more side surfaces of each electromagnet are at an acute angle to the support surface, said means is further configured to revoke said voltage and simultaneously energize said electromagnets to make the electro-rheological fluid become liquid and make the electromagnets magnetic, such that that the side surfaces of each two adjacent electromagnets are attached to each other under magnetic attraction to cause the first flexible board to roll up. a first flexible board configured to be attached to the flexible display screen; a second flexible board arranged opposite to the first flexible board, the second flexible board and the first flexible board defining a gap therebetween, and the gap being filled with an electro-rheological fluid; a side board enclosing outer peripheral sides of the first flexible board and the second flexible board and sealing the gap; and a means for applying a voltage to the electro-rheological fluid to make the electro-rheological fluid become solid, wherein the plurality of electromagnets are secured to the first flexible board and located in the gap, the support surface of each electromagnet is attached to the first flexible board, and each of the one or more side surfaces of each electromagnet are at an acute angle to the support surface, said means is further configured to revoke said voltage and simultaneously energize said electromagnets to make the electro-rheological fluid become liquid and make the electromagnets magnetic, such that that the side surfaces of each two adjacent electromagnets are attached to each other under magnetic attraction to cause the first flexible board to roll up.