弹幕研究述评及展望
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摘要
在Web3.0时代技术进步已经成为提升用户体验的关键因素,弹幕作为一种新型的用户创作内容(User Genrated Content),近些年先后出现在主流视频网站、影院、音乐APP、直播、电视节目等各大平台,有效提升了用户的参与感、增加了用户黏度。弹幕是一种实时的线上评论,虽然国内外关于线上评论的研究已非常成熟,但是由于弹幕出现时间较晚,因此学者对弹幕的研究近几年才起步。基于此,本文从弹幕与线上评论的差异、弹幕的文化、特点、用户发送弹幕的动机、弹幕对用户的影响、弹幕的应用这几个方面梳理国内外学者对弹幕的研究,并提出了学者未来的研究方向。
User participation has always been a prerequisite for the success of web platforms. However, in the Web3.0 era,technological progress has become a key factor in improving user experience. As a new form of online comment, Bullet screen has appeared on mainstream video websites, cinemas, music APP, live broadcasts, TV programs and other platforms in recent years, which has effectively enhanced users' sense of participation and increased user viscosity. Bullet screen is a kind of real-time online comment. Although the research on online comment has been very mature at home and abroad,the research on bullet screen by domestic scholars only started in recent years due to the late appearance of bullet screen.Based on this, this paper takes the review of related literature, containing the differences between bullet screen and online comments, culture and characteristics of bullet screen, the motive of bullet screen users, the influence of the bullet screen on users, the differences between bullet screen and online comments, bullet screen on different application platform the application value. Finally, this paper states several directions on future research and application.
User participation has always been a prerequisite for the success of web platforms. However, in the Web3.0 era,technological progress has become a key factor in improving user experience. As a new form of online comment, Bullet screen has appeared on mainstream video websites, cinemas, music APP, live broadcasts, TV programs and other platforms in recent years, which has effectively enhanced users' sense of participation and increased user viscosity. Bullet screen is a kind of real-time online comment. Although the research on online comment has been very mature at home and abroad,the research on bullet screen by domestic scholars only started in recent years due to the late appearance of bullet screen.Based on this, this paper takes the review of related literature, containing the differences between bullet screen and online comments, culture and characteristics of bullet screen, the motive of bullet screen users, the influence of the bullet screen on users, the differences between bullet screen and online comments, bullet screen on different application platform the application value. Finally, this paper states several directions on future research and application.
引文
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[26]肖玮颉.从弹幕看群体传播时代传播主体的心理特征[J].今传媒，2015(8):20-21.
[27]Chen,Y.,Gao,Q.,Rau,P.L.P.Watching a Movie Alone yet Together:Understanding Reasons for Watching Danmaku Videos[J].International Journal o Human-Computer Interaction,2017.
[28]丁依宁.受众的表演与想象:弹幕使用族群研究[J].新闻春秋，2015,4:87-95.
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[31]Ni Y.A Study of Danmaku Video on Attention Allocation,Social Presence,Transportation to Narrative Cognitive Workload and Enjoyment[D].Syracuse University,2017.
[32]Shen Y,Chan H,Hung I.Let the Comments Fly:the Effects of Flying Commentary Presentation on Consumer Judgment[C].Proceedings of the 35th International Conference on Information Systems(ICIS)conference,2014.
[33]Cui H Z.A Study on Contextual Richness Benefits in Danmaku-based Virtual Customer Environment[D]Seoul National University,2017.
[34]Tang Y,Gong Y,Xu L,et al.Is Danmaku an Effective Way for Promoting Event based Social Network?[C].Companion of the 2017 ACM Conference,2017.
[35]Yao Y,Bort J,Huang Y.Understanding Danmaku’s Potential in Online Video Learning[C].Chi Conference Extended Abstracts on Human Factors in Computing Systems,2017.
[36]何敏.“弹幕”视频技术在在线教学中的应用研究[J]广西广播电视大学学报，2019(1):9-12.
[37]Wu Q,Huang Y.Examining Q&A of Peer Tutor Learning via Online Videos[C].Extended Abstracts o the 2018 CHI Conference on Human Factors in Computing Systems,2018.
[38]Zhang,Y.,Qian,A.,Pi,Z.,Yang,J.Danmaku Related to Video Content Facilitates Learning[J].Journal o Educational Technology Systems,2019,47(3),359-372.
[39]Lin X,Huang M,Cordie L.An Exploratory Study Using Danmaku in Online Video-based Lectures[J].E-ducational Media International,2018,55(3).
[40]Zhou J,Zhou J,Ding Y,et al.The Magic of Danmaku:A Social Interaction Perspective of Gift Sending on Live Streaming Platforms[J].Electronic Commerce Research and Applications,2019,34:100-115.
[41]Lin X,Ito E,Hirokawa S.Chinese Tag Analysis for Foreign Movie Contents[C].2014 IEEE/ACIS 13th International Conference on Computer and Information Science(ICIS),2014.
[42]刘苗苗,黄沛.在线评论有用性的实证研究述评与展望[J].未来与发展，2017(12).
[43]Liu,Y.Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,70(3):74-89.
[44]龚诗阳，刘霞，刘洋，赵平.网络口碑决定产品命运吗：对线上图书评论的实证分析[J].南开管理评论，201215(4):118-128.
[45]Mudambi,S.M.,Schuff,D.Research Note:What Makes a Helpful Online Review?[J]A Study of Customer Reviews on Amazon.com.MIS Quarterly,2010185-200.
[46]Jiménez,F.R.,Mendoza,N.A.Too Popular to Ignore:The Influence of Online Reviews on Purchase Intentions of Search and Experience Products[J].Journal of Interactive Marketing,2013,27(3):226-235.
[47]Baker,A.M.,Donthu,N.,Kumar,V.Investigating how Word-of-mouth Conversations about Brands Influence Purchase and Retransmission Intentions[J]Journal of Marketing Research,2016,53(2):225-239.
[48]刘铁.“本地生活服务”消费者的购买决策网络研究[J]未来与发展，2014(11):29-33.
[49]Chevalier,J.A.,Mayzlin,D.The Effect of Word o Mouth on sales:Online Book Reviews[J].Journal o Marketing Research,2006,43(3):345-354.
[50]Duan,W.,Gu,B.,Whinston,A.B.The Dynamics o Online Word-of-mouth and Product sales-An Empirical Investigation of the Movie Industry[J].Journal o Retailing,2008,84(2):233-242.
[2]Ba S.,Pavlou,P.Evidence of the Effect of Trust Building Technology in Electronic Markets:Price Premiums and Buyer Behavior[J].MIS Quarterly,2002,26(3):243-268.
[3]Dellarocas,C.,Zhang,X.M.,Awad,N.F.Exploring the Value of Online Product Reviews in Forecasting Sales:The Case of Motion Pictures[J].Journal of Interactive Marketing,2007,21(4):23-45.
[4]欧阳照，赵旭婷.视频时间轴的弹幕评论：特点与局限刍议[J].重庆邮电大学学报：社会科学版，2016,28(4).
[5]葛进平，马志浩.日本动画的弹幕评论分析：一种准社会交往的视角[J].国际新闻界，2014(8).
[6]陈松松，何天天.弹幕视频：小众网民互动新形式[J].新闻世界，2014(6).
[7]江含雪.传播学视域中的弹幕视频研究[D].武汉：华中师范大学，2014.
[8]Wu Q,Sang Y,Zhang S,et al.Danmaku vs.Forum Comments:Understanding User Participation and Knowledge Sharing in Online Videos[C].Proceedings o the 2018 ACM Conference on Supporting Groupwork ACM,2018.
[9]Niu J,Li S,Mo S,et al.Affective Content Analysis o Online Video Clips with Live Comments in Chinese[C]2018 IEEE SmartWorld,Ubiquitous Intelligence&Computing,Advanced&Trusted Computing,Scalable Computing&Communications,Cloud&Big Data Computing.Internet of People and Smart City Innovation.2018.
[10]Peng X,Zhao Y C,Teo H H.Understanding Young People’s Use of Danmaku Websites:the Effect of Perceived Coolness and Subcultural Identi[C].PACIS2016.
[11]曹圣琪，陈一，王彤.透视弹幕网站与弹幕族：一个青年亚文化的视角[J].青年探索，2013,6:19-24.
[12]高雪.2015.抵抗与收编：弹幕亚文化与主流文化的关系研究[D].广州：暨南大学，2015.
[13]付晶晶.新媒体时代的弹幕文化现象分析[J].南京邮电大学学报：社会科学版，2016,18(2):9-16.
[14]韩素梅.弹幕视频与参与式文化的新特征[J].新闻界，2016(22):54-57.
[15]Liu,L.,Suh,A.,Wagner,C.Who is with You?Integrating a Play Experience into Online Video Watching via Danmaku Technology[J].International Conference on Human-computer Interaction,2017.
[16]Ma X,Cao N.Video-based Evanescent,Anonymous Asynchronous Social Interaction:Motivation and Adaption to Medium[C].Proceedings of the 2017ACM Conference on Computer Supported Cooperative Work and Social Computing.ACM,2017:770-782.
[17]陈松松.弹幕视频的语言特色及表达意义[J].新闻世界，2015,7:105-106.
[18]郑飏飏，肖卓，徐健.情感分析及可视化方法在网络视频弹幕数据分析中的应用[J].现代图书情报技术，2015,31(11):82-90.
[19]Wu Z,Ito E.Correlation Analysis between User’s E-motional Comments and Popularity Measures[C].IIAI3rd International Conference on Advanced Applied Informatics,2014:280-283.
[20]庄须强.基于深度学习的弹幕评论情感分析研究[D]济南：山东师范大学，2018.
[21]Niu,H.J.,Chiang,Y.S.,Tsai,H.T.An Exploratory Study of the Otaku Adolescent Consumer[J].Psychology&Marketing,2012,29(10):712-725.
[22]邓扬，张晨曦，李江峰.基于弹幕情感分析的视频片段推荐模型[J].计算机应用，2017(04):157-162.
[23]洪庆，王思尧，赵钦佩，等.基于弹幕情感分析和聚类算法的视频用户群体分类[J].计算机工程与科学，2018,282(06):173-187.
[24]陈颖，常昕，张聪.浅析“弹幕”对大众传播模式的革新与影响[J].东南传播，2014,12:12-14.
[25]冯宇乐，何炬，谢梅.大众传播游戏理论视角下的弹幕视频研究[J].新闻界，2014(2):37-40.
[26]肖玮颉.从弹幕看群体传播时代传播主体的心理特征[J].今传媒，2015(8):20-21.
[27]Chen,Y.,Gao,Q.,Rau,P.L.P.Watching a Movie Alone yet Together:Understanding Reasons for Watching Danmaku Videos[J].International Journal o Human-Computer Interaction,2017.
[28]丁依宁.受众的表演与想象:弹幕使用族群研究[J].新闻春秋，2015,4:87-95.
[29]Zhao Y,Peng X,Tang J,Song S.Understanding Young People’s We-intention to Contribute in Danmaku Websites:Motivational,Social,and Subculture Influence[C].iConference 2017 Proceedings,2017.
[30]郭磊.我国弹幕视频网站的受众研究[D].昆明：云南大学，2015.
[31]Ni Y.A Study of Danmaku Video on Attention Allocation,Social Presence,Transportation to Narrative Cognitive Workload and Enjoyment[D].Syracuse University,2017.
[32]Shen Y,Chan H,Hung I.Let the Comments Fly:the Effects of Flying Commentary Presentation on Consumer Judgment[C].Proceedings of the 35th International Conference on Information Systems(ICIS)conference,2014.
[33]Cui H Z.A Study on Contextual Richness Benefits in Danmaku-based Virtual Customer Environment[D]Seoul National University,2017.
[34]Tang Y,Gong Y,Xu L,et al.Is Danmaku an Effective Way for Promoting Event based Social Network?[C].Companion of the 2017 ACM Conference,2017.
[35]Yao Y,Bort J,Huang Y.Understanding Danmaku’s Potential in Online Video Learning[C].Chi Conference Extended Abstracts on Human Factors in Computing Systems,2017.
[36]何敏.“弹幕”视频技术在在线教学中的应用研究[J]广西广播电视大学学报，2019(1):9-12.
[37]Wu Q,Huang Y.Examining Q&A of Peer Tutor Learning via Online Videos[C].Extended Abstracts o the 2018 CHI Conference on Human Factors in Computing Systems,2018.
[38]Zhang,Y.,Qian,A.,Pi,Z.,Yang,J.Danmaku Related to Video Content Facilitates Learning[J].Journal o Educational Technology Systems,2019,47(3),359-372.
[39]Lin X,Huang M,Cordie L.An Exploratory Study Using Danmaku in Online Video-based Lectures[J].E-ducational Media International,2018,55(3).
[40]Zhou J,Zhou J,Ding Y,et al.The Magic of Danmaku:A Social Interaction Perspective of Gift Sending on Live Streaming Platforms[J].Electronic Commerce Research and Applications,2019,34:100-115.
[41]Lin X,Ito E,Hirokawa S.Chinese Tag Analysis for Foreign Movie Contents[C].2014 IEEE/ACIS 13th International Conference on Computer and Information Science(ICIS),2014.
[42]刘苗苗,黄沛.在线评论有用性的实证研究述评与展望[J].未来与发展，2017(12).
[43]Liu,Y.Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,70(3):74-89.
[44]龚诗阳，刘霞，刘洋，赵平.网络口碑决定产品命运吗：对线上图书评论的实证分析[J].南开管理评论，201215(4):118-128.
[45]Mudambi,S.M.,Schuff,D.Research Note:What Makes a Helpful Online Review?[J]A Study of Customer Reviews on Amazon.com.MIS Quarterly,2010185-200.
[46]Jiménez,F.R.,Mendoza,N.A.Too Popular to Ignore:The Influence of Online Reviews on Purchase Intentions of Search and Experience Products[J].Journal of Interactive Marketing,2013,27(3):226-235.
[47]Baker,A.M.,Donthu,N.,Kumar,V.Investigating how Word-of-mouth Conversations about Brands Influence Purchase and Retransmission Intentions[J]Journal of Marketing Research,2016,53(2):225-239.
[48]刘铁.“本地生活服务”消费者的购买决策网络研究[J]未来与发展，2014(11):29-33.
[49]Chevalier,J.A.,Mayzlin,D.The Effect of Word o Mouth on sales:Online Book Reviews[J].Journal o Marketing Research,2006,43(3):345-354.
[50]Duan,W.,Gu,B.,Whinston,A.B.The Dynamics o Online Word-of-mouth and Product sales-An Empirical Investigation of the Movie Industry[J].Journal o Retailing,2008,84(2):233-242.
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