Here, we don't say "hidden corner", but a special network language form popular in major video platforms: barrage. Please note that the barrage should be pronounced: d n m, not t n m.
From the crowd to the stage
Barrage, a short-lived Chinese word, refers to the critical subtitles that pop up when watching videos online. Barrage (called danmaku in Japanese) originated from niconico, a Japanese barrage video sharing website. The original intention is that the effect of a large number of spit comments floating across the screen looks like a barrage in flight shooting's game, so niconico's netizens call this effect when a large number of spit comments appear as a barrage. The original meaning of barrage is military language: artillery fire is dense and looks like a curtain. English is called "bullet hell" or "bullet curtain".
After verification, since 20 14, barrage has gradually stepped onto some mainstream platforms. Users can find other users with the same interests through the barrage and build different interest circles. In China, only a large number of comments can be called a barrage, but with misuse, a single comment can also be called a barrage. AcFun was the first company to introduce barrage in China. Nowadays, the smash hit "Mile Mile" is usually called "Mile Mile Mile". Now barrage has become the standard of many video playback platforms, and it has been sought after by a large number of young people, especially after 90 s and 00 s.
The reporter opened the beep, clicked on an old American classic western film "The Golden Three Escorters", and clicked on the play button. In an instant, a barrage hit me, like a sudden heavy rain, and a row of bullets flew past. Please feel: "Wow, wow", "Music is invincible" and "Let's live together! Worship God B! " I'm so scared, I can't bear to beat my heart over the opening movie, Three brushes! "He's coming, he's coming, the man who looks like an eagle." "High energy ahead!" "10 minute, first line" and so on.
Some people divide barrage into: prompt, spoof, translation, explanation, questioning, expressing emotional type, praise, association, comment, misleading+prompt, etc. Some media scholars said that a few seemingly simple barrage words were the feelings and strength that countless young viewers wanted to convey in their own way at that moment. Barrage culture is becoming an important way for young people to express themselves. Young people who are keen on using barrage, a network cultural language, are also forming a new group-digital new youth. He Ai, manager of Tencent, said that young people are building a brand-new language abbreviation system.
Show your unique social attributes.
The reporter interviewed two post-90s netizens who were engaged in cultural work. Netizen Dabao Zhang said: "The first reason I like barrage is the sense of companionship. When we watch online dramas or summarize online, we can discuss the content and plot of a place, send a barrage and make a * * * sound. There are still many people who are clever, throw stalks and tell jokes to make the viewing experience more interesting. The second is' high energy ahead'. Next, more exciting plots, such as horror and hilarious plots, will be left by people who have seen them before, reminding people who are watching them behind to' lightning protection' or pay attention to them. The third is that high-quality content attracts high-quality barrage. On the one hand, the barrage can be regarded as a part of the video, which plays a icing on the cake. On the other hand, people who send barrage can express their views, realize a kind of personal value and fully express their right to speak. The barrage can also be praised, and the wonderful barrage will be highly praised. "
Netizen Liu Lili thinks: "You can learn a lot through barrage. The master is under the stage, and some audiences have rich knowledge reserves, which can benefit other audiences. " If older people use social platforms more for information exchange and hope that social platforms are concise and orderly, then social platforms for young people tend to be rich and interesting now. Young people are showing their unique social attributes through information technology, and barrage culture and various abbreviations are such manifestations.
According to industry insiders, in addition to the barrage itself being a good supplement to the video content, the spit quality of some videos is much higher than the work itself. In addition, people's social needs and self-identity needs when watching videos are also one of the reasons why barrage websites are booming. Xiao Zanjun, a professor at the School of Journalism and Communication, Hunan Normal University, analyzed that barrage is a new way of video experience in the new media era, and it remains to be seen whether it can become the mainstream. Xiao Zanjun said that in the new media era, socialization, localization and mobilization are the future development trends. The essence of new media is to be good at transforming the previous one-to-one and one-to-many communication methods (such as traditional video websites) into more diverse and three-dimensional many-to-many ways.
One of the biggest characteristics of barrage is that it can give the audience the illusion of "real-time interaction". Although the sending time of different barrage is different, it will only appear at a specific time point in the video, so the barrage sent at the same time is basically the same theme, and there will be the illusion of commenting with other viewers at the same time when participating in the comment. However, the traditional player comment system is independent of the player, so the content of the comment mostly revolves around the whole video, without topic and feeling of "real-time interaction".
Some scholars believe that compared with praise, comment and forwarding, the "* * * timeliness" of barrage breaks the geographical, time and space restrictions between audiences and meets the immediate interaction and social needs of young audiences. In addition, as the standard barrage of the drama series, it is actually a supplement and re-dissemination of the content. Barrage not only encourages content creators to re-create high-quality content, but also increases the interest of content viewing to a certain extent and gradually becomes a part of content.
Trial before broadcast
Nowadays, barrage has become the standard of various video websites. The reason why major platforms vigorously explore and introduce barrage culture is because they pay attention to this huge consumer group after 95 or even 00. Barrage is the language of this new generation of young people on the internet. The choice of barrage is to embrace this large number of new generation consumer groups. Take Li Li Li as an example. Although you don't use video patch ads, you can set up barrage ads. The profit model of barrage culture has also begun to take shape.
Qi Fei, won't this affect the quality and effect of viewing? Zhang Shuang, a post-80s drama fan, said, "My favorite drama will never open, even if I brush it twice or three times. But if the plot is boring or drags on, I will go to the barrage. And many barrage are fans waving flags and shouting for their love beans, which is very annoying. So there is a saying that closing the barrage protects IQ. In a word, I like to watch variety shows, but I will never open a compact TV series or movie. When the plot doesn't appeal to you, you will go to see the barrage. "
Li Qing, a college student, said, "The barrage is really uneven, and there will be a lot of rubbish. When I watch TV series or variety shows now, I usually open the barrage, but only 1/4 (some people open the screen with words all over it), which neither affects the viewing, nor looks like someone is watching with you. "
Of course, some netizens bluntly opposed the barrage: a large number of subtitles flooded the screen, which brought great inconvenience to watching videos. Many comments and spits are meaningless.
Some professionals also said that a large number of hidden barrage based on destruction will seriously affect viewers who need to watch normally, and will cause great computing pressure on the viewer's computer CPU, especially a large number of barrage that suddenly appears at a specific time. Therefore, if the viewing is obstructed, the viewer can choose to suspend the display of the barrage or make specific shielding according to the barrage text, and the video uploader or manager can also clear such disturbing subtitles. At the same time, some barrage systems can use scripting language to provide specific barrage forms, such as the appearance or disappearance of specific positions of barrage, the control of barrage pop-up speed and barrage position, etc.
In any case, barrage culture has a strong mass communication attribute. Therefore, how to make the emerging barrage culture develop healthily and normatively requires the continuous exploration of major website platforms, the self-discipline of netizens and the guidance, standardization and governance of relevant government departments.
Last year, China Network Audiovisual Program Service Association issued the Management Specification for Network Short Video Platform and the Detailed Rules for the Examination of Network Short Video Content, which put forward detailed requirements for publishers and platforms of short videos. One of the highlights is the "real-time management" by dividing the barrage into the scope of first trial and then broadcast. Formulating rules at the national level is not only a code of conduct for barrage culture, but also an emphasis and affirmation for barrage culture.
Xiao Zanjun said that barrage is a new way of Internet experience after all. If you want to succeed, you must get more audience recognition, which also means there are certain risks. At present, the existing barrage websites have mastered the initiative to a certain extent, and once this method is accepted by more people, they will have an advantage. However, if this method cannot be accepted by most people, then the barrage website can only gather popularity under the existing resources and be tested by the market.
In fact, barrage has become an indispensable way for young people to communicate, not only in the fields of animation and games, but also in the fields of drama, variety and movies. As an open and inclusive dynamic media, barrage is favored by young people, and the hot words in barrage often become buzzwords. The data shows that in the past year, users sent more than 65.438+0.4 billion barrage messages, among which "AWSL" (oh, I am dead, expressing excitement), "Tears" and "Famous Scenes" were rated as annual barrage hot words.