语言生态伦理视角下的B站弹幕研究

Research on Bilibili Barrage from Perspective of Language Ecology Ethics

By Ma Zihan

In partial fulfillment of the requirement

For the B. A. degree

Department of English

School of Liberal Arts

Nanjing University of Information Science amp; Technology

April 2018

Acknowledgements

I am indebted first and foremost to my advisor Mr. Zheng Youqi for his continuous support and invaluable guidance, constructive suggestions, and for encouraging me not to fear conducting provoking and uncompromising research. During the writing of thesis, he has always been generous to offer me useful suggestions, answer my questions and discuss research questions with me. His detailed guidance and helpful comments on my thesis encourage me to overcome difficulties and think more critically during the process of writing. At last, I’d like to give the deepest gratitude to my teacher Mr. Zheng Youqi who helped me a lot again, thanks for his valuable feedback provided for me in the process of paper writing.

Contents

1. Introduction 1

1.1 Barrage definition 1

1.2 The rise and development of barrage 1

2. Literature Review 2

3. Pragmatic features of Bilibili barrage language 3

3.1 Voice euphony 4

3.2 Diversity of lexical sources 4

3.3 Fragmentation of grammar use 5

4. Features of barrage video 5

4.1 Instant roast 5

4.2 Real-time interaction 6

4.3 Targeted comments in the video 6

4.4 Fragmented information 7

4.5 Variety of expressions 7

5. Barrage language specification 8

5.1 Language ecology and language specification 8

5.2 Cyber language ecological civilization 8

5.3 The status of the use of barrage language 9

5.3.1 Lack of stability 9

5.3.2 Lack of universality 9

5.3.3 Lack of normalization 10

5.4 The main countermeasure 11

5.4.1 Cultivation of standards awareness 11

5.4.2 Strengthen media guidance 11

5.4.3 Language planning and scientific research 11

5.4.4 Solution of social conflicts 12

6. The management and development of Bilibili 12

6.1 Precision marketing 12

6.2 Integration of barrage advertisement into the barrage group 12

6.3 Zero cost for maximum reading 13

7. Conclusion 13

English Documents 13

Chinese Documents 14

Research on Bilibili Barrage from Perspective of Language Ecology Ethics

Department of English

School of Liberal Arts

Nanjing University of Information Science amp; Technology

Abstract: The barrage site is a new type of video sharing site that has emerged in China in recent years，its characteristic is that user reviews drift through the screen in the form of subtitles. This unique barrage comment feature is highly favored by young people, and the development trend is always on the rise. To enable the continuous development of the barrage language, it is necessary to form a good barrage language ecological environment. A good profit model must be created to regulate the barrage language. At the same time, barrage advertising is also a new market for corporate marketing worth exploring and dragging into.

Key Words: barrage, language ecology, developing

摘 要：弹幕网站是近年来在我国兴起的一种新型的视频分享网站，其特点体现为用户评论会以字幕的形式从屏幕上飘过，这种独特的弹幕评论功能深受年轻人的青睐，发展势头一路走高。要让弹幕语言得以持续发展，需要形成良好的弹幕语言生态环境，对弹幕语言进行规范，也要塑造一个良好的盈利模式。同时，弹幕广告也是企业营销值得挖掘和拖入的新市场。关键词：弹幕，语言生态，发展

1. Introduction
   1. Barrage definition

The term barrage originally refers to the fact that artillery is like a curtain that opens in the sky, and then it was extended to network language, which refers to the textual reviews of video frames that are flowing from right to leave while watching the video. The barrage culture should be defined as a cultural form that combines the launch of a barrage video site, the spread of screens based on barrage video, and the spread of text. It also includes the sum of all stages of production, dissemination, consumption, etc. of barrage video and all the cultural activities performed by barrage users during this process.（Liu Meiyi, 2017）

• 1. The Rise and Development of Barrage

The source of Japan’s barrage culture is relatively simple and its users are mostly “AGG” groups. Niconico, the ancestor of the barrage, is mainly based on the development of the Otaku culture and its related cultures. With the development of the site, active users process and create AGG materials by using the unique expression of the Otaku family, created a variety of video works, gradually formed a barrage culture with the imprint of the Japanese Imperial House culture.

Relatively speaking, the components of the barrage culture in our country are even more complicated. It can be said that it is a mixture of various cultures. On the one hand, it is based on the barrage culture emulated by the Japanese Nicodeico video and the long-developed AGG culture in China. On the other hand, it is based on our country online culture and language habits. The two complement each other and together constitute a barrage culture with Chinese native characteristics.

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