Participative Audience:Research On Danmaku Users’ Uses And Gratifications

With the development of Internet, the social sharing trend in video website becomes more and more popular. Audience not only watch the video, but also take active part in the process of video contents producing and spreading.The video sharing websites such as Youtube attract more and more attention. Niconico Douga in Japan was the first website that provide the Danmaku service,which can show and share the instant comments of audience on screen and then it became a worldwide trend.As a new media form of audience participation, Danmaku leaded new changes of producing and spreading video contents, also provoked new thoughts. Danmaku users are the audience who prefer using Danmaku video, and now this group people are increasing rapidly and show highly activity.This paper show a view on the Danmaku users, analysis the motivations and gratifications of the them, based on this find out the reasons of the rapidly development of Danmaku Video.Japan is the cradle of Danmaku Video. With a totally research of recent study of Japanese experts and scholars, this paper finally figure out their research direction and research emphasis, and may help enrich and improve the research of our country.Secondly, this paper describes the social demographic characteristics of Danmaku users based on social survey questionnaire, distinguishes the Danmaku users. It also focus on the characteristics of Danmaku users by In-depth interviews, refines their using motivations and gratifications.Finally, we found that the Pseudo synchronization of Danmaku satisfied the social demands of Danmaku users, and the creation and spread for N times reflected the subjectivity of them. The paper also show the development of Danmaku Video website, including online and offline activities, and find out the disadvantages in the process, then predict the possible future of Danmaku.