Danmaku Video Research Based On The Use And Gratification Theory

Danmaku video was introduced from Japan, but it was developed in a narrow ACG circle in a subculture state for a long time. When Qin Shi Ming Yue and tiny times 3 were shown on the cinema with the function of danmaku, more and more people began to know the existence of danmaku. The first danmaku advertisement is on the Spring Festival Evening Show in CCTV. This advertisement has monumental meaning in the development of danmaku.Nowadays besides ACfun, Bilibil and Doupao the danmaku function video website most mainstream video website have the function of danmaku such as Aiqiyi, Tencent, Sohu and so on. This situation provides a platform for more people to accept danmaku. Shown in the report issued by CNNIC, Chinese internet user have already reached six billion 88 million, internet popularity rate reached 50.3%, mobile internet shaped a new social life state. Netizen surf appliance centered to mobile phone, and mobile phone became the main course of increasing netizen growth. This made people easier to send message through danmaku while watching video. This article choose some representative video from 2015.12 to 2016.02 in Bilibili. Try to analysis the content of the video danmaku hope to learn the users habit while watching the video and sending the danmaku, and to know the users' needs.This paper summerize the origin and development of Danmaku. Combining the Use and Gratification theory, using some methods such as literature research, case study and statistics investigation to analyze the content of Danmaku. I also pay attention to the condition of the development of Danmaku and realize the main requirement of the users like imformation requirement which includes expressing and requiring; entertainment needs for example to enrich the aspects and opinions; to share insperation and emotion: presence, participation; companion and acceptance. At the same time I analyze the meaning ang limitation of Danmaku. Using Danmaku is more convenient for the users to communicate while watching the video, because they can express their opinions and also learn others thoughts and attentions. Not only improve the users' communication but also promote it between the user and the video maker. The video maker can adjust the theme, construct and so on based on the users' feedback. Danmaku plays an important role in the continuance and adjustment of the video environment. But the shortcomming of Danmaku is cover the picture which affect watching experience. Apart from this, lacking of language normal, users' diathesis and the education of Danmaku etiquette sets Danmaku in trouble. The streamlined comment and the reply hysteresis quality are the main problems to conquer in the future.In my part, it is unavoid for the new things to face the controversy. There are lots of differences in the users' knowledge constitution, using habbit, and attention preference. As a tool for expressing emotion and opinion, Danmaku make it possible for the users to require information, entertainment, spirit and psychological need during whicthing video. But how to make more audiences shape using Danmaku habbit, the present Danmaku should develop inthe direction of popular enough.