Study On Bullet Screen Video Of Subculture From The Prospective Of Communication

In recent years, bullet screen video, which served for minorities in previous, has developed rapidly. It gradually involves in people’s daily life, becoming a cultural phenomenon with full attention. In this situation, the author consider bullet screen video is not only an ordinary trend or a type of spoof, but also indicates a kind of subculture.From the perspective of communication, the paper will describe the bullet screen video in the context of this subculture, the spread of bullet screen subculture, cultural strategies and development potentials.It is not a sudden transition from bullet screen to the subculture of bullet screen, but rather a complexity of policy, economy, society and culture. Although this subculture derived from Japanese ACG culture, it is localized with subtitle culture after it spread to China. Moreover, bullet screen subculture is demonstrated in a unique way.Bullet screen video websites, bullet screen videos, and users of bullet screen video, are three most significant parts of the subculture. Based on a typical website called Bilibili, which is known for the complete mechanism of access, producing contents and community interaction, the eassy describes the space full of bullet screen. As the main communication contents of the ubculture of bullet screen, bullet screen videos are special for the synchronism, pertinence, changing, disturbing, entertaining and informative. The group called "ornamental community" consist of users of bullet screen video spontaneously has special behavior and role, as well as certain psychological motivation.For bullet screen subculture, the power of style mainly comes from the several cultural strategies it uses. Suggesting the characteristics of a type of subculture, style, in the field of bullet screen, is demonstrated in collage, parody and isomorphism. By means of imitation and creation, collage achieves transcendence of the original language. Parody explains the core spirit of "amusing ourselves to death", which ensures the bullet screen being vital and broadly focused. Isomorphism attains distinctions between groups by the construction of specific linguistic barriers. Through these strategies, bullet screen subculture has been constructed and created constantly.Being a minority form of culture, bullet screen subculture is borned with the power of resistance, and it presents as resistance with destructions and deconstructions of the traditional culture and the mass culture. However, considering the lackness of subversive content and forceful group, the resistance of bullet screen subculture is more like a "Symbolic Problem Solving". Even so, mass culture is keeping influenting and incorporating bullet screen subculture in business methods persistently, facing the reality, bullet screen video websites and bullet screen itself have to compromise to survive. In this situation, we could foresee more transitions that bullet screen subculture may have in the future.As for the prospect, bullet screen subculture is more likely accepted by the public from the following aspects. The first one is being a new form of mass culture, it will develop together with the main-stream culture, meanwhile restricted by official discourse. The second one is becoming a new lifestyle, the bullet screen videos stands for oppositions rooted in evasion from daily life and relieve of pressure, then subtly impacts users and even changes their leisure habits.