From "Self Identity" To "Group Identity"

Today, in the development of network video business in China entering a new era and in the face of increasingly fierce competition, traditional mainstream video websites frequently renew content, try to break through in the form of audience interaction and have introduced Danmaku-a new video playback mode. However, the function of Danmaku is not as traditional mainstream video website expected, help them "copy" a group of high viscosity user groups. According to the investigation of the questionnaire released, close to 80% of users still choose special Danmaku video website, such as BiliBili barrage video to watch the video. Why are there the audience choice gap with the same function of this barrage. The author believes that the gap mainly results in this kind of video websites of Danmaku, such as BiliBili barrage of video network are qualified with "fan groups" desired by traditional mainstream video websites. The modes of production and consumption in the fan community brings Danmaku video websites new vitality and potential of development, and even it played a unique role in the formation of today’s network culture and even social culture formation and it has become the new situation and highlight in the development of Chinese video websites in recent years. So the author chooses "fan groups" of Danmaku video websites as the research object, based on the field of audience research, using "identity" to construct the perspective, focus on media use behavior of "fan group" and the relation of "identity" construction.This article mainly uses the method of literature analysis,the data collection,the case study and the depth interview to carry out the research.The author combs the development of Danmaku video websites through the method of literature analysis and data collection, and also make a general understanding of the users. Since the development and grandness of the barrage video website are nearly fresh things in the past two years,both the academia and industry has not formed a relatively systematic research at present. As a result, reference documentation that can be searched is in a small number and most of the collection of data and information origin from the Internet. On this basis, the author chooses the typical representative-the BiliBili video network as a case study to do comprehensive and in-depth investigation and analysis of the typical characteristics and reveal specific universal rules. At the same time, the author makes a deep interview of "fan group" members through Zhihu, microblog,WeChat and internal messages of BiliBili video website understanding the process of "identity". From the two angles of "identity" and "group identity",the author explores how "fan groups" of the barrage video website actively play their own initiation during the rich practice and construct "identity" in the process of the media used."Self identity" refers to the "identity" of each individual in the "fan group", namely, "who I am". It becomes difficult for "fans" in the real world to imagine the ideal perfect self and then turn to the virtual community to seek comfort. On the contrary, when the ideal "self intention" is in agreement with others’evaluation, "fan group" is to construct the "identity" in the virtual community. On the other hand, "fan groups" in the virtual community-the "background" where they can fully demonstrate the most authentic ideal self, a certain extent making up for the defects of the "front" to obtain the "identity"."Group identity" refers to "identity" constructed by the whole "fan group" of Danmaku video websites to solve the problem of "who we are". The writer finds that the Danmaku video websites distinguish from the outer groups through boundaries, and the internal members put too much emphasis on strengthening the border with homogeneous video sites. What is more, members of fan groups enhance the sense of identity for the virtual community during the process. As sub-culture groups, the Danmaku video website fan groups establish group identity through confrontation with the mainstream culture. And the confrontation is not only reflected in the negative image of the struggle, but also reflected in the subversion and incorporation of the mainstream culture.Finally, the author found it is the virtual community through the Internet to build a platform that makes "fan groups" magically gather together, meet the demand of information, resonation and provide spiritual sustenance and a sense of belonging. So we can say that the network community creats the network "fan groups". In turn, "fan groups" actively take part in the process of construction and development of the virtual community, in a variety of practical activities to construct the "identity", gradually formed the barrage of video website using fixed habits and dependence, so it can be said that "fan groups" achieve the network community. From the perspective of "identity", the author discovers the uniqueness of network virtual community and "fan groups", and also keeps an eye on the study of the development and growth of sub culture groups through cultural activity, media use and other behaviors and has the certain reference value to the research in the future.