| According to CNNIC statistics, as of December 2015, the size of China's online video users has reached five hundred and four million. Three giants(Iqiyi, Youku potatoes, Tencent) have established the network video industry, a situation of tripartite confrontation. But in recent years, Danmaku video as a new show, brought a fresh air to the traditional video industry. Originated in Japan, Danmaku video, since its birth was marked by ACGN culture. After the introduction of China, it began the two development routes. One is based on the anime culture——professional Danmaku video site, Acfun, Bilibili as the representatives. Another is the transfer and transformation of Danmaku function from the traditional video industry, which brought the Danmaku function into a wider range of videos. On the surface, Danmaku video provides a simultaneous viewing of pictures and comments form. In fact, Danmaku video available to the audience is a huge potential for information exchange platform, and even formed keen Danmaku groups. They take Danmaku video site as their community, and product, output Danmaku culture.Now, Danmaku has became a kind of new network subculture phenomenon, and its footprint began to cross the network video. Even as a new form of marketing, Danmaku emerged in an endless stream Danmaku movies, advertising, television and other new styles. Based on the subculture perspective, this paper is based on the subcultural theory of the Birmingham school. At the same time, combined with post-subculture theory which is under the background of new era, this paper study the culture of Danmaku phenomenon. It tried to interpret the process of its origin and development, culture cultivated soil, the subculture style, Danmaku groups and its industrialization development. This paper mainly divided into four parts to discuss.The first part, the summary of Danmaku and Danmaku video. First of all, on the etymology of Danmaku and its evolution in the process of cultural transmission. Secondly, the interpretation of Danmaku video, it is essentially a time axis synchronous asynchronous interaction. The Danmaku is divided into two types: practical and participatory Danmaku. Finally, it discusses the originator Danmaku video site: Niconico animation, the development process of Danmaku video websites in China and other areas of application of Danmaku.The second part, the barrage of cultural generation. Firstly, it discusses three block soils of Danmaku culture : the mediumlization of subculture, consumerism in the context of globalization, subculture in the context of post-modernism. Secondly, it discusses three kinds of formation of Danmaku culture ‘style': ‘bricolage', ‘homology' and ‘signifying practice'.The third part, the soul of Danmaku culture: Danmaku groups. First, the construction of Danmaku groups' identity, including two aspects, the pursuit of individual differences and seeking groups identical. Secondly, the aesthetic taste of Danmaku culture, including aesthetics of resistance and challenge, aesthetics of collage and ready-made, aesthetics of everyday life. Thirdly, it discusses the decline of the resistance spirit of the current subculture.The fourth part, incorporation and anti-incorporation of Danmaku culture. First, taking the incorporation theory of the Birmingham school as the reference, it put forward a new way of Danmaku culture ideology incorporation. Second, reviewing the theory of Birmingham School of business incorporation, and examining the industrialization development of Danmaku culture from Niconico animation and other fields. Thirdly, from an optimistic cultural theory perspective, examining the relationship between Danmaku culture and mainstream culture, they each other mutually exist. The dynamic interaction between subculture and mainstream culture is one of the motive forces of the subcultural vitality and the development of pluralistic culture. |
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