Study On The Decoding Mechanism Of Audiences In The Situation Of Danmaku Viewing

With the commercial success of Bilibili,the Danmaku function has been incorporated into Tencent,Youku,iQIYI and other mainstream video websites.This feature is changing the way we view and decode behavior compared to normal video.According to the model of "media--situation--behavior" proposed by Meyrowitz,the author proposes the new model hypothesis of "video media--viewing situation--decoding behavior",that is,the addition of new technologies in video media will form a new viewing situation,and the audience will form a new decoding behavior in the new viewing situation.In this paper,the "coding/decoding" theory is adopted to investigate the decoding mechanism of audiences in the context of bullet screen technology viewing from the micro level of "viewing situation" generated by the interaction among technology,content and people.Formation and stranger together watching barrage,interactive information space,this situation is common in the past to see exact copy and simulation show the spread of the environment,but has formed the different viewing situation,a virtual public space,quasi synchronous communication,real-time and interaction of the significance of the production,the text symbols text,etc.Through in-depth interview,danmaku text sampling and network ethnography,this paper makes an in-depth analysis of the decoding position,decoding system and decoding method of the audience of the classic drama "deep rain".The findings are as follows: the bullet screen sampling text adopts the position of antagonistic decoding and consultative decoding,while the deep interview audience adopts the position of hegemonic decoding and consultative decoding.The decoding of bullet screen sampling text draws symbolic resources from game culture and fan culture,and the decoding of in-depth interview content draws symbolic resources from life experience and knowledge background.Bullet screen sampling texts are mainly collage,dialogue,re-focus and imitation decoding,while in-depth interview contents are mainly focused and suspect decoding.The situation of bullet screen viewing forms a new mode of communication.Bullet screen secondary text affects the main position of video text.The decoding of bullet screen details,non-linearity and decentralization affects the final decoding result of the audience.The audience carries out the socialized production of meaning through quasi-synchronous communication,and the meaning of audience production is consumed again in the coding link.