A Study On The Cultural Identity Of The Audience In The Bullet Screen Of National Treasure

Now during the 14 th Five-Year Plan construction period,General Secretary Xi Jinping has pointed out that "we should promote the creative transformation and innovative development of excellent traditional Chinese culture,and activate the vitality of fine traditional Chinese culture with the spirit of The Times." National Treasure is rooted in the excellent traditional Chinese culture,which organically integrates the innovative narrative of the new era with the cultural core,tells the "past and present lives" of national treasures,and realizes the effective inheritance and promotion of traditional Chinese culture.Bili Bili bullet screen website(referred to as "station B")which is widely loved by young people is gradually moving from minority culture circle to mainstream culture.The entry of national treasure into station B has broken the "dimensional wall" with young groups.The bullet screen has built a communication bridge between traditional culture and audience.Relying on this new communication carrier,Chinese traditional culture has been given new vitality.In the bullet screen interaction,young groups share symbols,express emotions,integrate into the cultural community,and actively explore and spread traditional culture,which promotes the transmission of mainstream cultural values and the construction of audience cultural identity.This thesis mainly uses the methods of content analysis,in-depth interview and participatory observation.Based on the big data capture,content analysis and interview records of bullet screen users in the third season of national treasure,this thesis explores the role of bullet screen in the construction and presentation of audience cultural identity.Firstly,this thesis introduces the overall situation of "national treasure" from the two aspects of program broadcasting background and expression form,and first grasp the overall development context of the program from a macro perspective.On this basis,the data analysis and visual presentation of the bullet screen samples are carried out.Starting from the three dimensions of the bullet screen’s content classification,form category and emotional tendency,the overall situation,generation logic and performance characteristics of the bullet screen are analyzed in detail,so as to provide support for the research content of this thesis.Secondly,this thesis analyzes the subject,construction mechanism and formation process of cultural identity in the bullet screen of national treasure,analyzes the influencing factors of the formation of cultural identity,and reveals the significance of the bullet screen for the construction of audience cultural identity.Make readers more clearly understand how the barrage,a new medium,affects the cognitive psychology and behavior choice of the audience,and how to help the audience establish and strengthen cultural identity.Then,this thesis summarizes the collected bullet screen samples and interview data,and discusses the presentation of the audience’s cultural identity in the bullet screen from three aspects: cognitive level,psychological level and action level.Finally,this thesis summarizes the existing problems of the bullet screen of the national treasure on the construction of cultural identity,and puts forward some corresponding countermeasures,in order to give better play to the unique advantages of the bullet screen as a new means of cultural communication in promoting cultural identity.