The Influence Mechanism of Bullet Comments on the Breadth and Depth of Video Dissemination
Abstract
This study focuses on the rise of Danmaku (bullet comments) in the era of interactive videos, which have evolved from a niche function into a core interactive element shaping the viewing experience. The study aims to systematically explore how the multidimensional characteristics of bullet comments affect the breadth and depth of video dissemination. To this end, Bilibili (B-site) was selected as a case study, employing a combination of content analysis and in-depth interviews: the bullet comments of 90 sample videos were quantitatively coded to analyze their characteristic distribution; and 15 senior creators and highly active viewers were interviewed to delve into their behavioral motivations and psychological experiences. The results show that, in terms of dissemination breadth, bullet comments drive cross-platform video diffusion by transforming into ''social currenc'' and stimulating collective emotional peaks; in terms of dissemination depth, its influence is context-dependent, with explanatory bullet comments aiding cognition, while emotionally resonant bullet comments significantly enhance immersion and memory, but information overload can also be disruptive. Furthermore, as a continuous interactive ritual, bullet comments are a key arena for constructing community identity and cultural reproduction. This study concludes that bullet comments have transcended simple comments and become a complex layer integrating dissemination promotion, emotional reinforcement, and cultural construction, providing an integrated analytical framework for understanding the interaction mechanism of new media.
References
- Chen, Y., Gao, Q., & Rau, P. L. P. (2017). Watching a movie alone yet together: Understanding reasons for watching Danmaku videos. International Journal of Human–Computer Interaction, 33(4), 265–274.
- Zhang, Q., & Zhang, S. (2019). Danmaku: A new paradigm of social interaction in online videos. Computers in Human Behavior, 100, 211–223.
- Liu, Y., & Li, X. (2020). The impact of Danmaku communication on audience engagement and memory in educational videos. Journal of Educational Technology & Society, 23(4), 1–15.
- Hu, M., Zhang, M., & Wang, Y. (2021). Danmaku vs. traditional comments: How overlay comments shape video perception. Proceedings of the ACM on Human-Computer Interaction, 5(CSCW2), Article 464.
- Li Z., & Liu X. (2025). Bullet screen interaction in video website documentaries and its prospects for future development. Audiovisual Theory and Practice, (6), 11–18.
- Dai Y., Zhang C., Wu X., & Li H. (2025). Three-dimensional perception characteristics and emotional association of urban tourist destinations based on video bullet screens—taking ''Aerial China'' as an example. Tourism Science, 39(9), 167–186.
- Zhang L., Wu J., & Chen K. (2025). How bullet comments affect the dissemination and inheritance of intangible cultural heritage - a study on interactive rituals based on Bilibili UGC short videos. Journal of Social Sciences of Hunan Normal University, 54(4), 146–156.
- Zhou Y. (2025). A brief analysis of the positive energy guidance of bullet comment culture in cyberspace—taking Bilibili as an example. Urban Party Newspaper Research, (10), 71–73.
- Duan R., Liang W., & Wei Y. (2025). Dynamic perception of event images based on bullet screen emotion analysis—taking the Beijing Winter Olympics as an example. China Ecotourism, 15(4), 717–734
- Collins, R. (2004). Interaction ritual chains. Princeton University Press.
- Johnson, D. G., & Woodcock, J. (2019). The impacts of live streaming and Danmaku on television practices. Convergence: The International Journal of Research into New Media Technologies, 25(5–6), 807–825.