Research on the Knowledge Reproduction Mechanism of Bullet Comment Interaction in the Bilibili Learning Zone from the Perspective of Mediatization Theory
Abstract
Gen Z students are now turning to Bilibili's Learning Zone as a regular part of their self-study routines, yet the exact role of digital media in this shift is still not well understood. Bullet comments, once seen mainly as a quick way to vent or react emotionally, have clearly grown into something more: a key media practice where users actively take part in reproducing knowledge. Drawing on mediatization theory, this paper looks closely at how these bullet-comment interactions actually work on Bilibili. It asks a simple but important question: how do bullet comments—shaped by the platform's technical setup and the video content itself—help users rework, fix, and add to existing knowledge? The study identifies three main mechanisms behind this process. First, users correct factual errors and fill in missing details. Second, they expand on abstract concepts by adding real-world context and personal experience. Third, over time, high-quality comments are upvoted and pinned, gradually turning into a structured layer of shared knowledge attached to the video. Through these real-time commenting practices, users and creators end up co-producing a kind of "symbiotic text." This directly challenges the old, centralized model of knowledge production in traditional education, and instead supports a more decentralized, collaborative style of informal learning. Existing survey data and typical cases confirm that this bullet-comment-driven knowledge reproduction is not just an occasional habit, but a widespread practice. By applying mediatization theory to this specific context, the research expands its use in the field of educational communication, and also offers practical ideas for improving online learning platforms and building a learning-oriented society. That said, the study does have some clear limitations—most notably its focus on top-tier creators and its confinement to a single platform. Future research could address these gaps by carrying out cross-platform comparisons and conducting longitudinal tracking studies to better understand how media technologies continue to shape online education.
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