商务传媒学院知识库

近年来，国内弹幕视频网站的影响力与日俱增，尤其是Bilibili弹幕视频网站。在移动互联网时代的大背景下，弹幕已经发展为一种热门的线上社交活动，弹幕视频网站的用户在互动过程中呈现出社群化特征，用户的互动行为转化为群体性的仪式活动。弹幕视频网站的互动性、受众群体的年轻性以及平台文化氛围的亚文化性都体现出了鲜明的平台特色和研究价值。从内容生产、用户互动、网站互动机制创新等方面都彰显出弹幕视频网站互动传播机制的优异表现。弹幕视频网站呈现出活跃用户比例高、用户忠诚度高、互动形式丰富、语言表达多元等特征，为弹幕视频网站用户互动增添了活力。

为分析弹幕视频网站的互动机制和创新发展，论文选择国内最具代表性的Bilibili弹幕视频网站为研究对象，将美国学者兰德尔·柯林斯的互动仪式链作为理论依据，对B站的互动机制及互动创新之处展开研究。论文开篇从弹幕视频网站和互动仪式链理论的相关概念入手，梳理弹幕视频网站的发展历程。其次，通过对Bilibili弹幕视频网站的一些用户展开问卷调查，掌握弹幕视频网站用户的基本属性、用户参与情况以及用户的互动行为。论文第四部分，从弹幕视频网站的用户互动行为模式、互动内容、互动行为特点以及互动仪式的效果四个方面对弹幕视频网站的用户互动机制进行研究。论文第五部分是弹幕视频网站用户互动体验的创新之处和优化建议，关于弹幕视频网站用户互动体验的创新发展，本文主要从设置严格的进入和处罚机制；技术创新，搭建线下互动场景；多方位扶持激励up主，做好视频内容的“把关人”；与主流媒体融合，贴近年轻受众，实现趣味互动四个方面进行分析研究。最后，从B站完善算法、升级技术和增强社区用户粘性三个角度对B站提升用户互动体验感提出了优化建议。

In recent years, the influence of domestic bullet screen video websites is increasing, especially bilibili bullet screen video websites. In the Internet era, bullet screen has developed into a kind of social activity. Bullet screen users show the characteristics of community in the interaction process, and the individual viewing activities of viewers are gradually transformed into group ritual activities. The interactivity of the bullet screen video website, the youth of the audience group and the subculture of the platform cultural atmosphere all reflect the distinct characteristics of the platform and the research value. From the aspects of content production, user interaction, market innovation and so on, it demonstrates the excellent performance of interactive communication mechanism of bullet screen video websites. Bullet screen video websites

show characteristics such as high proportion of active users, high user loyalty, rich forms of interaction and multiple language expressions, which add vitality to the user interaction of bullet screen video websites.

In order to analyze the interactive mechanism and innovative development of bullet screen video websites, this paper chooses the most representative Bilibili bullet screen video website in China as the research object, takes the interactive ritual chain of American scholar Randall Collins as the theoretical basis, and studies the interactive mechanism and interactive innovation of Station B.The thesis begins with the related concepts of bullet screen video website and interactive ritual chain theory to sort out the development history of bullet screen video website. Secondly, by conducting a questionnaire survey on some users of the Bilibili barrage video website, the basic attributes, user participation and user interaction behaviors of the users of the barrage video website are mastered.In the fourth part of the paper, the user interaction mechanism of bullet screen video website is studied from four aspects: the user interaction behavior mode, interactive content, interactive behavior characteristics and the effect of interactive ceremony.The fifth part of the paper is the innovation and optimization suggestions of bullet screen video website user interaction experience. As for the innovation and development of bullet screen video website user interaction experience, this paper mainly sets strict entry and punishment mechanism; Technological innovation to build offline interactive scenes; Multi-directional support and incentive up the main, do a good job of video content "gatekeeper"; It is analyzed from four aspects: integration with mainstream media, getting close to young audiences, and realizing interesting interaction.Finally, from the three perspectives of improving algorithm, upgrading technology and enhancing community user stickiness, this paper puts forward optimization suggestions for improving user interaction experience of Station B.