Barrage Research Based On Media Situational Theory

Barrage is an emerging media in the era of mobile Internet.Although it originated from the two-dimensional culture,it has been popularized and mainstreamed in recent years.Barrage has been widely used in video,live broadcast,e-book reading,online Education and other fields.Relying on the media characteristics of virtual synchronicity,immediacy and interactivity,barrage has formed a new way of content production and social interaction,and has spawned a unique barrage culture,which has changed the interest structure,viewing status,social mode and behavior modeof the younger generation.It can be seen that the research on the media of barrage has important practical significance.At the same time,Joshua Merowitz,a third-generation scholar of the Media Environment School,proposed the media situation theory when studying the influence of electronic media on social behavior,which built a bridge between electronic media and social behavior,provides a new theoretical perspective for media research.Therefore,based on Merowitz’s media situation theory and in accordance with the theoretical framework of "new media-new scenes-new behaviors-new roles",this article discusses how barrage as a new medium affects people’s viewing,Ways of thinking and behavior,how to affect social interaction in the Internet age,and how to affect people’s group identity and social role.This article is divided into five parts.The introduction mainly systematically expounds the source of the topic,the current research status at home and abroad,the research significance and research methods of the topic,and a more comprehensive summary of the domestic and foreign scholars’ research on barrage and media situation theory.This is the foundation of this research.The first part introduces the bullet screen and media situation theory separately.First,sort out the origin and meaning of the barrage,analyze its media characteristics from three aspects of immediacy,interactivity and fragmentation,and analyze its specific application from the combination of barrage and media such as video,film,TV,live broadcast and reading.Secondly,the main content and theoretical framework of media situation theory are sorted out from four aspects: the relationship between the media,the scene and the information system,the creation of new scenes by new media,the change of behavior patterns and the transformation of social roles.Thirdly,it expounds the development and extension of media situation theory in the Internet age,sorts out the development and evolution of the concept of "scene" in the Internet age,and analyzes the rationality of using media situation theory to study barrage.The second part discusses how the barrage constitutes a scene and what kind of scene it constitutes.The construction of the barrage scene mainly relies on media technology,social culture and audience needs.Among them,media technology is the driving force,social culture is the driving force,and audience needs are the main driving force.Under the combined action of these three forces,the barrage constitutes an attached scene that relies on the original video space with both spatial and contextual orientation.From a formal point of view,it is mainly manifested as a media scene that spans time and space,a content scene of information sharing and a social scene of virtual presence.The third part combines Goffman’s drama theory to discuss the impact of the barrage scene on the behavior and social patterns of participants.The barrage scene can be regarded as a kind of performance stage in front of the backstage,and the barrage participants are divided into the performers on the stage and the viewers under the stage according to the role of the scene.The performers on the stage perform creative production on the barrage stage,or ritually follow the crowd,or subversively carnival,while the audience under the stage forms a new viewing state and thinking mode in the process of watching,and prepared for the transformation into a performer.Barrage participants engage in unidentified social interactions in the barrage scenes for the purpose of interest resonance and emotional resonance,and actively participate in the construction and maintenance of the definition of the scene,which leads to a free and loose communication behavior on the one hand,and on the other hand it is also subject to behavioral rules and interactive etiquette.The fourth part discusses the changes of social roles in the barrage scene from the three aspects of group identity,hierarchy and socialization stage.From the perspective of group identity,the shaping of group identity is completed by the combination of interest aggregation and symbol separation.Barrage groups gather based on the common media interest,and generate a unique symbol system to exclude others.From the perspective of the hierarchical system,the barrage scene supports a more equal form of communication,which promotes the disappearance of traditional authority by giving information access and speech rights without distinction,but also maintains the stability of the scene by generating a new hierarchical structure.From the perspective of the socialization stage,the barrage scene blurs the role boundaries between children and adults by creating a shared information environment,and leads to a scene-based resocialization process.The conclusion part summarizes the main research content and research results of this article,reflects on the shortcomings of this research,and looks forward to the future research direction.In the process of continuous popularization,the combination of barrage and other media,such as film and television,e-books and live broadcasts,has exploded with tremendous energy,and has also had a non-negligible impact on cultural production and dissemination,and film and television aesthetic activities.This is also the direction in which future barrage research can continue.