Becoming "Our Little Humble Home":Research On The Community-based Development Of The Bilibili Platform

The development of the Internet industry has officially entered the second half,and user attention has become a scarce resource for various platforms to compete for.Unlike social media,the core attribute of functional platforms is to meet certain specific needs of users,and users tend to display a "go and go" state.However,in the current era of the endless emergence of various types of apps and websites,functional platforms are no longer satisfied with occupying the time of users’ "functional needs",and instead engage in community-based path exploration to improve user stickiness.As a video website with entertainment as its core function,Bilibili has transformed from an ACG subcultural platform to a current PUGC content platform.Its user stickiness and community atmosphere have only increased,leaving a huge gap with similar functional platforms in terms of community attributes.Its community construction and operation path,methods,and strategies,In this process,issues such as the guidance of community formation and the hidden dangers of community under the guidance of commercial capital are worth indepth exploration.Therefore,this article uses participatory observation and in-depth interviews to assist in analyzing the platform’s access mechanism,bullet screen system,operation mode,circular ecosystem,and user’s usage and participation mechanism,using the revenue segment disclosed in the financial statements of Bilibili as the entry point and specific path,under the theoretical background of "imagined community",so as to grasp the strategic layout of the construction and operation of Bilibili community.At the same time,it interprets a series of phenomena such as resistance psychology,cultural hegemony,and group exclusivity presented by the commercial capital oriented community,and points out their obstacles to the development of the platform and the harm to the public domain.Research suggests that Bilibili has a clear spatial partition with external users through high threshold and content partitioning rules;In addition,using mature bullet screen systems and algorithmic machines to create unique semantic symbols to enhance user interaction and identity;On the basis of the formation of the above spatial boundaries and stable relationships,users’ sense of belonging and identity is enhanced through the creation of personal settings for bloggers and the production of self-made OGV content.Emotional links are generated,and the construction of the Bilibili community is completed.Through further investigation,this article points out that Bilibili builds a complete community imagination of users through four revenue segments,building an emotional community,a community of interests,a community of interests a cultural community.In terms of operation after becoming a community,the Bilibili platform provides a large number of material libraries and a good creative environment for PUGC video production.In the process of production and consumption,the user side has created three scarce attributes of the Bilibili,creating a huge vitality and unique positioning for the operation of the Bilibili community.Finally,this article also points out the problems that have been exposed in this community formed under the guidance of commercial capital: the support of users for the community makes them resist the changes and development of Bilibili,resulting in limited platform development;The cultural capital production activities of young user groups in the community will further deepen the intergenerational gap with older generations;The group exclusiveness formed by members within a community poses obstacles to public communication.