Reflection of Media Culture:A Study on the Characteristics of Reader Comments in Online Book Clubs
Digital reading and social sharing have created a new situation for online book clubs.With the emergence of the danmaku comments(real-time comments,or,bullet comments),online book clubs generate reader comments based on two different timelines:playing time and reader comment time.Comparing the characteristics of traditional and bullet comments in terms of content and behavior,this study indicates that comment types significantly affect the content of reader comments.Specifically,bullet comments tend to be the shallow communication for social entertainment,prolonging the discussion in online book clubs in the time dimension;meanwhile,traditional comments are more focused on the discussion of the books,bearing the hallmark of in-depth deliberation in the spatial dimension.By reviewing the historical scenes of reading communication,the study finds that the media bias in commenting reflects that media culture,characterized by primary orality(oral culture),textuality(written culture)and secondary orality,has shaped the mindset and communication patterns of online book club readers with its dominant internalized mode of communication,both in terms of environment and form,thus providing a theoretical note on the characteristics of readers'commenting behavior in the digital age.
online book clubsreader commentsdanmakuorality-textuality theory
NETL
NSTL
万方数据
