Online social viewing: Cross-cultural adoption and uses of bullet-screen videos

被引：13

作者：

Wan, Anan ^{[1
]}

Moscowitz, Leigh ^{[2
]}

Wu, Linwan ^{[2
]}

机构：

[1] Georgia Coll & State Univ, Dept Commun, 203 Beeson Hall,Campus Box 32, Milledgeville, GA 31061 USA

[2] Univ South Carolina, Sch Journalism & Mass Commun, Columbia, SC USA

来源：

JOURNAL OF INTERNATIONAL AND INTERCULTURAL COMMUNICATION | 2020年 / 13卷 / 03期

关键词：

bullet-screen videos; uses and gratifications; technology acceptance model; cultural values; communication technology; MEDIA MULTITASKING; INTERACTIVITY; ENGAGEMENT; MOTIVATION; AUDIENCES; BEHAVIOR; TV;

D O I：

10.1080/17513057.2019.1610187

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Bullet-screen technology, an innovative way of interacting with online videos, allows viewers to contribute comments that simultaneously appear over videos. Popular in East Asia, the technology is making its way to American audiences. This study employed a comparative qualitative focus group approach to explore how American and Chinese viewers responded to and interacted with this new format of online videos. Three themes emerge from this investigation: (1) the unique affordances of this technology; (2) barriers to adoption and usage; and (3) cultural differences that impact the user experience. The theoretical and practical implications for bullet-screen technologies are discussed.

引用

页码：197 / 215

页数：19

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