danmaku study

The Motivations and User Behaviors in Danmaku video sites adoption

彈幕

陈程 Chris陈玲 Julie徐依华 Angeline张月藐 Jessica张若瑜 Carol

Outline

• Introduction

• Literature Review

• Method

• Findings & Analysis

• Discussion

• Limitation

INTRODUCTION

Definition

Danmaku video-sharing site = Danmaku + video site

Definition

Definition

• What is the nature of Danmaku video site?

Nature

The Internet culture including:

1. Techno-meritocratic culture2.Hacker culture3.Virtual communitarian culture4.Entrepreneurial culture

• Hacker≠ Destroyer

• Hacker culture refers to the set of values and beliefs that emerged from the networks of computer programmers interacting on-line around their collaboration in self-defined projects of creative

• The Paramount in this set of

programming.

values is freedom.

DefinitionHacker Culture: Freedom

Hacker Culture Danmaku video-sharing sites

open source code video source

freedom to create freedom to create

freedom to appropriate whatever knowledge is available

freedom to share whatever video is available

freedom to redistribute this knowledge under any form and channel chosen by the hacker

freedom to redistribute this video under any form and channel chosen by the users

DefinitionHacker Culture

Biggest problem

DefinitionHacker Culture

Why Danmaku video-sharing site is popular?

• Personal enjoyment of creativity

• Reputations among peers

DefinitionPurpose of Study

• To comprehensively understand motivations behind adopters:

Motives: internal motivating factors Incentives: external motivating factors

• To describe different user behaviors between adopters and non-adopters

• Better understand the

subculture group (ACG fans);

• Bring new topic in applied

communication research.

Meaning of Study

LITERATUREREVIEW

• Uses and gratifications Theory (Katz, Blumler, and Gurevitch,1974)

(1) the social and psychological origins of (2) needs, which generate (3) expectations of (4) the mass media or other sources, which lead to (5) differential patterns of media exposure (or engagement in

other activities), resulting in (6) need gratifications and (7) other consequences, perhaps mostly unintended ones.

DefinitionLiterature

What needs motivate adopters to use Danmaku video-sharing websites?

DefinitionResearch Question 1

• The Diffusion of Innovations Theory (Rogers)How an innovation is communicated over time through different channels to members of a social system.

• Factors affecting the decision to adopt or reject: 1.Adopter-related personality traits;

2.Socioeconomic influences; 3.communication channels ; 4. Perceived attributes of an innovation.

DefinitionLiterature

What attributes affect the rate of Danmaku video-sharing website adoption ?

DefinitionResearch Question 2

• Social psychology studies human behaviors by focusing on the interplay between internal (psychological) and external (social) factors

• Internal: personality, dispositions, beliefs, values, etc.• External: the situation, interpersonal relationship, rules

and institutions, cultural norms, etc.

Psychology Sociology

DefinitionLiterature

What is the difference between adopters and non-adopters in terms of user behaviors?

DefinitionResearch Question 3

METHODOLOGY

Focus Group

• Relatively new topic• Existing theory or model does not explain the phenomenon well

Focus group study

DefinitionExploratory Study

Focus Group• Held on 23rd November in Learning Garden of

Wu Ho Man Yuen Building

DefinitionFocus Group Study

Name (anonymous)

Gender Age Category Education Backgroud

MR.LIU male 26 non-user PhD

MR.KONG male 22 non-user M.SC

MISS.CHENG female 22 non-user M.A.

MISS.LIU female 23 non-user M.SC

MISS.CHEN female 23 user M.SC

MISS.ZHANG female 23 user M.SC

MISS.HUANG female 23 user M.SC

MISS.YE female 23 user M.SC

FINGDINGS

Uses and Gratification

1. Informational needs

2. Companionship

3. Abundant resources

Focus GroupDefinitionRQ1: motivations

1. Informational needs

• Popular words

• Background knowledge & music

• Incisive comments

• Deeply understand plot

Uses and Gratification Focus GroupDefinitionRQ1: motivations

CompanionshipFocus Group

2. Companionship

• Crowd video watching

• Expressive information sharing

• Meeting homogeneous friends

Uses and Gratification Focus GroupDefinitionRQ1: motivations

Abundant Resources

3. Abundant Resources

• Unpopular videos

• Inaccessibility of certain resources

• Exclusive resources

CompanionshipFocus GroupUses and Gratification Focus GroupDefinitionRQ1: motivations

Abundant Resources

• 1. Video image quality General video: high (non-user) Danmaku video: low (user)

• 2. Video content richnessGeneral video: picture + subtitleDanmaku video: picture + subtitle + Danmaku

CompanionshipUses and Gratification Abundant Resources CompanionshipUses and Gratification Abundant Resources CompanionshipFocus GroupUses and Gratification Focus GroupDefinitionRQ2: perceived attributes

Abundant Resources

Multi-tasking

• Feel uncomfortable when watching video without

Danmaku (too slow, too boring)

• Multitask between homework and music

• Media multitasking behavior on TV and computer

CompanionshipUses and Gratification Abundant Resources CompanionshipFocus GroupUses and Gratification Focus GroupDefinitionRQ2: difference

Abundant Resources

Previous Researches

• Students enjoyed multitasking more than staff, and

felt more effective at multitasking.

• Students switched more often than staff between the

media, and had shorter gazes overall than staff.

（ Brasel & Gips, 2011 ）

CompanionshipFocus GroupUses and Gratification Focus GroupDefinitionRQ3: difference

DISCUSSION

Interplay with people’s established media habits ：• Danmaku “picks out” its own users.

• Danmaku could change people’s behavior: reading

efficiency & multi-tasking.

DefinitionUser Behaviors

• Danmaku: identity “the adoption of sub-cultural identity, whether through the visual signs of dress or by the less visible commitments to specialist activities and interests, is a way of asserting cultural identity and a sense of community in a society fragmented by divisions of class, race and gender.” Beezer (1992)

• Danmaku: companionIn the information age, people tend to rely on technology more and more heavily, which results in an inevitable isolation with tangible connection with people around.

DefinitionUser Psychology

• Representativeness of the small sample ：

8, classmates and friends

• The role of moderator ：

over-directing the interview

DefinitionLimitation

Q A&