A Magic “Bullet”: Exploring Sport Fan Usage of On-Screen, Ephemeral Posts During Live Stream Sessions

IF 3.2 1区文学 Q1 COMMUNICATION

Communication & Sport Pub Date : 2021-11-23 DOI:10.1177/21674795211038949

B. Li, M. Naraine, Liang Zhao, Chenyang Li

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引用次数: 5

Abstract

The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature while watching live stream sports. Through a combination of thematic analyzing bullet-screen comments from a National Basketball Association Finals game, and semi-structured interviews among bullet-screen users (N = 15), the results indicate that sport fans’ bullet-screen messages could be classified into five categories: critical commentary, socialization, supportive interactions, random messages, and trash talk. Four motives for sports fans to engage with bullet-screen posting were identified: entertainment, gathering information, interaction, and finding belonging. The study also showed that the inappropriateness of comments and too much overlay on the screen could prevent sports fans from utilizing the service. Theoretical and practical implications have also been discussed.

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一个神奇的“子弹”:探索体育迷使用屏幕上，短暂的帖子在直播会议

弹幕功能是大部分OTT (over - top)服务为了提高用户的互动和观看体验而采用的增强评论功能。该功能使体育客户能够在实时观看直播体育赛事时发布和查看屏幕上重叠的大量简短且快速移动的评论。本研究旨在调查体育迷在观看体育直播时如何接受弹幕功能。通过对一场nba总决赛弹幕评论的专题分析，结合对15名弹幕用户的半结构化访谈，结果表明体育迷的弹幕留言可以分为五类:批评性评论、社会化、支持性互动、随机留言和垃圾言论。体育迷参与弹幕发帖的四个动机是:娱乐、收集信息、互动和寻找归属感。该研究还表明，不恰当的评论和屏幕上过多的覆盖可能会阻止体育迷使用该服务。本文还讨论了理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Communication & Sport Multiple-

CiteScore

7.00

自引率

11.10%

发文量