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The word gained wide public attention when a critic, Akio Nakamori, ridicules these heavy consumers of totally unrealistic and childish media products, with the word “ otaku.” The otaku culture came to Chinese mainland together with the Japanese manga, anime and game, as early as in the 1980s. The word otaku is an honorarium word for “your house,” and thus “you,” was used by a group of Japanese sci-fi fans in the 1960s for addressing each other inside the community. Otaku, as it is currently used in daily practice, refers to lovers and heavy consumers of Japanese manga, anime, games, and light novels. The chemistry of these otaku-oriented sites comes from the videos, the viewers, and most importantly, the interaction between the websites and the otaku users. The content does not only refers to those videos uploaded, but also the interactive barrage subtitles posted by the viewers. According to an interview, Chen Rui the manager of Bilibili says, that he is not worried about the mainstream websites adopting the barrage subtitle feature at all, because what matters is not the configuration, but the content.
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Many Chinese online streaming websites, including the mainstream Tudou, Tencent, now support barrage subtitles, yet “Site A” and “Site B” remain the most important websites for the otaku community. Because of Bilibili’s growing popularity, it now reserves sections for all types of popular culture, including, for example, American TV series, films, talk shows, Chinese TV dramas, variety shows-the contents incorporated into the website actually reflect the diverse interest and versatile talents of the otaku community.Īfter the success of Bilibili, the barrage subtitle system became known to the mainstream. Besides, it provides sections for the DIY fans to showcase their talent in singing, dancing, music performance, painting, fan video editing, video game playing, etc., all in the realm of Japanese ACGN culture (acronym of “Anime, Comic, Game, Light Novel”). Since it was originally designed to be majorly catering to the Japanese ACGN otaku, Bilibili has a specific section for all new Japanese animations. “Bilibili” is the nickname for a popular female character Misaka Mikoto御坂美琴 in the light novel and anime, A Certain Scientific Railgun ( To Aru Kagaku no Reirugan とある科学の超電子砲, 2009-2010, 2013). Founded in the year 2009, it is now the most influential and popular barrage subtitle website in China. Here I will primarily use Bilibili as an example. Later this name is given to all the comments on the screen.Ĭhinese otaku established several video sharing sites, directly imitating Niconico the most influential ones are AcFun and Bilibili. With such background, netizens on Niconico chose this word to describe heavily commented scenes on a Niconico video as “barrage,” that resembles a scene with flying bullets across the screen in video games. Besides, Toho project, a phenomenally popular shooter game since the late 1990s allows bullets to form complicated patterns-a barrage so complicated that it later becomes a spectacle in the gaming community (see Lin and Gao for more information).
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The phrase “barrage” is popularized by several anime directed by Yoshiyuki Tomino富野由悠季, including Mobile Suit Z Gundam (機動戦士Ζガンダム Kidō Senshi Z Gandamu 1985-1986) and Aura Battler Dunbine (聖戦士ダンバイン Seisenshi Danbain, 1983-1984), in which a line “The barrage on the port side is too thin! What should we do?” grew viral in the otaku community. The default setting makes the comments displayed in black font and white color, flying over the video from the right to the left at a random height but fonts and special effects can be specified in advanced settings. Synced with the video, the comments would appear at certain playback time when the video is played. The comments on a barrage subtitle streaming website, instead of appearing under the video in a special “comment” section, appear directly on the video screen. Given my ongoing interest in transnational studies of fan culture, I asked if I might publish a small excerpt from that dissertation here - in this case, dealing with a form of fan participation that has been taking many parts of East Asia by storm in recent years.Ĭheers! Lonely Otakus: Bilbili, the Barrage Subtitles System and Fandom as Performanceīarrage subtitle system is started by the Japanese website Niconico douga ニコニコ動画 -a site for otaku community, the ninth most visited website in Japan in the year 2016. My translator, Xiqing Zheng, also recently completed a dissertation, Borderless Fandom and The Contemporary Popular Cultural Scene in Chinese Cyberspace. My book, Textual Poachers: Television Fans and Participatory Culture, was released earlier this year in a translation intended for the Chinese market.
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