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| The Generative Logic, Expression Practice and Positive Construction of Bullet Screen Culture |
| LUO Hong-jie |
| College of Marxism, Tongji University, Shanghai, 200092 |
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Abstract Supported by digital technology, bullet screen culture is a cultural landscape of sending texts, emoji and other ideographic symbols through media platforms for certain contents, which allows real-time comments from viewers to fly across the screen like bullets. It is highly interactive, real-time, targeted, and entertaining. Supported by modern information technology and capital logic, the rise and popularity of bullet screen culture not only makes it a cultural phenomenon favored and sought after by young people, but also helps young people to express personal emotions, meet their psychological needs and visual needs. Bullet screen culture is essentially a network subculture. It contains some elements against the mainstream culture, which is prone to make young people fall into the “illusion of absolute freedom” where the mainstream value is absent. But it also plays positive functions. It can become a narrative medium to spread positive energy and voice good opinions. Therefore, we take the socialist core values as the scientific guidance and perfect laws, regulations and institutional mechanisms as important guarantee. At the same time, we should coordinate government departments, network platforms, and “viewers who send bullet screen ” to jointly promote the healthy development and virtuous cycle of bullet screen culture so as to make it a positive network culture popular among young people.
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Received: 16 September 2021
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2021, Vol. 38 
