The danmu discourse of user engagement with cross-posted broadcast interviews in Chinese social media

Along with new forms of mediated communication, social media technologies have created new forms of audience engagement with traditional broadcast talk formats. As forms of content creation and audience engagement continue to evolve, Chinese social media have developed innovative ways for users to engage with broadcast videos, especially through what is known as ‘ danmu’ technology. Danmu is a popular commenting system that allows users to post text directly onto the screen, rather than below the video, creating a layer of on-screen user engagement with the video while watching it. This study examines this new form of audience engagement by drawing upon a case study of danmu-commented English-language broadcast interviews cross-posted to Bilibili, a popular video-sharing platform in China. The analysis highlights three forms of participatory practices by danmu users: engagement with the video content, engagement with characters in the video, and interaction between danmu users. The paper argues that danmu-mediated participatory practices create a sense of co-watching and quasi-synchronous interaction that evokes a distinct participation framework in the virtual community. This study contributes to the growing literature on how social media continues to reshape audience engagement with broadcast news and the complex participation frameworks mediated through Chinese danmu technology.