From subculture to mainstream: Nostalgia, criticism and negotiation in a fan community

Extensive research has been conducted on social media and fandom, particularly on how digital platforms facilitate community formation and cultural production among fans. However, there remains a gap in understanding how these communities react to and interpret changes such as commercialization or mainstreaming of their platforms. This study addresses this gap by focusing on Bilibili’s danmu culture, a vibrant fan community that is transitioning from a subculture to a mainstream entity. The platform culture lies in danmu, a commentary system that allows for video-superimposed moving texts on the screen. Existing research on danmu mainly focuses on the mediated playful and creative audience participation. However, little is understood about the perception and critical evaluation of danmu commenting within its participatory community. This study investigates the vernacular criticism of danmu amongst users on Bilibili by analyzing user discussions around a remix video called ‘This is danmu culture!’. Findings reveal three overarching themes: nostalgia for past danmu creations, criticism of present danmu practices, and negotiation of danmu culture. Central to these themes is the commenters’ identification as part of an elite fan community that is gradually fading. Bilibili, once a sanctuary for anime, comic, and game enthusiasts, now finds itself caught in the tension between subculture and mainstream audiences, resulting in increasing polarization.