Intertextuality, cybersubculture, and the creation of an alternative public space: ‘Danmu’ and film viewing on the Bilibili.com website, a case study

Abstract

I will examine the film-viewing experience influenced by ‘Danmu’ (literally barrage), particularly popularised in China by the website Bilibili.com. As a combination of private and public film screening-viewing-transformation systems, Danmu allows the viewer to develop a ‘paracinematic’ reading. It is also used by the audience as a way of constructing a ‘public space’, making the website function as an alternative to limited offline screening and discussion spaces. I will argue that film viewing by appropriating the cybersubcultural platform creates a sphere where the ‘modern’ and ‘postmodern’ receptions of films join hands.