Online social viewing
Cross-cultural adoption and uses of bullet-screen videos
Bibliographic Data
| ID | 12910245 |
|---|---|
| Authors | Anan Wan (0000-0003-4407-3810, Georgia College & State University, corresponding author), Leigh Moscowitz (University of South Carolina), Linwan Wu (0000-0002-5294-3559, University of South Carolina) |
| Year | 2019 |
| Volume | 13 |
| Issue | 3 |
| Pages | 197-215 |
| Publication date | 2019-05-13 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of International and Intercultural Communication (JOURNAL) |
| Journal identifiers | ISSN: 1751-3065 • E-ISSN: 1751-3057 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/17513057.2019.1610187 |
| OpenAlex | W2946541400 |
| Language | EN |
| Citations received | 8 |
| References cited | 42 |
Bullet-screen technology, an innovative way of interacting with online videos, allows viewers to contribute comments that simultaneously appear over videos. Popular in East Asia, the technology is making its way to American audiences. This study employed a comparative qualitative focus group approach to explore how American and Chinese viewers responded to and interacted with this new format of online videos. Three themes emerge from this investigation: (1) the unique affordances of this technology; (2) barriers to adoption and usage; and (3) cultural differences that impact the user experience. The theoretical and practical implications for bullet-screen technologies are discussed
Advertising · Affordance · Business · Focus (optics · Focus group · Human–computer interaction · Internet privacy · Multimedia · Sociology · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Multimedia Communication and Technology
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| Citations per year | 1.6 |
|---|---|
| Citation span | 2021 - 2026 (6) |
| Highly cited | No |