B站的“Z世代”网络自我教育的经验与启示

Analysis on Its Experience and Enlightenment of Network Self-education of"Generation Z"On Bilibili

社会发展对终身学习的要求个人自觉运用网络展开自我教育。“弹幕”互动交流形式和个性化的内容生产表达,让B站与“Z世代”自主学习的内在需求不谋而合,成为他们网络自我教育的重要场域。得益于多元化的教育内容、交互性的学习过程、“萌化”的教育话语,B站在“Z世代”的网络自我教育中取得了成功。虽然在泛市场化、泛个性化、泛娱乐化导向下,B站所承载的“Z世代”网络自我教育在运行中也呈现出隐忧,但B站的先行经验为网络自我教育提供了以价值观为技术赋值、创建参与式互动平台、契合Z世代群体诉求、构筑立体化教育阵地等经验与启示。

The strong demand of social development for lifelong learning as well as rich knowledge and information in the network environment lead to highrequirements for personal self-educationthrough network high.The interactive communication form of"bullet screen"and personalized content production and expression make Bilibili coincide with the inner demand of"Generation Z"independent learning.It becomes an important field of their network self-education.Bilibili has achieved success in the network self-education of"Generation Z"due to the diversified educational contents,interactive learning processes and"cute"educational discourse."Generation Z"network self-education carried by Bilibili shows hidden danger during operation under the guidance of generalized marketization,generalized personalization andgeneralized entertainment guidance.However,the pilot experience of B station provides the network self-education withexperience and enlightenment,technology is endowed with value,participatory interactive platform is created.Generation Z group demands are fit,and three-dimensional education positions are constructed,etc.