网络语言治理视阈下Bilibili弹幕污名化研究

Stigmatization in Bilibili's Bullet Chats(Danmu)from the Perspective of Web Language Management

网络语言污名化的现实存在由来已久。该研究以Bilibili视频弹幕为例,基于污名理论,考察Bilibili弹幕语言的污名化状况,尝试提出相应治理措施。研究发现,污名化现象在视频弹幕中的存在较为普遍。鬼畜、游戏和动画分区中,污名化弹幕的数量及占比较高,整体呈现出与频道主题紧密相关、相同污名化弹幕反复出现在不同频道下的特点。在具体表达方面,贴标签、刻板印象和歧视都是污名化弹幕的常见形式。研究提出,Bilibili视频中的污名化弹幕治理可围绕平台层面自上而下和个人层面自下而上的双重主体展开。平台应加强识别,保障能及时处理污名化弹幕,并采取一定惩罚举措,落实到弹幕发送者上;个人应在注册时主动了解污名化现象,培养网络语言文明意识,在后续使用中做到及时向平台反馈,协助构建风清气正的网络环境。该研究可为网络文明建设和网络语言治理提供参考。

Stigmatization refers to the act of deliberately identifying and distinguishing a characteristic of a certain group of people.The existence of stigmatization in web language has a long history.Based on the stigma theory,this paper takes Bilibili's bullet chats(danmu,henceforth"danmu")as an example to analyze the stigmatization in danmu and try to propose management measures.The results show that(1)stigmatization is common in danmu,especially in channels of Auto-tune Remix-themed Content,Games and Animation.The content of stigmatized danmu are closely related to those videos;(2)"Labeling","Stereotyping"and"Discrimination"are all commonly used forms of stigmatization,among which"Discrimination"is used more frequently.In view of the stigmatization in danmu,language management measures can be carried out from two aspects.The platform should strengthen identification,ensure timely handling of stigmatized danmu from top-down.Form down-top,users should understand what stigmatization is when register and provide timely feedback to the platform if any stigmatized danmu are found.The study aims at promoting the healthy development of danmu culture and the construction of web language civilization.