Research on the Dissemination Paths in China of Bullet Comment

Culture as a Cross-Cultural Communication Medium

Yingshan Deng

Faculty of Humanities and Social Science, Beijing Normal-Hong Kong Baptist University (BNBU), Guangdong, China

Keywords: Bullet Comment Culture, The Third Space Theory, Religinalization, Internet, Cross-culture Communication.

Abstract: This study explores the popularity and influencing factors of Japanese bullet comment culture among different

age groups in China. Utilizing deep interviews and a questionnaire survey, we conducted five interviews with

diverse participants and collected 259 effective questionnaires. The data analysis revealed distinct

characteristics and commonalities among age cohorts. Despite its Japanese origins, bullet comment culture

resonates well with Chinese civilization, benefiting from factors such as the shifting economic center, Internet

development, lifestyle changes, and historical context. This phenomenon reflects the nature of cross-cultural

dissemination, exhibiting both regionalization and the necessity of a "third space" to enhance communication.

The findings highlight that age significantly affects the acceptability of cross-cultural communication,

underscoring its importance as a variable in this context.

1 INTRODUCTION

In 2025, China Central Television Spring Festival

cooperated with the Bilibili video platform, launching

the Spring Festival bullet comment function for the

first time. This phenomenon shows that the bullet

comments have been very popular in China. This

culture originated in Japan's video website in 2006;

after that, as Japanese culture was introduced to

China, the bullet comments came into Chinese sight

in 2007 and became increasingly popular (Chen,

2022). However, over the past 30 years, China's

Internet has developed rapidly, and by June 2024,

Internet penetration reached 78% (Xie & Zhang,

2025). As a result, the Internet participation of

middle-aged and elderly people is getting higher

because the Internet's convenience and

immediateness in interpersonal and social

interactions make it easier for the elderly to establish

connections with others, thereby improving the

satisfaction of life (Jin et al. 2024). This phenomenon

leads to the increasing frequency of contact between

the elderly and the bullet comments. In daily life, it

could also feel about the different attitudes of

different age groups towards bullet comments. Based

on this background, this study will focus on the

following questions:

① The acceptance of the bullet comment

and the reasons behind it.

② Is cross-cultural communication

affected by regionalization?

③ Is there a "third space" in the path of

cross-cultural communication that promotes

communication?

The study aims to explore the spread and

acceptance of the bullet comment culture in China

and understand the influencing factors behind it, thus

exploring the path, the influencing factors, and the

time and space conditions of cross-cultural

communication.

This paper will summarize the existing literature

and clarify the methods of the research and data

collection and then show some data results, making a

detailed analysis and discussion on these data. Then,

this paper will further combine the theory of

regionalization and the third space to analyze the

influential factors of cross-cultural transmission. In

the end, this paper will summarize all the analysis and

discussion results and provide a new perspective on

cross-cultural communication.

Deng, Y.

Research on the Dissemination Paths in China of Bullet Comment Culture as a Cross-Cultural Communication Medium.

DOI: 10.5220/0013990900004916

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Public Relations and Media Communication (PRMC 2025), pages 313-321

ISBN: 978-989-758-778-8

313

2 LITERATURE REVIEW

2.1 Definition and Origin of Bullet

Comments

The so-called bullet comments are interactive

functions, like real-time comments produced by the

audience, and are displayed on the screen in the form

of rolling subtitles during the play of a video (Li et

al., 2021). In the studies of scholars represented by

Nakajima (2019) and Chen (2022), this function

extends from a form of entertainment to a public

interactive cultural phenomenon. This opinion also

provides a reference for this paper to study bullet

comments as a kind of culture.

Some scholars indicate that as a product of the

Internet, this culture spreads across cultures around

the world, but it is particularly popular in China and

Southeast Asia (Zhu et al., 2025), which is why this

paper focuses on the spread of bullet comment culture

in China. Cross-cultural communication is the way

people from different cultures communicate at a

distance or face to face (Hurn & Tomalin, 2013), and

culture will spread through this process.

2.2 Cross-Cultural Communication

Theories Related to Bullet

Comments

This paper examines the spread of bullet comment

culture in China and Japan through regionalization

and third space theories. Regionalization, distinct

from national-level regionalism, emphasizes the role

of market forces and non-state actors in fostering

cross-cultural diffusion (Otmazgin, 2014). Japanese

popular culture, exemplified by the TV series Tokyo

Love Story, has significantly influenced East Asia

(Shim, 2005), highlighting regional characteristics in

cross-cultural communication and the formation of

cultural groups.

The third space theory, developed by post-

colonial theorist Homi K. Bhabha, highlights the

fluidity and ambiguity of culture, where individuals

combine various cultural identities to form new

hybrid identities and knowledge (Tatham, 2023). In

the Internet era, social media and transnational

platforms have created a new third space, offering

fresh insights into cross-cultural communication

(Bhandari, 2022).

2.3 Previous studies on bullet comments

With the popularity of bullet comments, many

scholars have studied this culture; however, these

studies have certain limitations. The first type of

research, such as several scholars referred to in the

previous discussion on the definition of bullet

comments, focuses on the bullet screen itself as well

as some large bullet comment platforms such as

Bilibili, so it cannot reflect the real attitude of

audiences on other platforms. The second group of

scholars focused on the impact of bullet comments on

the audience. For example, Ni (2017) designed a set

of experiments for the study of bullet comments,

focusing on the impact of bullet comments on the

audience's attention allocation and social presence

when watching videos. Such studies have promoted

the field to the level of audience reaction, which has

inspired the study of this paper. The third group of

scholars studied the collateral effect of bullet

comments and how to design and price them (Zhu et

al., 2025). This kind of research has extended the

study of bullet comments to cross-disciplinary fields,

but few scholars have paid attention to the field of

cross-cultural communication of bullet comments.

This paper aims to explore the attitudes and usage

of bullet comments across various age groups, from

young to middle-aged and elderly individuals. It

expands the research to include not only Bilibili but

also short video platforms and Tencent Meeting,

providing a comprehensive understanding of the

spread of bullet comments in China and offering

insights for cross-cultural communication research.

3 RESEARCH DESIGN

This study combines qualitative interviews and

quantitative surveys to comprehensively analyze the

key factors behind the popularity of the bullet

comment culture in China.

3.1 In-Depth Interview

In this stage, I conducted extensive literature

collection, covering relevant literature on the bullet

comment culture, the historical background of

cultural exchanges between China and Japan, and the

personal information of the interviewees. The

interviews were structured into three sections:

understanding and usage, attitudes, and expectations

for future cross-cultural dissemination of bullet

comments. I successfully contacted five interviewees:

a 49-year-old male office worker, a 47-year-old

female lawyer, an 18-year-old male high school

student, and two 20-year-old female college students.

Among them, the middle-aged interviewees

frequently use various video apps, the male student is

an ACG culture enthusiast, one female student

PRMC 2025 - International Conference on Public Relations and Media Communication

314

specializes in cross-cultural studies, and the other is

studying in Japan.

The research aims to provide a reference for the

design of the questionnaire, so the interviewees need

to have some knowledge of the Internet or Japanese

popular culture. Given that the study focuses on the

spread of bullet comments culture in China, all

interviewees were Chinese. Interviews were

conducted one-on-one offline, which not only helped

the interviewer control the interview direction but

also captured the interviewees' attitude changes and

language details. Especially for the otaku culture

group, who take the Internet as their social platform,

this interview method can alleviate their language

expression barrier in public.

The data will be processed through textual

analysis. Firstly, the interviews were transcribed into

text scripts and then classified and summarized

according to the themes. The analysis focused on

sorting out the different answers given by different

interviewees and transforming them into

questionnaire questions. In addition, I will sort out the

new ideas and insights raised in their answers to

provide a new direction for the questionnaire design.

3.2 Questionnaire Survey

Since there is no authoritative questionnaire suitable

for this paper, I decided to use a self-designed

questionnaire for investigation. This questionnaire,

which contains 13 multiple-choice questions and 2

blank questions, was designed and distributed

through the online platform. Given that the research

objects are mainly Internet users, the online

questionnaire format not only fits the characteristics

of the target group but also can effectively improve

efficiency. This stage aims to reveal the potential

reasons for the acceptance of bullet comment culture

by analyzing the attitudes and usage of different

groups.

The data will be classified according to the age

groups, and their similarities and differences will be

analyzed using quantitative analysis methods. In this

study, the age of 35 will be used as the cut-off point,

and the respondents will be divided into two groups:

young people and middle-aged and elderly people for

comparative analysis. The classification method

refers to the classification of young people in the

Medium and Long Term Youth Development Plan

(Communist Party of China Central Committee and

State Council, 2017).

4 RESEARCH RESULTS

4.1 Different Age Groups’ Attitude

Towards Bullet Comment

4.1.1 Young People: Active Users of the

Bullet Comments

183 data were collected from young people aged 35

years and under in the survey phase. The survey

results indicate that regarding the frequency of young

people's contact with the internet, approximately 77%

of young individuals have stated that they cannot live

without the internet. They typically utilize a

combination of online and offline social methods,

with 38.25% of young individuals relying more on

online social methods. According to the data from the

responses to the question "Whether to enable bullet

comments and use them," over 82% of young people

enable the bullet comments feature while watching

videos, with only 2.73% never opening the

comments. The further question concerns the time

when they first started using bullet comments; most

young people began using them between 2010 and

2020, when they were still teenagers. During the

pandemic, they often used online meeting software

such as Tencent Meeting. According to the answers

in the in-depth interviews and questionnaires, most

young people agree with the view that bullet

comments are a kind of online social way and believe

that they are communicative and interactive. Back to

the questionnaire about attitudes toward bullet

comments, 61.2% of the young people like the current

atmosphere of bullet comments, and more than 91%

of the young people adapt to the use and functions of

bullet comments.

As short videos are an important place for

producing bullet comments. When asked about

Chinese young people's preferences for short videos,

more than 96% of them have a positive attitude, and

69.95% of them often watch various short videos and

are active on different short video platforms. They

watch a variety of videos; some like to watch

animation, shows, and other entertainment videos;

some like to watch educational videos such as science

or courses; and some like watching TV series and

movies and so on.

4.1.2 Middle-Aged and Elderly People:

Emerging Audiences for the Bullet

Comments

76 data from middle-aged and elderly people aged 36

years and older. The question of the first usage of the

Research on the Dissemination Paths in China of Bullet Comment Culture as a Cross-Cultural Communication Medium

315

bullet comment function showed that middle-aged

and elderly people saw an increase of nearly 33% in

bullet comment users from 2020 to 2025, and the

group of senior Chinese netizens who had been

exposed to the screen reached 90.79%. In this group,

more than 84% of participants said they used online

meetings more or less during the pandemic. It is

worth noting that more than half of them believe that

the popularity of online meetings has increased their

contact frequency with the bullet comments. Most

people also believe that the function and usage way is

easier to adapt to, which accounts for 61.85% of this

group. According to the high-frequency entry of the

questionnaire, most of them also believe that the

bullet comments will bring more positive effects to

their lives, which can lead to a collision of ideas and

a convenient tool to use. In terms of short videos,

88.15% of the middle-aged and elderly groups prefer

to scroll through short videos, and only 2.63% of

people never watch short videos.

4.2 The Influence Factors of

Acceptance of the Bullet Comments

4.2.1 The Interactivity of Bullet Comments

for Young People

From the data obtained, it can be seen that the young

group in China has a high acceptance of bullet

comments. This phenomenon is influenced by many

factors. It can be seen from the data that young people

have gradually gotten used to online social

networking. For them, the Internet is equivalent to a

virtual "community" where they can interact with

others, and bullet comments are a tool or way of

communication. A group of people with a common

hobby or interest will gather together through

different video types to interact with like-minded

people in the bullet comments of such videos.

4.2.2 The Practicality of Bullet Comments

for Middle-Aged and Elderly People

Compared with the young group, middle-aged and

elderly Chinese are more concerned about the

functional rather than the entertaining nature of bullet

comments; that is, they usually use the culture as a

tool to facilitate their remote work communication. In

the interview, some middle-aged people also said that

the two main reasons for them to use bullet comments

are:

① the practical value of bullet comments and

② the low difficulty of using bullet comments.

Survey data also show that most middle-aged and

elderly people think they can adapt to the use of bullet

comments, and it is because they can quickly master

this tool that bullet comments could gradually

become popular among middle-aged and elderly

people.

4.2.3 Similarity of Two Groups

No matter the young group or the middle-aged and

elderly group, their attitude towards bullet comments

is relatively positive in general. This phenomenon is

mainly influenced by the regionalization of cross-

cultural communication and the existence of the third

space conducive to communication. The reasons and

influences of these two factors will be analyzed in the

following section.

4.3 Bullet Comments' Cross-Cultural

Communication and

Regionalization

4.3.1 The Shift of Economic Center

Japan's economy grew rapidly after World War II,

and economic exchanges increased after China's

reform and opening up in 1978 (Xu, 2024). In

particular, the signing of the Treaty of Peace and

Friendship between Japan and the People’s Republic

of China in 1978 provided a political and social

foundation for Japanese animation to enter the

Chinese market (Wang, 2005). As a result, a Japan-

centered subculture group gradually formed. Policy

support makes capital gradually intervene in cross-

cultural communication. Following Bilibili and

Acfun, platforms such as iQiyi and Youku have

adapted the bullet feature to their applications (Chen,

2022), and the formation of subcultural groups has led

to the increase of the user group of bullet comments,

thus increasing the market scale.

However, Asia's economic center has been

shifting gradually since 2020, and the pandemic has

accelerated that process. China recovered early from

the impact of the pandemic with strong policy

responses, while the stabilizing role of state-owned

enterprises and taking the lead in controlling the

epidemic and resuming exports have made China a

relative winner in the post-pandemic era (Alliance,

2021). This phenomenon has led to a shift in the

economic center in Asia and even the world. Studies

have shown that by 2030, the global economic center

will be located at the intersection of China, India, and

Pakistan (Alliance, 2021). The shift of the economic

center will lead to the shift of the cultural center.

PRMC 2025 - International Conference on Public Relations and Media Communication

316

Therefore, the groups that accept the subculture

cultivated by Japan are also chinization, so the bullet

comment culture is constantly chinization, which is

more suitable for the use of Chinese groups.

4.3.2 The Development of Internet

In the early days of Internet development in Asia,

Japan's Internet development was always a step ahead

of China's, but the overall development was similar.

For example, in 1993, the first public access service

provider in Japan began to provide services, marking

Japan's official entry into the Internet era (McLelland

et al., 2017). China followed with full access to the

Internet in 1994, marking the beginning of China's

Internet era (Xie & Zhang, 2025). In 1999, i-mode

mobile Internet services were launched in Japan and

rapidly spread across the country (Delamar, 2002).

Then, within five years, China began to shift to

mobile internet with the launch of the QQ mobile

version (McLelland et al., 2017). Due to the similar

development stages of the Internet in China and

Japan, the Internet users in the two countries have

similar acceptance and ability to accept Internet

products, so that Chinese Internet users can quickly

accept the Japanese bullet comments culture.

Moreover, there are regional differences in the

Internet population in China. Compared with the

inland areas in central China, the eastern coastal areas

of China have earlier Internet access and a higher

population rate, so users in these areas have higher

demand and acceptance for the Internet. At the same

time, local governments in these regions pay more

attention to innovation and inclusiveness in Internet

governance and encourage the development and

innovation of Internet enterprises (Xie & Zhang,

2025). This region is the closest to China and Japan

geographically, and these regional development

characteristics of the Internet are more conducive to

the introduction of Japanese Internet culture into

China.

4.3.3 Similarity of Languages

Due to various factors, Chinese and Japanese

languages borrowed words from each other, and a

large number of Chinese characters were introduced

into Japan from China. During the Meiji Restoration

period, many Japanese words were also introduced

into China, namely, "Wasei Kanji" (Wang, 2024).

Modern Japanese is also greatly influenced by

Chinese characters. For example, modern Japanese

retains a large number of Chinese characters, and

many of the characters are basically the same, but the

pronunciation is different from modern Chinese

(Kirnosova & Fedotova, 2021). As a result, there are

many similarities between the languages of the two

countries, and bullet comments are also a function

related to language. Therefore, the similarity of

language provides a solid foundation for the landing

of Japanese bullet comments culture in China.

This foundation is mainly reflected in two aspects.

First, both Chinese and Japanese cultures belong to

high-context cultures; that is, people's

communication depends more on context and shared

background knowledge (Wu et al., 2023). Therefore,

because the bullet comments function is only related

to a video or even a certain segment, it provides an

established context for the audience, and because the

audience of the same video has similar background

knowledge after watching the same content, people

with high-context culture are easy to accept this

function. At the same time, high-context culture

makes people not need to express as completely as

low-context culture, so it is more suitable to send

short, concise bullet comments.

Secondly, since both Chinese and Japanese

characters have the characteristics of pictography and

ideography, the shape, pronunciation, and layout of

Chinese and Japanese characters in the text provide

rich clues for information coding and decoding

(Kirnosova & Fedotova, 2021). This feature is very

consistent with the increasingly rich and diverse

functions of bullet comments. People can express

different meanings by adjusting the color, size,

position, and way of appearance of comment fonts.

4.3.4 Online Social and Fragmented

Information

With the development of the Internet, the way of

social interaction between Chinese and Japanese

people has also changed from offline social

interaction to a combination of online and offline

social interaction. At the same time, the information

transmission of the Internet is timely; that is, the time

interval from the generation of information to the

acceptance of people is very short. The amount of

information on the Internet is also very large and

increasing. The interactivity of the Internet is also

very strong, which promotes multidirectional

interaction between different groups (He, 2023). As a

result, Internet users have been accustomed to

receiving a large amount of fragmented information

for a long time, which is very consistent with the

information characteristics of bullet comments. In the

new media era, fragmented reading has become more

and more common, especially among college

students. This reading style is characterized by

Research on the Dissemination Paths in China of Bullet Comment Culture as a Cross-Cultural Communication Medium

317

scattered content, scattered time, and scattered

attention (Liu et al., 2022). Young groups such as

college students are the most active audiences of

bullet comments. Therefore, it has further promoted

the popularity of bullet comments culture.

4.4 The Cross-Cultural

Communication of Bullet

Comments and "The Third Space"

4.4.1 The Internet: A Virtual Space

Young people in the new era are those who have

grown up in a digital environment, and they use social

media frequently and can flexibly adapt to various

online social platforms (Kullolli & Trebicka, 2023).

This means that the Internet platform provides a

virtual space conducive to the dissemination of

Internet culture, such as bullet comment culture,

through which young people can be exposed to such

culture. Studies have pointed out that social media is

not only a communication tool for the young

generation but also a platform for self-expression

(Kullolli & Trebicka, 2023), and the bullet comments

function can meet their desire for that. Moreover, the

Internet identity of contemporary netizens has

undergone a great change, from passive recipients of

media culture to "productive" audiences who actively

participate in the production of media texts and

culture (Yan, 2017), providing the producer for the

development of bullet comments.

At the same time, digital media platforms offer

ample possibilities for the rediscovery, replication,

and re-importation of cultural products, as some

popular cultures can spread rapidly across regions and

countries through the spread of social media and the

promotion of digital influencers (Uchiyama et al.,

2024). This also provides a solid foundation for the

spread of bullet comment culture. In terms of

interaction patterns, people have a unique interaction

pattern on social media, integrating digital platforms

seamlessly into their daily lives and preferring visual

and video-oriented platforms such as Instagram and

TikTok (Kullolli & Trebicka, 2023), which are the

production sites of bullet comments. In addition, the

use of these platforms for cultural communication is

almost free but can have a greater influence, which

enables the widespread use of bullet comments.

Two other attributes of the Internet also make it a

natural "third space" conducive to cross-cultural

communication, which are its boundlessness and

anonymity. Borderless refers to the fact that due to the

lack of border control and the difficulty of accessing

content, it is not necessarily related to the

geographical location of the content. The Internet can

easily migrate from one server to another or even

mirror the same website on multiple servers around

the world (Dan, 2006) so that there is no clear

boundary between countries. Meanwhile, the Internet

is not controlled by a unified central authority, so it is

a decentralized system (Dan, 2006). These

characteristics enable people from different countries

and cultural backgrounds to conduct cultural

exchanges and collisions.

The anonymity of the Internet refers to the state

that individuals cannot be identified by others or self-

identified on the Internet (Christopherson, 2007). As

a result, people in China and Japan with reserved

national characteristics are more willing to express

themselves through the Internet without feeling

insecure. Studies have shown that in some cases,

anonymity can make individuals more strongly

identify with the group (Christopherson, 2007). This

feature leads to the audience of the same video having

a stronger sense of identification with each other

through bullet comments, which makes them more

daring and willing to publish comments, thus

realizing a virtuous cycle of publishing and

recognizing bullet comments. Therefore, the Internet

can be regarded as a third space conducive to people's

communication and collision.

4.4.2 The Culture: A Hybrid Space

China and Japan have a very long history of cultural

exchange, mainly in the form of trade and war,

especially Japan's occupation of some parts of China

from the end of the 19th century to the middle of the

20th century (Kim et al., 2016), and it has led to

cultural exchanges and even the birth of children.

This history has led to the formation of a certain

cultural consensus between the Chinese and Japanese

people and even the birth of many groups with

complex cultural identities, thus forming a space of

cultural convergence. From the 1990s, Japanese

popular culture spread rapidly in East Asia, covering

areas such as animation and manga. During this

period, the relationship between the East Asia region

and Japan in terms of politics and economy gradually

improved, creating favorable conditions for the

spread of Japanese culture (Otmazgin, 2012). To a

certain extent, people's acceptance of Japanese

popular culture promotes people to accept this

country and its cultural connotation, forming an

accepted cultural space in which Japanese culture can

be more accepted, thus providing a fertile ground for

the root of bullet comment culture.

PRMC 2025 - International Conference on Public Relations and Media Communication

318

4.4.3 Economy and Politics: Cooperation

Space

From the perspective of national economic

exchanges, Sino-Japanese relations ushered in a huge

turning point in 2006, when Shinzo Abe's "ice-

breaking visit to China" broke the long-standing

tension between China and Japan, and Japanese bullet

comment culture entered the Chinese market in the

following year. China and Japan have always been

important partners of each other. China has received

a large amount of investment from Japan, while Japan

has sold a large amount of goods to China. With the

implementation of the Regional Comprehensive

Economic Partnership, China-Japan economic

cooperation has entered a new stage. In the context of

the rapid development of economic globalization in

the 21st century, the economic relationship between

China and Japan has reached an unprecedented

degree of interdependence (Xu, 2024). This economic

cooperation also increases the opportunities for the

people of the two countries to come into contact with

each other's culture, thus forming an economic third

space.

On the other hand, Chinese and Japanese

companies are also constantly cooperating, especially

in the animation industry. Even when China and

Japan were in a state of war, animation was still a

bridge of communication between the two countries.

In the 1940s, many Chinese animated films were

created by Japanese animators. For example,

Japanese animator Mochinaga Tadahito and others

worked in the Manchuria Film Studio in northeast

China from 1945 to 1953 (Jones, 2019). Through

such economic cooperation, the enterprises of the two

countries realize cultural exchanges and form a "third

space."

5 CONCLUSION

This study explores Chinese audiences' acceptance of

bullet comment culture across age groups and the

reasons behind its cross-cultural spread in China,

covering historical, cultural, economic, and political

factors.

It is found that the cross-cultural transmission of

bullet comment culture has regional characteristics，

affected by the similarities in the development stage

of the Internet in the region and the convenience

brought by economic and cultural exchanges, bullet

comment can be more quickly accepted by people in

the area. In addition, the cross-cultural dissemination

of the bullet comment culture also uses the "third

space" of the Internet, culture, economy, etc., which

has provided a place for the spread of this culture to

China, allowing people to understand the culture in

these places and to try to accept it.

This study suggests that cross-cultural

communication has regional characteristics, which

may inspire future cross-cultural communication

strategies, which are to consider the similarities in the

era, economic and language aspects, and to use and

meet these characteristics to spread more effectively.

At the same time, "the third space" should be actively

established or used, finding that the two countries can

communicate and eventually achieve the middle zone

of fusion to increase the possibility of cross-cultural

communication. Future research can further explore

how to find the similarities between different cultures

and build a third space conducive to communication

between the two countries.

Moreover, due to the limited research time, the

sample size of the questionnaire in this study is not

large enough, the age division is not fine enough, the

research scope is not broad enough, and the

distribution is not uniform, resulting in the data

source not being representative enough. In the future,

the scope of research will be further expanded, and

different groups will be more carefully divided to

bring more rigorous data support for such studies.

REFERENCES

Allianz Trade. (2021). The world is moving East, fast:

China is a winner after

Covid-19. Retrieved from https://www.allianz-

trade.com/en_global/news-insights/economic-

insights/the-world-is-moving-east-fast.html

Bhandari, N. (2022). Homi K. Bhabha's Third Space

Theory and Cultural Identity

Today: A Critical Review. Prithvi Academic Journal, 5(1),

171–181. https://doi.org/10.3126/paj.v5i1.45049

Chen, D. (2022). Chinese Otaku culture and alternative

public spheres: A study of

bullet comments and Bilibili. In L. Mitchell & M. Samuel

(Eds.), Streaming and screen culture in Asia-Pacific

(pp. 181-196). Springer Nature Switzerland AG.

https://doi.org/10.1007/978-3-031-09374-6_10

Christopherson, K. M. (2007). The positive and negative

implications of anonymity in

Internet social interactions: "On the Internet, Nobody

Knows You’re a Dog". Computers in Human Behavior,

23(6), 3038-3056.

https://doi.org/10.1016/j.chb.2006.09.001

Communist Party of China Central Committee and State

Council. (2017). Medium-

and Long-Term Youth Development Plan (2016–2025).

Beijing: People's Publishing House. Retrieved from

https://wenku.baidu.com/view/4e8e310f9cc3d5bbfd0a

Research on the Dissemination Paths in China of Bullet Comment Culture as a Cross-Cultural Communication Medium

319

79563c1ec5da51e2d604?fr=xueshu&_wkts_=1739620

640968

Dan Jerker B. Svantesson. (2006) "The not so 'borderless'

internet: Does it still give

rise to private international law issues?".Jul. 2006.

http://epublications.bond.edu.au/law_pubs/96

Delamar, R. F. (2002). Competition and the development of

the Internet in Japan. First

Monday, 7(7).

https://firstmonday.org/ojs/index.php/fm/article/downl

oad/968/889

Hu, J. (2023). The Information Fragmentation in the

Internet Era. In The International

Conference on Interdisciplinary Humanities and

Communication Studies (pp. 323-330).

https://doi.org/10.54254/2753-7048/4/20220382

Hurn, B. J., & Tomalin, B. (2013). What is cross-cultural

communication? In

Cross-Cultural Communication (pp. x-x). Palgrave

Macmillan, London.

https://doi.org/10.1057/9780230391147_1

Jin, Y., Hu, W., & Jin, Y., Hu, W., & Feng, Y. (2024).

Internet use and the life of older

adults aged 50 and above in the digital era: Findings from a

national survey. Population Research, 48(1), 40-55.

Jones, S. (2019). The Chinese Animation Industry: from the

Mao Era to the Digital

Age. Retrieved from

https://repository.usfca.edu/capstone/907

Kim, S. S., Prideaux, B., & Timothy, D. (2016). Factors

affecting bilateral Chinese

and Japanese travel. Annals of Tourism Research, 61, 80-

95. https://doi.org/10.1016/j.annals.2016.08.001./

Kirnosova, N., & Fedotova, Y. (2021). Chinese and

Japanese Characters from the

Perspective of Multimodal Studies. Athens Journal of

Philology, 8(4), 253-268.

https://doi.org/10.30958/ajp.8-4-1

Kullolli, T., & Trebicka, B. (2023). Generation Z and the

Evolution of Social Media:

A Two-Decade Analysis of Impact and Usage

Trends. Interdisciplinary Journal of Research and

Development, 10(3), 77.

https://doi.org/10.56345/ijrdv10n311

Li, B., Naraine, M., Zhao, L., & Li, C. (2021, November).

A magic "bullet":

Exploring sport fan usage of on-screen, ephemeral posts

during live stream sessions. Communication & Sport,

11(1), 216747952110389.

https://doi.org/10.1177/21674795211038949

Liu, W., Huang, H., Saleem, A., & Zhao, Z. (2022). The

effects of university students’

fragmented reading on cognitive development in the new

media age: evidence from Chinese higher education.

PeerJ, 10, e13861. https://doi.org/10.7717/peerj.13861

McLelland, M., Yu, H., & Goggin, G. (2017). Alternative

histories of social media in

Japan and China. In J. Burgess, A. E. Marwick, & T. Poell

(Eds.), The SAGE Handbook of Social Media. SAGE

Publications.

https://ses.library.usyd.edu.au/bitstream/handle/2123/1

5920/2016McLellandYuGogginAlternativeHistoriesof

SocialMedia.pdf?sequence=2

Nakajima, S. (2019). The sociability of Millennials in

cyberspace: A comparative

analysis of barrage subtitling in Nico Nico Douga and

Bilibili. In V. Frangville & G. Gaffric (Eds.), China's

youth cultures and collective spaces: Creativity,

sociality, identity, and resistance (pp. 98-115).

Routledge. https://doi.org/10.4324/9780429056093

Ni, Y. (2017). A study of Danmaku video on attention

allocation, social presence,

transportation to narrative, cognitive workload, and

enjoyment. Syracuse University.

https://surface.syr.edu/thesis/127

Otmazgin, N. K. (2012). Regionalizing Culture: The

Political Economy of Japanese

Popular Culture in Asia. University of Hawai‘i Press.

Retrieved from

https://www.jstor.org/stable/j.ctt6wpb0z

Shim, D. (2005). Globalization and Cinema

Regionalization in East Asia. Journal of

Communication Inquiry, 45(4), 233-260.

https://accesson.kr/kj/assets/pdf/8101/journal-45-4-

233.pdf

Tatham, C. (2023). A systematic literature review of Third

Space theory in research

with children (aged 4-12) in multicultural educational

settings. Pedagogy, Culture & Society. Advance online

publication. https://doi.org/10.1080/14681366.2023.22

83798

Uchiyama, Y., Akhir, M. N. M., Furuoka, F., Wang, Y., &

Nikitina, L. (2024). Cultural

re-importation through soft power and transnational

cultural flows mediated by digital influence: the case of

city pop music in Japan, Malaysia and Indonesia. Japan

Forum, 36(5), 582–601.

https://doi.org/10.1080/09555803.2024.2407774

Wang, Y. (2005). The Dissemination of Japanese Manga in

China: The interplay of

culture and social transformation in post reform period.

Lund University. Retrieved from

https://www.lunduniversity.lu.se/lup/publication/1327

615

Wang, Y. (2024). A Comparative Analysis of Chinese and

Japanese Homomorphic

Words. US-China Foreign Language, 22(3), 154-158.

https://doi.org/10.17265/1539-8080/2024.03.003

Wu, C., Yama, H., & Zakaria, N. (2023). How do Japanese

and Chinese view each

other? Understanding the meaning of low-context culture in

intercultural communication. Global Networks, 1–10.

https://doi.org/10.1111/glob.12440

Xie, X. Z., & Zhang, J. Y. (2025). Thirty Years of the

Internet in China: Formation

and Development of Internet with Chinese Characteristics.

Journal of Information Resources Management, 15(1),

21-29.

https://doi.org/10.13365/j.jirm.2025.01.021[^19^]

PRMC 2025 - International Conference on Public Relations and Media Communication

320

Xu, B. (2024). An Overview of China and Japan Economic

Relations and

Interdependence. Advances in Social Behavior Research,

13(1), 77-79. https://doi.org/10.54254/2753-

7102/2024.18490[^1^]

Yan, F. J. (2017). The generative mechanism of "danmu"

and its subcultural

significance from the perspective of media culture research

[Mei Jie Wen Hua Yan Jiu Shi Jiao Xia ‘Dan Mu’ De

Sheng Cheng Ji Zhi Ji Qi Ya Wen Hua Yi

Yi]. Ideological & Theoretical Education, 10, 81–

85. http://mks.ecnu.edu.cn/94/89/c2710a103561/page.

htm

Zhu, X., Li, L., & Li, J. (2025). To offer or not to offer?

Bullet screen strategies for

competing video platforms with vertical

differentiation. Journal of Retailing and Consumer

Services, 82,

104083. https://doi.org/10.1016/j.jretconser.2024.1040

Research on the Dissemination Paths in China of Bullet Comment Culture as a Cross-Cultural Communication Medium

321