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Danmu as a comparatively new form of commenting system popular in Asian media landscape especially in Japan and China is gaining attention of Asian media scholars recently. However, few researches have been conducted from a new media art perspective while most of the studies focused on the subcultural aspect of danmu practice. The purpose of this thesis is to explore the participatory performance and social interactions of danmu from a multi- modal digital rhetoric scope. The result turns out that the reconfiguration of video-comment spatial arrangements transforms the text-image relation of the content and creates a virtual shared participatory watching experience. This new mode of participation changes the way of online communication to generate content and challenges the dominant metanarrative culture in the context of China.
Xi'an Jiaotong-Liverpool University