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Bullet Screen and Discipline: Gender Gaze in Webcast Based on Douyu Big Data
XU Jinghong, ZHANG Rukun, GUO Jingyu, GONG Jiankun
Chinese Journal of Journalism & Communication ›› 2022, Vol. 44 ›› Issue (4) : 146-167.
PDF(1738 KB)
PDF(1738 KB)
Bullet Screen and Discipline: Gender Gaze in Webcast Based on Douyu Big Data
In recent years, the popularity of male anchors has continued to rise, and traditional gaze theories are unable to explain the new trends in webcasting. This article proposes a new paradigm of gaze for live webcasts based on the big data analysis of Douyu’s anchors. We found that the “male gaze” has changed in the “panopticon” constructed by the bullet screen. The audience, as the monitor, disciplines anchors through the definition of the “others” and the support of capital power, and anchors are active to accept it. The audience’s attention to the anchors’ body is symbolized and divided. The gender boundary of peeking and possession begain to blur, the shackles of the binary opposition between men and women are breaking gradually, and “male sex consumption” is growing.
Webcast platform / bullet screen / network anchors / the gaze theory
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