1 Introduction

The new media language has developed rapidly under the impetus of the Internet and mobile communication technology, and is characterized by innovation, colloquialism, fragmentation, etc. The rapid evolution and lifecycle changes of new media languages pose challenges to research, while reflecting new things, phenomena, and trends in social life, becoming an important entry point for linguists to study. Sociolinguistics, pragmatics, semiotics, language education, and other disciplines have all conducted research on new media language, focusing on internet neologisms, emoticons, code switching, and more. As a representative of new media video platforms, Bilibili's barrage function has attracted a large number of users, and the barrage language is representative and influential. This study uses online ethnographic methods to analyze Bilibili barrage language materials and explore how users construct communities and identity through barrage language.

Community building and identity recognition from the perspective of sociolinguistics

Explored the concepts of community building and identity recognition from a sociolinguistic perspective. The definition of a language community encompasses shared language norms, frequency of interaction, and consistency of language variation. Scholars' understanding of language communities continues to deepen, emphasizing the role of language directed meaning in building community identity. Identity recognition is a dynamic, multifaceted, and negotiated process closely related to the identity of community members. In the study of internet language, the concepts of "light community" and "light identity" have been proposed, which have fuzzy boundaries and stronger instability, in contrast to traditional heavy communities.

Research on Online Ethnography of Video Barrage on Bilibili

This chapter studies Bilibili bullet comments through online ethnographic methods, exploring the role of bullet comments in the construction of new media language communities and identity recognition. The study regards online space as an extension of offline life, emphasizing the integration of online and offline life. Online ethnography focuses on actual language use and uses various corpus collection methods for analysis. Danmu originated from Japanese otaku culture and has the characteristics of Japanese AGC. Its expression is concise, fragmented, and interactive, but there is controversy over "pseudo interaction". The anonymity of bullet comments leads to some discordant sounds, but most bullet comments reflect the characteristics of the times and are attractive to the audience. The field research lasted for 26 months, observing for about 1650 hours, collecting nearly 10000 barrage language materials, and exchanging over 100 private messages with the Up host. The study follows online research ethics and anonymizes private messages.

Community and identity recognition in Bilibili bullet screen interaction

By analyzing the barrage interactions of videos submitted by users from three different fields on Bilibili, this study explores the role of new media language in community building and identity recognition. Food writer Wang Gang has constructed an online language community with specific discourse symbols by using professional terminology and iconic catchphrases, as well as interacting with the "Four Uncle" character, strengthening fans' identity recognition. The main character of Music Up, 'Tapping Peng Tapping Peng', showcases traditional Chinese culture on overseas streets through Guzheng performances and Hanfu imagery. The interaction in the barrage strengthens the identity recognition of the national and ethnic community. Knowledge Up host Mao Liping established a community similar to a teacher-student relationship with the audience by telling historical stories. The interaction in the barrage and the humorous evaluation of Up host constructed the identity recognition of the learning community. These cases demonstrate that barrage language interaction plays an important role in community building and identity recognition on new media platforms.

5 Conclusion

The online ethnographic study of bullet screen language on Bilibili reveals the process of audience building community and identity through bullet screen interaction. Research has found that audiences construct their own language communities and membership identities through the use of shared discourse symbols and consensus on guidelines for their use of these symbols. The construction of a light community does not rely on the recognition of grand concepts, but is achieved through micro linguistic features, which have fuzzy boundaries, convenient identity transformation, and instability. Online light community and traditional heavy community are intertwined, but there are differences in online expression, boundaries, stickiness, and stability of member identity. The study of new media language is an important direction for the future, which requires multiple perspectives, theories, and research paradigms, especially multimodal research. The current research focuses on social media, while there is still insufficient research on language use on video, short video, live streaming, and mobile gaming platforms. The language use on these platforms has a significant impact on the attractiveness of target audiences and is an important area for future research.