Bullet-titling in twenty-first century China: bullet-like tactility,soft touch and diachronic simultaneity

Abstract

This article studies the popular bullet-titling practice in contemporary China – typing and sending a layer of horizontally scrolling comments superimposed onto moving images. It first explicates bullet-titling practice as a retaliatory action against the tactile effects of moving images, reconceptualizing cinema’s tactile quality and recovering its association with bullet-like intensity through the notion of tacti(ca)lity. Tracing the changed perception of touch in relation to the emergence of the touchscreen interface, the author then delineates the transformation of bullet-titles from offensive weapons against the optical attacks of moving images to a venue for real-time conversation and communication among spectator-cum-bullet-titlers. The article ends with a discussion of bullet-titles’ construction of pseudo-real time, which constitutes a viewing community of ‘diachronic simultaneity’ that assimilates all temporally and geographically dispersed spectators into the unfolding ‘now’ of video playback. This ‘nowness’ reconciles contemporary media consumption’s contradictory demands for globalized simultaneity and individualized flexibility, obliterating us anew.