Danmu as Parasocial Audience Engagement: A Textual Analysis Based on Television Interviews With Women Athletes

Abstract

This study examines danmu (bullet screens) as a form of parasocial audience engagement, focusing on two television interviews with women athletes. A textual analysis of 3513 comments identified five types of parasocial interactions: addressing the athletes, the host, other viewers, social issues, and the nation. Danmu fosters multidimensional engagement, enabling audiences to shift roles and adopt diverse communication strategies. Moreover, the scope of these interactions extends beyond the video context to address broader societal and national issues. This study also highlights the concept of parakin interactions as reflected in danmu. It underscores danmu’s potential as a participatory journalism tool that complements mainstream media by fostering emotional resonance and challenging benevolent sexism in coverage. Feminism emerges as a central framework within the danmu discourse surrounding women athletes. As a form of parasocial audience engagement, danmu holds promise for empowering a wider range of marginalized groups.