Christina Xu’s article for Logic about a feature of East Asian videos is interesting in its own right:
Bullet comments, or 弹幕 (“danmu”), are text-based user reactions superimposed onto online videos: a visual commentary track to which anyone can contribute. When a beloved character dies in a web series, a river of grieving kaomoji (╥﹏╥)—a kind of emoticon first popularized in Japan—washes over whatever happens next. A child’s overly honest response to a TV anchor’s question triggers a blizzard of different ways to signify laughter (2333, 哈哈哈哈). When the (Chinese) good guy punches out the (American) bad guy in 2017’s blockbuster Wolf Warrior 2, jingoistic cries of “Long live China!” erupt across the screen. Each comment is synchronized to an exact moment in the video, and will fly across the screen on cue on every subsequent replay. On particularly popular videos, they pile up so thick that they can cover the original entirely. The result is a viscerally social experience, like an opening night crowd at a movie theater that you can summon anytime. […]
When a Japanese site called Niconico invented the idea of writing comments directly on top of YouTube videos in 2006, it took less than a year for a clone of the platform to appear in China. In Japanese, the system was named 弹幕 (danmaku), or “bullet curtain,” after a subgenre of hardcore shoot-em-up games in which enemies fly in formation across the screen, like the famous arcade game Galaga on steroids. Both kinds of danmaku—the games and the comments—required their audience to process an overwhelming amount of visual stimulation at high speeds. In China, several sites seeking to clone the Niconico experience copied the feature, as well as the Japanese characters for the name, which are pronounced “danmu” in Chinese. Today, the most successful of these clones by far is Bilibili, a social video site that has become an entertainment staple for young people in China. […]
On top of trading witticisms, bullet commenters also play informal, emergent games with each other and with the content. Commenters will synchronize their comments to create a wall of text that shields future viewers from gruesome or scary shots, or create 五毛特效 (“fifty-cent special effects”) like populating a night sky full of ASCII stars. Other commenters spontaneously collaborate to generate subtitles in various languages—both earnest and facetious—as “the Eight-Nation Alliance Caption Club,” a wry reference to the international military coalition that invaded China following the Boxer Rebellion. If a character in a show holds up a sudoku puzzle for even a second, a bullet commenter will probably try to solve it.
The image at the top of the linked page shows an example of those “subtitles in various languages.” But what drove me to post is this bit of cultural background:
热闹 (rè nào) is hard to concisely translate into English with its personality intact. Literally meaning “heat and noise,” it describes an atmosphere of bustling conviviality: a balance point between hygge and lit. A night market sizzling with smells and chatter is re nao, as is a table-slapping game of mahjong after a big family meal. Re nao is as central to the Chinese vision of the good life as freedom is to America’s; it’s deep-rooted in a way that defies rationality.
For young Chinese people, bullet comments are a dose of re nao that fits better into their lives than the karaoke, mahjong, and alcohol-fueled banquets preferred by their elders.
On the one hand, I’m always suspicious of such generalizations; on the other, the general idea fits with what I experienced in Taiwan. What do people familiar with China and its culture have to say about rè nào?
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