“ASMR”类视频用户的观看动机研究——以哔哩哔哩平台用户为例  

Research on Viewing Motivation of ASMR Video Users——Taking Bilibili Platform Users as an Example

作　　者：侯懿恒 HOU Yi-heng(College of Literature and Journalism Communication,Ocean University of China,Qingdao 266000,China)

机构地区：[1]中国海洋大学文学与新闻传播学院,山东青岛266000

出　　处：《兰州文理学院学报(社会科学版)》2025年第2期103-109,共7页Journal of Lanzhou University of Arts and Science(Social Sciences Edition)

摘　　要：“自发性知觉经络反应”(ASMR)类视频内容展现了媒介在抚慰、助眠、正念等方面的功能,而“加速社会”背景下的快节奏生活更是催生了相关用户的需求。哔哩哔哩平台中拥有大量ASMR类视频,其中播放量最高的作品更是超过了1000万,体现出ASMR文化在国内的蓬勃发展。通过对哔哩哔哩平台中ASMR视频用户的评论及弹幕进行文本分析,发现用户观看ASMR视频的动机可被归纳为四类:缓解生活压力、改善睡眠质量、满足好奇心以及联结社交网络。这些动机体现出ASMR类视频能够赋予受众独特的感知体验,诠释了“媒介即按摩”的观点,即媒介不仅是传递信息的工具,更是一种能直接影响个体身心状态的力量。结果最终展现出媒介技术对受众身心的深远影响,也为理解媒介技术如何塑造受众感知提供了全新视角。The Autonomous Sensory Meridian Response(ASMR) videos show the functions of media in soothing,aiding sleep,mindfulness,and other aspects,and the fast-paced lifestyle in the background of “Accelerated society” has spurred the growth of related users' needs.The Bilibili platform has a large number of ASMR videos,with the highest viewed video exceeding 10 million view counts,reflecting the flourishing development of ASMR culture in China.Through text analysis of comments and bullet comments from ASMR video users on the Bilibili platform,it was found that users' motivations for watching ASMR videos can be classified into four categories:relieving life stress,improving sleeping quality,satisfying curiosity,and connecting with social networks.These motivations reflect that ASMR videos can provide audiences with unique perceptual experiences,interpreting the viewpoint of “media is massage”,that is,media is not only a tool for transmitting information,but also a power that can directly affect an individual's physical and mental state.The result ultimately demonstrates the profound impact of media technology on the physical and mental well-being of audiences,providing a new perspective for understanding how media technology shapes audience perception.

关 键 词：ASMR视频 观看动机 哔哩哔哩平台 文本分析 

分 类 号：G206[文化科学—传播学]