Beyond Entertainment: Unpacking Danmaku and Comments' Role of Information Sharing and Sentiment Expression in Online Crisis Videos

Abstract

Online videos are playing an increasingly important role in timely information dissemination especially during public crises. Video commentary, synchronous or asynchronous, is indispensable in viewers' engagement and participation, and may in turn contribute to video with additional information and emotions. Yet, the roles of video commentary in crisis communications are largely unexplored, which we believe that an investigation not only provides timely feedback but also offers concrete guidelines for better information dissemination. In this work, we study two distinct commentary features of online videos: traditional asynchronous comments and emerging synchronous danmaku. We investigate how users utilize these two features to express their emotions and share information during a public health crisis. Through qualitative analysis and applying machine learning techniques on a large-scale danmaku and comment dataset of Chinese COVID-19-related videos, we uncover the distinctive roles of danmaku and comments in crisis communication, and propose comprehensive taxonomies for information themes and emotion categories of commentary. We also discover the unique patterns of crisis communications presented by danmaku, such as collective emotional resonance and style-based highlighting for emphasizing critical information. Our study captures the unique values and salient features of the emerging commentary interfaces, in particular danmaku, in the context of crisis videos, and further provides several design implications to enable more effective communications through online videos to engage and empower users during crises.