B站国创动画短片的受众心理分析

Audience Psychological Analysis of Bilibili’s Guochuang Animation Short Film

摘要: B站于2021年年末完成“哔哩哔哩寻光计划”的品牌升级，带领国创动画开启新的篇章。截至2022年8月，B站国创动画专区月活跃用户数量高达9600万，国创动画的受众日益广泛。本文从B站国创动画专区的6类动画主题中各选取3部短片的第一集，爬取最新的200条评论作为样本，依据“使用与满足理论”对受众需求进行分析。经研究发现，受众存在情感需求、认知需求以及整合需求，受替代性满足心理以及身份认同心理的影响。为了国创动画短片能够在未来有更好的发展前景，建议从注重创作主体表达、立足中国传统文化、聚焦创作内容质量、给予女性受众话语权四方面入手，凝聚创作者、平台以及用户多方的力量。

Abstract: Bilibili has completed the brand upgrade of “Bilibili Seek Light Plan” by the end of 2021, leading Guochuang Animation to open a new chapter. As of August 2022, the number of monthly active users in the animation zone of Bilibili reached 96 million, and the audience of Guochuang Animation is increasingly wide. This paper selects the first episode of three short films from each of the six categories of animation themes in the Guochuang Animation section of Bilibili, and crawls the latest 200 comments as samples to analyze the needs of the audience based on the “use and satisfaction theory”. Through research, it is found that audiences have emotional needs, cognitive needs and integration needs, which are affected by vicarious satisfaction psychology and identity psychology. In order to have a better development prospect in the future, it is suggested to focus on the expression of creative subjects, based on Chinese traditional culture, focusing on the quality of creative content, and giving female audiences the right to speak, so as to gather the power of creators, platforms and users.