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ABSTRACTThis article approaches danmu-mediated online video consumption on both a conceptual and an empirical level. On the conceptual level, moving along the line of paratextual studies, it first introduces Yiheng Zhao’s semiotic theory and his categorization of co-texts, and then situates the conceptualization of danmu as both archi-text and meta-text within this framework. On the empirical level, following an interest in viewers’ translational practices, it investigates how video consumption is shaped by three types of translational meta-texts on danmu, i.e. interlingual translation, fun subtitles, and soramimi (homophonic translation). Case analysis reveals that participatory viewers’ translational meta-texts could facilitate subsequent viewers’ understanding of the intended meaning of the video, but they may also lead to a different interpreted meaning and open up an outward path of semiotic engagement, effectively transforming video viewing into a subtitling game or even a massive semiotic ritual or performance art showcased on screen.KEYWORDS: Danmuarchi-textmeta-textco-textuser-generated translationonline video consumption Disclosure statementNo potential conflict of interest was reported by the author(s).Notes1 This article recognises the fact that danmu comments can be turned off by viewers (though turned on by default) and entries are subject to reporting and deletion for inappropriateness, yet it focuses on video engagement manifested on danmu.2 All translations of quotations from Zhao (Citation2016) are mine.3 https://www.zhihu.com/question/37709583/answers/updated.4 A word or phrase that results from a mishearing especially of something recited or sung. (https://www.merriam-webster.com/dictionary/mondegreen).Additional informationFundingThis article is supported by the SWUFE Startup Fund for New Faculty grant number JBK22YJ71.Notes on contributorsYuhong YangYuhong Yang is Associate Professor in translation and interpreting studies at Southwestern University of Finance and Economics in Chengu, China. Her research interests include translation studies, interpreting studies, social semiotics, and multimodal discourse analysis.
Yuhong Yang (Wed,) studied this question.