A study on analyzing the differences in the characteristics of user comments on cultural short video platforms

Short video has become an important medium and communication channel for the reproduction of excellent traditional cultural content, value reshaping, and value inheritance. Studying the differences in the characteristics of user comments on different short video platforms is an important reference value for platform orientation, cultural content creation, and user selection. In this study, two typical short video platforms, Bilibili and TikTok, are selected to analyze the differences in the comments of three thematic short videos posted by a cultural short video blogger, namely, food culture, life culture, and traditional handicraft culture. A crawler program is used to obtain user comment data, and a keyword co-occurrence network is constructed to obtain comment theme dimensions. Subsequently, the sentiment intensity and attention degree of different theme dimensions were calculated, to clarify the characteristics of user comments on different short video platforms. The results show that the user comments of different short video platforms mainly focus on cultural infectiousness (cultural transmission, memory evocation), anchor attractiveness (personal charisma, professional skills), and video rendering power, in which the user comments of Bilibili are more focused on the cultural transmission aspect of the video, while the user comments of TikTok are more focused on the level of professional skills of the video anchor.