The Generation and Dissolution of Adversarial Discourse: An Analysis of Medical Documentary Danmaku from Encoding-Decoding Theory Perspective
DOI:
https://doi.org/10.54097/05kn8x75Keywords:
Encoding-Decoding Theory; Adversarial Discourse; Danmaku; Medical Documentary; Sentiment Analysis.Abstract
Tensions in doctor-patient relationships represent a longstanding structural contradiction within China's healthcare sector. In the new media context, medical documentary content intended to foster understanding may instead evolve into a public discourse arena that exacerbates polarization. Using the first season of The Human World as a case study, this analysis employs encoding-decoding theory and social identity theory to examine the adversarial discourse within its danmaku(A type of comment-based subtitle that appears when watching videos online, originating from Japanese video-sharing websites.). The documentary's specific symbolic coding, differences in viewers' social identities, and narrative dissemination methods within the new media environment collectively form the foundation for generating adversarial discourse. Conversely, rational discourse can effectively mitigate adversarial sentiments through three pathways: knowledge supplementation, empathetic connection, and structural attribution. This shifts public attention from individual moral judgments toward reflecting on structural challenges like healthcare resource allocation. As an emerging form of public participation, danmaku preliminarily establish a four-party communication mechanism involving medical professionals, patients, media, and citizens. This offers new theoretical perspectives and practical references for understanding and improving the discourse ecosystem surrounding public issues.
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