Abstract
As an upgraded version of blog, vlog has the characteristics of personalization and documentary distribution, emphasizing single-person perspective and self-timer mode. It has switched the way people socialize on the web. College students are the main force of vlog creation due to their ability to quickly absorb novelty and having a strong sense of innovation. This paper analyzed vlog content of college student vlog celebrities on Bilibili. In order to identify vlog celebrities, personal attractiveness and audience participation were regarded as identification indicators through PSI theoretical analysis. Accordingly vlog data was crawled for a two-step clustering. After that content analysis method is applied to vlog content analysis. The study showes that the themes of vlogs shooting by college student vlog celebrities on Bilibili are diverse but unevenly distributed. Vlog celebrites more often than not focus on 1 or 2 vlog themes, among which those closely related to college students' identity arributes gain higher popularity. The content tends to be homogenous in the same type of vlogs. The paper suggests that vlogs about campus experience can serve as a new way of university publicity.
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