Abstract
In the post-epidemic era, there are more and more food-related contend on Bilibili. Besides, the purchasing power of Gen-Z is also growing rapidly. Against this backdrop, food brands take Bilibili as their targeted area for promotion to attract young people and build their brand equity. Based on this, the paper chose Bilibili where Gen-Z gather as the study platform and adopted a quantitative research method to analyze the PGC content production. Meanwhile, the paper also selected two major uploaders as the representatives in studying digital laborers' ways to adapt themselves to the era of convergence media, so as to put forward corresponding suggestions. After the analysis, it was found that the current PGC content creators and content production platforms are faced with dilemmas and defects, and how to achieve the production of quality PGC content and get rid of the dilemma of digital labor in content production has become a major concern.
Highlights
According to the " Bilibili Annual Report on Food Data", in 2021, the view counts of food-related videos played on Bilibili exceeded 24 billion, an increase of 70% year-on-year, and the view counts of food events video reached 7.2 billion
Since Bilibili is quite popular among young people, a lot of food brands have registered their official accounts on it to strive for young potential consumers
Starting from the articles related to the content and with similar purpose of this study, we focused on four aspects
Summary
According to the " Bilibili Annual Report on Food Data", in 2021, the view counts of food-related videos played on Bilibili exceeded 24 billion, an increase of 70% year-on-year, and the view counts of food events video reached 7.2 billion. Since Bilibili is quite popular among young people, a lot of food brands have registered their official accounts on it to strive for young potential consumers (especially the Gen-Z). This trend brought both new chances and challenges for the laborers from media. With 11 major content categories and 50 secondary subdivision content categories, Bilibili outperforms other video platforms, which marks its high PUGC level. This paper analyzed the content production data of Bilibili's food zone uploaders to study the PGC content production of new media stations in the mode of digital labor, and explored the interaction and co-progression between digital labor and new media platforms
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