On June 5, Bilibili launched a new primary section called “Knowledge Zone.” The “Knowledge Zone” includes six secondary sections: Science Popularization, Social Sciences and Humanities, Finance, Campus Learning, Career Development, and Wild Technology Association, focusing on sharing knowledge, research, skills, viewpoints, and humanities.
Homepage of the Knowledge ZoneAccording to statistics, in 2019, the number of users watching general knowledge learning content on Bilibili exceeded 50 million, the number of learning content creators (UP masters) increased by 151% year-on-year, and the playback volume of learning videos increased by 274%. At the same time, 2019 also witnessed the emergence of knowledge content such as “Real Experience of 5G in Daily Use” and UP masters like “Luo Xiang Talks about Criminal Law,” which contributed to the slogan “Learning on Bilibili,” making Bilibili a “social university” in the minds of many netizens.
Career-related content on BilibiliRelying on online video learning breaks down previous resource barriers, enabling sharing across different distances and times while granting audiences the right to choose independently. After experiencing the pandemic, this has become a new trend. From existing practices and future trends, these advantages are also reflected on Bilibili.
The preference of young people for “Learning on Bilibili” is backed by the sharing of free learning resources. The barrier-free knowledge content makes Bilibili an auxiliary tool for many young people to achieve self-re-education. Through Bilibili’s free courses, users with a junior high school education level can also learn 3D printing technology. Such content resources not only reduce the cost of technical learning but also provide employment ideas for some young people.This also means that Bilibili is playing an increasingly significant role in promoting equitable access to educational resources.
Bilibili’s 3D printing technology video tutorials
Diverse content means a broad selection space, meeting different interests and needs. Science popularization UP masters like “The Physics Institute of the Chinese Academy of Sciences in the ACG World,” language UP masters like “Akiyama Yohei,” and legal UP masters like “Luo Xiang Talks about Criminal Law”… Whether learning popular knowledge or practical skills, users can find what they need. “I like Bilibili mainly because it does not exclude any cultural circles or styles, like an open cultural market, vibrant, where everyone can find their emotional connection,” said a netizen.
Bilibili has changed people’s rigid impressions of the knowledge learning process, making dry and difficult professional knowledge accessible to everyone, meeting the expectations of audiences with different knowledge backgrounds.Professor Luo Xiang from China University of Political Science and Law, who brought “Outlaw Zhang San” into the public eye, had his science popularization video “Why Can’t Schools Open Now” widely reprinted by various media during the pandemic. His knowledge style embodies the characteristics of being easy to understand, combining substance and fun, professionalism and popularity, which has become the key to their ability to “break out of the circle” with their expertise.
Legal UP master “Luo Xiang Talks about Criminal Law”
The breakout of Bilibili also signifies the breakout of young people, meaning the younger generation is beginning to step out of their cultural circles, integrate into society, and take on responsibilities. From the topics and content, it is evident that UP masters are tracking social hotspots. Content like “600 Million Fellow Citizens Earning 1000 a Month, Is ‘Human Fire’ the Secret to Wealth?” “Opportunities for Young People’s Comeback? ‘Xiao Min Ge’ Hainan Free Trade Port” and “Public Lecture on the Civil Code” are all launched in conjunction with current hot topics, transforming the knowledge learning process from growing in books to growing in the era, achieving resonance with society.
600 Million Fellow Citizens Earning 1000 a Month, Is ‘Human Fire’ the Secret to Wealth?
Initially gaining attention due to its bullet screen culture, Bilibili has managed to incorporate communication and interaction into the construction of the Knowledge Zone, forming a unique learning atmosphere characterized by equal, immediate, multi-directional, and autonomous interaction and communication. On Bilibili, users can not only find professional answers in their areas of interest but also gain experiential resonance through interaction. Compared to traditional learning processes, these features become added advantages. Topics like renting after graduation, quitting jobs to find new ones, and civil service examinations… Through interactive communication, video content delves into the pain points of young people’s lives, and young people genuinely gain problem-solving ideas in the process of knowledge learning.
It is worth noting that while Bilibili is “breaking out of the circle,” some traditional discourse roles like the Chinese Academy of History, Sanlian Life Weekly, and Global Times are also beginning to “enter the circle.”
“The Physics Institute of the Chinese Academy of Sciences in the ACG World” is the official account of the Institute of Physics at the Chinese Academy of Sciences on Bilibili. Its content is engaging and relatable to young people, combined with substantial knowledge, making it a beloved official UP master.
The Physics Institute of the Chinese Academy of Sciences in the ACG World
“Our Space” focuses on sharing aerospace knowledge, with content like “China’s Aerospace ‘Super 2019’, It’s So Exciting!” “Longjiang No. 2’s Moon Exploration Journey” “China Aerospace Day | Promoting Aerospace Spirit, Embracing Stars and the Sea” and “Bilibili’s Children’s Day Gift: Bilibili Video Satellite, Showing the World to You!” accumulating over 10 million views and receiving thousands of likes and shares, gathering many aerospace enthusiasts. The Observer Network has even labeled itself as “a political website that is widely loved by young people” to adapt to the discourse style of young users.
Bilibili’s Children’s Day Gift: Bilibili Video Satellite, Showing the World to You!
In this process, Bilibili provides opportunities for mutual understanding, with traditional discourse roles moving closer to young people, understanding the younger generation while also guiding them. At the same time, the younger generation is establishing new connections with traditional discourse, innovating and moving forward through interactive learning.