[目的/意义] 随着视频资源的广泛使用，视频社会化标引中出现了新的表达用户观点情感的标引目的，而并非以传统的信息组织和检索为目的。对哔哩哔哩弹幕网（简称"B站"）的视频标签进行分析研究，以探索视频标签内容和视频标引新趋势——娱乐化标引。[方法/过程] 采用日志分析与用户访谈等定性、定量相结合的方法，对视频标签内容、娱乐标引的标引动机与作用进行研究。[结果/结论] ①用户最常使用的视频标签类型是"内容主题"与"人物主体"；②娱乐标签是B站标签内容的重要组成部分；③用户使用娱乐标签的动机多为社交交流型；④娱乐标签有很多特殊的、区别于传统标签的作用，如"提高视频观看体验"等。本研究对视频标引内容与娱乐化标引进行了初步的探索，研究结果有利于进一步了解视频标引以及社会标引的新趋势。
[Purpose/significance] Social tagging is used widely used in organizing user generated web contents. However, relatively less is known about the new motivations behind social tagging of user generated video contents. This paper analyzes Bilibili.com’s video tags to explore the new entertainment trend in video tagging. [Method/process] It used a mixed-method approach by content analysis and interviews to understand the use of video tags to study the tag content, motivations and functions of the entertaining tags. [Result/conclusion] ①The most common types of video tags used by users are "content theme" and "people". ②Entertainment tags are an important part of the content of B-station tags. ③ The motivation of users to use entertainment tags is mostly for social communication and interaction. ④Entertainment tags have special functions in addition to traditional tags, such as "improving video viewing experience". This study provides some preliminary results on the tagging of ACG videos and insights to further understand the new trends of video indexing and social tagging.
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