Research on the Dissemination Model of the Shanghai Metaverse Based on Bilibili Videos

With the continuous development of Virtual Reality (VR), Augmented Reality (AR), and blockchain technologies, the concept of the “Metaverse” has rapidly become a focal point of societal attention since its emergence in 2019. Gaining an in-depth understanding of the dissemination pathways of the Metaverse among the public and conducting systematic science communication and education are crucial for promoting its healthy development. This study takes the Bilibili (B站) platform as its research field, collecting and analyzing 678 video entries related to the “Shanghai Metaverse” from 2019 to 2025. Utilizing Lasswell’s “5W” communication model and integrating Social Network Analysis (SNA), the research conducts an in-depth investigation across five dimensions: communicators, content, channels, audience, and communication effects. The findings reveal that current Metaverse communication content suffers from significant homogenization; communicators are predominantly individual users, with low participation from official institutions and professional organizations; audience feedback is largely neutral or lacking substantive commentary; and the overall communication effectiveness exhibits a declining trend. This study aims to unveil the stage-specific characteristics of Shanghai Metaverse dissemination from a quantitative perspective, providing scientific communication recommendations for government agencies, technology platforms, and educational institutions to support the healthy and orderly development of the Metaverse.