Shifting platform governance: examining participatory content moderation on a Chinese platform Bilibili

In China, digital platforms are held accountable for monitoring online content under current laws and regulations. Legal pressure and the sheer amount of user-generated content require platforms to improve their moderating ability. Bilibili, a prominent Chinese video-sharing platform, established a Disciplinary Committee to mobilize users to review comment violations and foster a positive community ambiance. This study examines Bilibili’s content moderation mechanism defined as participatory content moderation. Using app walkthrough method, this article explores the features and potential risks of this new mechanism. The findings suggest that participatory content moderation provides a more accessible, transparent, and collaborative model, shifting the role of users in platform governance. However, the system’s reliance on major user preferences and the influence of national regulations introduce complexities that affect its inclusivity and democratic potential.