Zhihu Q&A: A Case Study From The Perspective Of Participatory Culture

Now network communication technology has developed rapidly,under the change of new network media environment of Web2.0,SNS and UGC,the audience has changed from passive media users to active producers and communicators of content texts,and all identities,activities and generated content,etc.have constructed a new media communication ecology,at the same time,it also give birth to the rise of new media culture-participatory culture,and breed new meanings and contents,and gradually integrated into everyone's daily work,study and life,becoming an indispensable part.With the change and development of new media technology,Zhihu,as a social network Q&A community connecting users from all walks of life,is in a leading position in the field of Knowledge Q&A in China.With its unique communication mechanism,it combines the three roles of producer,communicator and consumer,and becomes a main type in the process of participatory cultural development.This paper chooses Zhihu Q&A as the research object,using literature research,participatory observation and case analysis,and from the perspective of participatory culture,it deconstructs Zhihu Q&A in many aspects.This paper starts with the concept of participatory culture,expounds the development process and connotation characteristics of participatory culture,then analyzes the formation and development of participatory culture in Zhihu Q&A,and analyzes the reason why Zhihu Q&A is one of the main types of participatory culture,then probes into the three characteristics of the development of Zhihu Q&A participatory culture:participation,interaction and game.In terms of participation,the official platform and multiple identity users manage content through the forward guidance question and answer and reverse reporting mechanism,while users produce content based on empathy and poaching skills;In addition,based on the interaction essence of weak relationship and knowledge social interaction,Zhihu government,expert users and consumer users respectively assume the interactive responsibility of checking,guiding and sharing,and jointly promote the healthy development of participatory culture;Zhihu Q&A also makes continuous choices in the game of content,presentation form,culture and business,balancing all aspects of participatory cultural development.Finally,combined with the above analysis,we find out the dilemma of Zhihu Q&A in participatory cultural development:the dilution of elitism positioning,the intervention of capital power and the impact of short video,as well as the promising breakthrough:deepen the construction of community relations,provide "elite"promotion channels;improve the commercial realization channels of high-quality users,adhere to the personalized position;adhere to "content is the core" and create topic IP.