Research On Knowledge Dissemination In Socialized Question And Answer Communities From The Perspective Of Consumer Culture

Based on the interaction between question and answer and knowledge sharing.Q&A community is playing an increasingly important role in meeting people's information demand and it is becoming an increasingly popular knowledge sharing platform. In the era of knowledge surplus, consumerism has been invading the knowledge communication of Q&A community as well. Due to the essence of exchange and the satisfaction of desire, knowledge has become a kind of consumption object.Utilizing theories of consumer culture, This article choose "Zhihu" as the typical cases of social Q&A community, so as to study the knowledge consumption phenomenon in social Q&A community. It takes the triangle relation of "Users,Knowledge, Zhihu" as the entry point, and explores the dynamic process of knowledge consumption by analyzing the first communication inside "Zhihu" Q&A community and the secondary transmission process of knowledge derivatives , and thus to investigate the effects of knowledge consumption.First of all, the first knowledge communication in "Zhihu" community is based on knowledge exchange,while the secondary one is based on knowledge database development.The knowledge exchange in "Zhihu"occur in mixed-type social network ,which is made up of individual nodes and knowledge nodes.The knowledge exchange in "Zhihu" is coexistence of social exchange and economic exchanges,bringing both social status and economic returns.Second, "Zhihu" community itself is a big feast of knowledge consumption,Knowledge and "Zhihu" itself have become commodity.Knowledge consumption happen in both the first and secondary communication of knowledge. The consumption of user is embodied in various aspects ,and knowledge is not only an entertainment way of life but also a kind of new social connections. Meanwhile, as the architects of the paradise of knowledge consumption, "Zhihu" also consumes and makes use of users and knowledge by creating in a range of diverse knowledge consumption spectacles. "Zhihu" has also created a controllable "consumers",whom can be exploited as well.Third, knowledge consumption of social Q&A community has effects on individuals and society. It has changed the way information and knowledge communication, constructing the "second life" beyond reality,where knowledge is becoming the object of consumption and entertainment. However, in the temptation the interests and the driving of desire,"Zhihu" inevitably becomes trading places of production and consumption of knowledge commodity. Nonetheless, depending on the symbols of social knowledge produced in Q&A community, knowledge symbol becomes a kind of social ties.Finally, the symbolization of knowledge consumption is the future trend of social Q&A community, and paying for knowledge has becoming acceptable. There will be more new forms of knowledge Q&A products in the process of paying for knowledge.