Sharing And Participation:the Uses And Gratifications Of The ZhiHu Website

In the period of traditional media,the Use and Gratification theory provided a new perspective for the media and audiences research.Daily with embedded Internet society,the network technology to reconstruct the relationship between media and people,and the users' rise of subjectivity and enhancing the participation,the participatory culture contribute,to use and satisfy the theory puts forward a new transmission scenario.Zhihu as a product of cognitive surplus,users as the main body of content production and site operation,so this article as a carrier to carry on the analysis,aims to explore the network use to meet the development of the theory of ecology communication,and change,and grasp the way users use motivation and satisfaction,to provide reference for the similar website development.This article uses the research method of questionnaire and depth interview to Zhihu website,basically has the fellowing findings: firstly,the use of motivation,knowledge of user information demand,decision aid,and entertainment three motivation is relatively strong,interpersonal and social communication utility motivation is relatively weak.But as the use of time increases,the relationship established within the community is an important reason for the continued use of users.At the same time,it is known that the entertainment motive of the users has the aesthetic tendency of elite color,which is separated from other platforms.In order to satisfy the situation,this paper mainly analyzes the content,participation and sharing: firstly,the content of information is still the basis for users' satisfaction.Secondly,with the development of online "participatory culture","participation" becomes an important dimension of users' satisfaction.The participation,presence and emotional identity of the participating process affect the satisfaction of users;Finally,value sharing enables users to express themselves,acquire network capital and status,and build community content,which is also an important way for users to get satisfaction.In the end,through the study of zhihu website,the artical has fellowing finds about the Uses and Gratification theory.Firstly,the content is basic conditions to satisfy,but the user's information demand presents the characteristics of personalized,diversified,valuable content acquisition costs affect the satisfaction degree;Secondly,the use of the network communication situation can not only pay attention to the media functionality,but also pay attention to the user's participatory characteristics.Participation,interaction and sharing process are equally important to users' satisfaction.Finally,in the process of use and satisfaction,the user is not only the receiver of the information,but also the active participant,content producer and disseminator,which plays a major role in the construction of the community.