Study On Knowledge Communication On New Media Payment Platform

The 21 st century is the century of the Internet.The Internet technology has been widely applied in kinds of areas,which brings changes in many industries.With the rapid development of network technology and the popularization of mobile intelligent terminals,mobile Internet takes good advantages of its strength to integrates with the real economy.Based on the characteristics of public service platforms and information sharing,domestic development of knowledge payment platforms is blossoming in recent years.The apps such as Dedao,fanda,Himalaya FM has become the leaders.With the rapid development of knowledge payment platform,relevant researches are gradually emerging,undoubtedly there is great practical significance to discuss the development of knowledge payment platform.Dedao APP is a platform mainly focus on offering knowledge service.It advocates fragmented and piecemeal learning,which enables users to acquire effective knowledge in a short time.It ranks in the forefront of paid platform in terms of market share and number of users.The research takes the app as a case to analyze knowledge production stage,the characteristics of the context and communication,based on the communication medium of opinion leaders,weak connection theory,empowerment,information such as room of cocoon related theory angle of view.From the perspective of cultural capital to pay under review knowledge subject,object,features and present pattern of mediation,communication elements and transmission mode,we can discuss problems or difficulties in the knowledge dissemination.From knowledge content production point of view,it tries to promote the benign development of knowledge payment platform.This paper is mainly composed of the following four parts.Firstly,the knowledge production status of "Dedao APP" is analyzed.Analyzing concrete plate and the knowledge content of Dedao APP platform,combined with the classification of paid content,style and features.Discussing the new media paid platform positioning and social context of knowledge production,analyzing the four main context in detail: The first one is sharing economy,which shares the concept of knowledge;Second,community construction,which relying on accurate audience positioning condense high-quality user community;Third,scene segmentation,which provides users with immersive personal experience and scene to unite users;The fourth is the promotion of the fan economy.Secondly,types and mechanism of "APP" knowledge communication are sorted out and summarized.Expounds the stages of experiences of Dedao APP,which got through three process that about brand building,product form,different development phase.It's knowledge dissemination also reflected the different content and style,can be summarized into four communication form,audio,text,video,physical shape.They are playing the different roles to shape Dedao APP's own style.Thirdly,the paper discusses the communication mode and advantages of the knowledge payment platform including Dedao APP,based on the perspective of interpersonal communication,group communication and 5W communication mode.It respectively discusses five parts: transmission subject-to get the APP on three production team;object-as a consumer audience;content,-professional custom channels of the plate column;mediacombination of multimedia;effect analysis-the acceptance of the general public.By analyzing we get three kinds of transmission mechanism: first,the source node to the hierarchy of the type transmission,second,centering on the content of divergent type transmission,third,communication of PGC and UGC staggered type and the characteristics of transmission.Finally,the paper puts forward countermeasures and suggestions for optimizing the communication strategy of Dedao APP.This paper analyzes the deficiencies faced by the development of Dedao APP from the two aspects of knowledge production and knowledge dissemination,then puts forward specific suggestions such as paying attention to original content,paying attention to content copyright,crossing communication barriers in multiple ways and broadening communication channels to improve the current situation of communication and facilitate the development of the platform.