From Sharing To Payment

With the popularity of the Internet and the development of mobile terminals,the forms of knowledge diffusion are becoming more and more heterogeneous.At the same time,the upgrading of residents' consumption structure,the formation of users' habits in terms of knowledge payment and the maturity of technical scenes have prompted the rapid development of knowledge payment.In 2016 which was called “the first year of knowledge payment”,the personal-based knowledge payment products and services emerged in the endless stream had become a powerful driving force for the creation and consumption of knowledge.The intervention of capital power has realized the effective supply and demand matching of knowledge resources and the vigorous development of knowledge economy.The Internet began to transform from a free knowledge container to a carrier of knowledge consumption,and knowledge was paid sharing in the form of goods.After more than three years of development the unique operational logic was established in knowledge payment market.This paper analyzes the representative knowledge payment platforms,products and services in the knowledge payment field through online participatory observation method,and uses the latest data from 2018 as material support.Methodology of this paper is capturing a deep insight of users through questionnaire survey and in-depth interview,meanwhile,combining with the theoretical basis of "knowledge-power" viewpoint from knowledge sociology to explore the theme of production and consumption of knowledge dissemination in the Internet age.The development of knowledge diffusion is closely related to the evolution of the media channel: the printing era satisfied batch production and large-scale dissemination of knowledge,the electronic age has promoted the timeliness and popularity of knowledge diffusion,the Internet era has achieved technical affirmation and knowledge sharing.When it comes to the stage of digital media,the production motivation of Internet knowledge diffusion experienced a transition from “self-expression” to “paid service”.From the perspective of operational mode,knowledge production has changed from obligation and cooperation to marketization and industrialization mechanism;from the perspective of production mechanism,the subject has changed from intellectual populism to elitism,and knowledge diffusion continues that trend from the carrier to the audience.Secondly,the content presentation of Internet knowledge diffusion has undergone a transition from “personal expression” to “practical orientation”.The scene characteristics of the knowledge context are highlighted,audio is more liked by users as a form of presence communication,knowledge diffusion breaks the "viewpoint of power-media " turns to the "viewpoint of intermediate media ".In terms of content preferences,in addition to satisfying users' personalized interest needs,it is important to improve practical professional skills as well.Finally,the consumption characteristics of Internet knowledge diffusion have transformed from “free access” to “paid sharing”.Through the multi-dimensional consideration of consumption characteristics,including the users' acceptance habits,user portraits,consumption drivers,product types,payment status,etc.,it is found that the current content structure of knowledge payment products is various,and the course results are remarkable while along with problems likefilling with overwhelming stunts instead of substantials,lack of problem feedback channels and so on.The relationship between society and knowledge has also changed after the intervention of capital power.In the past,knowledge production monopolized by elite groups and privileged classes began to spread to professionals in various fields under the release of cognitive surplus.The knowledge payment production platform starts from a business objective,creates a social atmosphere of knowledge anxiety,and continuously stimulates the users' potential learning needs into consuming desires.The change of knowledge from sharing to paying makes the digital divide refactored after dissolving,the degenerating of learning capability driven by vanishment of deep knowledge cognition,and the morbid development trend of the knowledge market under the control of commercial interests have all become the problems to face.