准社会关系与社交投票中的意见形成机制——基于“知乎”的数据挖掘

The Forming Mechanism of Opinions under the Action of Quasi-Social Relations and Social Voting System:An Empirical Study on“To Know”Platform

依托于社交投票机制的线上问答平台“知乎”近年成为公众展开讨论、形成观点的意见发酵池。本文通过对知乎“如何评价X”话题下683个精华问题、657002条回答进行大数据挖掘和分析发现,在社交问答平台上,知识明星与普通用户之间的“准社会关系”造就了大量“明星”答案,使公共讨论在用户维度上呈现不平等的态势,这种不平等又进一步作用于“投票机制”,使用户的讨论在时间维度上表现出不平等。进一步研究发现,虽然在线问答社区中UGC和社交投票相结合的意见生产机制在理论上对所有人开放,但是它远远不是均衡、民主化的话语,新型社区未能创造出与之特性相匹配的民主、理性和公共性。本研究对于新技术时代传播学的二级传播理论、公共空间理论、知沟理论、粉丝文化等的研究有拓展意义,对新技术时代的知识生产过程与影响、新型社交媒体的特性与功能等具有揭示价值。

Relying on the social voting mechanism,“To know”platform has become a fermentation pool for the public to discuss and form views.This paper,by data mining and analyzing 693 essence questions under the topic of“How to Evaluate X”and their 657,002 answers on To Know platform,finds that the interactions,which is the“quasi-social relationship”between knowledge stars(key opinion leaders)and ordinary users,have created a large number of“star”/leaders’answers on the social Q&A platform.which makes the public discussion appear unequal in the user dimension.This inequality further affects the“voting mechanism”,and the discussion of users appears unequal in the time dimension.Further study finds that while the opinion production mechanism combining UGC and social voting in the online Q&A community theoretically opens to all,it is far from a balanced,democratized discourse.New communities have failed to create the democracy,rationality and publicity that match their identity.This research is of great significance for the research of secondary communication theory,public space theory,knowledge gap theory and fan culture of communication in the new technology era,and has revealing value for the knowledge production process and influence in the new technology era,as well as the characteristics and functions of new social media.