图式理论视角下社会化问答社区刻板印象的探索性研究——以知乎为例

An Exploratory Research on the Stereotypes of Social Question and Answer Communities from the Perspective of Schema Theory:Taking Zhihu as an Example

[目的/意义]社会化问答社区已成为网络用户获取知识常用途径之一,也是网络环境下重要的社交方式。探究用户对社会化问答社区的刻板印象以及矫正消极刻板印象,对社会化问答社区的运营发展具有重要的实践意义。[方法/过程]选取知乎作为研究对象,应用扎根理论方法,通过数据资料收集、三级编码等过程,结合图式理论,构建社会化问答社区刻板印象内容模型。[结果/结论]研究发现社会化问答社区刻板印象内容包含用户属性、平台属性、社会属性3个维度,其中用户属性包括用户水平和使用原因,平台属性包括管理体系和社区氛围,社会属性包括知识问答和社交营销。用户门槛低、内容审核机制不严格、消极现象明显以及软文广告较多是用户产生消极刻板印象的主要原因。

[Purpose/Significance]The social question and answer community has become one of the common ways for network users to acquire knowledge,and it is also an important social way in the network environment.Exploring users'stereotypes about social Q&A communities and correcting negative stereotypes have important practical significance for the operation and development of social Q&A communities.[Method/Process]This paper selected Zhihu as the research object,applied the grounded theory method,and constructed the stereotype content model of the social question and answer community through data collection,three-level coding and other processes,combined with schema theory.[Result/Conclusion]The study finds that the contents of social Q&A community stereotype include three dimensions:user attributes,platform attributes and social attributes.User attributes include user level and reasons for use,platform attributes include management systems and community atmospheres,and social attributes include knowledge Q&A and social marketing.Low user threshold,lax content review mechanism,obvious negative phenomena,and many adverts are the main reasons for users to generate negative stereotypes.