网络社区中知识动员双元结构研究[*]

Research on the Dual Structure of Knowledge Mobilization in Network Community

摘要:

网络社区已经发展成为知识需求者持续进行知识交互、衍生的聚集地，探索网络社区中知识需求者参与知识动员的行为模式对于发挥和促进知识价值最大化具有重要意义。首先，在时间维度上采用时间序列方法对用户活跃度分布形态进行解析；其次，在空间维度上采用社会网络方法对知识需求者参与动员关系进行探索；最后，在内容维度上采用扎根理论编码技术进行交互内容分析并构建网络社区中知识动员双元结构模型。结果发现：网络社区中的知识动员活动由参与者进行驱动，且具有成员自发性和自适性；双元结构的知识动员存在明显的知识不对称现象，知识生产者和知识需求者分布不均衡，造成知识差异；网络社区的成功运作需要依靠活动核心参与者加强知识动员，以及被动参与者的去边缘化，以此带动整个网络社区用户的知识动员能力，形成知识赋能和促生来强化知识动员效果。

Abstract:

Online communities have developed into a gathering place for knowledge demanders to continuously interact and derive knowledge. It is important to explore the behavioral patterns of knowledge demanders' participation in knowledge mobilization in online communities in order to play and promote knowledge value maximization. Firstly, the time series method is used to analyze the distribution pattern of user activity in the temporal dimension; secondly, the social network method is used to explore the participation and mobilization relationship of knowledge demanders in the spatial dimension; finally, the rooting theory coding technique is used to analyze the interactive content and construct a binary structure model of knowledge mobilization in online communities in the content dimension. The results found that: knowledge mobilization activities in online communities are driven by participants and have member spontaneity and self-adaptation; knowledge mobilization in dual structure has obvious knowledge asymmetry, and knowledge producers and knowledge demanders are unevenly distributed, resulting in knowledge discrepancies; successful operation of online communities needs to rely on enhanced knowledge mobilization by core participants of activities and de-marginalization of passive participants, so as to drive the knowledge mobilization ability of the whole online community users and form knowledge empowerment and promotion to strengthen the knowledge mobilization effect.