The Knowledge Production And Intercultural Communicational Issues Of "Chinese Culture" In The Context Of Online Community

This research aims to view that how Chinese culture,as a form of knowledge,is being interpreted and disseminated on Quora.It takes the discussion of Chinese culture on Quora as the object of study,and mainly uses virtual ethnography as method to do the job.The research resource is gained from participant observation and semi-structured interview and addressed by multilingual corpus "Sketch Engine" to see the affection behind the discourse.The first part of body talks about the interactive mechanism in Quora.The content and interaction on Quora is constructed by knowledge,which is dominated by question,answer and comments.A complete Q&A chain is oriented by question,fulfilled by answer and adjusted by comment.According to its content,questions can be sorted into three types:scientific questions,discussing questions and consulting questions.As a consequence,Quora acts as "encyclopedia","debate platform" and "barometer"respectively.The interactive part of answer and comments can be divided into collaboration and adversary.Apart from knowledge,people's discourse also covers emotion and attitude.The second part addresses community members,participant motivation and image construction,as well as core members,group feature.These members are empowered by knowledge.By producing and disseminating knowledge,they obtain assertive confidence,sense of authority and link to others.Firstly,according to their eagerness to contribute knowledge and interact,members can be sorted to ardent sharers,fanatics for knowledge,active learners and "1%" members.Next,members construct their image consciously.The image construction is dynamic and open.The more questions they answer,the richer their image will be.Last but not least,after a long-term view,the active members are fixed.They have so much in common,such as high education,good language skills,experience of different cultures and link to China,which offers them the desire and ability to talk about Chinese culture.The third part views the description and evaluation of Chinese culture,as a form of knowledge.Individuals tend to put Chinese culture in the global surrounding and compare it similarity and difference with western culture.They argue that Chinese culture does share something with western culture.However,similarity is only appearance,and difference is the nature,which is also the main reason of the hostile emotion.People's attitude towards Chinese culture can be sorted into four types,resist type,empathy type,assertive type and rectified type,which is distinguished by compatibility to values difference.People's attitude to Chinese culture is affected by five elements:education,literature work,incident,first-hand experience and internet.And the meaning of Quora culture lies not in offering rich knowledge but in increasing thinking efficiency.