Research On The Influence Mechanism Of Knowledge-based Online Question-and-answer Community On Public Opinion Events

With the development of the Internet,the Internet platform has undertaken the important task of connection,becoming a bridge between people,people and information communication.Entering the Web2.0 era,mobile Internet technology has matured,and various network sharing platforms and Q&A communities have emerged.,To facilitate the exchange of knowledge into wealth,and to better meet people's personalized knowledge needs.At the same time,user-generated content(UGC)continues to produce content,and the way people obtain information and knowledge also changes.Ask questions from industry experts and well-known big V through the online question and answer platform to meet the knowledge needs in different scenarios.Become a knowledge acquisition method that has emerged in recent years.At the same time,now that the Internet has become an important communication medium,the convenience and immediacy of the online Q&A community has become the main tool for Internet users to interact,continuously release and expand the public discourse space,and build a platform for the public to express opinions and attitudes,Has also become the main way for users to vocalize public opinion events.At present,social transformation has produced many contradictions and has spawned various public opinion events.In the new development period,normalization and rapid expansion of the effect have become the new characteristics of public opinion events,and the grabbing of the right to speak has become increasingly fierce.These online discussion platforms are also closely related to people's daily lives and have an important influence on the discussion of public opinion events.The online Q&A platforms such as Fenda,Weibo Q&A,and Zhihu,launched in2016,attracted millions of users and Zhihu has become a star-rated online Q&A product.With its unique communication mechanism,it has become a more successful online question and answer community in China.It produces content in the UGC mode.The content is relatively objective and true.To a certain extent,it can meet the information acquisition needs of different users.It has both timeliness and continuity.Users High viscosity,combined with hot news,often dig deeper into the connotation,and has a better communication effect;but its user scale is large,spreads in all walks of life,and the social problems generated are also more prominent.Among them,some rumor makers spread rumors and affect society stable.In the era of knowledge increase,information explosion and cognitive surplus,we choose "Zhihu" as the research object to explore how to guide users to "rational voice" in social hot events.Through literature review,case study and word cloud diagram analysis,the specific theory is defined.Under the guidance of specific theory,the specific analysis is carried out from user behavior,use motivation,group characteristics,content production and impact effect.Taking "Zhihu" network Q&A community as an example,the typical cases are mainly analyzed to explore the impact mechanism of network Q&A community on public opinion events It also finds out the problems caused by the influence of the community on the public opinion events,makes better use of the influence of the network opinion leaders,helps users to use the network Q&A platform more objectively and rationally,correctly evaluates the guidance of public opinion,reasonably uses their own discourse power,helps the hot point events of public opinion to solve and promote social development,and creates a good ecological environment for public opinion in the network community.From 2019 to 2020,hot public opinion events with the knowledge of the online community as the starting point of information: "Sister BMW's apology event","falling object incident" and "increased pork price event" The platform promotes the diffusion of the entire event from discussion to public opinion fermentation.It is precisely because of the unique operating mechanism of "user-centered use satisfaction","rational groups" and "multiple high-quality content" that the platform's attitude to the incident from the perspective of the problem has led the public opinion to a certain extent and guided public opinion.Agenda setting exists widely inside and outside the community,and the continuous catalysis of group identity and the increase of social interaction and communication have become an important way of knowing that the community participates in the discussion of public opinion events.Through the analysis of specific cases and related theories,we can see that the community users of Zhihu are afraid of being isolated when they express their opinions,and sometimes they have to fall into the spiral vortex of silence,while for the opinion leaders of Zhihu,there is still a phenomenon of abusing their discourse power to guide the public opinion irrationally.It also hopes to better solve the phenomenon of conformity through deeper analysis,encourage users to participate in discussions and express their opinions more freely and actively,and also to stop the abuse of discourse power in some areas of public opinion and to intervene in the public opinion going to chaos.