A Study Of Knowledge Production By "Online Celebrity Scholar"

With the widespread use of smart phones and the rapid development of internet,the ways of acquiring knowledge have been expanded rapidly and the forms of carrying knowledge have become more and more abundant.At the same time,the rat-race of society also makes people’s demand for knowledge more and more vigorous.From the2021 BILIBILI’s annual Top 100 UP master list,we can see that pan-knowledge video is increasingly becoming a major part of BILIBILI’s content,which includes BILIBILI has gradually become a prevailing platform for Generation Z both in sociality and learning.The rising of knowledge area of BILIBILI is closely related to the entrance of teachers and scholars.When scholars switch from offline to online classroom,the content of communication has been changed greatly as well due to the differences of online-audience,which is the starting point of this study.In this paper,the author chooses some online celebrity scholar’s knowledge videos as the research object,and use the method of Content Analysis and Online Participatory Observation to study the knowledge production of the UP masters.Specifically,first,the author selected 10 online celebrity scholars with more than 500,000 fans and stable update frequency through a third-party data analysis platform,and conducted a comparative analysis of their video content in order to explore the commonness and individuality from the perspective of the knowledge production of the UP masters.The author analyzed the content of the videos of many well-known scholars,such as the head scholar @luo Xiang Shuo Xing Fa,tried to summarize the characteristics of online celebrity scholar’s pan-knowledge content production,and took an insight into the phenomenon of BILIBILI online celebrity scholar’s pan-knowledge video content.First of all,the introduction part clarifies the research background and significance of this paper,after fully combing the literature from understanding the relevant research progress,findings,and literature review,the research methods,concept definition,theoretical basis and the Innovation Point of this paper have been expounded.The first chapter expounds the developmental situation of the forms of knowledge,summarizes the characteristics of pan-knowledge video from three aspects: knowledge production subject,knowledge dissemination subject and knowledge quantity.At last,the development prospect and cause of BILIBILI’s pan-knowledge are expounded from four aspects: users decide the knowledge demand,the use scene includes both ends,the realization mode encourages the creation,the community culture builds the classroom atmosphere.In chapter 2,the study design has been described,the content categories have been constructed and coded,and finally the reliability test has been carried out.In chapter 3,the study discusses the knowledge production of online celebrity scholars from three parts: production subjects,production content and production skills.As for production subjects,the online celebrity scholars use the production mode of live-action and dream cooperation.As for production content,the study summarized from the video topic selection,title and form.As for production skills,the study found that the online celebrity scholars mainly used vertical construction,viral transmission,collage presentation,series layout and intimate interaction.In chapter 4,based on the empirical research,the author summarized the dilemma of online celebrity scholar’s knowledge production and the improved optimization strategies have been proposed successively.In the conclusion part,the deficiencies of this study were pointed out,and the future research was prospected.