Construction of Discourse System of Mainstream Value Dissemination in Network Culture Circle - Taking Zhihu as an Example

DOI: https://doi.org/10.62517/jnme.202410420

Author(s)

Li Henan

Affiliation(s)

Guangdong University of Science and Technology , Dongguan, Guangdong, China

Abstract

With the advent of the all-media era, the network platform represented by Zhihu has spawned a large number of various types of network culture groups. This kind of network community built based on empathy, preferences and virtual symbols has instability, lack of identity authentication and information verification channels, lack of interaction with social information systems, and become a stronghold for the breeding and dissemination of subcultures and non-mainstream values. Taking Zhihu as a typical example, it is a new topic for the current youth leadership to study how to integrate into the network cultural circle group to communicate and interact with contemporary youth, consolidate the discourse system of mainstream value communication in the network cultural circle group, and enhance the leading force of mainstream values in the network cultural circle group. By studying the network culture circle group constructed by Zhihu as the field, this paper concludes that the network culture circle group relies on interest bias, communication needs and information sharing, and its discourse power is both grassroots and polarized, and the question-answering norm and content text mode are conducive to discourse absorption and diffusion. The rise and development of Zhihu reflects the changes in young people's concerns and value confusion. The polarization of discourse power and the emergence of grassroots opinion leaders should strengthen the pertinence of the dissemination of mainstream value of inspiration, and the surging of youth subculture should enhance the affinity of mainstream value dissemination.

Keywords

Network Culture Circle Group; Zhihu; Mainstream Value Dissemination; Discourse System

References

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