新媒体情境下的知识分享,改变了传统的知识传播体系,提高了知识获取的效率,并在一定程度上促进了思维能力和价值判断上的自主独立及用户主体性的生成。本文以“虚拟民族志”研究方法,关注“知乎”用户在社区使用行为中的知识分享及这一过程中展现的认同建立与自我建构。本文认为,影响该社区用户自我建构的因素有知识分享的情境建构、印象管理需求、“理想自我”投射、社区群体规范等因素;同时产生社会化知识生产共同体新范式。 Knowledge sharing in the context of new media has changed the traditional system of knowledge dissemination, improved the efficiency of knowledge acquisition, and to some extent promoted the independence and user subjectivity in thinking ability and value judgment. This article uses the research method of “virtual ethnography” to pay attention to the knowledge sharing of “knowing” users in the community use behaviors and the establishment of identity and self-construction in this process. This paper argues that the factors influencing self-construction of community users include factors such as situation-building of knowledge-sharing, the demand of impression management, projection of “ideal self” and community group norms, etc. Meanwhile, a new paradigm of social knowledge production community is produced.