主体类型差异视角下技术博主跨平台内容生产模式研究OACHSSCD

[Purpose/Significance]With the transformation of knowledge dissemination by digital technologies,tech-nology bloggers have emerged as key content producers across multiple platforms.However,platform heterogeneity and increasingly diversified user behaviors present challenges for content adaptation and dissemination efficiency.Individual creators and institutional accounts differ significantly in their cross-platform practices due to variations in identity,objec-tives,and organizational structures.By focusing on different types of content producers,this study explores the underlying logic of cross-platform content production among technology bloggers,offering new insights into the technological content ecosystem and contributing to a more refined understanding of how technical knowledge circulates in digitally networked environments.[Method/Process]This study examined two representative platforms,a vertical technology platform(CSDN)and a social media platform(WeChat),to capture differences in creator behavior across distinct content environments.It constructed a cross-platform sample comprising 90 individual bloggers and 72 institutional bloggers,collecting over 160000 historical posts to ensure adequate empirical coverage.After aligning accounts through nickname matching and identity verification,the study conducted consistency analyses and content topic mining to systematically compare how the two types of creators differed in identity construction,content structuring,and platform-specific adaptation strategies.These analytical steps allowed the study to extract stable cross-platform behavioral characteristics and summarize their corres-ponding production models.[Result/Conclusion]The results reveal that individual bloggers follow a"value-added"cross-platform content production model:on vertical platforms,they focus on in-depth technical content to build an expertise-oriented identity,whereas on social platforms,they shift toward comprehensible knowledge,opinion pieces,industry insights,and personal experience sharing to broaden audience reach and enhance personal influence.Institutional bloggers,by contrast,follow a"brand-collaborative"model:on vertical platforms,they present standardized technical solutions and practical case studies to establish industry credibility,while on social platforms,they emphasize corporate news,product promotion,and event information to enhance brand visibility and achieve organizational communication objectives.Overall,these differentiated strategies reflect the distinct identity motivations of individual and organizational content producers and reveal the intrinsic logic shaping cross-platform behaviors in the technology field.These insights offer theoretical implications for research on cross-platform information behavior and provide an empirical basis for improving the governance of cross-platform content ecosystems,guiding operational strategies for technology creators,and informing differentiated platform-level support mechanisms.Future research can explore more diverse scenarios,including short-video platforms and knowledge-payment platforms,to examine the cross-platform behavior of technical bloggers within more complex and dynamic digital ecosystems.