政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/137279

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/137279

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题名:	耳朵裡的新戰場！Podcast內容產製策略分析 The next digital battleground in your ears:Podcast Content Strategy
作者:	哀曉培 Ai, Hsiao-Pei
贡献者:	蘇蘅 SU, Herng 哀曉培 Ai, Hsiao-Pei
关键词:	Podcast 內容產製電腦中介傳播符擔性擬社會互動平台化 Podcast content production computer-mediated communication affordance parasocial interaction platformization
日期:	2021
上传时间:	2021-10-01 10:02:03 (UTC+8)
摘要:	2020年台灣掀起一波Podcast聲音經濟浪潮，來自不同領域的素人、網紅、傳統媒體爭相投入，一年內從300多個節目，猛爆性成長到近8000檔，引發本研究動機：誰從上千檔節目中勝出？原因為何？本研究以「電腦中介傳播」（Computer-Mediated Communication）、「符擔性」（Affordance），以及「平台化」（Platformization）理論，歸納出Podcast是透過RSS技術傳輸下載檔案，並且匯集在網路平台的聲音媒體，其符擔性特點在於「內容形式自由」、「具親密陪伴感」、「可控制性高」與「重視平台展演」。研究方法採質性研究中的深度訪談法，訪問曾在2020年至2021年5月間，進入排行榜前30名的12位Podcaster，研究發現，這些Podcaster善於運用Podcast新媒體特色進行創新敘事，其掌握的關鍵內容產製策略，同時重視「科技機制」和「閱聽眾需求」，加上平台的符擔性，構成Podcast的經營模式。主要包括「建立非主流的獨特觀點」、「善用聲音特質擘劃節目元素」、「擬社會互動敘事」、「掌握平台新科技」四項。本研究也發現，受訪Podcaster的製作策略重視節目在平台的「能見度」，製作策略會透過自建App、觀察編輯清單主題、加入內容策展等方式，積極與平台演算法協作，進行優化內容搶攻排行榜，提高節目被發現的可能，同時擬定跨平台說故事行銷策略，提升聽眾的互動參與感，建立虛擬社群，目的在增加收聽下載次數，獲得貨幣化的機會。此外，與組織型的Podcaster相較，獨立Podcaster更傾向以個人特質圈粉，吸引廣告夥伴的加入。 In 2020, Taiwan witnessed the arrival of the podcast-driven audio economy. It was a year when amateurs of various fields, internet celebrities and traditional media swarmed into the podcast market. Within one year, the number of podcasts shows on the island skyrocketed from just over 300 to nearly 8,000. This study aims to answer the question: who and how they develop good content strategies to engage with their audience? Borrowing theoretical concepts from computer-mediated communication, affordance and platformization, this study first defined podcast as a form of audio media distributed through RSS feeds and hosted on online platforms. Its affordance qualities include format, free content, intimacy, more control for autonomous listeners attention to performativity. For this study, the qualitative method of in-depth interviewing was adopted. Interviews were conducted with a total of 12 podcasters, who had entered the top 30 on Taiwan`s podcast rankings between 2020 and May 2021. This study found these podcasters are good at using podcast new media features for innovative narratives. Meanwhile, they emphasis on "technological mechanism" and "reading audience needs", coupled with the platform`s affordance, constitutes the podcast`s business model, which are non-mainstream viewpoints, audio-oriented planning for podcast elements, parasocial interaction narrative and savviness in new technology on podcast platforms. These podcasters were also found to be particularly mindful of their visibility on podcast hosting platforms. Aggressive efforts were made to work with platform algorithms and optimize their content for better ranking so that they were more likely to be heard. Tactics include using self-created apps, sifting through charts to identify the trendiest topics and adding content curation. Meanwhile, they had also devised a marketing strategy for cross-platform storytelling to enhance interactivity and engagement with their audience. Virtual communities were also set up. The ultimate goal was to increase downloads to monetize their content. Additionally, compared with corporate podcasters, independent podcasters are more inclined to attract fans and advertising partners using their unique personality.
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描述:	碩士國立政治大學傳播學院碩士在職專班 108941002
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