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| Title: | Podcast閱聽人和創作者間之價值共創
The Value Co-Creation between Podcast Audiences and Content Creators |
| Authors: | 胡正昊
Hu, Cheng-Hao |
| Contributors: | 張瑜倩
Chang, Yu-Chien
胡正昊
Hu, Cheng-Hao |
| Keywords: | Podcast
自媒體
閱聽人
內容創作者
價值共創
Podcast
We media
Audience
Content creator
Value co-creation |
| Date: | 2022 |
| Issue Date: | 2022-09-02 15:45:16 (UTC+8) |
| Abstract: | 經營自媒體為現今大眾表達自我較為普遍且相對方便的模式，透過社群媒體和網路影音平台等公開資源，閱聽眾得以進一步成為內容創作者，將個人想法付諸於影片製作或是聲音產製，甚至吸引對特定主題有相似想法的群眾加入內容產製的行列。Podcast產業中閱聽眾和內容創作者的關係和互動，也促使社群中產生價值，個別節目也因此發展出獨特的風格。
本研究旨在探討閱聽人和創作者如何進行價值共創，其理論基礎奠基在服務主導邏輯之上，藉由Podcast中的參與者如何以資源整合、資源交流以及價值交換的流程，產生出不同需求情境下的價值。本研究以市場收聽需求為大宗的閒聊型和知識型節目為研究標的，挑選出《台灣通勤第一品牌》、《童話裡都是騙人的》以及《法客電台》三個具有高知名度和收聽率的節目為研究場域，並以深度訪談法和網路民族誌之研究方法探詢創作者和聽眾之間的互動模式。
本研究發現，Podcast節目存有各種類型的特色，內容創作者透過個人風格特質、生活經驗、知識傳播能力等資源進行節目創作，其營造的節目的風格成了最大的節目識別性，進而吸引對節目產生共鳴感之聽眾加入社群，觀眾亦透過留言、分享和活動參與等方式，將自身的生活背景和經驗視為交流資源與Podcaster進行互動，以產生自我實現、社交互動和正向影響力之價值，而聽眾主動之投入使得創作者在創作時能產生量能，也使得參與者的共創過程得以持續。綜合上述，本研究透過三個節目的創作過程和聽眾收聽回饋，發現創作者透過自身獨特價值主張建立收聽群，引發聽眾投入和參與社群，並於不同情境之下產生價值共創。最後，本研究也提供未來投入聲音產業創作之參考來源。
Coordinating we media has become a relatively common and convenient way for people nowadays. Through social media and online video platform and so on, the audience gets to become content creators by making a video or record a Podcast program that even attracts more people who think the same way to join the industry. What’s more, the relation between the audience and content creators gives rise to the occurrence of values and each program can develop their one-of-a-kind characteristics.
This study aims to investigate how audiences and content creators co-create value, by taking the lens of Service-Dominant Logic. Through Podcast participants’ resource integration and exchange, they will create distinct values under different contexts. Moreover, the study selects three programs from public’s favorite genres, including “Commute for me”, “Whatever you Said” and “Plain Law Movement”. In order to take a closer look at how they interact with each other, netnography and in-depth interviews are also adopted to collect qualitative data.
The study finds out that content creators undergo the value co-creation with the audience through personal traits, life experiences and background knowledge. Each program is distinctive by how it is presented and thus captivates audience who resonate with the programs. Hence, participants could comment, share and join activities to fulfill their own desired values. Furthermore, what the audience contributes could further become the energy to the content creators and boost the process of co-creation. Lastly, the study suggests how content creators establish the relationship with the audience with unique value proposition in order to create value with audiences’ productive feedbacks under different contexts. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
109364122 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109364122 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201288 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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