出版播客对出版机构的反哺路径:情感迁移与感知价值  

Publishing podcasts to feed back to publishers:Emotional transfer and perceived value

作　　者：李双双 王丽丽 LI Shuangshuang;WANG Lili(Shi Liangcai School of Journalism and Communication,Zhejiang Sci-Tech University,Hangzhou 311103,China)

机构地区：[1]浙江理工大学史量才新闻与传播学院,杭州311103

出　　处：《浙江理工大学学报(社会科学版)》2025年第2期171-177,共7页Journal of Zhejiang Sci-Tech University:Social Sciences

基　　金：国家社会科学一般项目(21BXW058);浙江省哲学社会科学规划课题一般项目(20NDJC083YB)。

摘　　要：在视觉占据统治地位的现代社会,播客作为一种代表性音频媒介重新出现在大众视野中;布局播客成为出版业的新风潮,“出版+播客”成为知识传播新样态,在此背景下如何利用播客反哺出版机构是一个重要问题。采用问卷调查和参与式观察,通过分析出版播客听众的收听行为,探究出版播客听众在收听过程中的价值感知和情感态度,以及收听行为是否会影响受众对出版机构的认知态度。研究发现:出版播客独特的媒介渠道和优质的内容输出,能够通过直接的情感迁移和间接的感知价值反哺出版机构,增强出版机构认可度,进而将听众转化为出版机构产品的消费者。In the modern society where vision dominates,podcasts have reappeared in the public eye as a representative audio medium.The layout of podcasts has become a new trend in the publishing industry,"publishing+podcasts" have become a new form of knowledge dissemination,and how podcasts can feed back to publishers in such a context has become an important issue.By analyzing the listening behavior of podcast listeners,this paper explores the value perception and emotional attitude of listeners in the process of podcast listening,and whether this listening behavior affects the audience′s cognitive attitude towards publishers by questionnaire survey and participatory observation.The study finds that the unique media channels and high-quality content output of podcasts can feed back to publishers through direct emotional transfer and indirect perceived value,enhance publisher recognition,and convert podcast listeners into consumers of the publishers′ products.

关 键 词：出版播客 出版机构 情感迁移 感知价值 出版融合 

分 类 号：G231[文化科学]