作爲興趣和商業的聲音媒介－－中國大陸獨立播客主現況初探

Abstract

播客作爲Web 2.0時期的產物，誕生已久卻長期處於人們的視線之外。近些年，播客在北美的復興使得這一媒介重新獲得了人們的關注。與美國相對成熟的播客產業相比，中國大陸的播客雖然處於初步發展階段，近些年也獲得越來越多的關注。可以看到獨立播客節目數量不斷增加，主題內容日益豐富，同時更開始嘗試播客商業化。 本論文試圖對中國大陸獨立播客主的製作動機、播客的產製流程，及其生存環境進行探討。本論文採取半結構的深度訪談法，共有12名中國大陸獨立播客主接受訪談。 本論文研究發現，中國大陸獨立播客主在製作播客的動機上，偏重個人興趣與自我表達，功利成分較少。同时，獨立播客在中國大陸的商業化發展，面臨市場認知度低、商業模式尚不明朗、獨立播客主欠缺商業能力和意願等問題。此外，內容監管的加劇也給播客的商業化，帶來了更多的不確定性風險。

After several years of slumber, podcasting, a content form of Web 2.0, has regained public attention since the industry revival in North America. Compared to the relatively developed podcasting industry in the United States, podcasting in mainland China is still in its early stages of development. Even so, this emerging industry has already attracted certain audience with an increasing number of independent podcasts and various topics. What’s more, some people have started to explore the possibilities of podcasting commercialization. This study attempts to explore the motivations of independent podcasters and the production process of podcasts in mainland China. Besides, the current situations faced by these podcasters are also discussed in this paper. For these purposes, twelve independent podcasters in mainland China were interviewed based on the method of semi-structured in-depth interviews. This study finds that the major motivations of independent podcasters in mainland China are personal interests and self-expression but not for profit. The commercialization of independent podcasts in mainland China is also facing challenges such as low market awareness and uncertain business models. These independent podcasters generally are not professionals for and have low willingness toward podcast commercialization. In addition, the tightening regulation of content also incurs more uncertainties and risks for such commercialization.