| With the rapid development of information technology in the new media era,media convergence has become an important rule for professional media to survive on the Internet.Facing the emerging media forms,how to spread its core competitiveness-deep content to the audience has become a new challenge for the professional media.In the diversified media forms,podcasts have great potential for communication.Podcasts are mainly audio content for single person narration or multi-person communication,involving social hot spots,finance,culture,art and other fields.Compared with visual media,podcasts can liberate users’ eyes,adapt to different mobile scenes,and provide users with emotional companionship.In addition,due to the high overall quality and education level of the podcast audience,the demand for in-depth and high-quality content is large,and the acceptance and tolerance of advertising and knowledge payment are higher.Media podcasting has become a new trend.How professional media develop high-quality communication strategies in the "podcast craze" is the key to occupy the podcast market.This paper selects the podcasts of Sanlian Life Weekly,the Paper and Caixin Media as the research objects.These three professional media podcasts have broken the traditional "carry" mode of audio news,adopted new communication strategies,highlighted their unique advantages,to enter the podcast market first.Not only that,they have abandoned the stereotyped and stylized style of the past and integrated the "reflective","immersive",and "in-depth" characteristics of podcasts.The podcasts they have completed are highly representative and instructive.First of all,the paper analyzes and combs the development background of current professional media podcasts from the perspectives of economy,technology,platform,users,podcasts themselves,and explores the opportunities and challenges faced by current professional media podcasts in the gradual development of podcasting boom.Secondly,based on the detailed collation of domestic and foreign literature,this paper analyzes the main body,content,channels,users and effects of communication by using the 5W theoretical framework,case analysis,text analysis,participation observation,data analysis and questionnaire survey.In the main subjects of communication,the media adopts the strategy of fully mobilizing the advantages of the media people and cooperating with the young and excellent creators from all walks of life,giving full play to their respective advantages and bursting into creative sparks;In terms of communication content,targeting the audience group of young in-depth content,the media have made bold reference and innovation in on the podcast cover,podcast introduction,and podcast audio.In terms of communication channels,they make full use of multiple media.On the one hand,we should quickly seize the opportunity of the emerging Chinese podcast platform and make full use of the operational means of the professional platform.On the other hand,we should do a good job of supplementary interpretation of the content through We Chat and mobile audio,and further radiate and drive more potential audiences.For young communication users,professional media mainly adopt the methods of "focusing on young issues" and “user motivation” to deepen the interaction with users.In terms of communication effects,the communication strategy of professional media podcasts has played a role.The overall exposure increased,but user conversion is relatively low.Finally,based on the above analysis,the paper will further explore the shortcomings of the communication strategy of professional media podcasts,and on this basis,put forward optimization suggestions for the communication strategy of professional media podcasts. |
