以使用與滿足理論探討新媒體組合經營的跨媒體傳播效果

隨著網際網路的發展，自媒體的形式也越來越多元，2019年Podcast平台在台灣崛起，讓聲音一躍成為主流話題，對於Podcast的研究也不僅限於教育應用層面的探討，而是著重在於Podcast的特質、聲音如何變現、聲音經濟與使用者研究。面對現今媒體環境的變遷，跨媒體傳播已成為普遍傳播的型態，許多的Podcast節目也開始經營社群媒體平台與影音平台，除了擴展收聽的族群，也讓聽眾有一個平台可以進行節目的回饋，並回應聽眾對於節目的想法，甚至會在Podcast的節目環節中設計回應環節，而平台的興起與使用者是否有意願使用平台息息相關。本研究以Podcast的節目內容作為跨媒體經營的中心，以「今天星期姍Witty Wednesday」、「台灣通勤第一品牌」與「好味小姐開束縛我還你原形」三個節目作為研究個案，透過文獻所歸納出互動性、社會臨場感與控制娛樂三大自媒體與Podcast的使用動機與特性，進行訪談大綱的設計，以探討節目的跨媒體傳播效果。研究結果顯示，對閱聽人來說，互動性與社會臨場感與節目內容有高度相關，而社群媒體平台的經營對於Podcast的節目影響較少，相較之下，透過影音平台的呈現能夠有效地增添互動性與社會臨場感。控制娛樂上，對於閱聽人來說，跨媒體的經營並不會對收聽Podcast產生影響，顯示大部分的閱聽人在收聽Podcast的時候會給予的特定的使用情境與時間。

關鍵字

跨媒體；傳播效果；使用與滿足理論； Podcast

並列摘要

With the development of the Internet, the forms of We media are becoming more and more diverse. The rise of podcast platforms in Taiwan in 2019 has made voice a mainstream topic. The research on podcasts is not limited to the discussion of educational applications, but focuses on The characteristics of podcasts, how to monetize sound, sound economy and user research. Changes in the media environment, cross-media communication has become a common form of communication. Many podcast programs have also started to operate social media platforms and audio-visual platforms. In addition to expanding the listening group, it also allows listeners to have a platform to enjoy the program. Feedback, and respond to the audience's thoughts on the program, and even design a response link in the podcast program, and the rise of the platform is closely related to whether users are willing to use the platform. This research takes the podcast program content as the center of cross-media management, and takes "Witty Wednesday", "台灣通勤第一品牌" and "好味小姐開束縛我還你原形" as the research cases. The literature summarizes the motivations and characteristics of the three self-media and podcasts: interactivity, social presence and controlled entertainment, and designs the interview outline to explore the cross-media communication effect of the program. The research results show that, for the listeners, interactivity and social presence are highly related to the content of the program, while the operation of the social media platform has little impact on the podcast program. In contrast, the presentation through the audio-visual platform can Effectively add interactivity and social presence. In terms of controlling entertainment, for readers, cross-media management does not have an impact on listening to podcasts, which shows that most readers will give specific usage scenarios and time when listening to podcasts.

並列關鍵字

Cross-media ； Communication Effects ； Uses and Gratifications Theory ； Podcast

參考文獻

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