最后的大众媒介终将出现

杨静芝

2016-03-16 凯特琳•汤普森 清华全球传播
原作者：凯特琳·汤普森（Caitlin Thompson）编译者：王馨逸
编者按 2015年岁末，清华大学爱泼斯坦对外传播研究中心联合美国哈佛大学尼曼新闻实验室（Nieman Journalism Lab）约请世界各地的新闻学院院长、知名教授和媒体一线人士对2016年全球新闻传播的新趋势发表了看法。我们对访谈记录进行了整理，编译成中文以飨读者。
摘要“随着流动点播内容的发展，我们将会看到专用应用程序之外的音频搜索的增长，同时它也将会融入到把内容分享至社交流、开放网络和手机的路径。”
我迫不及待的希望2016年的到来——这一年播客将会充分成熟为其本应成为的具有颠覆性的大众媒体。这种颠覆性的基础本就存在：爆炸式增长的多样化声音、格式、聆听经验和盈利路径。 只要听过你便会有所了解。当一家播客得到了曝光、扩散以及一系列文化产品的成功，且这种成功有别于典型却局限的消费方式；人们就会去收听。许多播客（尤其是iTunes）采用的是订阅与下载的方式。该系统需要新听众冒险进入国外的环境寻找音频内容。对于下载的依赖需要内容创造者和广告商接受前后矛盾和不完备的数据。 这并不是未来的2016。随着流动点播内容的发展，我们将会看到专用应用程序之外的音频搜索的增长，同时它也将会融入到把内容分享至社交流、开放网络和手机的路径。如果能感受到某一部分内容如播放键一般，其潜在受众将会急剧增加。点播内容的现状更近似于我们如今对待Youtube：鲜少登录网站，却总能不期而遇。 当检索播客的结果时，我们遇到了群聚效应。因特网的未来主人翁，请注意这家网站：“弹出存档（pop up archive）”。 当代理级别的数字化广告开始消费目标播客，我们便知道未来就在这里。为何不这样做呢？赞助商的主持人在听众的耳边述说，这是最有力且有效的广告方式。也正因如此，这也是最有价值的。广告拦截器愈发无所不在，广告商何不选择算法无法删除的领域——人声？事实上，还有什么能比知悉而信赖的声音带来的亲密且移动优化的聆听体验更加自然而然呢？ 特别是对如我一般的内容创造者而言，至为重要的是，我们已经到了这样一个时机：内容能够成功的刻画声音、体验、格式和灵感，这种灵感远远超过可能定义并且局限播客范围的单口喜剧、黑客、秘籍等。如“The Read”、“Call Your Girlfriend”、“You’re Welcome with Zoe Nightingale”等节目，在过去的广播时代很难生存，但是会在将来的播客时代里兴旺发展。

凯特琳·汤普森是Acast（一家播客监管平台）的内容总监。
注：本文由王馨逸编译，系清华大学新闻与传播学院2015级硕士生。转载请注明：来自微信公号“清华全球传播”清华大学爱泼斯坦对外传播研究中心主办
来源网址：
http://www.niemanlab.org/2015/12 ... um-finally-emerges/
原文The last mass medium finally emerges
I can’t wait for 2016 — the year that podcasting fully matures into the disruptive mass medium it was always meant to be. The foundation for disruption exists: a wildly exploding diversity of voices, format, listening experiences, and routes to monetization.
You’ll know it when you hear it. When a podcast gains exposure, virality, and success at a scale of other cultural commodities outside of the typical — and limiting — methods of consumption, people will tune in. Many podcatchers, most notably iTunes, operate on a subscribe-and-download methodology. This system requires a new listener to venture into a foreign ecosystem to discover audio content. Reliance on downloads requires content creators and advertisers to accept inconsistent and incomplete data.
This isn’t the future of 2016. As streaming on-demand content grows, we’ll see the rise of audio discovery outside of a dedicated app, and integrated into the ways we already share content on social streams, the open web, and on mobile. When a piece of content can be experienced as a play button, the potential for new audiences dramatically increases. The landscape for on-demand audio is looking more like how we encounter YouTube now: rarely on YouTube dot com, but certainly everywhere else.
When your search turns up podcast results, we’ve reached a critical mass. Internet futurists, keep your eyes on Pop Up Archive.
When agency-level digital ad spends target podcasts, we’ll know the future is here. And why wouldn’t it? A sponsorship host read in a listener’s ear is the most powerful, effective method of advertising. And because of that — the most valuable. Ad blockers are increasingly ubiquitous, so why wouldn’t advertising agencies opt for something an algorithm can’t strip out: a human voice. Indeed, what is more native than a known and trusted voice reading an intimate, mobile-optimized audio experience?
And most importantly — for me as a content creator, certainly — we’ll know we’ve arrived when the content that is successful features voices, experiences, formats and ideas that go far beyond the standup comic/hack your body/public radio esoterica that has defined and limited the podcast realm. Shows like The Read, Call Your Girlfriend, and You’re Welcome with Zoe Nightingale would never find a home in the outdated era of broadcast, but will thrive in the age of podcast.
Sasha Koren is editor of the Guardian Mobile Innovation Lab



http://mp.weixin.qq.com/s?__biz= ... d=0#wechat_redirect