艾媒报告 |2019酷我音乐《榜样阅读》社会影响研究报告

　　目前明星阅读类节目能通过多种渠道进行传播，其传播内容价值正面，且明星进驻进一步吸引粉丝观众，受众规模不断扩大。以《榜样阅读》为代表的明星阅读类节目，由于在主流价值传播和对社会影响方面具有重要意义，未来仍将保持较强活力。iiMedia Research(艾媒咨询)数据显示，2018年明星阅读类节目潜在受众超3亿人。44.7%的受访网民表示喜欢明星阅读类节目，其中表示非常喜欢的受访网民占比达到10.3%。对明星阅读节目表示满意的受访观众占比达81.0%。《榜样阅读》90及00后观众占比达到90.2%，受访的《榜样阅读》的观众中，有47.7%更偏好观看《榜样阅读》中有其喜欢的明星当期节目。《榜样阅读》节目主要针对年轻人群，且节目嘉宾均为年轻粉丝占比高的优质青年偶像，能更好地对青少年人群发挥表率作用。通过明星朗诵的形式对优秀文化进行传播，能有效宣扬正面价值观，容易获得社会高评价。明星阅读类节目本质是对优秀文学文化的传播，而由于明星嘉宾对于年轻人影响力高，节目在选取嘉宾上需更加重视其形象及代表精神。未来明星阅读节目采用多渠道融合传播的趋势会更加明显，其应用场景也会更加广泛。(《艾媒报告|2019酷我音乐《榜样阅读》社会影响研究报告 》完整高清PDF版共55页，可点击文章底部下载按钮进行报告下载。)

　　At present, celebrity reading programs can be spread through a variety of channels, and the value of the content is positive, and inviting the celebrities for reading further attracts fans and the audience size continues to expand. The celebrity reading program, represented by "Bangyang Reading", will remain strong in the future due to its significance in mainstream value propagating and social impact. As the data of iiMedia showed, the potential audience for celebrity reading programs in 2018 exceeded 300 million. 44.7% of the netizens surveyed expressed their preference for celebrity reading programs, among which the proportion of netizens who said they liked it was 10.3%. The proportion of respondents who expressed satisfaction with the celebrity reading program accounted for 81.0%. The Post 90s and 00s audience of "Bangyang Reading" accounted for 90.2%. Among the interviewed audience of "Bangyang Reading", 47.7% prefer to watch the episodes of their favorite celebrity. The "Bangyang Reading" program aims at young people, and the celebrity attended on the shows are high-quality young idols with a high proportion of young fans, who can set a good example for the youth population. The propagation of excellent culture through the form of celebrity reading can effectively promote positive values ​​and easily gain high social appraisal. The essence of celebrity reading programs is the propagation of excellent literary culture. As the celebrity guests have a high influence on young people, the program needs to pay more attention to its image and representative spirit in selecting guests. The trend of multi-channel fusion communication will be more obvious in future celebrity reading programs, and its application scenarios will be more extensive. ( "iiMedia Report | 2019 Social Impact of “Bangyang Reading” by Kuwo Music Research Report full version has 55 pages. You can download the report by clicking the download button at the bottom of the article. )

 　　以下为报告节选内容：

　　明星阅读节目传播正能量，社会影响力大

　　明星阅读节目是指邀请名人明星诵读文章或诗词的文化情感类节目，目前主要通过音频和视频两种形式传播。其节目核心内容是明星诵读诗词或者名著 ，同时辅以访谈等内容。这类节目通过明星的参与提升知名度，融合传统媒体和新媒体的渠道优势，通过卫视、网络视频平台、音频电台应用和音乐应用等渠道进行协同传播。

　　2018年明星阅读类节目潜在受众超3亿人

　　iiMedia Research(艾媒咨询)数据显示，2018年中国明星阅读类节目潜在受众人数超过3亿人。艾媒咨询分析师认为，目前明星阅读类节目能通过多种渠道进行传播，其传播内容价值正面，且通过明星嘉宾入驻的方式能有效吸引大批粉丝观众，受众规模不断扩大。

　　明星阅读节目典型——朗读者