艾媒报告|2019酷我音乐《榜样阅读》社会影响研究报告
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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。《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。
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.
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