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随着传统媒体公信力的下降与社交媒体监管的收紧,播客凭借其“去中心化”特性成为候选人与选民直接沟通的新渠道。播客集深度内容、即时互动和广泛参与于一身,通过信息获取与认知塑造、政治动员与社群构建、候选人竞选策略与形象塑造以及选举议题设置等路径,强化选民的情感共鸣,实现了对特定选民群体的精准触达。当前美国选举动员已呈现出“身份驱动”的特征,公共议题的讨论逐渐转变为身份认同的斗争。在2024年美国总统大选中,特朗普通过参与《乔·罗根体验》等头部播客节目,聚焦男性文化议题塑造“反建制”形象,成功获取了年轻男性选民的支持。这一转变揭示了新兴媒介对选举政治的双重影响,既为候选人提供了精准动员的工具,也对现代选举制度的韧性提出了挑战。
Abstract：With the decline in the credibility of traditional media and the tightening of social media regulation, podcasts, with their decentralized nature, have become a new channel for direct communication between candidates and voters. Podcasts combine in-depth content, real-time interaction, and wide participation, strengthening voters' emotional resonance through information acquisition and cognitive shaping, political mobilization and community building, candidates' campaign strategies and image shaping, as well as election agenda setting. In the 2024 U. S. presidential election, Trump successfully shaped an “ antiestablishment” image and garnered support from young male voters by focusing on male culture issues through participation in top podcasts like The Joe Rogan Experience. Currently, U. S. electoral mobilization has shown an “identity-driven” characteristic, with discussions of public issues gradually shifting to struggles over identity recognition. This shift reveals the dual impact of emerging media on electoral politics, providing candidates with tools for precise mobilization while posing challenges to the resilience of modern electoral systems. In the future, podcasts are likely to continue playing an important role in U. S. political elections and society. Continuously monitoring the direction of podcast content and changes in communication mechanisms will be beneficial for improving research on U. S. affairs and seizing strategic initiative in U. S. relations.
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(1)数据统计截至2024年10月25日,数据来源:YouTube平台。
基本信息:
DOI：
中图分类号:D771.2;G206
引用信息:
[1]冯峥,张万海.新兴媒介播客对美国选举政治的影响——以2024年美国大选为例[J].中外交流研究(中英文),2025,1(05):36-52.
基金信息:
2024年度陕西高校思想政治工作研究项目“中国式现代化叙事融入高校思政课教学研究”（2024HZ1238）的阶段性研究成果