Strategic Choices for Balancing Intimacy and Professionalism: Content Analysis of Chinese Podcasts on Himalaya

Jinghong Xu, Zining Wang, Tong Luo and Shiyu Liu
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Jinghong Xu: School of Journalism and Communication, Beijing Normal University, China / The International College, Krirk University, Thailand
Zining Wang: School of Journalism and Communication, Peking University, China
Tong Luo: School of Asian and African Languages, TianJin Foreign Studies University, China
Shiyu Liu: School of Public Health, Xi’an Jiaotong University, China

Media and Communication, 2025, vol. 13

Abstract: By analyzing 120 episodes from 12 podcast accounts, representing central, provincial, commercial, and individual Chinese news outlets on the Himalaya platform, this study examines the strategies employed by news publishers to balance intimacy and professionalism. Our findings show that while all media types prioritize professionalism, their strategies for cultivating intimacy differ significantly. Compared to commercial and provincial media, central media achieved the best balance between intimacy and professionalism. Individual media demonstrated the highest intimacy scores, whereas central media excelled in professionalism. This study enhances our understanding of how institutional backgrounds shape strategies in audio journalism. It offers insights into balancing intimacy with professional standards in the podcast medium.

Keywords: audio journalism; Chinese podcasts; Himalaya; intimacy; news podcasts; podcasts; professionalism (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cog:meanco:v13:y:2025:a:9126

DOI: 10.17645/mac.9126

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