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

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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)

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.

Suggested Citation

  • Jinghong Xu & Zining Wang & Tong Luo & Shiyu Liu, 2025. "Strategic Choices for Balancing Intimacy and Professionalism: Content Analysis of Chinese Podcasts on Himalaya," Media and Communication, Cogitatio Press, vol. 13.
    • Handle: RePEc:cog:meanco:v13:y:2025:a:9126
    DOI: 10.17645/mac.9126
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    References listed on IDEAS

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    1. Mats Ekström & Oscar Westlund, 2019. "The Dislocation of News Journalism: A Conceptual Framework for the Study of Epistemologies of Digital Journalism," Media and Communication, Cogitatio Press, vol. 7(1), pages 259-270.
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