声音景观视域下基于听众评论的品牌播客形象感知分析——以麦当劳播客系列节目“开麦巨有聊”为例

An Analysis of Brand Podcast Image Perception Based on Audience Comments from the Perspective of Soundscape—Taking the McDonald’s Podcast Series “Talking on the Big Mac” as an Example

摘要: 本文引入声音景观理论，通过对麦当劳播客节目评论区文本的采集，从高频词分析、情感分析、消极情绪剖析等角度对听众评论展开研究，从量化层面探究听众视角下的品牌播客形象感知。最后，基于分析提炼的结果，从声音、环境与听众角度对品牌播客形象感知暴露的问题提出改进对策，指出其在情感传递、沉浸对话场域及听众注意力上的优化空间，以期还原品牌构建播客形象的主体逻辑，为品牌实现理想的传播效果提供改进建议。

Abstract: This article introduces the theory of soundscapes and conducts a research on the listener comments by collecting the text from the comment area of the McDonald’s podcast programs. The study is carried out from the perspectives of high-frequency word analysis, sentiment analysis, and dissection of negative emotions, aiming to explore the brand podcast image perception from the audience’s perspective at the quantitative level. Finally, based on the results refined from the analysis, improvement countermeasures are proposed for the exposed problems in the brand podcast image perception from the aspects of sound, environment, and audience. The article also points out the optimization space in terms of emotional transmission, immersive dialogue field, and audience attention, with the expectation of restoring the main logic of the brand in constructing the podcast image and providing suggestions for improvement to achieve the desired communication effect for the brand.