纸媒重“声”：报业数字音频化实践图景——以南方都市报为例

The Press’s Return to the Voice: A Landscape of Digital Audio Practices in Newspaper Journalism—Taking the Southern Metropolis Daily as an Example

摘要: 随着数字化时代的来临，传统纸媒面临着诸多挑战，其中之一是如何创新内容形式以适应现代读者的需求。本文以南方都市报为样本，探讨国内报纸数字音频化生态图景，探索数字音频媒介市场的发展规律，从数字意识、内容故事、声音景观、场景适配出发，揭示报业数字音频化的实践进程和传统报业数字音频化的特点。研究发现，主流报纸借助数字音频依托其传统内容生产优势兴起，也受传统报业带来的生产模式的桎梏，在新的数字媒介市场下形成与传统广播不同的数字化音频产品，但面对新的媒介形态和市场，传统纸媒的数字音频化实践丢失了传统内容深度和故事感，内容广度和深度降低，缺乏声音传播需求的场景感。本研究试图以南方都市报为例，试图勾勒出报业数字音频化实践路径，为传统报业的深度数字音频化实践提供有益视角。

Abstract: With the advent of the digital age, traditional paper media face many challenges, one of which is how to innovate content formats to meet the needs of modern readers. This paper uses the Southern Metropolis Daily as a sample to explore the underlying drivers of digital audioization of domestic newspapers, explore the development laws of the digital audio media market, and reveal the practical process of digital audioization in the newspaper industry and the characteristics of traditional digital audioization, starting from digital awareness, content story, soundscape, and scene adaptation. The study found that mainstream newspapers are able to leverage their traditional content production advantages with the help of digital audio. However, they are also constrained by the traditional mode of production. This results in the formation of digital audio products that differ from traditional broadcasting in the new digital media market. Despite these differences, the digital audioization practice of traditional print media tends to lose the traditional depth of content and storytelling sense when faced with new media forms and markets, the content breadth and depth are reduced, and the scene sense of the sound transmission needs is lacking. Using the Southern Metropolis Daily as an example, this study attempts to outline the path of digital audio practice in the newspaper industry and provides a useful perspective on deep digital audio practices in the traditional newspaper industry.