
As we inquire into contemporary issues in learning technologies, Team 5 decided to study, research and venture into the World of Podcasts. Podcasts are audio files that belong to a series of episodes related to a theme and that we can generally find grouped on streaming platforms. A podcast can generally be referred to as a single episode or an entire show that includes many episodes. These can be recorded in different formats, the most common being interviews between guest and presenter and individual recordings where the presenter(s) or host(s) comments on a specific topic. They are similar to radio programs; however, the main difference is that podcasts have an “on-demand format” and can be played at the listener’s convenience. Despite the fact that they are available online, one of their fundamental features is the possibility of downloading the episodes to listen to them even offline.
As an interesting fact, the word podcast is the result of the union of the words iPod and broadcast. iPod, referring to the fact that this content is portable; and Broadcast, referring to the fact that its transmission follows the same model as radio transmissions (Bishop, 2021).
A podcast is also content, only in a different format. It can be about a wide variety of topics such as entertainment, news, tutorials, educational content, reviews, science, music, and many more; the limit is only the creativity of the host. Bratcher (2020) suggested that the novelty of media technologies like podcasts reflects the changing media environment that offers consumers more than the traditional one-way flow of information. Bratcher’s research also suggested that the podcast industry was growing exponentially and that “podcasting is widespread and likely to continue to increase, given that podcast use has more than doubled in 5 years, increasing 122% since 2014” (Bratcher, 2020).
Adgate (2021) argues that podcasting has become a big business, and as podcasting continues to grow with more listeners and ad dollars, prominent media companies continue to invest in more audio platforms. Although I am not a big podcast fan, there is no doubt in my mind that the use of podcasts is gaining ground around the world. It is a simple and fast way to be in contact with the public (audience). But, how does this entire process happen? Why are large companies investing large sums of money on these platforms? What do they get out of it? Selwyn (2010) argues that greater attention now needs to be paid to how digital technologies are actually being used. As my team and I explore this topic for LRNT 526 it has sparked my interest to learn more about podcasts. How are they made? what platforms are being used for streaming? How do they monetize? Why do businesses use podcasts as part of their marketing plans? At this stage, I have more questions than answers, and I look forward to learning more about the technical aspect of podcasts and their functionality seen from a marketing lens.
References
Adgate, B. (2021, February 11). As podcasts continue to grow in popularity, ad dollars follow. Forbes. https://www.forbes.com/sites/bradadgate/2021/02/11/podcasting-has-become-a-big-business/?sh=1a40dd2a2cfb
Bishop, J. (2021, March 10). A brief history of podcasting. OneFinePlay. https://www.onefineplay.com/blog/a-brief-history-of-podcasting
Bratcher, T. R. (2020). Toward a deeper discussion: A survey analysis of podcasts and personalized politics. Atlantic Journal of Communication, (2020). https://doi.org/10.1080/15456870.2020.1862846
Selwyn, N. (2010). Looking beyond learning: Notes towards the critical study of educational technology: looking beyond learning. Journal of Computer Assisted Learning, 26(1), 65–73. https://doi.org/10.1111/j.1365-2729.2009.00338.x



















