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
Luis, a marketing lens on podcasting should provide an interesting focus. Monetization is always on the minds of technology promotors and podcasting is no exception. Advertising or subscription-based podcasts are growing and in the longer term may very well dominate the field. Once you narrow down your study a little more you should be in good shape to carry on your research.
Hi Irwin, and thank you for your comments. Nowadays, more and more businesses understand that the use of new technologies and data management have become two key elements to make informed business decisions and analyzing trends. However, the use of different digital technologies comes to a cost right?, as you mentioned “monetization is always on the minds of technology promotors and podcasting is no exception”. With this in mind, I am interested in exploring the capitalist aspect of podcasts as part of my research project for this course.
Hi Luis!
Thanks for sharing a very insightful post on Podcasts! I really think you are starting to delve into some very interesting questions. I am a fan of listening to podcasts while walking and am always blown away by the diversity within podcasts. As you mentioned they can be educational, motivational, heartwarming, sad, used for meditation/grounding and so much more! Each providing a unique experience. My team is currently exploring TikTok and as we are learning more about TikTok it is becoming apparent that a side of TikTok is used to push a sponsors agenda, feeding information that is biased and or an exaggeration of the truth to rise in popularity. Do you think that Podcasts are being used by influential businesses and people to push their agenda similar to TikTok? I wonder if that is why certain businesses choose to back certain podcasts? I also wonder how the various platforms that promote podcasts promote podcasts that their viewers will enjoy? I look forward to seeing the results of your final inquiry!
Hi London, thank you for reading my post and for sharing your comments. I agree with you in how diverse podcasts can be, hence their growing popularity. I also look forward to learning from you and your team about TikTok. To answer your question, I think that Podcasts, TikTok and many other social media platforms are, and always will be influenced by larger businesses. Most businesses want to have their products or services displayed in every possible way to the largest audience possible, and they are willing to pay top dollar for it. When a TikTok or podcast influencer has built a large audience , it comes without surprise to me that they will want to capitalize on what they do. Similar to what Youtube now does imposing “those annoying Ads” in front of their audience and so on. However, I also think that is no different than traditional media advertising such as radio, newspaper and tv. If you wanted to advertise your product or service on the local newspaper, you would have to pay way more to be in the front page than for a small square lost in the middle of the paper. Same with radio ads, they charge businesses way more to have their advertised products during peak hours. I am sure there is so many different views about this topic and that’s why I decided to explore it.
Hi Luis,
Firstly, I did not know that the term Podcast was a melding of iPod and broadcast, thanks for sharing with us! When I think of podcasts, I think of their functionality as anyplace, anytime learning opportunities, but as Bratcher (2020) notes, there is another side to their functionality: personalized politics. I wonder how much and to what degree this applies to your question, “Why are large companies investing large sums of money on these platforms?” Have you by chance found any overt examples of companies taking advantage, or exploiting, user personalized politics? Thanks again!
Angela
Hi Angela, thank you for reading my post and commenting. Just like you mentioned, I also see podcasts as great learning opportunities, however, with opportunities come threats, like the “personalized politics” you describe in your comment. I think the true answer to my question “Why are large companies investing large sums of money on these platforms?” is simple, because they work!. With this in mind, it is not a bad thing that podcasts, social media, and many other digital platforms work the way they do, because they can also be used for good causes for example quit-smoking campaigns, health services, educational tips, promotion of natural resources, and more. I also think that, as end-users, now more than ever, we have a huge array of options to personalize the content that we want to be exposed to. Thank you!