Colin's presentation for JMC 4040

1. The Rise of Portable Airwaves:
Influence of Podcasts in Social Media
Outreach
By: Colin Gurney
This paper was written for a Social Media Measurement Course in fall, 2018. The author is an undergraduate
student studying Journalism and Media Communication at the University of Nebraska at Omaha.

2. Introduction and
Purpose
Reasons for Research
- Podcasts are an ever-growing phenomenon in the
21st century
- The effects of podcasts are widespread and varied,
and aren’t 100% understood
- Personal interest in podcasts
Purpose
- Explore the history of podcasts
- Examine the influence of podcasts on listeners’
exposure to other forms of media
- Discuss the growing influence of podcast
engagement in social media
Quesenberry defines podcasts as “a series of audio
or video content delivered digitally” which are
“subscribed to and downloaded through web
syndication or streamed online through a computer or
mobile service” (2019, pp. 197).

3. Research Questions
- How much widespread influence do podcasts have on listeners?
- How have podcasts become as relevant as they are today?
- What effects have the podcast format had on multimedia in the past,
present, and future?

4. History of Podcasts
- Podcasts exploded in popularity in 2005 when an iTunes update allowed
for audio and video streaming on computers and portable devices (i.e.
iPods
- The origin of podcasts goes back 20 years before the iTunes update and
even the World Wide Web
- “Autoblogging” = sharing music and audio files on message boards in the
late 1980s and early 1990s

5. Academic Research
- In the years following their initial boost in popularity, podcasts have been
studied mostly in academic settings and for educational purposes
- Intriguing insight into “social factor motivation”
McClung & Johnson (2010, pp. 82-85) concluded that “motivations of
using podcasts include entertainment, timeshifting, library building, a
favorable view of advertising and a social aspect of the podcasts that
centers around discussing the shows with other fans…social factor
motivation is also a predictor of podcast use”

6. Data Collection and Results
Figure 1. Source: http://www.journalism.org/chart/sotnm-radio-npr-podcast-users/

7. Data Collection and Results
Source: https://www.edisonresearch.com/podcast-consumer-2018/
This report shows an
estimated 180 million
people, or 64% of the
United States population,
are aware of the term
“podcast.”

8. Data Collection and Results
This report shows that 124
million people, or 44% of the
American population, have
listened to a podcast.
Figure 2. Source: https://www.edisonresearch.com/podcast-consumer-2018/

9. Data Analysis and Conclusions
- Podcasts have flourished in popularity since the 2006 era of iTunes and YouTube, growing 3-
4% like clockwork since 2013
- The number of United States citizens that have listened to a podcast has doubled in the last
10 years
- Podcasts are quickly becoming a preferred way for Americans to tune in to a wide range of
topics
- This growth can likely be attributed to the utility, flexibility, and ease of access that podcasts

10. Future Research and Discussion
- Quesenberry has already laid groundwork for this field by discussing the significance of live video
streaming (2019, pp. 167-169)
- Ties to advertising revenue
- Video services like Netflix and Hulu provide a vast selection of on-demand content
- Cable companies have somewhat adapted by offering on-demand streaming through websites and
applications as long as viewers have a cable service subscription
- Options such as Facebook Live, Instagram Live, and the Periscope app can give viewers a firsthand
experience that they can engage with and discuss live
- Like podcasts, these streams are convenient, relevant, and often can be viewed after the fact

11. References
-Albarran, A. B., Anderson, T., Bejar, L. G., Bussart, A. L., Daggett, E., Gibson, S., …Way, H. (2007). “What Happened to our Audience?” Radio and
New Technology Uses and Gratifications Among Young Adult Users. Journal of Radio Studies, 14(2), 92-101. doi:10.1080/10955040701583171
Berry, R. (2015). A Golden Age of Podcasting? Evaluating Serial in the Context of Podcast Histories. Journal of Radio & Audio Media, 22(2), 170-
178. doi:10.1080/19376529.2015.1083363
Keller, J., Carnevale, M. L. c. Dow Jones & Company, Inc. August 24, 1993. Retrieved 2018-10-28 from
https://search.proquest.com/docview/398478408
Crestodina, A. (2018). Content Chemistry, The Illustrated Handbook for Content Marketing. Chicago, IL: Orbit Media.
Dediu, H. (2013, December 10). Updated US Smartphone Saturation Forecast. Retrieved November 1, 2018, from
http://www.asymco.com/2013/12/10/updated-us-smartphone-saturation-forecast/
Hammersley, B. (2004, February 12). Why online radio is booming. Retrieved November 1, 2018, from
https://www.theguardian.com/media/2004/feb/12/broadcasting.digitalmedia

12. References
McAlone, N. (2017, March 01). How YouTube's new $35-a-month cable TV competitor could fix the biggest failure of its rivals. Retrieved November 2, 2018, from
https://finance.yahoo.com/news/youtubes-35-month-cable-competitor-145616391.html
Mcclung, S., & Johnson, K. (2010). Examining the Motives of Podcast Users. Journal of Radio & Audio Media, 17(1), 82-95. doi:10.1080/19376521003719391
Morris, N. P. (2010). Podcasts and Mobile Assessment Enhance Student Learning Experience and Academic Performance. Bioscience Education, 16(1), 1-7.
doi:10.3108/beej.16.1
NPR podcast users. (2018, July 12). Pew Research Center's Journalism Project. Retrieved December 2, 2018, from http://www.journalism.org/chart/sotnm-radio-npr-
podcast-users/
Pham, J. (2010). A Case Study of Classroom Podcast in Ohlone Community College. Education Information Researches Center, 1-149. Retrieved October 27, 2019,
from https://search.proquest.com/docview/744398076?accountid=14692.
Quesenberry, K. A. (2019). Social Media Strategy: Marketing, Advertising and Public Relations in the Consumer Revolution, second edition. Lanham, MD: Rowman
& Littlefield.
Shantikumar, S. (2009). From lecture theatre to portable media: Students’ perceptions of an enhanced podcast for revision. Medical Teacher, 31(6), 535-538.
doi:10.1080/01421590802365584

13. References
Swanson, D. J. (2012). Tuning in and hanging out: A preliminary study of college students’ use of podcasts for information,
entertainment, and socializing. The Social Science Journal, 49(2), 183-190. doi:10.1016/j.soscij.2011.08.011
The Podcast Consumer 2018 (2018, April 20). Edison Research, Retrieved December 2, 2018, from
https://www.edisonresearch.com/podcast-consumer-2018/

14. Fin