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Podcastmediet plogar vägen mot publiken: En kvalitativ studie av den ekonomiska grunden för podcastexpansionen
Umeå University, Faculty of Arts, Department of culture and media studies.
Umeå University, Faculty of Arts, Department of culture and media studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The podcast medium plows the way to the audience – A qualitative study of the economic basis for the podcasting expansion (English)
Abstract [en]

The purpose of this study was to identify, through five different podcasts, the advertisers and sponsors thoughts about the medium as a marketing tool and to portray similarities and differences in the aforementioned. The podcast platform, which falls under the subject of media, was dealt with in this study with help of media theories. The methodology that has been used consists of qualitative content analysis supplemented with qualitative interviews. When the interviewers were spread out all over Sweden, telephone interviews became the obvious choice. The respondents consisted of communication or marketing managers at companies that chose to advertise through the podcasts included in the study. The data collection consisted of transcribed material based on five selected podcasts and associated five sections, along with the transcription from the telephone interviews. A qualitative analysis, consisting of coding and interpretation of all collected data, was the final result of the study. The result includes various aspects of opportunities and challenges associated with podcast financing, and the conclusion that could be drawn was that from the advertisers and sponsors point of view, podcasts are considered to be a good complementary medium to traditional media. It creates opportunities for reaching out to new target groups, and the choice of podcasters are crucial for a potential cooperation between companies and podcasters.

Place, publisher, year, edition, pages
2018. , p. 55
Keywords [en]
Podcast, influencer, sponsorship, advertising, konvergence, transmedia
Keywords [sv]
Podcast, medier, ekonomi, konvergens
National Category
Humanities and the Arts Other Humanities not elsewhere specified Media and Communications
Identifiers
URN: urn:nbn:se:umu:diva-146854OAI: oai:DiVA.org:umu-146854DiVA, id: diva2:1199257
External cooperation
Blocket, Eurojackpot, Lendo, Kry, Hemfrid, Omni ekonomi
Educational program
Programme in Media and Communication Studies: Strategic Communication
Supervisors
Examiners
Available from: 2018-04-20 Created: 2018-04-19 Last updated: 2018-04-25Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf