Podcasting and personal brands

mapping a theoretical path from participatory empowerment to individual persona construction

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This research paper critically analyses the The Osher Günsberg Podcast to illustrate a theoretical disconnect between dominant Web 2.0 theories and the contemporary practice of using the podcast to construct a networked branded persona. I trace the history of early theorisations of the medium, first regarded by leading scholars as a tool for user empowerment in the ‘participatory turn’ in media studies before examining how it is employed by media personalities to establish transmedia personal brands; a particular phenomenon emerging at the forefront of a renewed interest in podcasting by traditional media stakeholders. I argue that this disconnect reveals a need for scholars who study the podcast to now draw on the emerging field of persona studies, which offers a range of new tools that will be useful in analysing the continued evolution of podcasting under its new market pressures and potentials.
Original languageEnglish
Pages (from-to)92-106
Number of pages15
JournalPersona Studies
Issue number1
Publication statusPublished - 2019

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  • podcasting
  • participatory media
  • persona studies
  • personal branding

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