Abstract
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 language | English |
|---|---|
| Pages (from-to) | 92-106 |
| Number of pages | 15 |
| Journal | Persona Studies |
| Volume | 5 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2019 |
Bibliographical note
Version archived for private and non-commercial use with the permission of the author/s and according to publisher conditions. For further rights please contact the publisher.Keywords
- podcasting
- participatory media
- persona studies
- personal branding