Chapter Communication strategies in the names and descriptions of pop culture podcasts
The aim of the article is to identify communication strategies in podcast marketing communication - a new form of distribution of promotional, informational and educational content. Taking the perspective of a constructivist communication theory, 116 podcasts excerpted from Spotify were analyzed. Th...
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| Tác giả chính: | |
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| Định dạng: | Online |
| Ngôn ngữ: | Tiếng Ba Lan |
| Được phát hành: |
Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Những chủ đề: | |
| Truy cập trực tuyến: | ONIX_20250307_9788382207118_1328 |
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| _version_ | 1869524033691713536 |
|---|---|
| author | Różalska, Marianna |
| author_browse | Różalska, Marianna |
| author_facet | Różalska, Marianna |
| author_sort | Różalska, Marianna |
| collection | Directory of Open Access Books |
| description | The aim of the article is to identify communication strategies in podcast marketing communication - a new form of distribution of promotional, informational and educational content. Taking the perspective of a constructivist communication theory, 116 podcasts excerpted from Spotify were analyzed. The author explored only the names and descriptions of podcasts from three categories: music, games, and arts and entertainment, as representing the subject of pop culture. Then, a qualitative description of the five most commonly used communication strategies was made: creating an authority, pointing to distinguishing features, relational-based, humor and irony, imitation of the recipient's language. Mechanisms, concepts and other communication measures that create strategies were taken into account. Research results show a tendency towards narrativity, community and building relationships. They indicate the specificity of the communication mechanisms used in the podcast sector. This content, easy to receive and attracting more and more enthusiasts, has enormous marketing potential. However, it is to a small extent oriented towards persuasiveness. |
| format | Online |
| id | doab-20.500.12854ir-155678 |
| institution | Directory of Open Access Books |
| language | pol |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1556782025-03-07T14:30:02Z Chapter Communication strategies in the names and descriptions of pop culture podcasts Różalska, Marianna real-time marketing storytelling marketing advertising news service creativity media studies The aim of the article is to identify communication strategies in podcast marketing communication - a new form of distribution of promotional, informational and educational content. Taking the perspective of a constructivist communication theory, 116 podcasts excerpted from Spotify were analyzed. The author explored only the names and descriptions of podcasts from three categories: music, games, and arts and entertainment, as representing the subject of pop culture. Then, a qualitative description of the five most commonly used communication strategies was made: creating an authority, pointing to distinguishing features, relational-based, humor and irony, imitation of the recipient's language. Mechanisms, concepts and other communication measures that create strategies were taken into account. Research results show a tendency towards narrativity, community and building relationships. They indicate the specificity of the communication mechanisms used in the podcast sector. This content, easy to receive and attracting more and more enthusiasts, has enormous marketing potential. However, it is to a small extent oriented towards persuasiveness. 2025-03-07T14:30:01Z 2025-03-07T14:30:01Z 2022 chapter ONIX_20250307_9788382207118_1328 9788382207118 9788382207101 https://directory.doabooks.org/handle/20.500.12854/155678 pol image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/1051 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-710-1.10 The aim of the article is to identify communication strategies in podcast marketing communication - a new form of distribution of promotional, informational and educational content. Taking the perspective of a constructivist communication theory, 116 podcasts excerpted from Spotify were analyzed. The author explored only the names and descriptions of podcasts from three categories: music, games, and arts and entertainment, as representing the subject of pop culture. Then, a qualitative description of the five most commonly used communication strategies was made: creating an authority, pointing to distinguishing features, relational-based, humor and irony, imitation of the recipient's language. Mechanisms, concepts and other communication measures that create strategies were taken into account. Research results show a tendency towards narrativity, community and building relationships. They indicate the specificity of the communication mechanisms used in the podcast sector. This content, easy to receive and attracting more and more enthusiasts, has enormous marketing potential. However, it is to a small extent oriented towards persuasiveness. 10.18778/8220-710-1.10 83bfe9c9-323d-4283-b087-d859fd9af314 9788382207118 9788382207101 155-172 open access |
| spellingShingle | real-time marketing storytelling marketing advertising news service creativity media studies Różalska, Marianna Chapter Communication strategies in the names and descriptions of pop culture podcasts |
| title | Chapter Communication strategies in the names and descriptions of pop culture podcasts |
| title_full | Chapter Communication strategies in the names and descriptions of pop culture podcasts |
| title_fullStr | Chapter Communication strategies in the names and descriptions of pop culture podcasts |
| title_full_unstemmed | Chapter Communication strategies in the names and descriptions of pop culture podcasts |
| title_short | Chapter Communication strategies in the names and descriptions of pop culture podcasts |
| title_sort | chapter communication strategies in the names and descriptions of pop culture podcasts |
| topic | real-time marketing storytelling marketing advertising news service creativity media studies |
| topic_facet | real-time marketing storytelling marketing advertising news service creativity media studies |
| url | ONIX_20250307_9788382207118_1328 |
| work_keys_str_mv | AT rozalskamarianna chaptercommunicationstrategiesinthenamesanddescriptionsofpopculturepodcasts |