Exploring a new radio audience : a podcast case study in public radio’s conversion from analog to digital audiences

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Title: Exploring a new radio audience : a podcast case study in public radio’s conversion from analog to digital audiences
Author: Avila, Alexander J.
Abstract: This thesis began as an audience exploration into early adopters of “podcasting” technology through the journalistic radio program Latino USA , distributed by National Public Radio . An explosion in the use of this new media has changed the way radio networks distribute programming , yet little communications research has been done about the audience . This examination documents how podcast audiences are significantly younger and are both substituting and supplementing traditional media . The study also determined that iPod users are significantly more likely to abandon CDs , listen to less radio , and watch less television as the industry converts from 20th Century analog to 21st Century digital technology . Qualitatively speaking , the podcast audience is highly regarded , but quantitatively small . Despite producer expectations that podcasting is the digital mass media of the future , the data shows audiences to have interpersonal connections to podcasting . As such podcasting remains niche programming and not a true mass medium .
URI: http : / /hdl .handle .net /2152 /ETD -UT -2009 -05 -26
Date: 2009-09-03

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Exploring a new radio audience : a podcast case study in public radio’s conversion from analog to digital audiences. Master's thesis, The University of Texas at Austin. Available electronically from http : / /hdl .handle .net /2152 /ETD -UT -2009 -05 -26 .

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