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Cited by 5Radio, Podcasts, and Digital MediaMedia and Digital CommunicationGender, Feminism, and Media

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Podcasting and Personal Brands: Mapping a Theoretical Path from Participatory Empowerment to Individual Persona Construction

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Yee, Timothy·2019·Persona Studies
DOI 10.21153/psj2019vol5no1art837
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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.

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Cited by

Metadata

Authors
Yee, T.
Affiliations
Macquarie University (AU)
Corresponding author
Yee, Timothy
Venue
Persona Studies
Publisher
Deakin University
Published
2019-07-11
Volume
5
Issue
1
Pages
92-106
ISSN
2205-5258 (ISSN-L)
DOI
10.21153/psj2019vol5no1art837
OpenAlex
W2960754205
Cited by
5
References
0
Citations by year
2023: 3 · 2022: 1 · 2021: 1
FWCI
1.06
Type
journal article
Language
en
Open access
Licence
Locations
  • Persona Studies (publishedVersion, cc-by-nc)
  • The Deakin Law Review (Deakin University) (submittedVersion, cc-by-nc)
  • DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
Funders
Macquarie University
Topics
  • Social Sciences › Communication › Radio, Podcasts, and Digital Media
  • Social Sciences › Communication › Media and Digital Communication
  • Social Sciences › Gender Studies › Gender, Feminism, and Media
Keywords
podcasts, personal branding, participatory turn, Web 2.0, media personalities, media convergence, user empowerment

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