تفاعل الجمهور مع محتوى البودكاست بالمنصات الرقمية وانعكاساته على مستقبل الإذاعة بالمنطقة العربية

Amr Mohamed Mahmoud Abdelhamid

doi:10.35516/hum.v52i2.6044

Authors

Amr Mohamed Mahmoud Abdelhamid Mass Communication Department, College of Communication, Al Qasimia University, United Arab Emirates; Department of Radio and Television, Faculty of Mass Communication, Beni-Suef University, Arab Republic of Egypt. https://orcid.org/0000-0003-1746-0532

DOI:

https://doi.org/10.35516/hum.v52i2.6044

Keywords:

Podcast, audio content, digital platforms, radio future, Media Richness

Abstract

Objective: This study aimed to monitor Arab region podcast listeners' consumption behaviors and assess digital audio content creators' adherence to professional standards. It explored their awareness of elements enriching podcasts and examined the impact on traditional radio amidst digital advancements.

Methodology: The study adopted the Media Richness Theory and employed a survey method using a questionnaire applied to a purposive sample of 400 podcast listeners in the Arab region.

Results: The study found a statistically significant correlation between the public's perception of the media richness of podcasts and their assessment of content creators' adherence to professional standards. Significant differences were also observed among respondents in terms of variables such as age, gender, and intensity of exposure to podcasts, particularly in their levels of perception of the richness of podcasts as a medium. However, no statistically significant differences were found between groups of respondents when considering variables such as gender, age, educational level, level of exposure to podcasts, and geographical area of residence in relation to their perception of the impact of podcast development on the role of radio as a traditional medium of audio broadcasting.

Conclusion: Podcasts emerged as a rich form of digital media, distinct from traditional radio, yet the latter maintains trust and a diverse audience. Valuable insights for podcast producers were gleaned, guiding content creation aligned with audience preferences. The study emphasized the need for professional and ethical standards among Arab region podcast producers

Downloads

Download data is not yet available.

References

Abd Al-Elah, H. R. H., & Al-Saraj, S. K. (2021). Science Journalism within the framework of Media Richness Theory. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(7), 2835-2844.

Al-Maroof, R. S., Alahbabi, N. M. N., Akour, I., Alhumaid, K., Ayoubi, K., Alnnaimi, M.,... & Salloum, S. (2022). Students’ perception towards behavioral intention of audio and video teaching styles: An acceptance study. International Journal of Data and Network Science, 6(2), 603.

Alston, A. R. (2021). Radio Broadcasting Industry: Marketing Strategy Plan for the Future of Digital Media Platform.Doctoral dissertation, Capella University.

Berry, R. (2016). Part of the establishment: Reflecting on 10 years of podcasting as an audio medium. Convergence, 22(6), 661-671.

Bird, D. (2023). Democratic listening: News podcasts, trust and political participation in Australia. Australian Journalism Review, 45(1), 93-113.

Chang, C. C., Liang, C., Chou, P. N., & Lin, G. Y. (2017). Is game-based learning better in flow experience and various types of cognitive load than non-game-based learning? Perspective from multimedia and media richness. Computers in Human Behavior, 71, 218-227.

Chang, Y. S., & Yang, C. (2013). Why do we blog? From the perspectives of technology acceptance and media choice factors. Behaviour & Information Technology, 32(4), 371-386.

Chan-Olmsted, S., & Wang, R. (2022). Understanding podcast users: Consumption motives and behaviors. New media & society, 24(3), 684-704.

Cho, Y. Y., Park, A., & Choi, J. (2023). Motives for using news podcasts and political participation intention in South Korea: The mediating effect of political discussion. Media International Australia, 187(1), 39-56.

Chou, S., Ma, W., & Britt, R. K. (2022). The Development of a Podcast Motivations Scale for Taiwan. Journal of Radio & Audio Media, 1-21.

Fernandez, V., Simo, P., Sallan, J. M., & Enache, M. (2013). Evolution of online discussion forum richness according to channel expansion theory: A longitudinal panel data analysis. Computers & Education, 62, 32-40.

Haque, S., & Zdravkovska, S. D. (2023). Producing podcasts in the UAE: Exploring storytelling structures. Journal of Arab & Muslim Media Research, 16(2), 245-266.

Hasim, M. A., Shahrin, M., & Wahid, R. A. (2020). Influences of media richness on Instagram towards consumer purchase intention: The mediating effect of brand equity.

Hsu, C. L., Lin, J. C. C., & Miao, Y. (2020). Why are people loyal to live stream channels? The perspectives of uses and gratifications and media richness theories. Cyberpsychology, Behavior, and Social Networking, 23(5), 351-356.https://risinggiantsnetwork.com/rising-giants-network-launches-podcast-consumption-in-saudi-arabia-2021-report/

Huber, B., Wang, Y., Garcia-Gathright, J., & Thom, J. (2022). Explaining Podcast Recommendations to Users with Content Diversity Labels.

IP de Amorim, I. P., Guerreiro, J., Eloy, S., & Loureiro, S. M. C. (2022). How augmented reality media richness influences consumer behaviour. International Journal of Consumer Studies, 46(6), 2351-2366.

Ishii, K., Lyons, M. M., & Carr, S. A. (2019). Revisiting media richness theory for today and future. Human Behavior and Emerging Technologies, 1 (2), 124–131.

Jauert, P., Ala-Fossi, M., Föllmer, G., Lax, S., & Murphy, K. (2017). The future of radio revisited: Expert perspectives and future scenarios for radio media in 2025. Journal of radio & audio media, 24(1), 7-27.

Lan, Y. F., & Sie, Y. S. (2010). Using RSS to support mobile learning based on media richness theory. Computers & education, 55(2), 723-732.

Laor, T. (2022). Radio on demand: New habits of consuming radio content. Global media and communication, 18(1), 25-48.

Lee, D. K. L., & Borah, P. (2020). Self-presentation on Instagram and friendship development among young adults: A moderated mediation model of media richness, perceived functionality, and openness. Computers in Human Behavior, 103, 57-66.

Lin, Y. H., Lee, W. H., & Giang, C. M. (2016). The formation of Facebook stickiness: The perspectives of media richness theory, use & gratification theory and intimacy.

Maity, M., Dass, M., & Kumar P.. (2018). The impact of media richness on consumer information search and choice. Journal of Business Research, 87, 36–45.

Maity, M., Dass, M., & Kumar, P. (2018). The impact of media richness on consumer information search and choice. Journal of Business Research, 87, 36–45. https://doi.org/10.1016/j.jbusres.2018.02.003

McHugh, S. (2016). How podcasting is changing the audio storytelling genre. The Radio Journal–International Studies in Broadcast & Audio Media, 14(1), 65-82.

Nee, R. C., & Santana, A. D. (2022). Podcasting the pandemic: exploring storytelling formats and shifting journalistic norms in news podcasts related to the coronavirus. Journalism Practice, 16(8), 1559-1577.

Newman, N., Fletcher, R., Eddy, K., Robertson, C. T., & Nielsen, R. K. (2023). Digital News Report 2023. Reuters Institute.

Ollari, K. (2020). How Podcasts Became the Radio of the Future: Understanding Factors That Influence Podcast Consumption Among Millennials.

Perks, L. G., & Turner, J. S. (2019). Podcasts and productivity: A qualitative uses and gratifications study. Mass Communication and Society, 22(1), 96-116.

Daft, R., Lengel, R., & Trevino, L.)1987(. Message equivocality, media selection, and manager performance: implications for information systems. MIS Quarterly, 11(3), 355–366.

Robson, M. (2023). Sound, Self and Crisis: Mapping the Affective Dimensions of Podcast Media. Open Access Te Herenga Waka-Victoria University of Wellington. Thesis. https://doi.org/10.26686/wgtn.22564555.

Rime, J., Pike, C., & Collins, T. (2022). What is a podcast? Considering innovations in podcasting through the six-tensions framework. Convergence, 28(5), 1260-1282.

Ruby, D. (2023). 41+ Podcast Statistics For 2023 (Listeners & Market Size). Demand Sage. https://www.demandsage.com/podcast-statistics/

Salman, T. K., & Al-Shujairi, S. H. A. (2023). The Digital journalistic directing for websites in the framework of the media richness theory. Resmilitaris, 13(1), 3138-3143.

Taylor, M. P. (2023). Crowd Pleasers: Exploring Motivations and Measures of Success among Independent Sports Podcasters. Journal of Radio & Audio Media, 1-18.

Tennant, L. (2023). Podcasting and ethics: Independent podcast production in New Zealand. Convergence,

Tobin, S. J., & Guadagno, R. E. (2022). Why people listen: Motivations and outcomes of podcast listening. Plos one, 17(4),

Tseng, F. C., Cheng, T. C. E., Yu, P. L., Huang, T. L., & Teng, C. I. (2019). Media richness, social presence and loyalty to mobile instant messaging. Industrial Management & Data Systems, 119(6), 1357-1373.

Tseng, F. C., Huang, T. L., Pham, T. T. L., Cheng, T. C. E., & Teng, C. I. (2022). How does media richness foster online gamer loyalty?. International Journal of Information Management, 62, 102439.

Wang, Z. (2022). Media Richness and Continuance Intention to Online Learning Platforms: The Mediating Role of Social Presence and the Moderating Role of Need for Cognition. Frontiers in Psychology, 13, 950501.

Whipple, K., Ashe, I., & Cueva Chacón, L. M. (2023). Examining Podcast Listeners’ Perceptions of the Journalistic Functions of Podcasts. Electronic News, 17(1), 40-66.

Zheng, S., & Gu, J. (2022). Effect of media richness on older adults’ routinized use of social media in mobile applications. Mobile Information Systems, 1-13.