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How Podcasts Are Used As A New Avenue Of Influence In Lobbying To Reach The Masses
Even if you haven’t kept up with the latest and greatest developments in entertainment, chances are good that you’re familiar with podcasts. Nearly a quarter of all Americans listen to more than 10 hours of them weekly, and roughly two-thirds have listened to podcasts occasionally.
In this article, we’ll explore how podcasts are influencing masses and being used as a new avenue of influence in lobbying.
Podcasting Listenership Stats
Podcasts are gaining in prominence around the world. In 2023, for example, research collected by the well-known podcasting platform Riverside indicated that more than 450 million people listened to at least one podcast that year.
This number is expected to reach roughly 620 million in 2026. Statista notes that over 70% of Americans have listened to (or watched) a podcast at some point throughout their lives, and as many as 85% of Americans are familiar with podcasting as a medium.
According to Riverside, 34% of Americans listen to eight podcast episodes per week on average. Also, nearly a quarter of Americans listen to more than 10 hours weekly.
In addition to the sheer size of its audience, podcasting is a massive global industry that’s estimated to reach almost $18bn by 2030.
As you can see, podcasting is an incredibly popular form of entertainment around the world at large, and within the US, in particular.
With so many people tuning in every week, it might not come as a surprise to hear that podcasts are considered a new avenue of influence in lobbying to reach the masses. This is only the latest in a long line of technological and entertainment methods being used to impact politics across the country.
From Radio To Podcasts
Podcasts are hardly the first medium used to reach the masses. On the contrary, mass communication methods have long been crucial in politics.
Beginning in the early 1920s, for example, radio broadcasting delivered entertainment and news to citizens across the country. Talk radio, in particular, is widely considered the grandfather of podcasts.
The connection is fairly easy to see. Podcasts and talk radio shows both provide people with additional outlets to broaden their worldviews and process their emotions.
Podcasts are by far the more ‘customizable’ of the two. Podcasters set their schedule, length of episode, and caliber of guest. All of this together can make or break an audience.
How Podcasts Are Influencing Masses And Politics In The US
Podcasts have been incredibly effective at winning over former legacy media supporters. But how podcasts are influencing masses? Let’s take a look at some of the ways that podcasts are being used to influence lobbying across the masses.
Direct-To-Consumer
Podcasts are a popular entertainment and news medium for people of all ages. One of the biggest reasons that podcasts are quickly growing in lobbying influence is the direct-to-consumer nature of the format. Because there are so many podcasts on the market, there is something to appeal to even those with markedly unusual tastes.
This includes podcasts that address issues using a specific tone or view things through niche perspectives. Regardless of how unusual your viewpoint is you’ll probably be able to find a podcast that hosts guests who share your perspective.
Direct-to-consumer podcasts are ideal for lobbying influence for a few different reasons. The trust that this kind of show inspires in listeners is probably one of the most important factors to consider.
If you’re looking for a reliable way to reach new people and introduce them to ideas that matter in their communities, podcasts are an excellent choice.
Long-Form Nuance
Sometimes you need a bit longer than a five-minute interview to make your point. Traditional news stations don’t cater to this.
When you have only a few moments to hit the high points, nuance can fly right out the window. Podcasts are excellent for those who like to chew on their news and dive deep into the context behind today’s political news.
Ballard Partners podcast, for example, is ideal for listeners who like more of a deep dive than a surface exploration.
Parasocial Relationships, Building Trust, And High-Quality Guests
Yet another reason why podcasts are so influential to their listeners lies in parasocial relationships. The term ‘parasocial relationship’ refers to relationships that seem intimate while being largely one-sided.
You’ve probably seen this term used to describe ‘relationships’ between celebrities and fans. But it’s just as apt between a podcast host and podcast fans.
Podcasters put together shows that matter to their listeners. They release new content to be consumed, and fans eventually begin to feel as though they ‘know’ the podcaster on a personal level. This is especially true with listeners who share the same political and moral beliefs as the podcast host in question.
As they grow to trust the host, listeners begin to take the things they say more and more seriously. They also begin placing a renewed importance on guests.
Introducing listeners to people experienced in their field of choice further improves the trust that listeners have in their podcasters. The guests’ podcasters host matter, in other words, and the best podcasts leverage this understanding to book high-quality guests with opinions that matter to their target audiences.
This allows them not only to gradually influence their listeners’ perspectives about a wide array of topics but also to reinforce the trust they have in the podcast host as a reputable source for reliable information.
After a while, it is normal for listeners to trust their podcast hosts implicitly. This dramatically increases the podcaster’s ability to influence their audience for lobbyists.
Podcasts Have Quickly Become An Unstoppable Force In Politics
Now you have an idea about how podcasts are influencing masses. It offered an accessible and unique medium for connection, information, and entertainment. It is reshaping how people are engaging and consuming content with diverse perspectives.
It’s easy to see why podcasts have quickly become an unstoppable force in politics. It is providing a platform for different kinds of voices, including experts and independent journalists.
From meeting listeners on their level to introducing them to new viewpoints and perspectives, the best podcasts are held in a place of ‘honor’ of sorts among those who listen to them.
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