Qualitative approach to the formalization of a professional podcasting culture. Evolution and trends




Palabras clave:

Podcasting, Podcasts, Online audio, Professional culture, Cultural industry, Radio, Professionalization, Audience, Media ecosystem, Platformization, Professional dynamics, Audio culture, Digital, Audio communication


The podcast has expanded as a consumer product within the online audio ecosystem. The term has become popular, and its fame is increasing in the public sphere, whereas its definition and distinct identity, especially with respect to radio, are still being constructed. While different players, including large platforms and multimedia companies, are positioning themselves in this environment, a podcasting culture distinct from the original amateurism is also taking root. The aim of this paper is to explore the extent to which and in what way the routines and practices of creation, production, and distribution have been formalized to determine whether these processes are fostering a specific professional podcasting culture in Spain. Using semistructured in-depth interviews conducted with professionals linked to the podcasting sector, we aim to determine some of the practices that these players are starting to see as well-established within and unique to the industry, as well as those practices that have yet to become established. On the one hand, thanks to the increase in business volume and investment from production and distribution companies, the space for professionalization has been consolidated. The production standards and perceived quality of this audio content have been affirmed. On the other hand, definitions and categories related to this medium´s identity; the requirements with respect to understanding an audience, especially in its qualitative dimension; and the professional profiles and dynamics that must be established remain to be explored.


Los datos de descargas todavía no están disponibles.


Aparicio, Roro (2021), "Nace Estación Podcast, el primer festival iberoamericano de creación sonora". Forbes, 6 octubre. https://forbes.es/lifestyle/119699/nace-estacion-podcast-el-primer-festival-iberoamericano-de-creacion-sonora

Berry, Richard (2016). "Podcasting: Considering the evolution of the medium and its association with the word "˜radio´". The radio journal international studies in broadcast and audio media, v. 14, n. 1, pp. 7-22. https://doi.org/10.1386/RJAO.14.1.7_1

Berry, Richard (2018). "Just because you play a guitar and are from Nashville doesn´t mean you are a country singer´: The emergence of medium identities in podcasting". In: Llinares, Dario; Fox, Neil; Berry, Richard (eds.). Podcasting: New aural cultures and digital media. Cham: Palgrave Macmillan, pp. 15-33. ISBN: 978 3 319 90056 8 https://doi.org/10.1007/978-3-319-90056-8_2

Bonet, Montse; Sellas, Toni (2019). "Del flujo al stock: el programador radiofónico ante la gestión del catálogo digital". El profesional de la información, v. 28, n. 1, e280109. https://doi.org/10.3145/epi.2019.ene.09

Bonini, Tiziano (2015). "La "˜segunda era´ del podcasting: el podcasting como nuevo medio de comunicación de masas digital". Quaderns del CAC, v. 18, n. 41, pp. 21-30. https://www.cac.cat/sites/default/files/2019-01/Q41_Bonini_ES.pdf

Brooke, Alban (2021). "80 Podcasting tips to start a successful podcast". Buzzsprout, 12 November. https://www.buzzsprout.com/blog/podcasting-tips

Celaya, Javier (2022). "La receta del éxito del "˜audio streaming´ en España". Cinco dí­as, 4 febrero. https://cincodias.elpais.com/cincodias/2022/02/03/opinion/1643898488_065618.html

Cinco dí­as (2022). "Spotify cierra un acuerdo con Prisa Audio y lanza nuevos podcasts originales". Cinco dí­as, 4 marzo. https://cincodias.elpais.com/cincodias/2022/03/04/companias/1646396261_726516.html

Cwynar, Christopher (2019). "Self-service media: Public radio personalities, reality podcasting, and entrepreneurial culture". Popular communication, v. 17, n. 4, pp. 317-332. https://doi.org/10.1080/15405702.2019.1634811

Espinosa-de-los-Monteros, Marí­a-Jesús (2021). "Clubhouse, la nueva red social del audio". El Paí­s, 20 enero. https://elpais.com/elpais/2021/01/18/dias_de_vino_y_podcasts/1611002519_536093.html

Espinosa-de-los-Monteros, Marí­a-Jesús (2022). "Así­ se construye el productor de audio más grande del mundo en habla hispana". The coffee podcast. Spotify, 21 febrero. https://open.spotify.com/episode/3Mi9bZL72f5xfs2LvzSpEC

Forbes (2022), "Forbes 50 best in podcasting: los nombres que están levantando una nueva industria". Forbes, 8 marzo. https://forbes.es/mejores-podcast/

FundéuRAE (2013). "Monetizar, verbo que amplí­a su significado". FundéuRAE, 15 febrero. https://www.fundeu.es/recomendacion/monetizarun-verbo-que-amplia-su-significado-1542

Gallego-Pérez, Juan-Ignacio (2012). "Podcasting in Spain: A new business model or a reflection of traditional radio?". The radio journal, v. 10, n. 1, pp. 23-34. https://doi.org/10.1386/rjao.10.1.23_1

Ganyet, Josep-Maria (2021). "El podcast es la respuesta". La Vanguardia, 14 febrero. https://www.lavanguardia.com/economia/20210314/6374800/podcast-respuesta.html

Garcí­a-Avilés, José-Alberto (2021). "Review article: Journalism innovation research, a diverse and flourishing field (2000-2020)". Profesional de la información, v. 30, n. 1, e300110. https://doi.org/10.3145/epi.2021.ene.10

Garcí­a-Marí­n, David (2019). "La radio en pijama. Origen, evolución y ecosistema del podcasting español". Estudios sobre el mensaje periodí­stico, v. 25, n. 1, pp. 181-196. https://doi.org/10.5209/ESMP.63723

González-Gil, Teresa; Cano, Alejandra (2010). "Introducción al análisis de datos en investigación cualitativa: concepto y caracterí­sticas". Nure investigación, n. 44. https://www.nureinvestigacion.es/OJS/index.php/nure/article/view/476

Hammersley, Ben (2004). "Audible revolution". The Guardian, 12 February. http://www.theguardian.com/media/2004/feb/12/broadcasting.digitalmedia

IAB (2022). Estudio de inversión publicitaria en medios digitales. Resultados 2021. IAB Spain; PWC. https://iabspain.es/estudio/estudio-de-inversion-publicitaria-en-medios-digitales-2021

Izuzquiza, Francisco (2019). El gran cuaderno de podcasting. Madrid: Kailas. ISBN: 978 84 17 24841 3

Llinares, Dario; Fox, Neil; Berry, Richard (2018). "Introduction: Podcasting and podcasts - parameters of a new aural culture". In: Llinares, Dario; Fox, Neil; Berry, Richard (eds.). Podcasting: New aural cultures and digital media. Cham: Palgrave Macmillan. ISBN: 978 3 319 90056 8 https://doi.org/10.1007/978-3-319-90056-8_1

Markman, Kris (2015). "Considerations - Reflections and future research. Everything old is new again: Podcasting as radio´s revival". Journal of radio and audio media, v. 22, n. 2, pp. 240-243. https://doi.org/10.1080/19376529.2015.1083376

Martí­nez-Costa, Pilar; Legorburu, José-Marí­a (2021). "Audio digital e interfaces de voz: una nueva era para la sonosfera". En: Pedrero-Esteban, Luis-Miguel; Pérez-Escoda, Ana. Cartografí­a de la comunicación postdigital: medios y audiencias en la sociedad de la Covid-19. Pamplona: Thomson Reuters Aranzadi, pp. 303-329. ISBN: 978 84 1345 825 0

McHugh, Siobhán (2016). "How podcasting is changing the audio storytelling genre". The radio journal - International studies in broadcast & audio media, v. 14, n. 1, pp. 65-82. https://doi.org/10.1386/rjao.14.1.65_1

Ormaechea, Ana; Fernández-Delkader, Pablo (2019). "Un viaje a través del audio". Telos: Cuadernos de comunicación e innovación, n. 111, pp. 16-20. https://telos.fundaciontelefonica.com/telos-111-asuntos-de-comunicacion-ana-ormaechea-pablo-fernandez-delkader-asi-escuchamos-un-viaje-a-traves-del-audio-consumo-podcast

Pedrero-Esteban, Luis-Miguel; Garcí­a-Lastra, José-Marí­a (eds.) (2019). La transformación digital de la radio. Diez claves para su comprensión profesional y académica. Valencia: Tirant Humanidades. ISBN: 978 84 17973 26 1

Pérez-Gómez, Ángel-Ignacio (1995). "La escuela, encrucijada de culturas". Revista investigación en la escuela, n. 26, pp. 7-24. http://hdl.handle.net/11441/59647

Prisa (2022), "Prisa Audio, primer productor mundial de audio en español". Prisa, 27 enero. https://www.prisa.com/es/noticias/notas-de-prensa/prisa-audio-primer-productor-mundial-de-audio-en-espanol

Quah, Nicholas (2019). "We´re entering the era of big podcasting". NY magazine culture, 30 September. https://www.vulture.com/2019/09/podcasting-history-three-eras.html

Saarijí¤rvi, Markus; Bratt, Ewa-Lena (2021). "When face-to-face interviews are not possible: tips and tricks for video, telephone, online chat, and email interviews in qualitative research". European journal of cardiovascular nursing, v. 20, n. 4, pp. 392-396. https://doi.org/10.1093/eurjcn/zvab038

Sellas, Toni; Solà, Sergi (2019). "Podium podcast and the freedom of podcasting: Beyond the limits of radio programming and production constraints". Radio journal: International studies in broadcast & audio media, v. 17, n. 1, pp. 63-81. https://doi.org/10.1386/rjao.17.1.63_1

Sullivan, John L. (2018). "Podcast movement: Aspirational labour and the formalisation of podcasting as a cultural industry". In: Llinares, Dario; Fox, Neil; Berry, Richard (eds.). Podcasting: New aural cultures and digital media. Cham: Palgrave Macmillan, pp. 35-56. ISBN: 978 3 319 90056 8 https://doi.org/10.1007/978-3-319-90056-8_3

Sullivan, John L. (2019). "The platforms of podcasting: Past and present". Social media + society, v. 5, n. 4. https://doi.org/10.1177/2056305119880002

Taylor, Steve J.; Bogdan, Robert (1987). Introducción a los métodos cualitativos de investigación. Barcelona: Paidós. ISBN: 978 84 7509 816 6 http://mastor.cl/blog/wp-content/uploads/2011/12/Introduccion-a-metodos-cualitativos-de-investigaci%C3%B3n-Taylor-y-Bogdan.-344-pags-pdf.pdf

Terol-Bolinches, Raúl; Pedrero-Esteban, Luis-Miguel; Pérez-Alaejos, Mónica (2021). "De la radio al audio a la carta: la gestión de las plataformas de podcasting en el mercado hispanohablante". Historia y comunicación social, v. 26, n. 2, pp. 475-485. https://doi.org/10.5209/hics.77110

Trindade, Victoria-Andrea (2016). "Entrevistando en investigación cualitativa y los imprevistos en el trabajo de campo: de la entrevista semiestructurada a la entrevista no estructurada". En: Schettini, Patricia; Cortazzo, Inés (coords.). Técnicas y estrategias de investigación cualitativa. Editorial de la Universidad de la Plata, pp. 18-34. http://sedici.unlp.edu.ar/bitstream/handle/10915/53686/Documento_completo__.-%20Cortazzo%20CATEDRA%20.pdf-PDFA.pdf

Vallés, Miguel S. (1999). Técnicas cualitativas de investigación social. Reflexión metodológica y práctica profesional. Madrid: Sí­ntesis. ISBN: 84 77384495

Wade-Morris, Jeremy (2021). "Infrastructures of discovery: examining podcast ratings and rankings". Cultural studies, v. 35, n. 4-5, pp. 728-749. https://doi.org/10.1080/09502386.2021.1895246

Weldon, Glen (2021). NPR´s podcast start up guide: Create, launch, and grow a podcast on any budget. California: Ten Speed Press. ISBN: 978 0 593139080

Zumeta, Gorka (2022). ""˜Sonora´ ya está activa". Gorka Zumeta, 18 julio. https://www.gorkazumeta.com/2022/07/sonora-ya-esta-activa.html



Cómo citar

Martí­n-Morán, A., & Martí­n Nieto, R. (2022). Qualitative approach to the formalization of a professional podcasting culture. Evolution and trends. Profesional De La información, 31(5). https://doi.org/10.3145/epi.2022.sep.17



Artí­culos de investigación / Research articles