Imagine this: Radio revisited through podcasting

Abstract

Today, listening to radio is typically a secondary activity since people tend to tune in while doing something else. This is a far cry from the Golden Age of Radio when people paid close attention to what was broadcast and relied on their imaginations to visualize scenes and characters. Ironically, it appears that technology is enabling listeners to experience radio much like they did over 60 years ago. Through podcasting, individuals can control not only what they hear, but also when and where it is heard, which enhances opportunities for attentive listening and mental imagery. By relying on the uses and gratifications approach, this study reveals that people attentively listen to and visualize content from podcast programs which contain aural characteristics similar to shows aired during the Golden Age of Radio. The research findings are based on responses gathered from online surveys completed by individuals who listen to the podcast version of the popular public radio program, This American Life.