Infotainers, Mediators, or Watchdogs? Mapping the Field of News Podcasters and Their Role Conceptions in Germany, Austria, and Switzerland

Abstract

News podcasts have emerged as a relevant medium, contributing to the collection, analysis, interpretation, and dissemination of information in mass media discourse. This paper presents an analysis of the sociodemographic backgrounds, professional profiles, role perceptions, and values of news podcasters based on an online survey of 195 participants in Austria, Germany, and Switzerland. The results reveal that news podcasters are predominantly male, middle-aged, and academically educated with no journalistic socialization or journalistic working experience. In terms of self-images and values, news podcasters emphasize the importance of education, information, and entertainment, while rejecting conventional concepts like criticism and control. Overall, they demonstrate a strong orientation towards the needs of their audiences and strive to be responsive to their preferences. Yet, the monetization of content through financing models such as sponsoring or native advertisement is not established on a broad scale. These findings shed light on the unique characteristics of news podcasters and provide insights into their status in a rapidly changing media environment.

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