Motives for using news podcasts and political participation intention in South Korea: The mediating effect of political discussion

Abstract

The purpose of this study is to examine Korean listeners’ motivations for listening to political news podcasts drawing on uses and gratifications. This study revealed five motivations: social support, convenience, ease of obtaining political information, diversion/habitual use, and alternative use/de-authoritative flow. The study also confirmed that the extent to which gratifications sought for political news podcasts differs depending on listeners’ political orientations. Liberals have stronger motivations for convenience in use, ease of obtaining political information, and diversion/habitual use compared to conservatives. Furthermore, this research found that the motivations for social support, alternative use, and diversion/habitual use tend to impact political discussions with others, both online and offline, and this process could encourage their intention of political participation as well.

The production and consumption of news podcasts

“…The role of podcasts as a medium for social support among the politico-mania, among information seekers and as part of one's everyday routine are well known. In addition, Cho et al (2023) find that podcasts are potentially valuable tools for communicating political agendas and encouraging public deliberation. These findings are particularly significant as there is a lack of critical examination of podcasts in political communication and media (Bratcher, 2022).…”

“…These findings are particularly significant as there is a lack of critical examination of podcasts in political communication and media (Bratcher, 2022). Unconventional ways of disseminating political information – ways that tend to be direct, outspoken and critical – are attractive to the public, particularly to segments in Korea that are more politically liberal than conservative (Cho et al, 2023). Podcast listeners feel a sense of social support by listening to like-minded podcasts, which increase their engagement with political discussions and further their intention to participate in political activities (Cho et al, 2023).…”