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"Utan If, ingen podcast": En analys av sponsring i svenska podcasts
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
"Without If, no podcast" : An analysis of sponsorship in Swedish podcasts (English)
Abstract [en]

Internet and convergence culture has changed the terms of the media landscape. When old media converge and new ones take form, questions about how these should be classified arise, which is accompanied by new challenges in terms of ethics and regulations. One of these newfound mediums is podcasting; an expanding auditive pull-medium available through streaming or downloading on the Internet.

This study, which was conducted as a quantitative content analysis, examines the use of sponsorship in four of the most popular Swedish podcasts. This was done as an attempt to understand how producers of a new and unregulated medium choose to go about presenting their sponsor, without having any ethical guidelines to follow. Traditional media is already regulated and have ethical guidelines, that for example regulate how to address a sponsor, but in the new and expanding world of podcasting there are no ethical rules and guidelines.

Our study shows that the placements of the sponsorship messages tend to vary and that there is very little consensus regarding how these podcasts choose to present their sponsor. Within the podcasts, we notice distinct approaches regarding how they address their sponsor. When presenting its sponsor, the podcasts tend to do this by expressing feelings, opinions and benefits regarding the brand, company or its products. Overall, this study indicates an inconsistency in the handling and communication of sponsorships. We feel as if the producers learn as they go which leads us to the conclusion that a common set of ethical guidelines are needed. 

Place, publisher, year, edition, pages
2013. , 55 p.
Keyword [en]
podcast, sponsorship, media ethics, convergence
Keyword [sv]
podcast, sponsring, medieetik, konvergens
National Category
Media and Communications
URN: urn:nbn:se:lnu:diva-26936OAI: diva2:631512
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2013-06-25 Created: 2013-06-20 Last updated: 2013-06-25Bibliographically approved

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Utan If ingen podcast(2486 kB)666 downloads
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File name FULLTEXT01.pdfFile size 2486 kBChecksum SHA-512
Type fulltextMimetype application/pdf

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Lemchen, SaraStrand, Alexander
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