Marketers are today confronted with new forms of media and tend to use different strategies to exploit these media. The Podcast medium has emerged in a time of changes in terms of media planning. By using stimuli containing identical context with different forms of advertising, this thesis seeks to explore whether ads, sponsorships or product placements is more favourable for an advertiser to practice in the Podcast medium. The purpose of this study is to investigate the differences in communication effects, such as attitude towards the brand and purchase intention, depending on the form of advertising. Testing if previous research, made on the same format but in different media, is applicable in the Podcast medium carries out the study.

Podcast är ett nytt medieformat som har vuxit snabbt det senaste decenniet, i toppen bland de svenska Podcasterna ligger ?Filip och Fredriks Podcast? med Filip Hammar och Fredrik Wikingsson. Podcast är ett relativt billigt och enkelt medium som gör det möjligt att nå ut till en potentiellt global publik. Syftet med den här uppsatsen är att med hjälp av samtalsanalys belysa specifika egenskaper hos Podcasten jämfört med traditionell radio som här representeras av pratprogrammet ?Gerts värld? med Gert Fylking och Kim Kärnfalk.Jag kommer även använda mig av David Hendys teorier för hur radio program är strukturellt uppbyggda och applicera dem på mitt material för att se på likheter och skillnader mellan radio och Podcast.

2012 was the year when the Podcast had a breakthrough in Sweden. As media corporatehouses developed, they adopted new forms to mediate journalistic material, whereas the Podcasts was one of them. The Podcast has had a rather informal reputation in Sweden in contrary to The United States and Great Britain, where it holds a higher sense of prestige and professionalism. It is therefore relevant to investigate what happens when media corporatehouses i Sweden embraces the Podcast through themes such as tabloidization, commercialism, convergence and divergence. We chose to investigate the content of the Podcast in the tabloid press Aftonbladet, and in the serious press, Dagens Nyheter.

I denna uppsats kommer jag att studera det relativt nya medieformatet Podcast ur ettsamtalsanalytiskt perspektiv. Syftet med uppsatsen är att analysera samtalen var för sig ochsedan jämföra de båda samtalen med varandra för att få fram eventuella skillnader ochlikheter. Kategorierna som studeras är: samtidigt tal, avbrott, introduktion av samtalsämneoch samtalsuppdelning. De Podcaster som analyseras är ?Alex och Sigges Podcast? samt?Filip och Fredriks Podcast?.

Idag börjar fler och fler bekanta sig med begreppet Podcast som börjat florera allt oftare i svenska medier. Denna uppsats behandlar ett aktuellt ämne då Podcasttrenden fullkomligt håller på att explodera i Sverige. I länder som till exempel England och USA har Podcastkulturen existerat längre än i Sverige och hunnit få en bred publik med många lyssnare8, medan trenden inte fått sitt fäste i Sverige förrän på senare år. Om vi ser till den tekniska aspekten kan vi konstatera att möjligheten med att starta sin egenproducerade Podcast har funnits länge, men vilka faktorer kan ha bidragit till denna plötsliga succé som vi anser uppstått det senaste året?Frågeställningarna vi kommer att använda oss av i vår studie är:Hur har Podcasttrenden etablerats i Sverige?Vilka faktorer har varit avgörande för utvecklingen?För att kunna besvara ovanstående frågeställningar kommer vi att fördjupa oss inom trender och dess framväxt, samt försöka ta reda på vilka grundstenar som ligger bakom dessa trenders uppkomst.

I denna uppsats kommer jag att studera det relativt nya medieformatet Podcast ur ettsamtalsanalytiskt perspektiv. Syftet med uppsatsen är att analysera samtalen var för sig ochsedan jämföra de båda samtalen med varandra för att få fram eventuella skillnader ochlikheter. Kategorierna som studeras är: samtidigt tal, avbrott, introduktion av samtalsämneoch samtalsuppdelning. De Podcaster som analyseras är ?Alex och Sigges Podcast? samt?Filip och Fredriks Podcast?.

The purpose of this study is, based on theories of gender and hegemonic masculinity, to studyhow masculinity and femininity is constructed and reproduced in one of the most popularSwedish Podcast: Filip & Fredriks Podcast. The main theory in this study is that gender issocially created and sustained by humans through language and interaction with others.The study's research questions is: How are gender roles/gender portrayed in Filip & Fredrik'sPodcast? What characteristics are attributed to men and women in Filip & Fredrik's Podcast?How does Filip & Fredrik's Podcast represents conditions and power relations between menand women?Through an linguistic textual analysis, which is an application of discourse analysis, I seek toget beneath the surface meanings of texts and examine more implicit social meanings andideologies regarding gender. It includes an analysis of metaphors, word choices and syntax.The analysis shows underlying values and ideologies that indicates gender structures in abroader societal context. Choice of words and metaphores in Filip & Fredriks's Podcastexpresses symbolism where men and male-typical attributes are highly valued, whilst womanand female-typical attributes is being devalued and representative of the opposite.Masculinities and femininities are also constructed and represented in various ways throughsentence constructions that guides the listeners in certain directions.

The purpose of this study is, based on theories of gender and hegemonic masculinity, to studyhow masculinity and femininity is constructed and reproduced in one of the most popularSwedish Podcast: Filip & Fredriks Podcast. The main theory in this study is that gender issocially created and sustained by humans through language and interaction with others.The study's research questions is: How are gender roles/gender portrayed in Filip & Fredrik'sPodcast? What characteristics are attributed to men and women in Filip & Fredrik's Podcast?How does Filip & Fredrik's Podcast represents conditions and power relations between menand women?Through an linguistic textual analysis, which is an application of discourse analysis, I seek toget beneath the surface meanings of texts and examine more implicit social meanings andideologies regarding gender. It includes an analysis of metaphors, word choices and syntax.The analysis shows underlying values and ideologies that indicates gender structures in abroader societal context. Choice of words and metaphores in Filip & Fredriks's Podcastexpresses symbolism where men and male-typical attributes are highly valued, whilst womanand female-typical attributes is being devalued and representative of the opposite.Masculinities and femininities are also constructed and represented in various ways throughsentence constructions that guides the listeners in certain directions.

Podcasting har blivit en stor del av många unga svenskars mediekonsumtion. De största Podcastsen i Sverige har hundratusentals lyssnare varje vecka. Men hur mycket minns man som lyssnare egentligen av vad som sägs? I den här undersökningen testade vi hypotesen om att Podcastlyssnare kan bibehålla sin koncentration på ett bättre sätt om konversationen i en Podcast då och då blandas upp med musik. Undersökningen utgick ifrån teorier om att hjärnan använder olika delar gällande musik respektive tal.Vi testade hypotesen på tre fokusgrupper som lyssnade på en och samma Podcast.

The aim of this study was to investigate in what way content marketing can be understood through Podcasts as an alternative marketing tool. The material which the study was based on is Ölpodden, a Podcast initiated by Carlsberg Sweden. The study intended to shed light on the interdiscursivity that emerges when brands are communicated through Podcasts. Another aim was to understand how relationships and identities are constructed through the Podcast by examining its intended audience. In order to achieve this a critical discourse analysis was used as both underlining theory and comprehensive method.

Syftet med denna uppsats är att granska två Podcaster, en med enbart män och en med enbart kvinnor. Genom en kritisk textanalys på C/O Hannah och Amanda, samt Alex och Sigges Podcast, ser vi hur femininitet och maskulinitet manifesteras i respektive Podcast. Parallellt med våra observationer i språket jämför vi med tidigare populärkulturell forskning på medier, samt forskning kring femininitet och maskulinitet. Vårt hopp med detta är att kunna se huruvida Podcasten, som är hyllat som ett fritt medium, är en plattform för nytänkande eller bakåtsträvande ideal. I vår analys visar vi bland annat hur programledarna använder sitt kön som ett uppträdande.

Podcast is a new audio media in Sweden and has become larger and increasingly more popular in the past few years. In line with this, companies have seen the opportunity to use this type of marketing in the new coveted media and have created a new marketing tool in the form of sponsorship. Previous studies in this field indicate that this is a very effective method to reach a broad audience, but it still is a relatively new area with very little research in existence today. This study is an analysis of how receptive listeners are to marketing through Podcasts and the ability companies have to create a sustainable and effective strategy for successful marketing through this type of medium. The collection of data for this study consists of two different qualitative interviews, the first one with listeners that were chosen, and the second with the sponsor company for two of the largest Podcasts in Sweden. The essay´s empirical evidence shows how receptive listeners are to marketing via Podcasts, what their Podcast habits look like, what form of approach in marketing they prefer, and how often they take part in different offers. From the interviews with listeners and sponsoring companies in the study, it is concluded that the best and most effective strategy for marketing through Podcasts is to weave advertising in the conversation and therefore increase the credibility and disturb the listener as little as possible.

This study examines how masculinity is portrayed in Podcasts. Our original materialconsisted of four episodes of C/o Hannah & Amanda and four episodes of Filip &Fredrik's Podcast. We analyzed the programs both individually and in comparison toeach other. Using a rhetorical analysis, we found that the perception of men in thePodcasts conforms to societal norms. The theoretical basis underlying ouranalysis can be expected to strengthen our findings and made us also realize that theimage of masculinity is constantly evolving..

Recent years have seen a dramatic increase in Podcast listening in Sweden. As a result, Podcasts has become attractive in marketing purposes among enterprises and organizations. It has also been revealed that the messages about products advertised in Podcasts not only spread among the listeners, but also among their friends when publishing on social media. Research in this area has shown that messages spread on social media is a process which not only involve the transmitter and the receiver but also a third party, that is other individuals in the receivers network. This study reveals possible reasons to how and why listeners of the Podcast spread commercial messages on social media.In order to identify general trends and to acquire an understanding of the phenomenon about Podcasts a case study on Fredagspodden, produced by Hannah Widell and Amanda Schulman, was done.

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.