"Min kompis Sebastian, som du också känner..."
När den informella podcasten anammas av tidningshusen
PodcastTabloidiseringKommersialiseringDivergensKonvergensJournalistikKvalitativ innehållsanalysAftonbladetDagens nyheterMediekommunikationInformalitetMediehusTidningshus
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. We also compared the two to see if there is a difference in content when it comes to journalistic principles. Through a qualitative method we analyzed the podcasts with a framework consisting of different themes. By using a directed content analysis, we assumed from certain theories whilst staying open minded against unexpected themes. We discovered that while the podcast could be a form of journalism, it is a new way of mediating it. Podcasts from both newspapers were mainly commercialized and consisting of ?soft news? as the journalists assumed a personal role. The form itself allows the content to be subjective and informal, whilst providing a forum for public debate, to inform and investigate. Although, most podcasts did not provide that. We believe that the podcast possibly will develop into a more professional product in Sweden, just as the blog in recent years, when adopted by media corporations.