Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)

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Utilization of Podcast as the Raising Star Audio on Demand Media at Corporate Sector in Indonesia

Authors
Syifa Astasia Utari1, *, Abdul Rahman1, Winda Dwi Astuti Zebua1, Annisa Diah Widiyanti1
1Universitas Muhammadiyah Jakarta, Jakarta, Indonesia
*Corresponding author. Email: syifaastasia@gmail.com
Corresponding Author
Syifa Astasia Utari
Available Online 18 April 2023.
DOI
10.2991/978-2-38476-016-9_23How to use a DOI?
Keywords
audio on demand; brand awareness; public relations; podcast; social development
Abstract

Podcast as the rising star of audio on demand is one of the audio-based file content that its performance begun on getting public’s attention in Indonesia in recent years. Its flexible and accessible nature on demand is able to compete with the advantages of other audio content such as conventional radio and other digital media format. The large number of people who reach podcasts as alternative content in their daily lives, opens opportunities for companies to use them as one of the company’s communication media. The study aims to offer a specific description of the use of podcasts in a corporate sector This study uses a qualitative approach with a literature review method in the process of data collection and its analysis. The result shows that corporates use podcasts to: creating public’s awareness towards the company’s brand or product; using podcast as a medium for digital marketing campaigns; and implementing social development programs. The type of content on corporate podcast are informative, investigative, educative, and entertain type. Meanwhile the communication style that used by corporate podcast in Indonesia is Equalitarian Style.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
18 April 2023
ISBN
978-2-38476-016-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-016-9_23How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Syifa Astasia Utari
AU  - Abdul Rahman
AU  - Winda Dwi Astuti Zebua
AU  - Annisa Diah Widiyanti
PY  - 2023
DA  - 2023/04/18
TI  - Utilization of Podcast as the Raising Star Audio on Demand Media at Corporate Sector in Indonesia
BT  - Proceedings of the 1st International Conference on Research in Communication and Media (ICORCOM 2021)
PB  - Atlantis Press
SP  - 230
EP  - 238
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-016-9_23
DO  - 10.2991/978-2-38476-016-9_23
ID  - Utari2023
ER  -