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Abstract
This study explored reasons for podcast listenership, with a focus on the construction and validation of a Podcast Uses and Gratifications (U&G) Scale. A total of 737 podcast listeners, across two studies (Study 1: 333 participants; Study 2: 404 participants), were recruited through Amazon’s Mechanical Turk (mTurk) human intelligence marketplace. Results from the two-study design elicited a reliable and valid 18-item Podcast U&G Scale, which loaded cleanly onto four factors: Controlling Edutainment, Storytelling Transportation, Social Engagement, and Multitasking. The theoretical and practical applications of the Podcast U&G Scale are also discussed.
Disclosure statement
No potential conflict of interest was reported by the authors.
Notes
1. The original McClung and Johnson (Citation2010) items are as follows, with our modifications in brackets: “I can [listen to] the podcast I want when I want.” “Podcasts provide entertainment at times that are convenient for me.” “Podcasts are entertaining.” “Podcasts allow me greater control over my listening experience.” “I talk with friends about the podcasts I [listen to].” “I talk with other fans about the podcasts I [listen to].” “I [listen to] podcasts that my friends tell me about” (p. 90).
2. “Temptation bundling” is a phrase coined by Milkman, Minson, and Volpp (Citation2014) to describe pairing an activity one wants to do with an activity one feels they should do.
3. Please contact the first author for the list of removed items.
4. Please contact the first author for the list of removed items.
Additional information
Funding
Notes on contributors
Lisa Glebatis Perks
Lisa Glebatis Perks (Ph.D., University of Texas at Austin) is an Associate Professor of Communication and Media at Merrimack College. Her research interests include emerging media engagement patterns, audience reception processes, and media representations of marginalized groups.
Jacob S. Turner
Jacob S. Turner (Ph.D., Bowling Green State University) is an Associate Professor of Communication and Media at Merrimack College. His research interests include sports communication, intercultural communication, and media processes and effects.
Andrew C. Tollison
Andrew C. Tollison (Ph.D., University of Texas at Austin) is an Associate Professor of Communication and Media at Merrimack College. His research interests include health communication, stereotyping, quantitative research methods.