"Like One of Us": Examining the Authenticity, Parasocial Relationships and Influence of Stand-Up Comedian Podcast Hosts

Maloney Yorganci, Karl Turgut

Abstract

Podcasting is a medium that has received insufficient academic attention despite being on the rise with recent increases in both audience numbers and advertising revenue. This thesis utilizes mixed method research to investigate the perceived authenticity, parasocial relationships (PSRs) and perceived influence of stand-up comedian podcast hosts. Whilst research on podcasting has recently started to include studies that examine PSRs between podcast hosts and users, the role of perceived authenticity has scarcely been examined. Previous research exploring how podcast hosts can influence their users is also rare and does not cover a wide-range of media effects. This kind of research is especially important because podcasts do not fall within the scope of local media regulations and can be distributed by anyone without having to pass through any editorial filters. This thesis is comprised of three separate studies situated within an interpretivist paradigm, informed by a social constructivist epistemology. These studies take the form of an autoethnography, semi-structured interviews and a web-based survey. An autoethnographic account of the researcher’s own experience with stand-up comedian hosts revealed different ways in which he was influenced and suggested that hosts have to be perceived as authentic, for users to think that they know them and harbour feelings of friendship towards them. Semi-structured interviews with 10 podcast users revealed the presence of certain markers of authenticity (ordinariness, immediacy, similarity, freedom, spontaneity, imperfection and confessions) podcast users associated with their favourite hosts and highlighted how these markers can relate to PSRs. Ordinariness, immediacy and similarity were viewed as being able to contribute to PSRs by creating a feeling of friendship whilst freedom, spontaneity and imperfection were viewed as being able to contribute by creating a feeling of knowing them. This study also identified that podcast hosts can influence users via affective, cognitive, behavioural, physiological, belief and attitudinal effects. Finally, a web-based survey of 400 podcast users, revealed positive associations between PSRs and perceived influence, consumer behaviour and perceived authenticity, as well as, perceived authenticity and consumer behaviour. When taken together these findings suggest that podcast hosts can become parasocial opinion leaders who influence their users via different individual-level media effects. Appearing to be authentic is important for podcast hosts who want to build a close relationship with their audience and there is also economic value in appearing to be authentic.

Citation

Maloney Yorganci, K. T. (2024). "Like One of Us": Examining the Authenticity, Parasocial Relationships and Influence of Stand-Up Comedian Podcast Hosts. (Thesis). University of Salford

• Thesis Type: Thesis
• Deposit Date: Mar 11, 2024
• Publicly Available Date: Apr 27, 2024
• Keywords: Parasocial relationships, stand-up comedian hosted podcasts, perceived authenticity, perceived influence, consumer behaviour
• Award Date: Mar 26, 2024