The Impact of Podcast Programs on Developing Cultural Awareness: A Field Study on the Egyptian Audience

Document Type : Original Article

Author

The British University in Egypt

Abstract

This study aimed to explore the impact of podcast applications on the Egyptian audience, particularly on cultural programs, by determining the level of audience interaction with these programs, revealing the reasons and motivations that drive them to engage, and assessing the role of podcasts in enhancing cultural awareness among the public. The study relied on a descriptive approach using the media survey method, where data was collected from a random sample of 400 individuals (both males and females) through an electronic questionnaire.
The significance of this study lies in its focus on the role of digital media technologies, such as podcasts, in influencing educated youth groups and contributing to the enhancement of cultural understanding and the expansion of knowledge within Egyptian society. The study is based on the Uses and Gratifications Theory, examining how the Egyptian audience uses podcasts to develop cultural awareness, with a focus on usage motives (education, entertainment) and their impact on cultural knowledge and attitude change. The theory links the nature of usage with resulting cultural changes, whether positive or negative.
The results of the study yielded several important findings, showing that a large percentage of the sample consisted of educated youth (77%), and that most participants were aged between 18 and 35 years, reflecting the openness of this demographic to digital media. It was also found that 89.6% of participants followed podcasts irregularly, with cultural topics being the most attractive (60.25%). The results also indicated a high level of trust in podcast content, with 53.5% of participants expressing confidence in the content provided, reflecting the role of podcasts in building credibility among the audience. Moreover, the study revealed that podcasts positively contribute to enhancing cultural knowledge and cultural identity for 83% and 78% of participants, respectively.
The main hypotheses of this study include significant differences among the sample about podcast program follow-up and a correlation between the intensity of follow-up and the motivations of the audience to follow cultural issues. In light of these findings, the study recommends diversifying and improving cultural content in podcast programs, focusing on presenting comprehensive and in-depth topics related to knowledge, history, and society.

Keywords

Main Subjects

References

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