Assessment of the Role of Podcasting in Modern Journalism and Communication

ABSTRACT The advent of digital media has transformed the landscape of journalism and communication, ushering in a new era where traditional barriers are broken down and new platforms emerge. Despite the growing popularity and influence of podcasts, there remain a need to critically assess their role in journalism and communication. The specific objectives of this study are to analyze the growth and development of podcasting in the context ofjournalism, to evaluate the impact of podcasting on traditional journalism practices, to explore the ways in which podcasts contribute to public discourse and information dissemination, to identify challenges and limitations associated with podcasting in journalism and to propose recommendations for integrating podcasting into modern journalistic practices. This study is significant as it addresses the evolving nature ofjournalism in the digital age. The summary of the findings investigated the impact of podcasting on journalism and communication by employing a mixed-methods approach. In conclusion, this study underscores the growing significance of podcasting in modern journalism and communication. Podcasts does not only enhance storytelling capabilities and audience engagement but also provide flexible content consumption options that cater to diverse listener preferences. Based on the study findings, the following recommendations are suggested, Training and Skill Development, Content Diversification, Monetization Strategies and Audience Engagement Strategies