THE ROLE OF PODCASTS IN THE TRANSFORMATION OF THE MODERN MEDIA SPACE

Abstract

This article explores the phenomenon of podcasts as one of the leading and most dynamic formats in contemporary digital media. In the context of the global media landscape’s transformation under the influence of digital technologies, podcasts emerge as a unique communication tool that blends the legacy of traditional radio with the new possibilities of the online environment. The study analyzes the advantages of podcasts over other formats, their key functions — including informational-analytical, educational-enlightenment, and entertainment — as well as their role in establishing a personalized connection with the audience. Special attention is given to the social dimensions of podcasting, particularly the creation of active listener communities and the decentralized nature of podcast production. The authors emphasize the growing impact of podcasts on journalism, drawing on examples from both Ukrainian and international contexts. The analysis confirms that podcasts are no longer a marginal phenomenon but have secured a full-fledged place in the modern media landscape, contributing to the development of new formats, the expansion of access to information, and the democratization of media production. The article adopts an interdisciplinary approach and is based on both empirical data and scholarly analysis.