11 October 2022 — How Podcasts Are Changing Politics

11 October 2022 — Podcasts have been around for over a decade. But why have they become the greatest political communications tool in 2022, and what does this mean for the future of British politics?

Podcasting’s biggest advantage is also its biggest disadvantage: anyone can make one. Extremely low production costs and the speed and scope of distribution make it an ideal format for genuine political outsiders to enter the arena and contribute ideas to a potentially global audience. Search features allow for niche podcast genres to find an enthusiastic and committed audience. This has the effect of helping to redefine the boundaries of who is in/out of the political conversation.

Critics argue that Covid lockdowns boosted the supply of amateur podcasting to the point of oversaturating the market and lessening its potential as a communications tool. As the world adjusted to Zoom meetings and weeks at home, many sought to listen to podcasts and in turn, share their thoughts with the rest of the world. During the initial lockdown, I set up and edited a successful cross-party political blog (Liberal Base). With British elections postponed, I sensed an appetite for grassroots activists and ordinary citizens to share their reflections and policy ideas in a constructive and less partisan way.

The most successful podcasts have lived on post-lockdown thanks to their ability to interact frequently with listeners. Taking questions on social media, making shoutouts and even inviting some listeners onto shows has strengthened and sustained the initial sense of community. Even if listeners do not meet one another in person, they can still interact with one another on social media. References and hashtags reinforce that shared identity, allowing hosts and listeners to redefine the in/out political boundary of their niche.

One major drawback of podcasting is the potential for listeners to become further entrenched in their chosen intellectual silos. If listeners have the option to subscribe to a favourite podcast and turn off content they dislike, what does that do to a citizenry who are already struggling to share a common basis of facts? Listener participation and the two-way communication that podcasting and livestreaming can support, may help stem this problem. But let’s not pretend this is a podcast-only issue. TV viewers can switch channels. Radio listeners can simply switch off. Don’t like News International? Simply buy another newspaper.

More frequent collaborations between ideologically opposed or rival podcasts would not only help promote both shows, but also encourage listeners to hear dissenting voices. Listeners are smart and want longform content where hosts challenge one another to promote a deeper understanding of the topic, as opposed to promoting the speakers themselves.

Earlier, I mentioned the supply of podcasting. But the relatively recent entry of broadcasters such as Alastair Campbell, Rory Stewart, Jon Sopel, Emily Maitlis and Lewis Goodall (and plenty of others) should help improve the standards of political commentary on our devices. The Rest Is Politics podcast receives hundreds of questions each week. Listeners like a former Labour communications specialist debating with a former candidate for leader of the Conservative Party. Listeners have adjusted to a publicly opinionated trio from The News Agents, a refreshing change from years of BBC impartiality.

In many circumstances, impartiality is essential to good journalism — especially by public service broadcasters. But citizens also like to know where commentators stand on certain relevant issues. I am very happy to hear the views of a libertarian conservative commentator, even if I am not one myself. I can hear a new release of energy in the voices of Sopel, Maitlis and Goodall. Like Campbell and Stewart, they speak primarily as people.

Good political podcasters think as individuals, speak authentically and move beyond always showing support for a particular political tribe. Aren’t these the skills we should encourage other citizens to share?

Tom Parkin (@tompjparkin) is a foreign affairs commentator, former Liberal Democrat candidate and incoming PhD researcher at the School of Journalism, Media and Communication at The University of Sheffield.