According to a recent study published in the Journal of Radio and Audio Media, the phenomenon of “crybaby magnets” during podcasting is due to a lack of familiarity with the host. A recent study found that authenticity is a decisive factor in forming such “parasocial” relationships. Interviews with podcast subscribers revealed that hosts often exhibit subjective and personal qualities such as creativity, kindness, and vulnerability. These qualities were found to make hosts more genuine and engaging.
Parasocial relationships are characterized by the formation of one-sided emotional relationships involving media and public figures, characterized by audience involvement. These relationships can result in strong emotional attachments, influence on consumer behavior, and even the formation of stronger bonding feelings.
This study looked at what people think of podcast hosts, and found that many investigations of the development of parasocial relationships in television and radio do not explore the ways in which listeners develop these relationships.
Research conducted by Karl Maloney Yorgansi, a PhD graduate from the University of Salford’s School of Arts, Media and Creative Technology, revealed that his interest in exploring podcast host authenticity arose when he observed how their influence affected his listening habits.
The researcher enlisted ten individuals aged 25 to 34 who were avid listeners of podcasts hosted by comedians, as previously researched individuals were among the most frequent listeners. They were interviewed via social media platforms and provided with semi-structured video conferencing opportunities where participants shared their thoughts and experiences with their favorite podcast host. The researcher then reviewed the interview transcripts to identify common themes and patterns.
According to the study, listeners perceived their favorite podcast host as genuine by considering seven characteristics significant enough for classification as negative: ordinariness, immediacy, equality, freedom, spontaneity, imperfection, and confession. Each of these qualities contributed to the development of parasocial relationships, whether it was through familiarity with the host(s) or feeling friendly.
Some of the most frequently cited traits were ordinariness; listeners referred to their favorite podcast hosts as “normal people with shared frustrations and experiences,” arguing that unlike the “elite” of famous people, podcast hosts were “unremarkable, non-participatory people who talked crap” and that conversations between hosts had an “interactive element.” This ordinariness made hosts feel like they were “one of the best.”
Joe Rogan, star of The Joe Rogan Experience, was described by many as a ‘normal guy’ who asks the same questions they would when interviewing guests. Meanwhile, Bill Burr, host of the Monday Morning podcast, comes on the show with his sharp rants about everyday inconveniences like customer service and watching sports, which made them feel like they could connect with people.
Immediacy was key in creating a sense of engagement. It was common for listeners to feel like they were interacting with their favorite host, as if they were participating in a real-time discussion.
Another important factor was similarity: many participants cited that they shared personal characteristics, values, or even styles of humor with the best hosts and felt genuinely connected to the hosts due to this sense of ‘kinship.’ For example, some saw a ‘natural’ affinity for Marc Maron’s (WTF with Marc Maron) way of stand-up comedy and his self-deprecating monologues, while others were attracted to Iliza Shlesinger’s acerbic, yet serious, accessible personality traits.
The level of freedom that podcasts offered was different from any other media form. According to participants, podcast hosts were given more freedom in choosing topics, guests, and other aspects of their presentation process. Unlike television and radio personalities, podcast hosts were considered independent and unconstrained, giving podcast hosts the freedom to express themselves freely without being dependent on networks. This was particularly evident in the case of Tim Dillon, who amassed millions of Patreon members without any corporate oversight.
The appearance of spontaneity contributed to a sense of authenticity. Podcast hosts were enjoyable to listeners, who appreciated their spontaneous and candid responses to guests and events, as well as their ability to ask and answer questions without being foolish. In addition, advertisements were more authentic when they felt like recommendations rather than endorsements. Joe Rogan is famous for his long conversations that sometimes take twists and turns, making his podcast more organic.