Purpose: Podcasts have become a main content delivery platform in the last decade. Since not enough studies examined the wider population adoption patterns of podcasts in general and outside the USA in particular, the purpose of this paper is to examine the socio-demographics of podcast listeners and the uses and gratifications fulfilled by listening to podcasts using Israel’s most popular podcast as our case study. Design/methodology/approach: The authors uploaded a survey on the podcast platforms aiming to identify their socio-demographic profiles of listeners (n=960) and where they listen to the podcast. Next, the authors conducted follow-up interviews with 100 respondents to understand their main uses and gratifications fulfilled while listening to the podcast. Findings: The findings of this survey indicate podcast listeners in Israel as mostly male, with self-reported high income, under the age of 45, highly educated and nearly half work in the high-tech sector. Follow-up interviews identified that the main uses and gratifications from listening to podcasts were cognitive – acquiring new knowledge, social – a desire to share new data with friends, entertainment, hobby and a way to assist falling asleep. Research limitations/implications: The findings of this study indicate that access to podcasts in Israel is utilized mostly by members of already advantaged and technology-oriented groups, thus potentially widening existing societal gaps. Originality/value: The study examines the podcast adoption in a country whose podcast adoption patterns were not yet explored, thus contributes toward mapping of the global usage of podcasts. It portrays podcasts in Israel as a platform used mostly by members of privileged and technology-oriented groups, which is similar to findings regarding the demographics of podcast listeners in the USA. Some of the uses and gratifications are similar to that in the USA while others, such as the desire to share knowledge and efficient time management, are unique and reflect the impact of the local culture and conditions on podcast adoption.

This research is an investigation into changes in the radio listening habits of consumers who use on-demand radio. Findings indicate high daily listening rates to online on-demand radiophonic content as listeners are not dependent on schedules. Listeners proactively use the options offered by on-demand radio to satisfy listeners’ diverse needs, in line with the uses and gratifications theory. The diversity of online radio offerings encourages frequent consumption of more varied content. Findings indicate that radio’s entry into the new medium offers interactivity, demassification and asynchroneity, expands its distribution and helps it maintain its role as a relevant medium of influence.

Purpose: This research aims to examine the ways and the extent to which social media platforms undermine the spiral of silence by facilitating the expression of diverse voices and opinions.Design/methodology/approach: Semi-structured interviews were conducted with members of closed groups focused on non-consensus topics.Findings: Facebook closed group members perceive the media as isolating and portraying their issues negatively. However, these groups offer support, inclusion and non-judgmental opinion-sharing space. Consequently, members feel more comfortable discussing and sharing the topic outside the group, indicating a slight trend of challenging and undermining the spiral of silence through social networks.Research limitations/implications: The study faces challenges in comparing diverse groups due to unique circumstances, complex needs and societal attitudes. Each group stands alone, potentially yielding slightly different findings.Practical implications: Social media challenges and undermines the spiral of silence, as these opinions are shared with the wider society and can even find their way back to mainstream media outlets. Thus, social media platforms play a significant role in disrupting the spiral of silence and facilitating the expression of diverse opinions that may have been previously suppressed.Social implications: This research emphasizes the critical role of social media in shaping public opinion and its interaction with the broader media landscape, illustrating a circular process where social media disrupts the spiral of silence by facilitating the expression of previously suppressed diverse opinions, which can then potentially influence mainstream media.Originality/value: This study adds value by exploring how social media platforms can challenge and undermine the spiral of silence, enabling the expression of diverse, marginalized and underrepresented opinions in society. It highlights the role of social media in shaping public opinion and discourse, challenging the dominance of traditional media. Its originality emanates from its revelations concerning the legitimization of conversational topics, which may consequently affect media agendas.