Скачать или смотреть Capstone Presentation - Marilena Rotundo, MCM

Capstone Supervisor: Professor Dave Scholz
Second Reader: Professor Martin Waxman
Chair: Dr. Alex Sévigny

Title: Tuning In: The Emergence of Podcasts as a Vehicle for Media Influence in Canada

Abstract:
As podcasts become a mainstream channel for news and commentary in Canada, their influence on public opinion, and the trust audiences place in them, has become increasingly important to study. To understand how and to what extent the rise of podcasts has influenced the way Canadians consume and interpret current affairs over the past four years, the researcher applied concepts of media trust, agenda-setting frameworks and credibility signaling in a mixed-method study. Using triangulation, the study combined a literature review with an online survey of 122 Canadian adults and a content analysis of 20 episodes across five prominent Canadian news podcasts. Findings suggest that podcasts are not simply repackaging headlines; they are altering how audiences process issues by adding interpretation, context, and parasocial connection with hosts. However, the analysis also indicates that credibility cues can coexist with elevated misinformation risk when counter-perspectives are limited or when commentary outpaces sourcing. To operationalize these dynamics, a Credibility-Misinformation Alignment (CMA) Index was developed to evaluate trust signals against misinformation exposure across topics and outlets. This research offers practical implications for podcasters, communicators, and listeners, and identifies opportunities for future study as podcasts continue to shift Canada’s media landscape.

Key words: podcasts, Canadian news, media trust, misinformation, framing, credibility cues, content analysis, audience influence