The Iraqi Public's Reliance On Audio And Video Podcasts As A Source Of Information Compared To Traditional Media

Abstract

This research emerges within the growing interest in modern media, particularly audio and video podcasts, which have increasingly gained wide popularity in society. This expansion comes amid rapid technological developments that have created new spaces as alternatives to traditional media, offering more interactive and flexible modes of content production and consumption.

The research aimed to investigate the extent to which the Iraqi audience relies on audio and video podcasts as a source of information, and to compare this with traditional media (such as radio and television). By employing theoretical, methodological, and field approaches, the research sought to identify patterns of podcast engagement, examine its positive and negative dimensions, and explore the motivations behind its rising popularity within Iraqi society.

The findings revealed that political and social content ranked highest among participants’ interests, followed by cultural, educational, and entertainment content at a moderate level, while economic, health, and sports topics occupied lower ranks. Results also indicated a stronger preference for audio podcasts over video podcasts, reflecting the primacy of listening and the ease of access to this medium.

The research concluded that podcasts represent an influential and complementary media platform to traditional outlets, meeting both informational and entertainment needs while providing broader opportunities for interaction and participation. It recommended diversifying content, improving video production quality, and fostering greater integration between podcasts and traditional media to enhance their effectiveness within the Iraqi media landscape.