Análisis de las motivaciones en la audiencia de mujeres cuencanas del Podcast LIBERI en plataformas digitales

Abstract

This study analyzed the motivations of the women's audience of the LIBERI podcast on digital broadcast platforms. The applied methodology was an interpretive paradigm, qualitative approach, and exploratory-descriptive scope; we worked with a sample of ten women from the audience and five production team members. The results allowed us to characterize the female audience of the LIBERI podcast, identify their motivations, and determine the perception of the production team regarding the audience's motivations. The main conclusions were: the female audience of the LIBERI Podcast that participated in the research was heterogeneous in age, marital status, educational level, occupation, housing, family income, and coexistence at home, and homogeneous concerning the mestizo and digital culture; the participating audience stated that they were motivated by the contents of the podcast due to the gratifications that it generates related to their cognitive, affective, personal and social integration needs, and the release of tension that it causes them; and that,the perception of the production team was close to the motivations identified in the participating audience. Youtube was the preferred platform for the participating audience to tune in to the podcast. While in the perception of the production team, it was Facebook based on the number of reproductions and followers.