Project state
closed
Project start
October 2023
Funding duration
24 months
Universities involved
ZHdK, ZHAW
Practice partners
Podcastschmiede Winterthur
The most important outcome of the project is the development of a qualitative model designed to provide a holistic understanding of the design and use of podcasts and to establish a scientifically sound foundation for practical application. The so-called STF model and its principles are described in the handbook “Designing Podcasts”.
The 146-page open-access publication is the result of two years of research by Cast/Audiovisual Media (ZHdK), Media Psychology (ZHAW) and the industry partner Podcastschmiede. It is intended for podcast producers and provides practical insights, in particular the foundations for more audience-friendly production. The STF model categorises podcasts into three basic types based on their design principles: Story, Talk and Factual
- Story podcasts are narrative-driven. They utilise investigative research, complex sound design and a horizontal narrative style, with story arcs spanning entire seasons.
- Talk podcasts are talent-driven. Here, the focus is on the hosts’ personalities, improvisation, an open or closed cast, and the parasocial relationship with the audience.
- Factual podcasts are format-driven. They are characterised by fixed structures, knowledge transfer and vertical, self-contained episodes, which offer the audience reliability.
From a production perspective, podcasting is described as an ongoing process of prototyping. Key design decisions relate to the setting, which shapes the authenticity and tone, as well as the casting. The ‘chemistry’ between the hosts is crucial here, as the audience develops a strong connection to the voices. Scripting varies depending on the type of podcast, ranging from loose talking points to precise scripts. The audience perspective analyses motivations for listening, such as knowledge, entertainment, social connection and habit. A key aspect is multitasking: as podcasts are usually consumed alongside other activities, the design must take into account the listeners’ varying levels of attention. The handbook also distinguishes between knowledge-oriented, entertainment-oriented and flexible listener types.
The second Outreach Call is funding the project “Designing Podcasts: Transfer, Training, Tools“.
What makes a podcast worth listening to? Pascal Streule (ZHAW) and Eric Andreae (ZHdK) are guests on the podcast Schampar digital.
Core team:
Hans Knobloch, ZHdK Departement Design
Caroline Feder, ZHdK Departement Design
Prof. Dr. Daniel Süss, ZHAW Angewandte Psychologie
Gregor Waller, ZHAW Angewandte Psychologie
Lilian Suter, ZHAW Angewandte Psychologie
Pascal Streule, ZHAW Angewandte Psychologie
Practice partner:
Running time: 2023-2025