Social and marketing functions of podcasts in the Polish media market

In Marta Cerkaska’s monograph Społeczne i marketingowe funkcje podcastów na polskim rynku medialnym, the author offers a comprehensive account of podcasting in Poland and examines how this format performs social and marketing functions comparable to those of other mass media. The book presents podcasting as a communication tool that has evolved from a niche, amateur practice into a mainstream, professionalized phenomenon used by nationwide media organizations, institutions, businesses, and individual creators. It systematizes key concepts and outlines the development and characteristics of podcasting, then analyzes its major applications: as an additional distribution channel for press, radio, television, and online portals; as a vehicle for popularizing scientific and expert knowledge; as a medium that may support social safety and awareness (notably through the rise of true crime content); and as a stable component of audio content marketing strategies. A core contribution of the study is the definition and description of podcast functions in the social sphere (informational, educational, opinion‑forming, socializing, and entertainment) as well as in the marketing sphere, and an explanation of how these functions are manifested in real publishing practices. Empirically, the author investigates podcasts produced and published in Poland in the Polish language, grouped into four categories: podcasts by nationwide media publishers, popular science podcasts, true crime podcasts, and podcasts created by commercial entities. The research design combines quantitative analysis, content analysis, and the examination of online data (including rankings) alongside selected audience responses, and it culminates in the development of descriptive and evaluative models (including a quality assessment model for popular science podcasts).