Podcasts gained attention as a way for presidential candidates to reach voters during the 2024 U.S. presidential election. Using parasocial relationships as a theoretical lens, a content analysis was conducted on 10 selected podcasts based on news coverage and program popularity. Results showed that the candidates stayed on message. Findings also indicate that podcasts offer greater control of the narrative and allow for deeper connections with audience members. Implications suggest a shift in the voter–candidate relationship and reveal that podcasts are positioned to be an essential campaign strategy.
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Whittle et al. (2026) studied this question.
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