Leading podcast in health communication: differences in communicative strategies between experts and influencers

Abstract

Introduction: Podcasting has become a key format for disseminating information, especially on health-related topics. Methodology: This study presents a comparative analysis of the content and structure of podcast produced by healthcare professionals and those created by influencers, aiming to identify differences in informational quality, scientific rigor, communicative tone, and engagement strategies. The sample includes a total of 70 episodes published during 2024. A mixed-method content analysis approach (quantitative and qualitative) was used. In the quantitative dimension, indicators such as the frequency of references to scientific sources, average episode length, and use of technical language were evaluated. In the qualitative dimension, the narrative style, depth of the topics covered, and rhetorical strategies used to capture audience attention were explored. Results: The results show that podcast created by professionals stand out for their use of verifiable sources and the precision of the terms employed, while influencers tend to prioritize a more emotional and accessible approach, albeit with less informational rigor. Discussion: These findings highlight the need to promote media literacy among the population and to open a debate on ethical responsibility in the dissemination of sensitive topics such as health. Additionally, it was observed that healthcare professionals use more technical and detailed language, which can result in greater accuracy and depth in the topics addressed. On the other hand, influencers often use a more personal and relatable narrative style, which facilitates emotional connection with the audience, though sometimes at the expense of scientific accuracy. While the former tend to use technical and precise language, ensuring greater accuracy and depth in the topics addressed, the latter adopt a more accessible and emotional approach which, while facilitating understanding and an emotional connection with the audience, can compromise the scientific accuracy of the messages (Rodríguez & Prieto, 2021) Conclusions: One of the main conclusions is the need to promote visible guarantees that help users navigate an increasingly hybrid and complex media ecosystem in an informed manner.