[The text of my keynote at the Sound Education conference at Harvard on November 2, 2018. This was the first annual conference on educational and academic podcasts, and gathered hundreds of producers of audio and podcast listeners to discuss how podcasting can effectively and engagingly reach diverse audiences interested in a wide range of scholarly fields.]
Our formal communications take other forms that are more, shall we say, braggadocious. The academic monograph and article are necessarily shaped to show off expertise. These written forms have scholarly accoutrements, like the jewelry of footnotes, that make them dressed to impress. Mostly, of course, they are dressed to impress one’s peers.
On the other side of the academic house, press releases and magazine-like pieces from the university communications office are aimed at impressing the broader world, and to garner coverage beyond the walls of the academy. But these are also forms of writing that stay in a narrow lane, crowded as they are with spunky, crafted quotations from a world in which everything is a game-changing breakthrough.
But we’re here for podcasts. Let’s not dwell on these forms of academic expression other than to recognize them for what they are: genres. The press release and the academic article and the monograph may all be about scholarly research, but they are distinct genres, and throughout my brief remarks this morning, I want to encourage you to think about podcasts in terms of genres as well. I want you to think about the genre for your podcast.
Genres are enormously helpful structures. They are commonly agreed upon forms of communication that provide identifying signals to the audience about what they are reading, viewing, or in the case of podcasts, listening to. Genres give the audience, often unconsciously and rapidly, a general category for a creative work, which in turn colors its reception.
Genres prep the podcast listener’s ears and mind through repetition, recognition, and expectation. Conforming to a genre telegraphs structural information to the audience and makes audio more palatable and relatable.