Why Podcasting needs to lean into Culture 3.0

Using the example of podcasting, this chapter will explore why it is important for our future knowledge societies to ensure that our connective audio technologies (podcasting, audio-casting and videocasting) lean into Culture 3.0 paradigms, e.g. supporting an active engagement with key characteristics as set out below:

Characteristics of Cultural Production in Culture 3.0
- Blurring of active/passive participation
- Mass distribution through open platforms
- Blurring of who is a producer and who is a consumer
- Instant diffusion and circulation
- Digital content production & digital connectivity
- Entrenchable in the fabric of everyday life
- Ubiquitously availability of production tools
- Having no pre-determined market channel bottlenecks

This chapter thus will explore discursively and on the basis of key philosophical conceptualisations for cultural production, why podcasting and its underpinning RRS-based technology is already leaning into Culture 3.0 characteristics of communities engaging in knowledge and learning, and why the podcast sector needs to be prepared that corporate interests might want to push podcasting back into a Culture 2.0 conceptualisation, characterised by gatekeeping, tight IP/copyright control and resulting in more inequitable stratification and reduced knowledge sharing.