Isomorphism and assemblage: Developing legitimacy in the esports podcast ecosystem

Esports has reached revenue numbers that rival traditional international sports leagues, and hundreds of esports podcasts have emerged. Using a population demography and audio clips from the introductions of 25 established esports podcasts, this study examines how processes of isomorphism and assemblage have been used by esports podcasters to build normative, cognitive, and sociopolitical legitimacy both for their shows and the genre. We found that esports podcasts introductions borrow elements of traditional sports journalism and talk radio, as well as “talkier” styles and elements of “podcastness” from newer media. At the same time, esports podcasters seem to move away from professional radio broadcast styles as their shows mature, signaling the development of unique professional norms in the podcast space.