Transformation of Traditional Media in Social Media and the Podcast Phenomenon

The aim of the study was to identify the impact of podcasts on the audience and media space in Kyrgyzstan, as well as to determine their place in the process of evolution of traditional media. The study analysed samples of Kyrgyz podcasts and data related to their broadcasting and distribution collected between 2020 and 2024. The study materials include Russian, and Kyrgyz language publications posted on various social media and podcast platforms such as Spotify, Player.fm and YouTube. The article provides a detailed study of the process of transformation of traditional media in Kyrgyzstan under the conditions of rapid development of digital technologies and globalization of information flows. The main focus is on podcasts as a new popular media format that plays a significant role in modern media practices. The research results showed that podcasts in Kyrgyzstan are becoming an important channel for disseminating information and discussing current social and political topics, providing audiences with flexibility, thematic diversity and the opportunity for active interaction. The trend of “obsolescence” of the traditional audio format of podcasts compared to the video format, as well as the trend of commercialization and significant improvement in the quality of podcasts (especially video formats) was noted. It was also noted that podcasts offer new opportunities for audience engagement, and their potential is significant for further development and transformation of the country’s media landscape.