Podcasting about yourself and challenging norms: An investigation of independent women podcasters in Denmark

Abstract This article investigates why and how women use independent podcasting and social media platforms to challenge norms afflicting their own personal lives. Extending previous studies of independent podcasting as a tool of empowerment, this article analyses semi-structured interviews with the hosts of two podcasts: the mental health and personal journals podcast A Seat at The Table and the parenting podcast Our Different Family [Vores Anderledes Familie]. The podcasts are norm-challenging but, at the same time, illustrative of a gendered podcasting sphere in which women primarily podcast about what has traditionally been considered female domains, such as mental health, personal journals, and parenting. The study finds that podcasting’s lack of visuals and unrestricted, conversational format allow for creating and distributing in-depth realisations about personal norm-challenging issues. Simultaneously, it finds that the participatory affordances of social media platforms are essential for receiving feedback, content ideas, and emotional support from like-minded listeners when the podcasters challenge oppressive norms.