This article sets out to address a gap in the business communication literature by focusing on entrepreneurs’ use of podcasts. I will first report on the business communication research that has been done so far on podcasts and will then go on to expand the scope and explore the literature on podcasts in the wider communication field. This will lead me to propose a set of four key characteristics of the genre, which I will use as the basis for a qualitative study of a single six-episode podcast series launched by an entrepreneur in a North Western European country. Drawing on a linguistic ethnographically inspired analysis I will investigate the hybrid nature of the entrepreneurial podcast (featuring personal transparency and storytelling, but no process transparency or interactivity) and I will argue that it is opening up new opportunities for leadership communication. I will conclude by reflecting on how the analysis presented here can be seen to index the genre’s transition from a homespun to a corporate medium, echoing the notion of media re-colonization and tying in with concerns about leadership branding voiced in the critical management literature.

中文翻译：

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创业播客：语言民族志的视角


本文旨在通过关注企业家对播客的使用来解决商业沟通文献中的空白。我将首先报告迄今为止在播客方面所做的商业传播研究，然后将继续扩大范围并探索更广泛的传播领域中有关播客的文献。这将引导我提出该类型的四个关键特征，我将以此为基础对西北欧国家的一位企业家推出的一个六集播客系列进行定性研究。借鉴语言民族志启发的分析，我将调查创业播客的混合性质（以个人透明度和讲故事为特色，但没有过程透明度或互动性），我认为它正在为领导力沟通开辟新的机会。最后，我将反思如何将这里提出的分析视为该类型从朴素媒体到企业媒体的转变，呼应媒体重新殖民化的概念，并与批判管理文献中表达的对领导力品牌的担忧联系起来。