Dando voz al tercer sector: el podcast corporativo como herramienta alfabetizadora

Abstract

Introduction: Organizations are increasingly using corporate podcasting in both external and internal communication campaigns. This audio format has also demonstrated strong educational potential, enhancing students’ creativity and reinforcing curricular content—particularly relevant in university programs related to communication. Objectives: The main objective of this research is to assess the capacity of the corporate podcast as a literacy-enabling tool in the communication strategies of Third Sector organizations. Methodology: This study employs both quantitative and qualitative analysis of the results from a service-learning project with a literacy-oriented approach, which uses the audio format to give visibility to social entities. The sample includes 25 podcasts created by 108 students enrolled in the Journalism degree program. Results: The findings reveal notable differences depending on the target audience (internal vs. external), as well as challenges in producing high-quality, comprehensive projects that simultaneously reflect organizational values and achieve a balance between professional production standards, creativity, and feasibility. Discussion: As previous studies have suggested, corporate podcasting contributes to humanizing organizations. In the case of the Third Sector, it also helps disseminate knowledge about areas of activity (such as health, environment, or education) and fosters social engagement—although the effectiveness varies according to the intended audience. Conclusions: The literacy potential of corporate podcasts depends on the ability to convey the organization's identity and produce engaging content that is informative and useful, emotionally resonant, and enriched with creative elements such as dramatizations and gamification.