In this article, the authors focused on defining the essence of podcasting at the present stage, identifying the specifics of podcasting as a sociocultural communication technology, where sociocultural technology means a technology that is actively used by society and affects the transformation of the culture of information consumption, the digital culture of the individual and social culture as a whole; reviewed and analyzed practical scenarios for the implementation of podcasts in a crisis and rapid market transformation in 2022-2023; the role of podcasting as a trend technology for the development of the image of a modern company is identified. The study used theoretical methods - analysis and synthesis, as well as empirical methods - analysis of documents, online sources of information, content analysis of posts on social networks, questionnaire survey method. The authors analyze the results of practical experience proving the importance of podcasts as a sociocultural communication technology in various market segments and reflecting their specifics. One of the interesting experiments that illustrates the relevance of using podcasting as a tool for promoting a company can be an educational project implemented at the St. Petersburg State University of Economics in the field of “Advertising and Public Relations in Business.” The authors conducted an empirical study (questionnaire survey), which was of a probing nature and was aimed at studying the opinions of three age groups of respondents. The results of the analysis and research showed that the podcast as a mass media has existed for a long time, but at the present stage it has acquired new shapes and forms of development: an updated culture of information consumption, collaborations with traditional media, multi-genres, a field for advertising integrations, podcast visualization, etc. Podcasting is an effective communication technology for positioning organizations in various market segments at the present stage.
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