MA ENPH Capstone, Georgetown University

Your State Has a Podcast

Humanities Councils and a

(not so) new kind of program

Christina Ribbens

AUGUST 2023

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"the free sharing of knowledge is the core of the humanities"


— Kyle Warmack, West Virginia Humanities Council



Maria Smilde


Introduction

A format that has become almost ubiquitous in recent years, podcasts exist for any interest or corner of the world—any discipline, area of pop culture, branch of politics, or celebrity point of view. There are podcasts giving episode-by-episode reviews of TV shows, sharing tips on playing the stock market, and hundreds of hours of Dungeons & Dragons campaigns.


In the (only slightly) smaller category of humanities podcasts, there are thousands to choose from.

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Apple Podcasts by category

Podcast Industry Insights courtesy of Daniel J. Lewis (retrieved from Podcast Industry Insights, Aug 2023)

History: 7,507 active, 47,801 inactive

Education: 69,941 active, 322,551 inactive

Society & Culture: 77,511 active, 309,823 inactive


“Active” podcasts have published at least one episode in the last 90 days, and “inactive” have not published any episode in that same time.

It's clearly a popular medium. The potential for a simple format and flexible production (you don't need to reserve an auditorium, sell tickets, or even be with your guest in person) can make it an appealing option for organizations looking to broaden the reach of the humanities—to make them more public.


But, according to Podcast Industry Insights, there are over 2.5 million podcasts out there, making for a quite noisy crowd that can be difficult for new or lower budget podcasts to break through.


If everyone else has one, does that mean that you should too? Or are they more trouble than they're worth?


Some humanities organizations are using podcasts as part of their ongoing programming. This study highlights examples of state and jurisdictional humanities councils that are, in their own ways, finding a way to carve out a place in the crowd.

Humanities Councils

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54 councils

Est. between

1971-94

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funding

The state and jurisdictional humanities councils are independent 501 c3 organizations that work across the US to support humanities programs reaching the diverse audiences of their communities. The National Endowment for the Humanities reserves 40% of its annual program appropriation for these councils, although many also recieve funding from other sources including foundations, corporations, private donations, and sometimes the state government.​


The first six councils were established in 1971 and the last, American Samoa, in 1994, meaning that every US state and jurisdiction has their own council dedicated to fostering the humanities in their context.

What do these councils do?

Most councils conduct their own programming, often in partnership with museums, libraries, historical societies, and other local cultural institutions, while also awarding grants to local scholars and organizations doing humanities work in their communities.​


Council-led programs include anything from speaker series, facilitated discussions, oral history projects, to teacher training.​ And, increasingly, podcasts.

Since when?

The NEH's Office of Federal/State Partnerships began surveying if councils were supporting podcasts in 2021, but some councils have been producing them longer than that. Kentucky has been making Think Humanities since 2017.

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How many?

In the reports for 2022, 17 councils reported making their own podcasts (see map below).


33 reported supporting podcasts made by partners or sub-recipients (organizations to which the council awarded grant funding).


70% of councils were invested in podcasting in some capacity.

Council Podcasts, 2022

Date provided by NEH, Office of Federal/State Partnerships

Example Podcasts

"From the history, to the culture, to the arts, each season takes a deep dive, dedicating five to six episodes towards exploring and celebrating a unique topic or set of stories that help shape this fascinating city."

Porchtales began in 2022 as the council emerged from turnover and restructuring after the pandemic. The council had an emphasis on oral history and Rebecca Lemos Otero, executive director, was excited about the potential of a podcast and has continued to prioritize it in their programming.

Project Origins

Season 1 - The Disappearing of Sister Koko, hosted by DC historian Prof. B Boose, telling the story of Sister Koko: Civil Rights activist, Black Panther Party associate, core anti-apartheid activist in the US, and a decades-long Pan-Africanist organizer but who has become a largely forgotten DC resident.


Season 2 - Lanier, hosted by former NPR host Katie Davis, dives into the culture, personalities, and history of one DC neighborhood—Lanier Place, NW—where Davis herself grew up and continues to live.

HIghlight episodes

"Lanier: The Mayor of Adams Morgan"— A collection of stories about John, a porch sitter in the neighborhood and "the thread that kept his block together."


"Lanier: Bring it Home" — The story of Bobby, his return to the neighborhood after prison, and his journey to make things right.

"Join us on adventures through misty mountains and dark waters as we discover a whole West Virginia as it has been portrayed in detective fiction, ghost stories, campfire tales, and more. Listen to the stories, then unlock new secrets in conversations with expert scholars that unveil new layers in the text."

Project Origins

"We needed a way to keep reaching people beyond the in-person programming that was temporarily suspended [during the pandemic]. ...we wanted a humanities-related escape hatch for our constituents." - Kyle Warmack, Program Officer


They wanted to celebrate "a West Virginia writer, and a West Virginia landscape, that most contemporary listeners hadn’t known about. The related interviews opened windows into historical, jurisprudential, literary, and religious discussions, all occasioned by details in the stories themselves." - Eric Waggoner, Executive Director

HIghlight episodes

"An Act of God"—featuring Dr. Ian Hancock, a Romani scholar from the U.K., on harmful stereotypes and the word "gypsy"


"An Angel of the Lord" — featuring a suspenseful Uncle Abner story and interview with Dr. Suzanne Bray, professor of British literature and culture at Lille Catholic University in France.

Emy diGrappa has produced three programs for Wyoming Humanities.


What's Your Why? An interview style podcast that began in 2017 when a local radio station was looking for more content. diGrappa interviews one guest per episode (initially from WY but since expanding to people from all over) to learn about "where they’ve been, what makes them tick, and how their history relates to the greater world and to [the listener]."


First But Last is a topical podcast presenting the story of women's rights in Wyoming—the first state to give women the right to vote—and the situation for women in the state today. It features "the creative, intrepid and influential women all across the state of Wyoming asking them about wisdom, work and adventure in the “equality” state."

HIghlight episodes

"Mat Hames: Life in the Lens" — An interview with an Emmy winning Executive Producer and Director "currently directing A State of Mind for Wyoming PBS, a series focused on mental health issues for Americans living in the mountain west."


"Dr. Gigi Jasper" — FBL episode featuring Dr. Jasper on why she moved to Wyoming, her career as a public school teacher, and her experience with discrimination as an African American woman living in rural Wyoming.


"The Wind River Wild Horse Sanctuary" — The story of the Oldham family and their working cattle ranch, home to over 250 "un-adoptable wild mustangs", the only Public Off-Range Pastures located on an Indian Reservation.



Winds of Change invites a guest to have a conversation with diGrappa and two co-hosts about "identity, community, land, change and what it means to thrive in the state." This project is more Wyoming-focused than What's Your Why? and was inspired by diGrappa's curiosity about why some people stay and some people leave.


Content

The topics covered by humanities councils are impressively broad.


There are programs built around themes of journalism, democracy, state history, culture, oral history, the arts, the future, poetry, traditional crafts, other community organizations, current events, extremism, American ideals, myth, food, fiction, and folklore—not to mention the added breadth coming from the hundreds of scholars and community experts who have been interviewed or introduced through these podcasts.


Often councils prioritize highlighting the people in and histories of their state, but some, like Wyoming's What's Your Why? and Oregon's The Detour have expanded further afield depending on the guests they feature—although often still connecting the discussion to their state context.


To some extent, the format determines the content and vice versa. The content of interview-based shows like What's Your Why? can be more personal and contemplative than shows like Mysterious Mountains that are focused on a particular source material or history.



Format

The Host

  • Some have had one host for every episode, through multiple years
  • Others intentionally change hosts every season, allowing them to reinvent the show to a degree
  • Others rotate within a pool of hosts episode to episode (i.e. a recorded live events with different interviewers)

Most common


  • Interview of an expert, scholar, resident of the state, etc.
  • Conversation with more than two people, more informal/meandering than an interview
  • Curated narrative/story that's more produced (i.e. stitching together narration and interviews to tell a story or educate about a topic)
  • Stories read aloud as a way of sharing written works in a new way

Platforms

  • Most common:
    • Spotify
    • Apple Podcasts
    • Google Podcasts
    • YouTube
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  • Less common:
    • Stitcher
    • Pocket Casts
    • iHeart Radio
    • Podbean
    • SoundCloud
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Limited run vs indefinite

How many episodes make up a season? If you start a podcast do you just keep making it indefinitely, until you run out of ideas or staff time? If no new episodes have been published after awhile will it look like a failed project?


Some councils begin with the end in mind. DC's Porchtales for example, plans for five to six episodes per season. This allows them to produce a narrative arc, take time to plan and prepare between seasons, and leave listeners with satisfying endings. West Virginia chose to make seasons of 8-12 episodes focusing on a single author, allowing listeners to really get to know their work.

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Production

Podcasting has become its own industry—some make entire careers out of hosting, producing, or promoting shows. Councils are experts at providing quality humanities content, through programs like speaker series or book discussion, and at connecting the humanities to their contexts, but when it comes to using podcasting as another avenue for engaging their publics with the humanities, the technical and production piece of the can be a sizable hurdle for councils creating a show in-house.


Which listening platform(s) should they use? Do they need special recording equipment? How much sound editing will need to be done? Do they need to write their own jingle?


Wyoming Humanities is able to have one staff member solely focused on running their shows. This allows Emy diGrappa the focus and time needed to become familiar with the steps of production. But even after years of experience, there are still challenges—the logistics of scheduling guests and the technical aspects of production continue to be more difficult than the content side of her projects.


Kyle Warnack in West Virginia said that editing is by far the most time-consuming part of the process, especially when doing freeform interviews (as opposed to scripted material), and is one reason they aren't able to produce episodes more frequently.

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Getting some help

Humanities DC has found it beneficial, even necessary, to their project to hire a podcast consultant to help produce Porchtales. Voxtopica helps at any stage of the process including creating content, distribution, promotion, and interpreting metrics.


West Virginia's council mentioned how helpful it would be to have a freelance editor on their project—with a small staff and editing taking 5-10 times longer than recording, having someone take care of post-production would make a huge difference.

Evaluation

"How are the numbers?"

Another area of expertise a consultant can provide is the ability to collect and interpret information about listener engagement. Depending on the hosting platform, it's possible to track a range of ways in which a podcast is being interacted with (or not). For example:

  • How many times has an episode been listened to all the way through?
  • How many times has an episode been started but not listened to all the way through?
  • Where in an episode do listeners stop listening? Do they start again?
  • How many new subscriptions were generated after a certain episode?
  • Where are your listeners located?


All this data can be helpful—say, to learn that the pacing of a story is too slow by noticing a pattern of where people stop listening—but it can also be hard to know what to do with. Or, to put it another way, how to know what data points to a successful program.


Jimmy Watkins, who manages DC's podcast, advised those just starting to think about how they'll define success for themselves. In the extremely noisy world of podcasts, success for one of these programs may not be breaking into any national top ten lists. But, as someone at Vermont's council suggested to him, aiming for something like 200 listeners per episode still makes for a viable project. These targets will vary depending on the council's resources of time, personnel, production experience, and program prioritization. Watkins also said that you really have to wait for three years for proof of concept—to know what listeners really like and don't like and if the project is sustainable.

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Connection with other programming

One opportunity that councils have that independent podcasts don't is the possibility to connect their show with a range of other types of programming. This could allow for people listening to the podcast to learn about their in-person events or partner organizations, or vice versa—for those attending events to learn about the podcast.


DC, for example, hosted a podcast launch party for the first episode of their second season. They're using their capacity to host in-person events to promote the podcast.


One simple way to use a podcast to promote another program is to share recorded conversations from in-person events. This may allow a council to reach a broader audience, like those who were unable to attend the event or hadn't heard about it in time. Having the talk available in podcast form preserves and shares the content as well as potentially encouraging listeners to be more likely to attend the next time they see a council program advertised.


Not all councils choose to closely incorporate their podcasts with their other programs, however. They maybe simply say at the beginning or end of an episode that the show is produced by their humanities council.


Podcasts can also be a valuable way to reach those who might never be able to attend other events. diGrappa with Wyoming Humanities noted that their podcast programs help the council to reach parts of the largely rural state that they wouldn't be able to otherwise. And West Virginia began their podcast during the pandemic, when they weren't able to connect with anyone in person.

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Podcasts as...

Public Humanities communication

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Throughout my research I was impressed by both the breadth and depth of these programs. Councils have been able to present complex historical, cultural, and societal topics in ways that are both accessible and nuanced.


For example, West Virginia's literature-focused show is able to provide depth that one wouldn't get from just reading the stories, or even from studying the author in a classroom setting. By devoting half a dozen episodes to one author and by including the perspectives of a wide range of scholars they give listeners a substantive humanities experience that they likely wouldn't be able to in another format.


The conversations at the core of Wyoming's programs and the personal, oral histories in DC's provide rich experiences of complex, nuanced, very people-focus stories. You experience a story differently when you can hear a real voice speaking compared to reading the same words printed out.


The setting of a podcast also allows for different kinds of conversations than you'd get from an on-stage panel or in a classroom—they tend to be more intimate and personal, thereby providing a different sort of encounter with humanities topics and practice.

These programs are also great examples of public humanities in particular. They're easily sharable, they're produced with particular yet broad audiences in mind and with the goal of being engaging and clear. They're focused on human experience and, admittedly some more than others, are created collaboratively.

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"...the humanities, far from being 'extra' or 'luxury pursuits, are crucial to our civic and public health. [They’re] the way we come to understand the world, our positions and places in it, and our own personal and community stories." — Eric Waggoner, WV

Links to the shows referenced

Thank you to...

Emi diGrappa, Kyle Warmack, Eric Waggoner, and Jimmy Watkins for their time and generous answers to my questions about their work.