Alexie Walker

EN 101

Analysis Essay

19 October 2020

Podcast Success: An Exact Formula?

“A recent report by Edison Research estimated that 64 percent of 12-to-24-year-olds …

in the United States listened to online radio weekly in 2014” (Wen 135). Tiffanie Wen, a

freelance-writer previously featured in publications like ​The Atlantic​ and ​The Daily Beast​,

presents this statistic to emphasize how commonplace audio entertainment has become. Her

article titled “Inside the Podcast Brain: Why Do Audio Stories Captivate?” gives plenty of

evidence supporting the recent popularity of podcasts and audio storytelling, as well as outlines

what factors make a story more captivating (135-38). Many specific elements of audio

entertainment have resulted in its rising popularity; a good podcast or audio story includes a

character-driven base, a variation of narration styles, and an element of mystery.

A good audio story is said to be mainly character-driven with emphasis on a character

that seizes empathy from unsuspecting listeners. Wen exaggerates this claim by explaining,

“[T]here exists a type of universal story structure--one in which a protagonist faces some sort of

stressful challenge or conflict--that draws attention because it’s engaging emotionally and

intellectually” (136). ​S-Town​, a podcast hosted by Brian Reed, features a sort of black-sheep man

by the name of John B. McLemore, who has a largely pessimistic attitude and feels trapped by

his small-town life. In the words of McLemore himself, his hometown, Woodstock, Alabama, is

tiny and full of “Proleptic decay and decrepitude” (“Chapter I”). McLemore goes on to declare,“I
should have got out of this goddamned fucking shit town in my 20s. I should have done

something useful with my life” (“Chapter I”), in regards to his inability to leave the little town

behind. This regretful attitude is what leaves listeners wondering why McLemore did not follow

through with his strong desire to relocate. As the story continues, it becomes increasingly

obvious why leaving Woodstock presents a major challenge for McLemore. He cares for his

elderly mother, heavily supports a man by the name of Tyler Goodson and his three young

daughters, and keeps the best interest of the town on his agenda; all three parties, in this case,

have become dependent on McLemore (“Chapter I”). This need to help the people he cares for,

even when the circumstances make him miserable, is a primary character trait that results in

listeners feeling saddened for McLemore. It induces sympathy and suggests he could have a

better life if he did not care so much for others. A protagonist that causes this type of emotional

response from the audience is a gold mine for podcast success.

While the characters of a story are vital, the narration style is equally so; podcasts with a

variation of narration types and an abundance of dialogue are shown to be more appreciated by

listeners. ​S-Town​ features interviews, phone calls, sound effects, and music to amplify interest.

Because of this wide variety of storytelling mediums, ​S-Town​ creates an atmosphere of rich

detail. There is a particular scene where McLemore takes Reed traversing through a hedge maze

that the former constructed in his yard. Commentary from both men paints a vivid picture of the

maze and their struggle to solve it (“Chapter I”). Without real-time remarks, the scene would

become boring and unengaging. Another example of unconventional narration enriching the

story comes during one of the most harrowing scenes in ​S-Town​. It includes a recorded phone

call between Reed and Tyler Goodson’s wife, Skylar. The phone call comes at the end of
“Chapter II” and features a solemn Skylar breaking the news that McLemore has died by suicide;

Reed is in devastated disbelief. The conversation that follows is difficult to listen to as both are

processing the loss of a dear friend. Following this conversation is a music selection that

emphasizes the feelings of grief (“Chapter II”). Without the call from Skylar and the solemn

choice in music, the scene would lose its heaviness, and the death of McLemore would not be as

deeply felt. As Reed processes this tragic news and endures an onslaught of emotions, so do

listeners. This element of collective grief ensures that the audience feels more genuinely

connected to the story and highlights emotional scenes to create a larger impact on listeners.

An audio story can have both a protagonist that draws empathy from the audience and a

variation of narration styles, but if the story itself is not captivating, the podcast still may not

succeed; a certain element of mystery or intrigue is needed for an audio story to find success. At

the very beginning of ​S-Town,​ the show was pitched as an investigation following a murder

cover-up and the discovery of corrupt law enforcement officials. In “Chapter II,” it is revealed

that the “murder” was invented by hyperbolic witness accounts. Coming so early in the series,

this revelation seems like it would end the mysterious appeal, but it does just the opposite.

“Chapter II” also reveals that many townspeople believe John B. McLemore to be worth millions

despite his bare-bones lifestyle. Reed discovers this tip while taking a trip to the local tattoo

parlor, where he learns that to help the struggling business, McLemore spent thousands on

permanent body art. Despite vehemently opposing tattoos and all who sport them, McLemore’s

desire to keep the tattoo artists employed outweighed his moral objection (“Chapter II”). Tattoos

are a representation of everything McLemore hates about his town and the decay of society as a

whole; for him to succumb to something he loathes so much makes one wonder what his true
intentions are. The mysterious nature of the events in ​S-Town​ keeps listeners on the edges of

their seats, anxious to see what the next shock will be.

As podcasts and audio forms of entertainment become increasingly popular, specific

methods are surfacing that can guarantee a successful audio show. Brian Reed’s ​S-Town​ is a

perfect example of this because it showcases a protagonist that can effortlessly draw sympathy; a

variation of interviews, commentary, and music; and a plot that features aspects of mystery and

intrigue. As podcast popularity continues to rise, there will surely be additional elements of audio

storytelling that will improve the entertainment medium’s success; however, the methods utilized

right now are proving to be more than adequate.

Works Cited
“Chapter I.” ​S-Town ​from This American Life, 28 Mar. 2017, ​https://stownpodcast.org/chapter/1​.

“Chapter II.” ​S-Town ​from This American Life, 28 Mar. 2017,

https://stownpodcast.org/chapter/2​.

Wen, Tiffanie. "Inside the Podcast Brain: Why Do Audio Stories Captivate?" ​Acting Out

Culture: Readings for Critical Inquiry​, by James S. Miller, 4th ed., Bedford/St. Martin's,

2018, pp. 135-38.