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Can automated strategies work for
PSM in a network society?
Engaging digital intermediation for
informed citizenry
Dr Jona...
Overview
The contemporary media environment challenges public
service media (PSM) values as algorithms optimize
content ex...
Digital
Intermediation for
Automated PSM
The Media Ecosystem
The contemporary media ecosystem for public
service media is ...
Digital
Intermediation for
Automated PSM
A possible way forward:
We argue that these online content producers
are digital ...
Public Service Media in a 2020 Network Society
● Algorithmic culture is most obvious in a
contemporary media environment
●...
Digital Intermediation Within Our Media
Ecologies (What about PSM?)
● Visibility Game (Cotter, 2019)
● Technologies includ...
PSM Algorithmic Strategies
● Automation, big data and AI are a strong
focus from EBU in past few years
● We have seen this...
Implementing (attempts of) Algorithmic PSM
● How do we maintain PSM value by implementing algorithms and/or
automation?
● ...
Digital Intermediation Strategies for PSM
● Understanding the interplay between
technology and social interaction is key f...
● The environment in which PSM operates within is commercial, increasingly
dominated by platforms (and their politics)
● P...
Thank You
Dr Jonathon Hutchinson - jonathon.hutchinson@sydney.edu.au
Dr Jannick Sorensen - js@es.aau.dk
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Can Automated Strategies Work for PSM in a Network Society? Engaging digital intermediation for informed citizenry

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2020 virtual presentation for the International Association of Media and Communication Research (IAMCR).

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Can Automated Strategies Work for PSM in a Network Society? Engaging digital intermediation for informed citizenry

  1. 1. Can automated strategies work for PSM in a network society? Engaging digital intermediation for informed citizenry Dr Jonathon Hutchinson, University of Sydney, Dr Jannick Sørensen, Aalborg University
  2. 2. Overview The contemporary media environment challenges public service media (PSM) values as algorithms optimize content exposure. Niche audiences seek social media platforms and enjoy content specifically targeted to them. PSM organisations can however in their own way engage in similar strategies, while also leading an innovative charge towards socially responsible media automation practices. Digital intermediation is thus a process that enables cultural production through the combination of technology (platforms), digital agencies (Multichannel Networks), and automation (algorithms) to increase the visibility of popular users and their content, specifically through digital influencers. In this paper, we highlight and discuss how PSM can integrate cutting- edge digital intermediation strategies to increase its visibility through the combination of digital first personalities (Hutchinson, 2019) and innovative algorithmic strategies (Sørensen, 2019). Overview
  3. 3. Digital Intermediation for Automated PSM The Media Ecosystem The contemporary media ecosystem for public service media is one that operates within an increasingly automated space through the implementation of recommender systems that suggest the media we should be exposed to, chatbots that are to some extent providing our news exposure and diversity, and media that is not only distributed algorithmically, but indeed created through increasingly automated processes that draw on mathematical calculations.
  4. 4. Digital Intermediation for Automated PSM A possible way forward: We argue that these online content producers are digital intermediaries that operate in a number of evolving and responsive ways to ensure media diversity remains high through the remit of public service media.
  5. 5. Public Service Media in a 2020 Network Society ● Algorithmic culture is most obvious in a contemporary media environment ● Increased platformisation of content (away from institutions) ● Content is ‘recommended’ to users, direction attention toward particular content ● Several government inquiries underway (i.e. Digital Platforms Enquiry) ● Existing arguments of crowding out/high innovation remain ● PSM continue to operate in this space
  6. 6. Digital Intermediation Within Our Media Ecologies (What about PSM?) ● Visibility Game (Cotter, 2019) ● Technologies include hardware but also include databases and interfaces ● Agencies are well equipped to ‘amplify’ voices across digital platforms ● Digital Intermediation - Automation is the space that PSM can focus on with best results ● An opportunity for ‘third-wave cultural intermediaries’ (Perry et al.)
  7. 7. PSM Algorithmic Strategies ● Automation, big data and AI are a strong focus from EBU in past few years ● We have seen this through initiatives such as data journalism, robo journalism, and recently the inclusion of news chat apps ● Users are informed citizens, but only through their clicks ● PSM are continuing to engage new technologies within the contemporary media environment to continue its remit
  8. 8. Implementing (attempts of) Algorithmic PSM ● How do we maintain PSM value by implementing algorithms and/or automation? ● Questions around a so-called diversity ‘diet’? (Helberger, 2012; Schmidt & Sorensen, 2016) ● Or a diversity ‘nudge’ (Burri, 2013)? ● This becomes central to the role of the PSM data scientist and programmers who work with typically commercial systems within PSM - they are required to implement the idea of PSM into the programmatic operation of the device/code
  9. 9. Digital Intermediation Strategies for PSM ● Understanding the interplay between technology and social interaction is key for the digital intermediary ● The commercial model is at odds with the PSM model, unless we view it through the third-wave cultural intermediary perspective ● Journalists for example should be afforded the ability to ‘feed’ content into the algorithm, ultimately mimicking content exposure on social networks ● This is already happening in many ways through ‘tagging’ content
  10. 10. ● The environment in which PSM operates within is commercial, increasingly dominated by platforms (and their politics) ● PSM has an opportunity to engage this space by integrating digital intermediation into its content production and distribution practices, especially through automation ● PSM has tried to implement automation in various ways, raising questions about its effectiveness and remit ● Enabling content producers to ‘feed the algorithm’ will make this content more ‘competitive’ in this space Conclusions
  11. 11. Thank You Dr Jonathon Hutchinson - jonathon.hutchinson@sydney.edu.au Dr Jannick Sorensen - js@es.aau.dk

2020 virtual presentation for the International Association of Media and Communication Research (IAMCR).

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