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Digital intermediation: Towards Transparent Public Automated Media

Public lecture delivered at Tallinn University, Estonia.

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Digital intermediation: Towards Transparent Public Automated Media

  1. 1. DIGITAL INTERMEDIATION To w a r d s T r a n s p a r e n t P u b l i c A u t o m a t e d M e d i a Dr Jonathon Hutchinson The University of Sydney @dhutchman Activity is financed by the European Regional Development Fund through the institutional package measure for R&D institutions and higher education institutions (ASTRA project TL Activity is financed by the European Regional Development Fund through the institutional package measure for R&D institutions and higher education institutions (ASTRA project TLU TEE of Tallinn University as a promoter of intelligent lifestyle).
  2. 2. Towards Transparent Public Automated Media: 2. Digital First Personalities 4. Digital Intermediation 5. Algorithms 6. Public Media’s Role 1. Cultural Intermediation 3. Micro- platformization
  3. 3. The aims of the project are: i. to understand how digital influencers operate across social media, in both commercial and non-commercial media environments; ii. to document how digital media agencies enable digital influencers to create large consumer based publics; iii. to examine and understand how algorithms are operating within large-scale media content production; iv. to identify how global media is incorporating digital influencer roles and automation (if at all) into their production methodologies; and v. to provide a new theoretical framework, recommendations and a policy tool that enables media organisations to manifest and engage with its audiences on critical public issues.
  4. 4. Cultural Intermediation Audience Participation in Media Organisations Jonathon Hutchinson Palgrave Macmillan, 2017
  5. 5. – Cultural Intermediaries, 2017 “This book interrogates the existing theories of convergence culture and audience engagement within the media and communication disciplines by providing grounded examples of social media use as a social mobilization tool within the media industries. As digital influencers garner large audiences across platforms such as YouTube and Instagram, they sway opinions and tastes towards often- commercial interests. However, this everyday social media practice also presents an opportunity for socially and morally motivated intermediaries to impact on public issues.”
  6. 6. Digital intermediation is the combination of two agents within a new media ecology: • data: presenting as online content producers with new approaches towards highly visible content (maybe shareable?) across platforms; and • algorithms: singularly and as the combination of algorithmic decision making, predictive media decisions, machine learning and possibly artificial intelligence within automated media systems. Digital intermediation describes the process of and between the infrastructure for information exchange processes of cultural intermediation. Digital intermediation creates new forms of online communities and knowledge exchange, suggesting new power relations and production methodologies also emerge within an entrepreneurial social media ecosystem. There is now an increased need for public affairs exposure.
  7. 7. data: Digital First Personalities
  8. 8. “those individuals who produce digital content for maximum visibility by engaging social influencer publication strategies that appease platform algorithms” (Hutchinson, forthcoming).
  9. 9. Ordinary to ‘everyday, bro’
  10. 10. Photo by Timothy Dykes on Unsplash algorithms: MICROPLATFORMIZATION Beyond Multichannel Networks and Digital Agencies
  11. 11. Micro-platformization suggests a new digital intermediary has emerged who acts as an agency for digital agencies, in many ways ensuring advertisers receive the most appropriate influencer for their products or services. In a similar way that platformization makes data platform ready, micro-platformization makes influencers brand ready. While the marketplace of culture is still the process of providing audiences to advertisers across social media, the introduction of two significant stakeholder groups have demonstrated the specialist focus of communicating across social media. To send messages across social media effectively, one needs a unique vantage for their content production, but also requires the distribution capacity of the digital intermediaries that bring cultural production audiences and producers together.
  12. 12. Algorithms
  13. 13. Algorithms Photo by Jilbert Ebrahimi on Unsplash
  14. 14. –Ysabel Gerrard, 2018 ‘Users who are conscious about content moderation—of which there are many—must go beyond the hashtag to find new ways of being visible to those who they wish to be seen by’
  15. 15. Photo by Emily Morter on Unsplash
  16. 16. Digital Intermediation Increased Visibility Specialist Content Production Algorithmic Media Shifting media ecosystem requires new visibility strategies Social influencers gaming the system through content production Algorithmic calculations recommender system predictive media
  17. 17. Where to now?
  18. 18. THREE APPLICATIONS P o t e n t i a l D i r e c t i o n s DIGITAL INTERMEDIATION IN PSM POLICY RECOMMENDATIONS USER TRANSPARENCY INTERFACE Apply digital intermediation to public media as key cultural institution Report on current regulatory systems and advise on suitable future approaches Design algorithmic transparency mechanism for increased user application
  19. 19. –Vince Neilstein ‘Earache’s Metalizer app automatically generates custom metal playlists that draw from all the metal available on Spotify, not just Earache releases. Users can adjust four sliders — “Metal,” “Death,” “Thrash” and “Grind,” — depending on how much of each sub-genre they want in their playlist, and then a fifth slider determining the number of tracks in the playlist. Press the “Metalize” button and a playlist materializes before your very eyes.
  20. 20. Profitability Loyalty Trust Social Cohesion it!!!!
  21. 21. Jonathon Hutchinson Lecturer Online Communication and Media University of Sydney jonathon.hutchinson@sydney.edu.au @dhutchman Activity is financed by the European Regional Development Fund through the institutional package measure for R&D institutions and higher education institutions (ASTRA project TLU TEE of Tallinn University as a promoter of intelligent lifestyle).

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Public lecture delivered at Tallinn University, Estonia.

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