1. The document summarizes a seminar on understanding intelligent content for Radio 4 through a semiotic analysis of 180 texts. 2. It introduces two main world views that content can encourage: the "Autonomous Individual" which sees the self as a rational whole and knowledge as possessing the canon, and the "Fragmented Self" which sees the self as adaptable and knowledge as connections within outsourced information. 3. Different types of content behaviors were mapped to each world view, showing how content invites audiences to think in different ways based on these perspectives. Tips were provided on how to use the findings to modernize brands and evolve station sound through more nuanced, empathetic, and cross-disciplinary content

1. Radio 4 Semiotics:
Understanding Intelligent Content
Peter Zezulka, Senior Audience Planner, Radio & Music
Project by BBC Radio Audiences & Flamingo Semiotics

2. Slide 2
Why
semiotics?
Our
findings
Tips for
success

3. Slide 3

4. Slide 4

5. Modernising
the brand
Slide 5

6. Objectives
Slide 6
1. Understand the shape of modern
intelligent content
2. Identify & describe what makes it
accessible and engaging
3. Develop a strategic framework;
maintaining strengths and
enhancing already evolving output

7. Why (& what is) semiotics?
Slide 7
“The study of signs and symbols and their
use or interpretation”

8. Bring the
business
with you
Slide 8

9. Source material
c. 180 texts chosen input from network, production and audience
research
Slide 9

10. How content invites us to think…
• All ‘intelligent content’ is content that we use,
as audiences, to think with.
• It differs in how it invites us to think
• We can build up a clear picture of intelligent
content today by showing interpretively what
kind of thinking it encourages
Slide 10

11. Two world views…
Slide 11
AUTONOMOUS INDIVIDUAL FRAGMENTED SELF

12. Two world views…
Slide 12
AUTONOMOUS INDIVIDUAL FRAGMENTED SELF
- Where it comes from: Post WWII, Grammar school
curriculum, liberalism
- Self-cultivation: an autonomous, integrated
rational whole, who can ‘contribute’ to society.
- Knowledge is to possess the canon / archive in a
particular discipline – become an expert
- ‘Grammar Schools’ and disciplinarity. Use of
hierarchies and definitions to order and
interrogate phenomena.
- Where it comes from: Post cold war, post
globalisation, internet mentality
- Self-cultivation: flexible, mutable, endlessly
adaptable self that can compete in shifting, unstable
contexts.
- Knowledge: the archive is outsourced (the internet).
It’s about finding the surprising ‘connection points’
within the archive.
- ‘Internet Age’ mentality: collapse of disciplinarity .
Use of patterns and networks to order and
interrogate phenomena.

13. Each mode is created from groups of different
content behaviours
Slide 13
AUTONOMOUS INDIVIDUAL FRAGMENTED SELF
The
Problem
Solver
The
Aspiring
Expert
The
Decadent
The Idea
Trader
The Life
Improver
The
Empathetic
Observer
The
Empowered
Amateur
The
Immersive
Agent
The
Eccentric
The
Interrogator
The Culture
Vulture
The
Enraptured
Voyeur
The
Knowing
Humorist
The
Scientific
Rationalist
The
Archivist
The
Constellation
Maker
The
Sceptic
The
Conversatio-
nalist
The
Emotionalist

14. Slide 14
Autonomous individualism
Problem solver
Fragmented Self
Scientific
rationalist
Empowered
amateur
Immersive agent
Who you should be:
How you get knowledge:

15. Slide 15
Autonomous individualism
Interrogator
Fragmented Self
Culture vulture
Conversationalist
Idea trader
Knowledge-getting methodology:
Where social value resides:

16. Slide 16
Autonomous individualism
Enraptured
voyeur
Fragmented Self
Knowing
humourist
Empathetic
observer
Emotionalist
How to engage with others:
Where social power comes from:

17. Slide 17
Autonomous individualism
Life improver
Fragmented Self
Aspiring expert
Decadent
Sceptic
How to live well:
What to trust:
Archivist
What thinking involves:
Constellation-maker

18. Slide 18
They’re not mutually
exclusive…
…It’s a question of balance

19. Mapping our content
Slide 19

20. Making more of what we have…
Slide 20

21. Evolving station sound:
programmes & presentation
Slide 21

22. Exploring commissioning opportunities
Slide 22
Create more content that explores ideas by connecting
very different disciplines
Turn our audiences into empowered amateurs, who
discover knowledge with us, not from us
Do more to explore forgotten stories, subcultures and
the margins of society
Build empathy for the experiences of others through
autobiographical stories or ‘in their own words’

23. Tips for success
Slide 23
• Creative nuance around known challenges
• Giving language to hunches
• Bringing people on board
• Identify behaviours and creative territories
• Mapping vs. a broader competitive sphere
• Make it easily digestible – articles, video
assets etc.

24. Slide 24