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The University of Sydney Page 1
Understanding Public Service Media Value Beyond Audience Metrics:Influence, vanity metrics and critical analyticsPresented byDr Jonathon HutchinsonDepartment of Media and Communication@dhutchman
The University of Sydney Page 2
Should Moretoki be the face of PSM?
The University of Sydney Page 3
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‘Generation Notification’– They have created an ecology, which
contain enormous, engaged audiences– Excellent (high-level) media literacy– They contribute content, insights,
trends– In terms of fandom, this audience is
the upper level– Conversations are influential: to and
from audience– Typically not engaging with broadcast
content– They display an enormous level of
‘social talent’
The University of Sydney Page 5
Connor Franta– Aged 23– ‘American
Entrepreneur, writer & YouTuber’
– +2m Facebook Likes– +5m Instagram
Followers– 4.8m Twitter Followers– 5.5m YouTube
subscribers– ‘coming of age’
videos?
The University of Sydney Page 6
Troye Sivan– Aged 21– ‘Australian singer,
songwriter, actor and YouTuber’
– 4.6m Instagram followers
– 4m Twitter followers– 2.2m Facebook fans– 4.2m YouTube
Subscriptions– Vlogger
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@babyariel– 15 yo– In the game for about
9 months– 330k Twitter followers– 3.6m Instagram
followers– 1.4m YouTube
subscribers– 13.3m Musical.ly fans
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@babyariel
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MCNs – Multichannel Networks
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$60 paid into your Paypal account upon successful completion of the brief.
The Brief:1 photo featuring the Nude by Nature Contour & Highlight Collection posted on your Instagram account between Monday 6th to Sunday 12th June 2016Include in the body copy of your post: @nudebynature & #TBCDo not remove the photo from your Instagram account after the end of the campaign”
Vamp Collective, 2016
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Vidcon
How do they do it? The basics of social talent…
– Consistent message– Understand the
language– Work the platform
conventions– Conversation first,
branding second– Increased exposure
through intermediaries (MCNs & collabs for example)
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Social Talent:Towards Cultural Intermediation
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Social Talent– Content creators– Large audiences– Influential– Operate across
multiple platforms: e.g. Insta = main, YouTube = B Role
– Humorous (mostly)– ‘collabs’
Louis Cole, ‘Fun for Louis’
The University of Sydney Page 14
stampylongnose – Minecraft video influencers
Who are these people?
– Change Agents– Digital Influencers– Cultural
Intermediaries
Fashion bloggers, brand ambassadors, musicians, etc.
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Change AgentsChange agents, e.g. opinion leaders, peer educators, community facilitators, counsellors, outreach workers etc., can assist in building and strengthening these influence relationships and can also shape behavioural norms (Kempe, Kleinberg, & Tardos, 2003).
Many programs make use of change agents – e.g. peer educators, counsellors, opinion leaders and community health workers – to disseminate messages within target communities. (Goodwin, 2015).
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Digital Influencers“Influencers — everyday, ordinary Internet users who accumulate a relatively large following on blogs and social media through the textual and visual narration of their personal lives and lifestyles, engage with their following in “digital” and “physical” spaces, and monetize their following by integrating “advertorials” into their blogs or social media posts and making physical paid-guest appearances at events” (Abidin, 2016).
Jennifer Lam , Bamboo Garden:
The University of Sydney Page 17
Hutchinson, 2016.
Cultural Intermediaries:“are the taste makers defining what counts as good taste and cool culture in today's marketplace” (Smith-Maguire, 2014).
“are specific in how they source emerging creativity, and make this type of cultural production accessible for larger audiences. They enable consumers and producers of cultural texts to engage in a two-way dialogue: producers are exposed to fringe, and highly creative, practices by non-professional creative practitioners, while contributors are published to larger audiences” (Hutchinson, 2016).
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Cultur(al intermediation) and a network society
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Network Society– The symbiotic relationship between technology
and society– Post-industrialization: information and knowledge
societies, based on (private) networks– Network society: new social structures based on
technological paradigms – “The tools to master our own condition” (Castells,
2005)– Representative of how ICTs are central to the ever
evolving range of societies that embody social, political, economic, cultural practices, institutions, and relationships
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Culture within a networked society
Williams (1989) notes that culture is specific to each society based on finding the common
meanings and direction. Culture is very much present within a networked society, which Castells
notes is the connection of “major social, technological, economic, and cultural
transformations (…) to give rise to a new form of society, the network society” (Castells, 2007: xvii).
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Network Making Power Switchers“(a) the ability to constitute network(s) and to program/reprogram the network(s) in terms of the goals assigned to the network; and (b) the ability to connect and ensure the cooperation of different networks by sharing common goals and combining resources while fending off competition from other networks by setting up strategic cooperation”(Castells, 2011, p. 776).
– 1st characteristic: Common goals
– 2nd characteristic: Switchers “control the connecting points between various strategic networks” for example “the connection between the political networks and the media networks to produce and diffuse specific political-ideological discourses” (Castells, 2011, p. 777).
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Public Service Media, Participation, & Digital Influencers
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Public Service Media (PSM)– “has been tasked to serve the societal and cultural
needs of each member nation and to promote democracy and participation within the national geographical boundaries” (Głowacki, 2015, p. 26)
– Built on PSB, which “was to inform, educate and entertain with total independence from political power and commercial pressure” (Tremblay, 2016, p. 194)
– The thematic shift from PSB and towards PSM is taken as “common parlance as services are extended across ‘new’ media platforms and experiments undertaken into new interactive content forms” (Debrett, 2015, p. 557).
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PSM: tokenistic participation?– Głowacki and Jackson (2014)
highlight that websites are often ‘bolt-on’ extras for marketing purposes
– Jakubowicz (2014): “seems to remain in most cases [as] marginal forms, either designed to obtain input … that professional journalists use in producing their programmes, under their exclusive control, or web pages … serving as a display case for UGC” (p. 229)
– ‘Maximalist’ participation– Carpentier (2009) notes
for user participation to be useful, it needs to be ‘socially relevant’ and ‘of professional standard’
– This moves participation within PSM beyond ‘trophy case’ or ‘bolt-ons’
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The ABC– Dual licensing regime– Fully government funded– Not ‘crowding-out’– Rather ‘distinctive
innovation’ (Cunningham, 2013)
– The broader media environment can learn from ABC
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The University of Sydney Page 28
Digital Influencers for #7DaysLater 1. @7DaysLaterTV
2. @Daley_Pearson
3. @HarrisonTheFan
4. @Mwhalan
5. @henry_and_aaron
6. @bajopants
7. @ABC2
8. @WASHINGTONx
9. @JordanRasko
10. @tomandalex
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@mentions > 56
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1. You Can’t Ask That – Australian Muslims
2. Anh’s Brush With Fame
3. You Can’t Ask That - Transsexuals
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PSM Cultural Intermediary Models
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How should PSM operate in a Network Society?– Work with digital influencers to understand
important public issues ( Cultural intermediation for PSM value)
– Leverage digital influencer audiences to bolster the PSM universality remit
– Acknowledge PSM’s importance as an operator within a neoliberal environment (and this OK)
– Learn from those around them that excel in social media spaces
The University of Sydney Page 38
So what does all this mean?– PSM do reasonably well on social media– PSM still treat it like traditional, top-down
broadcast, which is against the core of the network society
– They need to embody the success of the MCN model
– PSM needs to employ and bolster the digital influencer role – tis is key to operating as ‘switchers’ within the network society
The University of Sydney Page 39
So should Moretoki be the face of PSM?
The University of Sydney Page 40
Dr Jonathon [email protected]@dhutchman