PowerPoint Presentation
Understanding Public Service Media Value Beyond the Fifth
Estate:The significance of social media in a networked
societyPresented byDr Jonathon HutchinsonDepartment of Media and
[email protected]
The University of SydneyPage ##usydsocmed
The University of SydneyPage #Should Moretoki be the face of
PSM?
The University of SydneyPage #
The University of SydneyPage #Generation Notification
The University of SydneyPage #Connor FrantaAged 23American
Entrepreneur, writer & YouTuber+2m Facebook Likes+5m Instagram
Followers4.8m Twitter Followers5.5m YouTube subscriberscoming of
age videos?
The University of SydneyPage #Troye Sivan
Aged 21Australian singer, songwriter, actor and YouTuber4.6m
Instagram followers4m Twitter followers2.2m Facebook fans4.2m
YouTube SubscriptionsVlogger
The University of SydneyPage #@babyariel15 yoIn the game for
about 9 months330k Twitter followers3.6m Instagram followers1.4m
YouTube subscribers11.8m Musical.ly fans
The University of SydneyPage #@babyariel
The University of SydneyPage #MCNs Multichannel Networks
The University of SydneyPage #Nude by NatureCalling all natural
beauty lovers! We are looking for those of you in the Vamp
Collective who would like to collaborate with Nude by Nature on a
campaign to promote the launch of their brand new Contour &
Highlight Collection.
The Goods:Nude by Nature Contour & Highlight Collection
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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
The University of SydneyPage #Who cares about Generation
Notification?They have made their own media ecology, which contain
enormous audiencesExcellent (high-level) media literacyThey are
incredibly engagedThey contribute content, insights, trendsIn terms
of fandom, this audience is the upper levelConversations are
influential: to and from audienceTypically not engaging with
broadcast contentThey display an enormous level of social
talent
The University of SydneyPage #Social Talent:Towards Cultural
Intermediation
The University of SydneyPage #Social TalentContent creatorsLarge
audiencesInfluentialOperate across multiple platforms: e.g. Insta =
main, YouTube = B RoleHumorous (mostly)collabs
Louis Cole, Fun for Louis
The University of SydneyPage #stampylongnose Minecraft video
influencers
Who are these people?
Change AgentsDigital InfluencersCultural Intermediaries
Fashion bloggers, brand ambassadors, musicians, etc.
The University of SydneyPage #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).
The University of SydneyPage #Digital InfluencersInfluencers
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 SydneyPage #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).
The University of SydneyPage #Vidcon
How do they do it?Consistent messageUnderstand the languageWork
the platform conventionsConversation first, branding
secondIncreased exposure through intermediaries (MCNs & collabs
for example)
The University of SydneyPage #Culture and a network society
The University of SydneyPage #Network SocietyThe symbiotic
relationship between technology and societyPost-industrialization:
information and knowledge societies, based on (private)
networksNetwork 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
The University of SydneyPage #Technological
determinismProgression from agriculture industrialization
post-industrialization
21
Culture within a networked societyWilliams (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).
The University of SydneyPage #The Political Economy of the
Network SocietyIs reliant of social totality to develop
interconnected cultural, political, economic & symbolic media
systemsHistorically reliant on economic and power systems of
ruleCommodification of cultural life due to public institutions
becoming more reliant on commercial systemsMoral philosophy that
links academic research to cultural policies, institutions and
practiceGlobal approaches of inequalities in access to media
systems
The University of SydneyPage #Not new systems, but modeled on
old power/economic systemsTricky relationship between PSM and
commercial platformsOur ole as academics to inject moral philosophy
into institutional practiceUniversality issues
23
Algorithmic Cultureoffloading of cultural work onto computers,
databases and other types of digital technologies has prompted a
reshuffling of some of the words most closely associated with
culture, giving rise to new senses of the term that may be
experientially available but have yet to be well named, documented
or recorded (Striphas, 2015: 395)May result in incorrect public
issues incredibly important for public service mediaCultural
intermediaries become incredibly important within this
environment
The University of SydneyPage #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
goals2nd 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).
The University of SydneyPage #Public Service Media,
Participation, & Scripted Comedy TV
The University of SydneyPage #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 (Gowacki, 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).
The University of SydneyPage #PSM: tokenistic
participation?Gowacki and Jackson (2014) highlight that websites
are often bolt-on extras for marketing purposesJakubowicz (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
participationCarpentier (2009) notes for user participation to be
useful, it needs to be socially relevant and of professional
standardThis moves participation within PSM beyond trophy case or
bolt-ons
The University of SydneyPage #
The ABCAlways under pressure political and commercialNot
crowding-outRather distinctive innovation (Cunningham, 2013)The
broader media environment can learn from ABC
The University of SydneyPage #
The University of SydneyPage #
The University of SydneyPage #Digital Influencers for
#7DaysLater
@7DaysLaterTV@Daley_Pearson@HarrisonTheFan@Mwhalan@henry_and_aaron@bajopants@ABC2@WASHINGTONx@JordanRasko@tomandalex
The University of SydneyPage #
The University of SydneyPage #
@mentions > 56
The University of SydneyPage #Digital Influencers in
@ABCTVAnalysis for
Cleverman@tasmawalton@rove@sundancetv@nickysloss@tillywillynilly,
nearly 1K@spacedaisies
The University of SydneyPage #
The University of SydneyPage #Most Active and Visible Users
(@ABCTV)
The University of SydneyPage #
Co-Creating a Cultural LandscapeSocMed for collective sense
makingNew form of produsage (Bruns, 2008)These are new forms
cultural production
The University of SydneyPage #What do digital influencers mean
for PSM?Production was a closed (gated) processWeb 2.0, here comes
everybodyWe thought audiences should take over the producer
roleThat was never the case, but there was a shift in the
production modelSome brands still engage audiences, e.g. House of
Cards & data-driven programmingThis is the cultural
intermediation model professional with enthusiast
The University of SydneyPage #New Cultural Intermediary
Models
The University of SydneyPage #Cultural Intermediation (2013)
The University of SydneyPage #Cultural Intermediation 2016
The University of SydneyPage #Stakeholder groups are conversing
in their own worldsThey need intermediaries, predominantly digital
influencers, to attract each other to conversational spacesThis
moves the ecology beyond producing content and using content which
is the underpinning of produsageThis is the process of contributing
and using content across social media 42
How should PSM operate in a Network Society?The ever increasing
reliance of public institutions on commercial and global media
giantsThe commodification of cultural life from growing concerns of
relations between commercial and government institutions (Murdock
and Golding, 2005)Universality concerns through access to
technologiesThe need for a greater moral philosophy within these
models: precisely the role of the cultural intermediarys
involvement in this space.
The University of SydneyPage #So these are the sorts of issues
that are present for PSM operating in this communication
environment across the network society. These issues are even more
significant when working with digital influencers.What needs to be
taken into consideration even further is cultural intermediaries
and how they construct their networks to bridge the space between
institutions and audiences. Networks are brittle, they take a lot
of time to develop, and they are temporal. This is the underpinning
thinking behind an ad hoc public that congregates on social media
around a public issue. This is the key difference between a network
and an online community that has high social capital through the
fundamental act of reciprocity. So while digital influencers may
have enormous followings, these network connections may be short
lived, because of the depth of the material they are producing and
distributing. This fundamentally problematises this media ecology.
Yet it also provides a unique opportunity for PSM.PSM should
continue to engage with select digital influencers to bolster their
communicative approach by developing a considered approach towards
public issues. This sort of arrangement should promote the flavour
and style of the creative digital influencer, yet engrain the
strengths of PSM within their approach towards content production.
This is a tacit knowledge and expertise exchange between
institution and influencer, which will develop and strengthen not
only the stakeholder groups, but the media ecology also. And if we
return to the distinctive innovation imperitive of PSM, this
cultural intermediation model is also useful for commercial media
organisations. 43
So should Moretoki be the face of PSM?
The University of SydneyPage #Dr Jonathon
[email protected]@dhutchman
The University of SydneyPage #
