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Understanding Public Service Media Value Beyond the Fifth Estate:The significance of social media in a networked society
Presented byDr Jonathon HutchinsonDepartment of Media and [email protected]
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‘Generation Notification’https://www.youtube.com/watch?v=-S6FekN1l5w
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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?
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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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Who cares about ‘Generation Notification’?– These people talk to enormous audiences– The audiences are incredibly engaged– The engaged contribute content, insights, trends– In terms of fandom, this audience is the upper
level– Conversations are influential, to and from these
audiences– Disposable income– Typically not engaging with broadcast content
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Social Talent
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Social Talent & Digital Influencers– Digital influencers– Fashion bloggers– Content creators– Brand ambassadors– Musicians– Humorous people
Louis Cole, ‘Fun for Louis’
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Stampy Longnose – Minecraft video influencers
Who are these people?– Cultural
intermediaries– Community managers
(social media producers, moderators, etc.)
– Microinfluencers– Change Agents
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Vidcon
How do they do it?– Consistent message– Understand the
language– Work the platform
conventions– Conversation first,
branding second– Increased exposure
through intermediaries (MCNs for example)
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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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Scripted Comedy TV
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The ABC– Public Service
Broadcasting– Not ‘crowding-out’– Rather ‘distinctive
innovation’ (Cunningham, 2013)
– The broader media environment can learn from ABC
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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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Generation Notification and Public Service Media
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What do digital influencers mean for PSM?– Production was a closed (gated) process– Web 2.0, ‘here comes everybody’– We thought audiences should take over the
producer role– That was never the case, but there was a shift in
the production model– Some brands still engage audiences, e.g. House
of Cards & data-driven programming– These is the cultural intermediation model –
professional with enthusiast
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@mentions > 56
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Digital Influencers in @ABCTV– Analysis for
Cleverman– @tasmawalton– @rove– @sundancetv– @nickysloss– @tillywillynilly, nearly
1K– @spacedaisies
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#gameofthrones (top 500, tracked for 30 minutes)
– @rukhshan – 3900 followers
– @isuzax – 4k followers– @justinthomas97 – 5k– @rubencarrito
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What do digital influencers mean for PSM?– Decrease the audience size to those who are
most active and influential– These are the people to target with social media
strategy– They also represent the broader audience:
indicative of their likes/dislikes– Direct channel of communication between
content production and consumption– Emerging production model between media orgs
and ‘Generation Notification’
