Public Service Media Taste Agents: Cultural Intermediaries Working as Innovation Brokers

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Presented at the Australian and New Zealand Communication Association (ANZCA) conference in Queenstown, July 8 2015. This presentation forms part of the panel titled 'The Hidden Agents of Public Service Media: Highlighting the Intersections of Unseen Communication, Space & Identity' with Chris Wilson and Terry Flew.

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Public Service Media Taste Agents: Cultural
Intermediaries Working as Innovation Brokers
8 July 2015ANZCA, QUEENSTOWN NEW ZEALAND
DIGITAL PUBLIC SERVICE MEDIA AND COLLABORATIVE MEDIA
PRODUCTION
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

The Significance of Digital Media for PSM
DISRUPTIVE TECHNOLOGIES - SOCIAL MEDIA
PSM AND ‘COOL’ MEDIA - LEAD USER THEORY
NEW CONTENT AND PRODUCTION METHODOLOGY
OPPORTUNITIES
CULTURAL INTERMEDIARIES -> INNOVATION BROKERS:
KNOWLEDGE EXCHANGE
ABC’S FRESH BLOOD
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

PSB Towards PSM
CORE RETHIAN PRINCIPLES
INCREASE IN SERVICES - CONTENT AND DISTRIBUTION
CROWDING OUT
‘DISTINCTIVE INNOVATION’ - CUNNINGHAM, 2013
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

Sure ‘A’ is for Australian, but where is the ‘D’ for Digital
CONVERGENCE REVIEW: SIGNIFICANCE OF DIGITAL
PROPERTIES
REMIT REQUIREMENT TO INNOVATE AND DELIVER CONTENT
ACROSS DIGITAL PLATFORMS
RECENT BUDGET CUTS AND CONTROVERSIES
MARK SCOTT’S RESPONSE TO TIGHTER ‘BACK OF HOUSE’
PROCEDURES LEADS TO GREATER EMPHASIS ON DIGITAL AS
RESPONSE TO BUDGET CUTS
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

PSM and Social Media
INCREASED PARTICIPATION POTENTIAL
PSM HAS MOVED BEYOND ‘RESTRICTIVE’ AND ‘CAUTIONARY’
USE (POELL & VAN DJICK, 2013)
TENSION REMAINS BETWEEN COMMERCIAL SOCIAL MEDIA
PLATFORMS AND PUBLIC VALUES
PSM + SOCIAL MEDIA = DIGITAL PUBLIC SERVICE MEDIA?
“digital public service media enables PSM producers to engage its audience in
collaborative and co-creative activities on platforms that are facilitated by commercial
vendors, but are integrated into what is considered public value”
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

2013
24 young creatives
70 Sketches
900,000 views
(Screen Australia, 2015)
2015
Fancy Boy
The Record
Wham Bam Thank you Ma’am
Bedhead
Aunty Donna

Social TV & Scripted Comedy Television
ABC PRODUCE MAJORITY OF SCRIPTED OZ COMEDY TV -
(GOW, 2015)
HIGHER ENGAGEMENT WITH AUDIENCES THROUGH SOCIAL
MEDIA
SOCIAL TV REQUIRES UNIQUE KNOWLEDGE OF FRINGE
CREATIVITY WITH ABILITY TO INCORPORATE INTO ABC
PRACTICE
jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY

jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY
Cultural Intermediaries as Innovation Brokers
CULTURAL INTERMEDIARIES ARE HIDDEN ACTORS IN DIGITAL
PUBLIC SERVICE MEDIA
THESE ARE THE YOUTUBE PRODUCERS AT THE FRINGE OF
CREATIVITY, OR ‘COOL’ MEDIA
INTERACTING WITH LEAD USERS
LEAD USERS “are at the leading edge of important trends in a marketplace
under study - and so are currently experiencing needs that will later be
experienced by many users in that marketplace” (Franke, Hippel, & Schreier,
2005, p.304)

jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
UNIVERSITY OF SYDNEY
Digital PSM & Cultural Intermediaries
PRODUCTION OUTPUT/OPPORTUNITIES
THESE NEW PRODUCTION METHODOLOGIES CAN BE SHARED
WITH THE BROADER MEDIA SECTOR
RELIANT ON CULTURAL INTERMEDIARIES BETWEEN ABC
FRAMEWORKS AND FRINGE CREATIVITY
LEAD USER THEORY CAN ASSIST IN HOW THE MARKETPLACE
BECOMES R&D SPACE FOR PSM
SIGNIFICANCE OF DIGITAL BROADCASTING PRACTICES
SOCIAL MEDIA REMAINS CONTENTIOUS FOR
COMMERCIAL/PUBLIC VALUE INTERACTION
NETWORK ACCESS BECOMES INCREASINGLY SIGNIFICANT IN
THIS ENVIRONMENT

jonathon.hutchinson@sydney.edu.au
@dhutchman
JONATHON HUTCHINSON
DEPARTMENT OF MEDIA AND COMMUNICATION
UNIVERSITY OF SYDNEY

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Embedded Industry Research

University of Sydney

From KPIs to KOLs: Regulating social media and influencers within Vietnam

University of Sydney

The recent Facebook livestream by Nguyen Phuong Hang, which lasted for over three hours, vocally criticised, and called-out online celebrities for their dysfunctional behaviour, signifies a new era for social media and influencers within the country. As a key opinion leader (KOL) herself, Nguyen Phuong Hang has the capacity to swing public opinion, triggering a key regulatory moment for the Vietnamese government. As an already regulatory-tight country, Vietnam faces a paradoxical social media regulation moment: significant investment in its digital media future, while maintaining a consistent political line. As a result of this Facebook livestream, the Vietnamese government are looking to pressure KOLs and online influencers by increasing control over livestreaming: any social media account that has more than 10,000 followers must provide their contact information to the authorities. Social media platforms will be asked to remove content that has been flagged as problematic by government officials, highlighting Vietnam’s position on regulating foreign social media platforms, not only YouTube or Facebook specifically. This research draws on algorithmic visibility literature to examine the current state of regulation for Vietnamese social media users with a specific focus on KOLs. Drawing on several recent case studies, we highlight the current state of social media regulation in Vietnam, while also extrapolating the tension the country faces as it invests in and develops its digital and creative industries.

Understanding Disengagement from Social Media: A Research Agenda

University of Sydney

Algorithms and Public Interest? Protecting pluralism and diversity in media a...

University of Sydney

This talk discusses algorithmic public service media (PSM) as an automation mechanism and policy lever to ensure diversity and pluralism in media. While commercial algorithmic platforms focus on popularity, PSM is tasked with social good. Algorithmic PSM could connect specific media with niche audiences in contrast to biases of commercial algorithms. It examines how PSM can utilize digital media and algorithms to meet its obligations within an increasingly automated environment, including through personalization, diversity of exposure, and critical analytics to measure impact beyond vanity metrics. Algorithmic PSM represents an opportunity for governments to support public media organizations and engage with large technology platforms on a more level playing field.

Shut it down or shape it up? The state of Vietnamese digital media in 2021

University of Sydney

The document discusses the state of digital media in Vietnam in 2021. It notes tensions between the Vietnamese government and Facebook as the government seeks to regulate content on platforms. Digital media investment has grown significantly in recent years, but Vietnam ranks low on press freedom indices. Popular social media platforms in Vietnam include Facebook, YouTube, and Zalo, but government restrictions on political commentary are increasing. The document debates whether the government's approach to social media should be to shut platforms down or shape the content allowed on them.

Can Automated Strategies Work for PSM in a Network Society? Engaging digital ...

University of Sydney

Digital intermediation: Towards Transparent Public Automated Media

University of Sydney

The document discusses digital intermediation, which refers to the combination of data (online content producers) and algorithms (automated decision making within media systems) and how they create new forms of online communities and knowledge exchange. It examines digital influencers and micro-platformization, where digital agencies ensure advertisers receive the appropriate influencer. It proposes three potential applications of digital intermediation: applying it to public service media, policy recommendations on regulatory systems, and designing algorithmic transparency interfaces. The overall aim is to understand how this new media ecosystem works and provide recommendations to help media organizations engage audiences on important issues.

Digital Intermediation: Automating our Media DIversity through Unseen Infrast...

University of Sydney

Blocked by YouTube - Unseen digital intermediation for social imaginaries in ...

University of Sydney

YouTube is one of the most globally utilised online content sharing sites, enabling new commercial enterprise, education opportunities and facilities for vernacular creativity (Burgess, 2006). Its user engagement demonstrates significant capacity to develop online communities, alongside its arguably more popular use as a distribution platform to monetise one’s branded self (Senft, 2013). However, as a subset of Alphabet Incorporated, its access is often restricted by governments of Asian Pacific countries who disagree with the ideology of the business. Despite this, online communities thrive in these countries, bringing into question the sorts of augmentations used by its participants. This article reframes the discussion beyond restrictive regulation to focus on the DIY approach (augmentation) of community building through the use of hidden infrastructures (algorithms). This comparative study of key YouTube channels in several Asia Pacific countries highlights the sorts of techniques that bypass limiting infrastructures to boost online community engagement and growth. Lastly, this article reframes the significance of digital intermediation to highlight the opportunities key agents contribute to strengthening social imaginaries within the Asia Pacific region.

Data Ethnography

University of Sydney

Digital Methods for the Interoperability Mandate

University of Sydney

The document discusses how researchers can study digital data and online behavior that is not directly observable. It proposes adopting methods from ethnography, such as analyzing contextual relationships and temporal patterns in user data, to develop techniques for "data ethnography". These new methodologies are needed to allow researchers to continue studying issues related to digital platforms and the capitalization of personal information in a world of increasing data interoperability across many domains of society.

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