Bolstering Communication for Inclusion in Public Service Media With Social TV: Online Governance and Social Media

Bolstering Communication for Inclusion in Public

Service Media With Social TV: Online Governance and

Social Media

Jonathon Hutchinson, University of Sydney@dhutchman

Australia and New Zealand Communication Association (ANZCA), Melbourne 2014

“radical decentralization, radical trust,

participation instead of publishing, users as

contributors, rich user experience, the long tail,

the web as a platform, control over one’s own

data, remixing data, collective intelligence,

attitudes, better software by more users, play,

undetermined user behaviour”

(Fuchs, 2014: 32)

exploitation of free labour (Terranova, 2004),

blogging as a practice is cynical and narcissistic (Lovink, 2008)

Web 2.0 users are more passive users than active creators (van Dijck, 2009) social media

manipulates and constructs social

connections (van Dijck, 2013)

Social TV“the interactions among other viewers and between viewers, the characters, and the producers of the show enabled by the ‘second-screen’ practice”

(Giglietto and Selva, 2014: 260)

Social TV

“a metaphorical ‘watercooler’ in the cloud, but one where the watercooler

conversations take place instantly, rather than at work the following morning”

(Harrington et al. 2013: 405)

Image: ABC, CC BY NC

“the application of the principles of universality of availability, universality of appeal, provision for minorities, education of the public, distance from vested interests, quality programming standards, program maker independence, fostering of the public sphere”

PSB Reithian values:

(Cunningham, 2013: 62)

“it is better to understand the ABC and SBS as public service media organizations,

rather than public service broadcasters”

“The ABC and SBS have the potential to be content innovators in the provision of news and information in the ways that utilise UCC (user-created content) strategies”

Flew et al., 2008: 2

“Communications Minister Stephen Conroy has also announced the ABC and SBS charters will be updated to take into account their online and digital content.”

http://www.abc.net.au/news/2013-03-12/conroy-announces-media-reforms/4567550

#7DaysLater is a program

“…taking comedy to the

scary arena of interactive

storytelling where the

audience gets to write the

brief via social media for

each weekly episode that

will air just seven days

later on ABC2”

(ABC, 2013).

Challenges

Opportunities

The AudienceVisibility

Cut ThroughGrowing Digital

ExperimentThink Titles

Invest in up & coming talent

Richard HuddlestonSupervising Executive Producer, ABC TV

The Work Pipeline

1. @7DaysLaterTV

2. @Daley_Pearson

3. @HarrisonTheFan

4. @MWhalan

5. @henry_and_aaron

6. @bajopants

7. @ABC2

8. @WASHINGTONx

9. @JordanRasko

10. @tomandalex

1. #7DaysLater

2. #qanda

3. #ZandA

4. #spooky

5. #Animation

6. #FlightoftheConchords

7. #Western

8. #Hawaii

9. #ggtv

10. #zombie

“I felt in the early shows the whole 'collaborative'

thing was a bit of a fraud, a front for the strongly

pre-conceived ideas of the writers and performers on

'7DayLater.' Sort of choosing the tablecloths while

the captain steered the ship. I saw many, many

suggestions that were never used. Later I noticed a

big shift where the '7DaysLater' realised the real

power of crowdsourcing, though it rather felt the

template of each show had been pre-produced well

in advance. Maybe they did throw it all together

from scratch but I wonder.”

@MWhalan

“I eventually want to end up

writing and producing for film and

television and thought this would

be just a good experience to start

with. I mainly have a background

in writing and directing for theatre

and handling social media (as a

job), so this was the perfect

crossover.”

@HarrisonThe Fan

Cultural Intermediation is crucial in facilitating non-marginalisation

PSM requires an awareness of this additional role

within Social TV for PSM

UCC through Social TVis problematic

Jonathon Hutchinsonjonathon.hutchinson@sydney.edu.au