On 29 November 2018 at 16:00 Alessandro Nanì will defend his doctoral thesis ”Cross-Media in Public Service Broadcasting: The Struggle Between Producers and Audiences” in the Council of the Institute of Social Studies.
Professor Pille Pruulmann-Vengerfeldt (PhD), University of Malmö
Professor Annette Hill (PhD), Lund University
Today's media landscape – which includes a multitude of audio-visual providers – is, on one hand, pushing television networks to exploit the opportunities offered by the synergy of television with the internet and, in certain cases, other media and, on the other hand, it represents a potential enhanced challenge to the audience’s interpretation of media messages. The aim of this doctoral dissertation is to explore producers’ conceptualisations of audiences, and to explore the differences and similarities between the ideal audience’s expected interpretation of productions across media and the possible appropriation of such media productions by the actual audience.
The objective of this work is a snapshot of the relationship between producers and audiences of the public service media of Finland (YLE) and Estonia (ERR) at a specific time, namely the period 2016-2017.
The doctoral dissertation consists of an introductory article and four related studies.
The combined findings of Studies I, II, III and IV provide a picture that can be summarised as follows:
- Public service broadcasters strive to create public value by leaning towards cross-media. They do so in an attempt to address the fragmentation and loss of audiences and, consequentially, to maintain the role they have in society;
- the effectiveness of a shift to cross-media practice is put at risk by both producers’ beliefs and by the audience reception of the different media;
- producers privilege the status quo over cross-media, which, since it implies audience participation, is perceived as a threat to excellence and accountability;
- producers imagine the audience to be based on their own self, leaving room for approximation;
- public service media, whose aim is to generate public value, may fall into the contradiction of overruling their ethical guiding principles in the attempt to implement engaging cross-media productions.
- audiences’ willingness to actively engage with a specific medium is regulated by the their perception of that medium.