public service media taste agents: cultural intermediaries working as innovation brokers
TRANSCRIPT
Public Service Media Taste Agents: Cultural Intermediaries Working as Innovation Brokers
8 July 2015ANZCA, QUEENSTOWN NEW ZEALAND
DIGITAL PUBLIC SERVICE MEDIA AND COLLABORATIVE MEDIAPRODUCTION
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY 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
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY OF SYDNEY
PSB Towards PSM
CORE RETHIAN PRINCIPLES
INCREASE IN SERVICES - CONTENT AND DISTRIBUTION
CROWDING OUT
‘DISTINCTIVE INNOVATION’ - CUNNINGHAM, 2013
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY 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
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY 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”
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY OF SYDNEY
201324 young creatives
70 Sketches900,000 views
(Screen Australia, 2015)
2015Fancy BoyThe RecordWham Bam Thank you Ma’amBedheadAunty 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
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY OF SYDNEY
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY 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)
[email protected]@dhutchman
JONATHON HUTCHINSONUNIVERSITY 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
[email protected]@dhutchman
JONATHON HUTCHINSONDEPARTMENT OF MEDIA AND COMMUNICATIONUNIVERSITY OF SYDNEY