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P u b l i c S e r v i c e P u b l i s h i n g

Quality, Expertise and SocialMedia

One of the most heated mediadebates involves the collision of oldand new media and focuses onquality and the role of expertise.

Andrew Keen’s book “TheCult of the Amateur” argues that theso-called Web 2.0 revolution is basedon the promise of bringing moretruth to more people. Yet there arefrequent revelations that all is notwell with the reliability, accuracyand veracity of the information weget on the Internet. Many valuedc u l t u r a l i n s t i t u t i o n s – t h eprofessional media - are beingchallenged by a wealth of amateur,user-generated, f ree contentunfettered by the existing checks andbalances of professional standardsand editorial control. Keen regardsthis as a serious problem from botha cultural and economic perspective.

James Surowiecki in “TheWisdom of Crowds” argues the casefor collective decision-making –why the many are smarter than thefew. His well-chosen cases – oftencounter-intuitive – provide evidencethat in certain circumstances,collective estimates and choicesoutperform those of experts.Harnessing such collective expertiseis a potential that has not yet beenfully exploited in his view.

One of the most vitriolicdebates concerns the need forexperts and editorial control. It leadin September 2006 to Larry Sanger(one of the founders of Wikipedia)abandoning his own joint creationand setting up a collectivelyproduced reference work calledCitizendium with explicit andtransparent editorial control. Thenature of the debate can be followedin blogs such as Shirky (2006) inwhich the issues of quality, expertiseand experts were aired.

A m o r e m e a s u r e d a n dinsightful contribution to the debateis Henry Jenkin’s “ConvergenceCulture – where old and new mediacollide”. Jenkins offers a detailedanalysis of several recent mediaphenomena: “spoilers” workingcollectively on reality shows toidentify the finalists and winner ofthe series before the final episode,the importance of Harry Potter as astimulus for media literacy amongteenagers and the new relationshipbetween politics and popular culture.Jenkins sees convergence as acultural rather than a technologicalphenomenon, something thatchanges the roles and balance ofpower of the various stakeholders inpopular culture and media in waysthat most of us have not yet fullyunderstood.

Social Media, OrganisationalFramework and BusinessModels

One of the issues that becamepainfully clear in 2001 in connectionwith the “Dot Death” meltdown ofcommercial Internet initiatives isthat new media also require funding– there is no such thing as a freelunch.

Prior to 2001, a number ofinitiatives were set in motion withl i t t l e o r n o r e g a r d t o t h eorganisational framework and theneed for a sustainable businessmodel. Since then, a lot morethought has been devoted tosustainability, both in terms of thedevelopment and maintenance of theproduct itself and in terms of theeconomic aspec t s o f mediaproduction and distribution.

The Dot Death phenomenonalso had an impact on the balancebetween old and new media. Fromhaving been given the image ofhuge, unresponsive media dinosaurs

“old media” began to use their assetsin new ways and come to terms withthe challenges of the Internet (andto a lesser degree games and mobiledevices). While the traditional mediacompanies may not fully have gotup to speed in a world of culturalconvergence, they are makingconcerted efforts to do so. All ofthem need to realign their strategiesto take into account that people arenot just consumers of media but haveacquired a broader range of mediahabits. Increasingly they want a sayin the matter, they want to take partand even create media themselves.

What the events of the last twoto three years show us is that socialmedia have come to stay. We mayno t f i nd t he t e rm Web 2 .0particularly helpful , and thesemantic web may be an unreachableH o l y G r a i l , b u t e v e n s o ,“professional media” will have tocoexist with user-generated content.So rather than begrudge theexistence of social media, it seemsto be more realistic to examine theirn a t u r e a n d t o d i s c u s s t h eorganisational framework in whichsocial media can be created andshared in a sustainable fashion.

On next issue, I’ll continue totalk about the possible scenarios forassuring the sustainability of socialmedia in the future, and use someexamples to show how PublicService Publishing (PSP) as a naturalextension of the public servicebroadcasting remit.

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T h e O t h e r P S P –

T he te rm Pub l i c Se rv iceBroadcasting has been with us

for decades. Its origins can be tracedback to the establishment of the BBCand the availability of radio andtelevision broadcasts as a publicgood. With the emergence ofinformation services like teletext andt h e Wo r l d Wi d e We b , n e wdistribution networks such as theInternet and the GSM mobiletelephone network and media suchas electronic and video games, itbecame necessary to shift the focusfrom public service broadcasting(PSB) to public service media(PSM).

This paper takes a close lookat social media and the issues ofquality, individual and collectiveexpertise. It highlights four possibles c e n a r i o s f o r a s s u r i n g t h esustainability of social media in thefuture. Using examples showinghow public service broadcasters arealready engaging in social media, itargues the case for Public ServicePublishing (PSP) as a naturalextension of the public servicebroadcasting remit.

PSP – what’s in a name?As Christian S. Nissen (2006)

mentioned in a recent report, ‘a

special and contentious issue atpresent is the role of public mediain the f ie ld of “new digi ta lservices”. Commercial mediaplayers argue that PSM should stickto t radi t ional radio and TVbroadcasting and stay out ofemerging areas such as the Internetand the nascent market for mobileservices. If allowed to work withInternet services, the argument goesthat PSM should l imit theiractivities to services directly linkedto broadcasts and should not offercontent independent of radio andtelevision programming.’

‘An example of this line ofreasoning is to be found in severalcomplaints about [European] publicbroadcasters raised by privatecompanies. In recent years, theCommission has conducted specialinvestigations in public mediaactivities outside the traditional(read: broadcast) programmingactivities of public media. It seemshere that some “online informationservices” can be accepted by theCommission. It still remains to beseen how the term “informationservice” ultimately will be defined.Whether it will lead to restrictionslimiting broadcasters to informationservices linked to their broadcast

programming or will apply abroader definition allowing forbroadcast-independent services inparallel to full-scale radio andtelevision broadcasting remains tobe seen.’

‘If they were not to do so,public media would lose contactwith a growing number of citizens.T h e c h a n g e s i n t h e m e d i aconsumption patterns of audiencesunder the age of 25 – already on themove from broadcast to new media– is a warning illustration of thisthreat.’

On a different policy front, inthe course of 2004, a new acronymemerged. Most of us associate PSPwith a handheld games device fromSony, but it also stands for PublicService Publishing. It is the latterconnotation that I wish to explore,which some media professionalschose to call “the other PSP”.

In the last five years, radio andtelevision have moved from beingthe dominant electronic media to aworld also influenced by theInternet and mobiles. We are seeingt h e t r a n s i t i o n f r o m m e d i aconsumpt ion to consuming ,participating in and creating media.The crea t ion process i s notn e c e s s a r i l y a n i n d i v i d u a lendeavour; collective or socialmedia are also play an increasinglyimportant role. As a result the natureof media creation and use needscareful re-examination.

The growth in these socialmedia brings with it a number ofchallenges.• What constitutes quality?• What is the role of expertise?• To what extent can quality be

managed collectively?• What kind of organisational

framework and business modelsshould underpin such collectiveendeavours?

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