Public Service Broadcasting & the Challenges of Social Media

In this week’s reading, focused mainly on social institutions, by J. Van Dijck and T. Poell in their article, ‘Making Public Television Social? Public Service Broadcasting and the Challenges of Social Media’ discuss how the phenomenon on television has shifted in today’s society, to become more ‘social’ and public, due to the change of social media platforms like Facebook, Instagram and Twitter and Web 2.0. The writers also discuss how the bigger institutions linked to social media have dropped the meaning and representation of the public, as it is devaluing their status within society. The reading discusses the role of social media in today’s society, and its effect on other social institutions. In the shifting technological era, social media is purely used for entertainment purposes, and ways of communicating through online platforms. It has ultimately changed the way institutions like News Corp used to broadcast media like news coverage, politics and journalism to a more open and public platform for active users. As J. Van Dijck and T. Poell state in their writings, “We no longer trust the professional”. From being passive audiences have become active. Their determination of holding such power and free speech allows people online to express their opinion freely. When comparing this to the past history of institution forms, like print media, audiences were unable to say what they thought. The media was regulated by a higher power, through certain institutions, and was highly restrictive to what they wanted audiences to believe. Therefore, PSB (public service broadcasting) has shifted to become a free and open place where the world can speak their thoughts. Mostly positive effects, however higher institutions are ultimately in danger of a lack of engagement, as most content is now being shown online.