Can automated strategies work for PSM in a network society? Engaging digital intermediation for informed citizenry

Jonathon Hutchinson, Jannick Kirk Sørensen

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review


The contemporary media environment challenges public service media (PSM) values as algorithms optimize content exposure. Niche audiences seek social media platforms and enjoy content specifically targeted to them. PSM organisations can however in their own way engage in similar strategies, while also leading an innovative charge towards socially responsible media automation practices. Digital intermediation is thus a process that enables cultural production through the combination of technology (platforms), digital agencies (Multichannel Networks), and automation (algorithms) to increase the visibility of popular users and their content, specifically through digital influencers. In this paper, we highlight and discuss how PSM can integrate cutting-edge digital intermediation strategies to increase its visibility through the combination of digital first personalities (Hutchinson, 2019) and innovative algorithmic strategies (Sørensen, 2019).
Original languageEnglish
Title of host publicationThe Values of Public Service Media in the Internet Society
EditorsMarta Rodríguez-Castro, Francisco Campos Freire, Miguel Túñez López
PublisherPalgrave Macmillan
Publication statusSubmitted - 2021


  • public service media
  • algorithm
  • digital first personalities
  • innovation
  • recommender system
  • digital intermediation
  • automation

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