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 organizations can however in their own way engage in similar strategies, while also leading an innovative charge toward 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 chapter, 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, Digital First Personality: Automation and Influence Within Evolving Media Ecologies. Convergence: The International Journal of Research into New Media Technologies, 2019) and innovative algorithmic strategies (Sørensen, Public Service Media, Diversity and Algorithmic Recommendation: Tensions Between Editorial Principles and Algorithms in European PSM Organizations. INRA at RecSys 2019: 13th ACM Conference on Recommender Systems Copenhagen, Denmark, 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
Number of pages17
PublisherPalgrave Macmillan
Publication dateMar 2021
ISBN (Print)978-3-030-56465-0, 978-3-030-56468-1
ISBN (Electronic)978-3-030-56466-7
Publication statusPublished - Mar 2021
SeriesPalgrave Global Media Policy And Business Series


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


Dive into the research topics of 'Can automated strategies work for PSM in a network society? Engaging digital intermediation for informed citizenry'. Together they form a unique fingerprint.

Cite this