The Role of Public Service Media (PSM)
Broadcasters believe that public service broadcasting (PSB) evolved as public service media (PSM) significantly contributed to democracy by creating more informed citizens. The issue of universal access to information has also been raised, with the belief that countries with robust PSM have better-informed citizens compared to those relying more heavily on commercial news providers. (DCMS, 2019)
As more people — especially young people — get their news from SM, news consumers need to take on some of the roles of journalists, including vetting sources and checking facts. “The sense of urgency is growing,” says Eric Newton, who teaches at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University, in Phoenix. (SNExplores.org)
Journalism should be integrative of ‘new modes of public articulation—beyond journalism.’ Journalism has a special role in society and its vitality and possibility in its reincarnated forms’ ability ‘to collect and disseminate news that is vital to a representative democracy’ (Christoph Raetzsch, 2017)
News is indispensable to any democracy for its common and vital role in informing and educating citizens to enable them to make wise informed decisions, and in holding governments accountable for their actions. (Michael Schudson, 2008). In tandem with the incorporation of media literacy curricular education sustainable realignment of children’s mindset is contingent upon PSM, a reincarnated version of public service broadcasting (PSB). As the legacy PSM has realigned its thinking with the digital paradigm shift.
This is a situation where PSM can be a catalyst in its normative role as explained by Siebert et al (1956). Its role is paramount under the social responsibility theory in providing the most important deliberative environment, the DPS where citizens can participate in discussions, deliberations and reasoning to promote cultural, social needs, social cohesion policy and to ensure freedom of expression and pluralism of views, open and transparent world of communication with the highest standards to uphold moral integrity and maximum efficiency and trust. In turn, the success of the PSM is contingent on technological convergence.
Although the growing implications of propaganda for different media; broadcasting, radio, press is a concern for all, the EBU argues that public service broadcasters lead the frontline attack as their track record has proven during the pre-digital era.
The EBU member States are minded to promote and take measures for the development of media skills by Article 33a. Generally, the term ‘online disinformation’ is preferred as it is more precise and may serve to designate content which contains inaccurate information and which is presented, promoted or disseminated by one or more actors in the chain with the intention to cause harm or make a profit. The underlying motivation may be, for example, to manipulate public opinion or political processes, to damage the reputation of others or simply to make money (EBU)
The revised AVMSD requires video-sharing platforms to provide for effective media measures and tools and measures for the development of media skills. PSM can be described as radio and television having a virtual presence to reflect ‘the changing needs of how audiences consume media today, promote themselves’ (EBU – Empowering Society), implying that content is no longer the king. “Convergence, digitalisation, globalisation, fragmentation and neoliberalism combined with postmodernism are in fact drivers challenging PSB and stimulating PSM”. (Bardoel & Lowe 2007:15). The term PSM, first suggested by the Council of Europe as a technology-neutral media, is widely supported by the European Broadcasting Union (EBU) in its report titled “ Vision 2020′ and widely advocated in academic debates.
In our world, learning never ends. Promoting media is a PSM commitment which has an important role in exhorting people to “build their confidence and skills and encourage audiences to move from passive consumption to active participation and constructive engagement.” (BBC Charter and Agreement, 2006)
The crucial role of PSM during the Covid-19 pandemic in disseminating correct and reliable information was at the forefront in combating fake news about the coronavirus and its treatments By providing accurate information and opening platforms to scientific experts and specialists, they contribute to dispelling misinformation and promoting fact-based reporting.The following points emphasise the significance of PSM in spreading accurate news and information:
- Increased Audience Confidence: Public service media from G-7 countries experienced a surge in audience numbers during the pandemic, indicating that people trust them for delivering reliable and independent information. This surge is seen as a vote of confidence in the media’s commitment to providing trustworthy content.
- Service to General Interest and Democratic Values: The PSM acted responsibly in the global health crisis as demonstrated by their dedication to serving the general interest, democratic values, and freedom of expression. The purpose was to unite people during challenging times and emphasise the importance of these values in a global context.
- Multilingual Communication Platforms: PSM operates across multiple communication platforms and in various languages, reaching audiences on all continents. This diverse approach ensures that information about the pandemic is accessible to people in their native languages, contributing to a more widespread understanding.
- Global Cooperation: The statement underscores the collaborative efforts of international public service media in sharing content reported in many languages by local correspondents. This collaboration helps in reaching a global audience and contributes to a unified response to the pandemic.
- Highlighting Humanist Values of Solidarity: The PSM have been actively involved in recognising and celebrating the contributions of healthcare workers, researchers, essential workers, and women during the pandemic. They have raised awareness of issues such as gender-based violence and domestic violence, demonstrating a commitment to humanist values and solidarity.
- Contribution to Post-Pandemic Future: The PSM plays a crucial role in international reflection and debate necessary for building a post-pandemic future. By contributing to discussions about the world’s functioning, social relations, the importance of public services, and access to information, they help shape the path forward.
To reconcile these priorities, it is important to recognise that ideology is intrinsic to the personal and affective experiences of texts, and digital texts provoke emotions because they reference or reflect a reality shaped by ideology that has particular meaning to the individual. Unpacking and understanding how ideology is made effective and personal could therefore become a powerful method of critique in the digital context. The individual’s personal experiences can be seen as a “portal” through which to explore the deeper ideologies that structure the reality of the digital context. [NEXT – Critical Political Economy of CML]