Friday 8 November, 3.00pm – 4.30pm
MECO Seminar Room, S226, John Woolley Building A20, University of Sydney
The contemporary media ecosystem operates on digital intermediation: it is one that consists of the cultural, economic and expertise capital exchange of cultural intermediation that would otherwise be associated with traditional media, combined with social influencers and large-scale automation. That is, contemporary media is most successful in reaching its desired audience when it engages in digital intermediation that utilises the content production expertise of social influencers who engage the affordances of algorithmic calculations of social media platforms. Youtubers and Instagrammers, for example Zoella, DanTDM, Gigi Hadid or PewDiePie, have all expertly designed their content production around platform characteristics that expose their creative expertise to a large specialist and engaged audience. Bärtl (2018) notes that 85% of all consumed YouTube content is produced by 3% of the top channels, suggesting there is an increasing homogenisation of content diversity across these platforms. It is in this environment where single media producers experience high exposure and impact for their content, while public interest media are struggling to remain relevant. How then, might our public institutions engage digital intermediation to increase the exposure of public interest media?
This presentation will first highlight how successful YouTube and Instagram social influencers operate by defining the function of the Digital First Personality. It will then unpack how automation operates, namely recommender systems, on digital platforms by focussing on the YouTube algorithm through what I argue as digital intermediation. Third it will look at the current state of public institutions engaging digital first personalities and digital intermediation by focussing on the German case study of Funk. Finally this presentation will provide a number of recommendations on how our public institutions can and should be adopting strategies to remain relevant in the contemporary media ecosystem.
Dr Jonathon Hutchinson is a lecturer in Online Communication and Media at the University of Sydney. He is currently a Visiting Research Fellow on the Algorithmed Public Sphere project at the Hans Bredow Institute, Hamburg Germany. His research explores Public Service Media, cultural intermediation, everyday social media, automated media, and algorithms in media. He is the NSW Representative on the Executive Committee for the Australian and New Zealand Communication Association (ANZCA), the Secretary for the International Public Service Media Association, RIPE, and is the current Program Chair for the Association of Internet Research (AoIR). Hutchinson is an award-winning author and his latest book is Cultural Intermediaries: Audience Participation and Media Organisations (2017), published through Palgrave Macmillan.