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Audience participation has become a buzzword in Public Service Media policies, strategies and debates. Different types of audience involvement—for example, adding social media to programs or media co-creation projects with young people—have been linked to the achievement of societal objectives such as increasing the diversity of media content. Yet, audience participation has failed to live up to its promises in the practice of public broadcasters. This article addresses the challenges of the implementation of audience participation in a Public Service Media context, especially in the phase of content creation. We critically question the underlying assumption in Public Service Media scholarship and media theories that more audience participation is automatically better for the achievement of societal objectives. Insights from political theory on participatory and deliberative models of democracy are adopted to move from an instrumental to a more purposeful vision on audience participation in Public Service Media. ; La participación de la audiencia se ha convertido en una palabra de moda en las políticas, estrategias y debates sobre los medios de comunicación de servicio público. Los distintos tipos de participación de la audiencia —por ejemplo, la incorporación de los medios sociales a los programas o los proyectos de cocreación mediática con los jóvenes— se han vinculado a la consecución de objetivos sociales como el aumento de la diversidad de los contenidos mediáticos. Sin embargo, la participación de la audiencia no ha cumplido sus promesas en la práctica en el caso de los entes públicos. Este articulo aborda los retos de la aplicación de la participación de la audiencia en el contexto de los medios de comunicación de servicio público, especialmente en la fase de creación de contenidos. Cuestionamos críticamente el supuesto subyacente en los estudios de los medios de comunicación de servicio público y en las teorías de los medios de comunicación de que una mayor participación de la audiencia es automáticamente mejor para la consecución de los objetivos de la sociedad. Se adoptan ideas de la teoría política sobre los modelos participativos y deliberativos de la democracia para pasar de una visión instrumental a otra más propositiva acerca del papel de la participación de la audiencia en los medios de comunicación de servicio público.

La participación de la audiencia se ha convertido en una palabra de moda en las políticas, estrategias y debates sobre los medios de comunicación de servicio público. Los distintos tipos de participación de la audiencia —por ejemplo, la incorporación de los medios sociales a los programas o los proyectos de cocreación mediática con los jóvenes— se han vinculado a la consecución de objetivos sociales como el aumento de la diversidad de los contenidos mediáticos. Sin embargo, la participación de la audiencia no ha cumplido sus promesas en la práctica en el caso de los entes públicos. Este articulo aborda los retos de la aplicación de la participación de la audiencia en el contexto de los medios de comunicación de servicio público, especialmente en la fase de creación de contenidos. Cuestionamos críticamente el supuesto subyacente en los estudios de los medios de comunicación de servicio público y en las teorías de los medios de comunicación de que una mayor participación de la audiencia es automáticamente mejor para la consecución de los objetivos de la sociedad. Se adoptan ideas de la teoría política sobre los modelos participativos y deliberativos de la democracia para pasar de una visión instrumental a otra más propositiva acerca del papel de la participación de la audiencia en los medios de comunicación de servicio público. ; Audience participation has become a buzzword in Public Service Media policies, strategies and debates. Different types of audience involvement—for example, adding social media to programs or media co-creation projects with young people—have been linked to the achievement of societal objectives such as increasing the diversity of media content. Yet, audience participation has failed to live up to its promises in the practice of public broadcasters. This article addresses the cha-llenges of the implementation of audience participation in a Public Service Media context, especially in the phase of content creation. We critically question the un-derlying assumption in Public Service Media scholarship and media theories that more audience participation is automatically better for the achievement of societal objectives. Insights from political theory on participatory and deliberative models of democracy are adopted to move from an instrumental to a more purposeful vision on audience participation in Public Service Media.

How do children experience a participatory TV cultural policy project and, related to that, which views do they share on cultural policy matters? These questions guided a case study on a TV show aired on the Flemish children's public service channel, which staged children as cultural experts. Although the programme was presented as a participatory project, we found that the children's views were minimally involved in the production process. The children also expressed concerns about how (their) art and cultural practices were represented. Yet, from a cultural policy perspective, the children accepted adults' authority in art and cultural matters.

Rad kritički evaluira postoji li (ne)podudaranje između teorije javnog medijskog servisa i njegove politike i strateških dokumenata kada je riječ o idejama uključivanja medijskih publika u javni medijski servis. Najprije se teorijski nastoji uokviriti ova rasprava, tako da se razmatra pet zadaća uključivanja medijskih publika u javni medijski servis. Potom se istražuje kako BBC (Ujedinjeno Kraljevstvo), France Télévisions (Francuska), VRT (Flandrija, Belgija) i NPO (Nizozemska) trebaju (politika) i namjeravaju (strategija) uključiti svoje medijske publike. Odabrani slučajevi daju uvid u bolje financirane (BBC, FTV) i manje javne medijske servise (VRT, NPO), kao i u različite medijske sustave. Upotrijebljena je metoda goal-means tree analiza, tip kvalitativne analize dokumenata kojoj je svrha otkrivanje odnosa između cilja i sredstava u politici i strateškim tekstovima. Glavni je argument da je ovdje prije riječ o nekim upitnim, normativnim pretpostavkama iz teorije o javnom medijskom servisu i uključenosti publike, koje su prenesene i u tekstove o politici i strategiji javnog medijskog servisa, a ne o nepodudaranju između teorije, politike i strategije javnog medijskog servisa. ; The article critically evaluates whether there is a (mis)match between ideas on audience involvement in public service media (PSM) theory and the translation thereof in public broadcasters' policy and strategy documents. The literature section theoretically frames this discussion, first, discussing five objectives of PSM and audience involvement. Subsequently, it studies how the BBC (UK), France Télévisions (France), VRT (Flanders), and NPO (the Netherlands) have to (policy) and intend to (strategy) involve their audiences. These cases have been selected with an eye on including both better-funded (BBC, FTV) and smaller public broadcasters (VRT, NPO), as well as different media systems. For the analysis, the method of goal-means tree analysis is adopted, a type of qualitative document analysis that can be deployed to uncover goal-means relationships in policy and strategy texts. The main argument is that, rather than a mismatch, some of the questionable, normative assumptions made in theories concerning audience involvement and PSM are also present in the PSM policy and strategy texts.

AbstractMedia use can empower people, provided that this is accompanied by a deeper understanding of the actors, processes and structures in the media sector – including media policy. It is, however, to be expected that media users' literacy of media policy is rather limited. This is problematic as the absence of such understanding makes it impossible for citizens to hold the politicians they elected accountable for the media policy they develop. This article explores what media users know about media policy, what they expect to know, and whether they care. We adopted a case-study approach, researching this question for the region of Flanders based on a combination of quantitative (representative survey) and qualitative (49 in-depth interviews) data. While the article focuses on the case of Flanders, its theoretical basis as well as conclusion section are relevant beyond that specific context.