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Comunicar Journal 60: How to become a genius. Personalized learning and high capacities in the connected society (Vol. 27 - 2019)
Participatory audiences in the European public service media: Content production and copyright
Ana-María López-Cepeda
Mónica López-Golán
Marta Rodríguez-Castro
The interactivity and participation of the public in the media is not a novelty, but has increased significantly with the adaptation to the digital convergence process. The possibility for audiences to share content through social platforms or generating its own is raising new ethical and legal issues. In this context, the public service audiovisual media must be pioneer both in the introduction of new participatory experiences and in the debate on the behaviour of the media regarding the interaction with its users. The objective of this article is twofold: on the one hand, to approach the current scenario of participatory mechanisms present in the European public service audiovisual media; on the other hand, to determine how this media is solving the new problems generated by the increase in user interaction. The research on participatory mechanisms offered by public service media shows that social networks, blogs, and comment sections are the main tools for discursive participation, while the field of creative participation requires the exploitation of new innovation strategies. The main challenge arising from this situation is how to control the legality of user-generated content and how to manage the ownership of copyright according to social values represented in public service media.
Keywords
Participation, interactivity, audience, digital convergence, intellectual property, copyright, public service audiovisual media, audiovisual policies