Representation, regulation and democracy: new challenges for audiences in the diverging, convergent multi-platform environment

Starkey, G. (2011). Representation, regulation and democracy: new challenges for audiences in the diverging, convergent multi-platform environment . Zagreb conference: "New challenges and methodological innovations in European media audience research". 7-9 April 2011.

Abstract: European audiences are faced with increasingly diverse sources of news and comment, in a rapidly- changing media environment. Convergence promotes the emergence of strong and trusted brands across different platforms, yet they operate within increasingly competitive markets. In broadcasting the old state monopolies and public/private duopolies were more easily regulated than today, whereas now the internationalisation of content delivery means certain voices and platforms can be trusted more than others. Print media benefited from self-regulation and economic gate keeping, in which only the most credible titles could be sustained by the market, whereas now anyone can self-publish at little expense. However, the truthfulness and trustworthiness of even heritage media brands was not incontrovertible. For audiences this can either be empowering or bewildering as they must develop skills in media literacy in order to become their own content editors, filtering out if they can, that which cannot be trusted. The implications of what is termed ‘progress’ for representation and for democracy are considerable. This paper uses empirical and case-study evidence to suggest ways in which audiences might be adapting to increased diversity of news sources. It also considers to what extent researchers might be able to rely upon traditional methodologies when individual findings may be less generalisable to wider populations than previously. The paper draws upon, and re-contextualises research for the book Balance and Bias in Journalism: Representation, Regulation and Democracy (Starkey 2006, Palgrave Macmillan).