Platformization of Public Service Media: Platform Approach, Target Group-Specific Community Management, and Public Value Concept in the Case of the funk Content Network

• Applicant: Professor Dr. Sven Stollfuß
• Subject Area: Theatre and Media Studies
• Term: since 2019
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 425493721

The project investigates how platformization affects public service media in Germany. In doing so, the projects examines the content network funk by ARD and ZDF. The project pursues the following goals: (1) For the network’s platform approach we will discuss a particular concept of platformization with reference to (inter)national media studies and media-political discourses. In so doing, we pursue an analytical discussion and a critical evaluation of the one-sided orientation of public service media towards the conditions of third-party platforms. Moreover, we will further discuss the importance of platformization as a structural prerequisite that enables public service media to serve its public demand. (2) For platform-oriented community management we will evaluate forms of interactive, participatory, and collaborative integration of user feedback. As part of the strategic legitimation of public service media content on third-party platforms the users’ needs of representation and participation have to be included in a corresponding media policy of the network. Based on that, we will develop a community management approach for the public service network. (3) For the process of platformization of public service media in the case of funk we will discuss a concept of public value for the network funk. To this end we rely on Neuberger's communication model on the interdependencies of norms and standards in media regulation and the broader discourse on the interrelationship between the range of services, a concept of public demand, and the public service mandate.

• DFG Programme: Research Grants