Audience participation in public service media. From an instrumental to a purposeful vision

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.