Participación ciudadana en los medios de comunicación de servicio público: lo que realmente significa
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Resumen
En un sistema de medios convergente donde el público tiene más que nunca el control de qué, cuándo y dónde consumir contenido, los medios de servicio público deben situar la participación ciudadana en el centro de sus estrategias. Eso significa dar a las audiencias un mayor control sobre la financiación de los medios públicos, una mayor participación de la sociedad civil en la gobernanza de estos medios y una participación más significativa de los ciudadanos en su proceso de producción de contenido. Esta investigación resume las tendencias recientes sobre cómo las empresas de medios en general se involucran con sus audiencias en la economía digital y explora oportunidades y modelos de participación ciudadana en los medios públicos del futuro. Este artículo sostiene que, sin ajustarse a las realidades de la economía digital, lo que significaría construir plataformas de distribución de contenido en red centradas en la audiencia, los medios de servicio público tendrán dificultades para atraer nuevos seguidores, especialmente entre las audiencias más jóvenes, y arriesgarse a alienar a sus audiencias ya en declive. En un ecosistema de medios poblado por un número creciente de productores de contenido que compiten ferozmente para captar la atención de la gente, los medios de servicio público pueden obtener una ventaja competitiva solo si involucran a los ciudadanos de maneras innovadoras y significativas. Sin el elemento de participación ciudadana, corren el riesgo de convertirse en un actor marginal o, peor aún, en algo del pasado.
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