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

该项目调查了平台化如何影响德国的公共服务媒体。在这样做的过程中，该项目研究了ARD和ZDF的内容网络。该项目追求以下目标：（1）对于网络的平台方法，我们将讨论一个特定的平台化概念，参考（国际）国家媒体研究和媒体政治话语。在此过程中，我们对公共服务媒体对第三方平台条件的片面取向进行了分析讨论和批判性评估。此外，我们还将进一步讨论平台化的重要性，这是使公共服务媒体能够服务于公众需求的结构性先决条件。(2)对于面向平台的社区管理，我们将评估用户反馈的交互式、参与式和协作式整合形式。作为第三方平台上公共服务媒体内容战略合法化的一部分，用户的代表性和参与需求必须纳入网络的相应媒体政策。在此基础上，我们将制定公共服务网络的社区管理方法。(3)对于公益媒体平台化进程中的放克，我们将讨论一个网络放克的公共价值观。为此，我们依赖于纽伯格的通信模型的规范和标准的相互依赖性，在媒体监管和更广泛的话语之间的相互关系的服务范围，公共需求的概念，和公共服务的任务。

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.