Building Desirable and Resilient Public Media Futures: Establishing the Centre for Public Values, Technology & Society

现在，我们比以往任何时候都更需要了解数据和技术对媒体、社会和民主构成的挑战，因为我们如何构建技术对我们的数字未来至关重要。虽然越来越多的研究存在这些挑战，公共服务媒体的背景下得到了令人惊讶的关注。Rhianne Jones博士将领导英国广播公司公共价值观，技术与社会中心，由UKRI未来领导者奖学金支持，以应对这些重要挑战，并在公共和更广泛的媒体领域推进负责任的，以社会为中心的创新。位于英国广播公司研究和发展，其职权范围内开发技术的公共利益，琼斯博士将领导该中心及其专家合作伙伴网络，以促进对问题的理解和应对需要一个健康的未来数字英国社会。我们的数字世界已经建立在数据驱动的技术。这些技术在日常生活中发挥着不可或缺的作用，以不同的方式影响着我们对信息、经验和社会的获取。关于个人、群体和系统的数据被大量收集和分析，并使用越来越复杂的算法，以便做出决定，从而决定我们生活中重要领域的结果。这些技术不再局限于在线空间，越来越多地出现在我们身边，它们为人们、社区和社会带来了巨大的利益和风险。媒体和创意产业在民主国家的个人、文化和集体生活中发挥着重要作用，但以数据驱动和人工智能系统为基础的在线、移动的和互联媒体的快速发展正在改变这一格局。从个性化内容到新的合成媒体形式，社会对这些技术的理解不能落后于技术的发展。为了应对这些挑战，媒体组织必须有能力借鉴并为最先进的基础研究做出贡献，为技术创新提供信息，并最大限度地实现对社会有益的转移和影响。公共服务媒体的存在是为了为公众提供公正和可信的内容，但数字环境的发展带来的新挑战可能会破坏信任和普遍性等基本公共价值观，我们需要新的方式来理解，表达和设想理想的公共媒体未来。公共资助的媒体具有特别重要的公共服务职能，并通过政策和法规与政府联系在一起。因此，它们提供了一个宝贵而独特的机会，可以研究和创新数据和数字服务，并有可能通过作为案例研究在整个行业产生更广泛的影响来提供直接的利益。琼斯博士的中心将从根本上丰富跨学科的创新方法，通过加强社会科学和人文科学的应用，以解决数据驱动的社会面临的重要问题，使用不断变化的公共服务媒体，其提供和使用的重要透镜。通过其对公共服务价值观的具体重点和有关媒体提供的公共价值的创造，该中心的工作将通过卓越的研究促进对社会负责的创新，提高公共服务提供的未来的可靠性和有效性，从而提高英国和世界各地的数字生活质量。在2022年，BBC标志着公共服务广播100周年;当我们反思其在塑造定义我们公共领域的技术和通信方面的作用时，我们现在必须转向如何为我们未来的数字社会建立健康的媒体生态系统这一重要问题。

Now more than ever it matters that we understand the challenges posed by data and technology for media, society, and democracy because how we build technology deeply matters for our digital futures. While a growing body of research exists into these challenges, the public service media context has received surprisingly little attention. Dr Rhianne Jones will lead the BBC Centre for Public Values, Technology & Society, supported by a UKRI Future Leaders Fellowship to address these important challenges and advance responsible, society-centred innovation in the public and wider media sector. Located in BBC Research and Development, with its remit to develop technologies in the public interest, Dr Jones will lead the Centre and its expert partner network to advance understanding of issues and responses needed for a healthy future digital UK society.Our digital world has been built on data-driven technologies. These technologies play an integral role in everyday life, impacting our access to information, experiences and society in different ways. Data about individuals, groups and systems are collected and analysed in vast quantities, and with increasingly sophisticated algorithms in order to make decisions that can determine outcomes in important areas of our lives. No longer confined to online spaces, these technologies are increasingly all around us and they bring with them the potential for both enormous benefit and risks for people, communities, and society. The media and creative industries play a fundamental role in our individual, cultural, and collective lives in a democracy but rapid advancements in online, mobile and connected media, underpinned by data-driven and AI systems are transforming the landscape at pace. From personalised content through to new synthetic forms of media, societal understanding of these technologies must not fall behind this technological development. To meet these challenges, media organisations must be equipped to draw from and contribute to state-of-the-art foundational research to inform technical innovation and maximise transfer and impact for socially beneficial ends. Public service media exists to serve the public with impartial and trusted content but emerging challenges stemming from developments in the digital landscape threaten to destabilise foundational public values such as trust and universality and we need new ways to understand, articulate and envision desirable public media futures. Publicly funded media have an especially important public service function and are connected, via policy and regulation, into government. As such, they provide a valuable and distinctive opportunity to research and innovate with data and digital services with the potential to deliver direct benefits by acting as a case study for more general impact across the industry. Dr Jones' Centre will radically enrich interdisciplinary approaches to innovation by enhancing the application of the social sciences and humanities to address important issues facing a data-driven society, using the important lens of changing public service media, its provision and its use. Through its specific focus on public service values and the creation of public value in relation to media provision, the work of the Centre will foster socially responsible innovation through research excellence and enhance the future reliance and effectiveness of public service provision, thus improving the quality of digital life in the UK and worldwide. In 2022, the BBC marked 100 years of public service broadcasting; as we reflect on its role in shaping the technologies and communications that defined our public sphere, we must now turn to the important question of how to build a healthy media ecosystem for our future digital society.