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

建设理想且有弹性的公共媒体未来：建立公共价值观和技术中心

• 批准号: MR/X033651/1
• 负责人: Rhianne Jones
• 金额: $ 30.65万
• 依托单位: British Broadcasting Corporation (United Kingdom)
• 依托单位国家: 英国
• 项目类别: Fellowship
• 财政年份: 2024
• 资助国家: 英国
• 起止时间: 2024 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=MR%2FX033651%2F1
• 关键词: Building; Desirable; Resilient; Public; Media

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.

现在，我们比以往任何时候都更有必要了解数据和技术给媒体、社会和民主带来的挑战，因为我们如何构建技术对我们的数字未来至关重要。虽然针对这些挑战的研究越来越多，但公共服务媒体的背景却很少受到关注。Rhianne Jones博士将在UKRI未来领袖奖学金的支持下领导BBC公共价值观、技术与社会中心，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。琼斯博士位于英国广播公司研发中心，其职责是开发符合公众利益的技术，他将领导该中心及其专家合作伙伴网络，以促进对健康的未来数字英国社会所需的问题和反应的理解。我们的数字世界是建立在数据驱动技术之上的。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获取信息、体验和社会。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来做出决定，这些决定可以决定我们生活中重要领域的结果。这些技术不再局限于网络空间，它们越来越多地围绕在我们身边，它们为人类、社区和社会带来了巨大的利益和风险。在一个民主国家，媒体和创意产业在我们的个人、文化和集体生活中发挥着至关重要的作用，但以数据驱动和人工智能系统为基础的在线、移动和互联媒体的快速发展正在迅速改变这一格局。从个性化内容到新的综合媒体形式，社会对这些技术的理解绝不能落后于技术发展。为了应对这些挑战，媒体组织必须具备从最先进的基础研究中汲取灵感并为之做出贡献的能力，从而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向公众提供公正和可信的内容，但数字环境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的稳定，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。公办媒体具有特别重要的公共服务功能，并通过政策和法规与政府联系在一起。因此，它们为数据和数字服务的研究和创新提供了一个宝贵而独特的机会，有可能通过作为整个行业更广泛影响的案例研究来带来直接效益。琼斯博士的中心将从根本上丰富跨学科的创新方法，加强社会科学和人文科学的应用，以解决数据驱动社会面临的重要问题，利用不断变化的公共服务媒体，其提供和使用的重要镜头。通过特别关注公共服务价值和与媒体提供相关的公共价值的创造，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可靠性和有效性，从而提高英国和全球数字生活的质量。2022年，英国广播公司（BBC）迎来了公共服务广播100周年纪念；当我们思考媒体在塑造界定公共领域的技术和传播方面的作用时，我们现在必须转向一个重要问题，即如何为我们未来的数字社会建立一个健康的媒体生态系统。