GLOBAL NATIVES researcher Vilde Schanke Sundet has contributed to the anthology Audiovisual Content for Children and Adolescents in Scandinavia: Production, Distribution, and Reception in a Multiplatform Era, edited by Pia Majbritt Jensen Azzolini, Eva Novrup Redvall and Christa Lykke Christensen for Nordicom.
Sundet's chapter, 'Public service youth content on social media platforms: Reaching youth through YouTube', analyses public service content on third-party platforms and, more specifically, how legacy media organisations adapt to social media logic when creating content for youth. The chapter contributes to existing scholarship by providing empirical evidence of producers’ self-perception concerning the creation of YouTube content within a public service context and argues that these programmes – while overtly differentiated from traditional public service offerings – serve important strategic functions by engaging young audiences and new content creators, both of which will be essential to public service media in the future. Challenges remain, however, primarily regarding how to expand public service value in new digital settings.
The book is open-access and available here.
