A1 Journal article (refereed)
Vaakakupissa vaarat ja vastuu : julkisen palvelun median arvot sosiaalisen median alustojen paineessa (2021)
Balancing between danger and responsibility : the values of public service media under the pressure from social media platforms

Niemi, L., Koivula, M., Laaksonen, S.-M., & Villi, M. (2021). Vaakakupissa vaarat ja vastuu : julkisen palvelun median arvot sosiaalisen median alustojen paineessa. Media & viestintä, 44(2), 23-44. https://doi.org/10.23983/mv.109858

JYU authors or editors

Publication details

All authors or editors: Niemi, Liisa; Koivula, Minna; Laaksonen, Salla-Maaria; Villi, Mikko

Journal or series: Media & viestintä

ISSN: 1798-3827

eISSN: 2342-477X

Publication year: 2021

Volume: 44

Issue number: 2

Pages range: 23-44

Publisher: Media- ja viestintätieteellinen seura MEVI ry

Publication country: Finland

Publication language: Finnish

DOI: https://doi.org/10.23983/mv.109858

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/76939


Social media platforms have significantly shaped various media processes and practices. The activities of platform companies are guided by different values and goals than those of media organizations, which causes a conflict between the actors. Especially public service media companies, whose cornerstone are the values of public service, have to renegotiate their practices and values when operating on social media. In this article, based on the analysis of

qualitative interview data we examine the relationship of the Finnish public service media company Yleisradio to social media platforms. We study how this relationship is described and justified in Yleisradio and what kind of value discourse it is related to. Based on our analysis, Yle’s platform relationship is manifested as an act of balancing. Yle's operations on social media platforms are based not only on ensuring its own legitimacy but also on ethics and a strong public service ethos. With regards to values, the values of universality, independence and serving the public and society at large stand out. The balancing and negotiating nature of the platform relationship is emphasized both in the discourse and the work practices described by the interviewees. The platforms not only unilaterally change the processes in the media industry, but in part also, through their existence, guide value-based discussion and reflection.

Keywords: public services; media companies; broadcasting companies; social media; platform economy; values (conceptions); ethicality; societal responsibility

Free keywords: Yleisradio

Contributing organizations

Related projects

Ministry reporting: Yes

Reporting Year: 2021

JUFO rating: 2

Last updated on 2022-20-09 at 13:56