Public Service Media| Merely Facilitating or Actively Stimulating Diverse Media Choices? Public Service Media at the Crossroad

Natali Helberger



Personalized recommendations provide new opportunities to engage with audiences and influence media choices. Should the public-service media use such algorithmic profiling and targeting to guide audiences and stimulate more diverse choices? And if they do, is this a brave new world we would like to live in? This article outlines new opportunities for the public-service media to fulfill their commitment to media diversity and highlights some of the ethical and normative considerations that will play a role. The article concludes with a call for a new body of “algorithmic media ethics.”


algorithm profiling, public service media, media diversity, nudging, ethics

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