麻豆社

The digital world is changing at a rapid rate. While media organisations around the world try to adapt and keep pace with technological change, concerns around data, generative AI and issues around digital inclusion are mounting. The demand for reliable sources of information is growing, while trust in credible news is going down.

This leads us to ask, what do people want and need from digital public media? How can technology help us to safely connect and engage in a digital society? Who is left behind?

As we look for better, more trustworthy and inclusive ways to connect, we find ourselves at a critical juncture. Research has never been more vital to answer these questions.

Why we need innovative research to shape a better future

The Responsible Innovation Centre - or RIC for short - is a new, independent research centre hosted by the 麻豆社, funded by UKRI (a non-governmental public body that directs research and innovation funding).

Public service media has a unique place in shaping our fast-changing digital landscape in ways that bring audiences together through innovation. But we need research to understand all the risks and opportunities involved, in ways that place public values at the centre.

Our team of researchers are in a strong position to do that. At home in R&D at the 麻豆社, and working with academia and organisations around the world, we are working to identify the gaps and spot the emerging issues in our digital ecosystem, from AI and journalism, to personalised content and digital inclusion. And the way we work means that our findings can be turned into practical solutions that can shape the future.

What we鈥檙e focussing on to make a difference

Our research is currently focussed on six areas, led by a team of researchers whose experience spans AI and journalism to youth work, government to media.

鈥�We designed this programme to focus on fundamental questions about technology and the public service media we want and need in today鈥檚 fast evolving digital society. We must evidence the benefits that come from getting this right, what鈥檚 at stake if we don鈥檛 , and identify practical steps we can take now to ensure the best outcomes in the future.鈥� Rhianne Jones, RIC research director

Shaping personalisation in ways that serve the public interest

鈥淭oo often debates about technology focus on the negative and how best to minimise its harm, without also considering what 鈥榞ood鈥� could look like.鈥� Helen Jay, research lead

Personalisation is being used increasingly to tailor content and services to individuals. From recommending our next show or podcast, to the social media feeds we see and services we need to use. It has ultimately changed the landscape for audience engagement and experience and is a defining characteristic of today鈥檚 digital environment.

But it's raising concerns too. From data privacy and bias, to the risks of limited exposure to diverse views and perspectives. Personalisation can help cater to different needs and interests, but this creates a challenge between balancing individual preferences with the experiences that bring us all together.

We will look at personalisation to understand what the risks are, but also look for alternative ways for how it could support learning, social cohesion, and social progress to deliver better value for audiences and the rest of society.

AI and public trust in journalism

鈥淚mpact, from my perspective, is about making news and journalism better for people and a sustainable public good in society鈥� Bronwyn Jones, research lead

How can AI transform public service journalism while maintaining our trust? AI has a huge impact on the wider information ecosystem - a complex web of how news is created, shared and consumed. In turn, this shapes what we encounter, our perception of what is real and what we choose to trust. We will explore when, why and how AI can be used responsibly in journalism and devise ways to ensure AI and data-driven technologies support the delivery of public service values as they evolve.

Strengthening civic participation online

鈥淭here鈥檚 a huge opportunity to develop healthy digital public spaces that bring people together, not exclude them鈥� Sophia Knight, research lead

While commercial global social platforms offer a convenient way to connect, create, share and consume content, they focus on growth and profit over promoting healthy, inclusive civic dialogue. As the digital world evolves, we continue to grapple with issues from the down ranking of credible news and information, through to bullying and harassment online. Could local, smaller or alternative digital public spaces provide a different path forward, what are the opportunities to use technology to strengthen civic engagement through existing digital and online media platforms?

We will explore opportunities to support people to safely engage in civic and democratic life online.

Ensuring an inclusive digital future that leaves no one behind

鈥淚n an era of rapid technological development, enabling people to participate in the digital world is an important part of empowering people to shape an online world that works for everyone鈥� Joe Massey, research lead

Much of our daily lives, from catching up with friends to accessing essential services and political debate, now takes place online, but millions of people still don鈥檛 have reliable access to devices and data. As the demands of participating in the digital world and making sense of media information online becomes more complex, there is a heavier burden placed on people to make sense of all of this and keep themselves safe online. We will investigate the impacts and opportunities of the digital transition on different communities, from access to content through to the knowledge, skills and literacies people need to be able to live well in a digital society.

Measuring public value and social impact from technology and innovation

鈥淲ithout robust ways to measure the social impact of tech and innovation, we risk missing opportunities to maximise their benefits and mitigate unintended harms.鈥� Jaspal Samra, research lead

Technology and innovation shape our lives, drive both economic growth and societal change. Yet success in technical innovation is often measured by financial savings, performance metrics, user engagement, and scalability - important in their own right and data that is readily available.

But how do we know if technology and innovation are any good for society? While we have grown increasingly sophisticated in audience measurement, this doesn鈥檛 tell the whole story of the value we bring to our audiences, the creative industries in the UK, and society at large in an online, AI age. We will look at how current frameworks can be developed and applied in practice, explore case studies in and out of the 麻豆社, identify new and promising methods for evaluation, and develop practical guides and tools.

Foregrounding youth participation in digital public media

鈥淭he relationship between young people and media and technology is often in the spotlight but their voices are often missing. We need to involve young people in discussions on the future to build a trusted relationship with public service media which lasts throughout their lives鈥� Alice Weavers, research lead

Young people use a range of different platforms and adopt new forms of technology quickly. A big challenge for public service media is how to engage young people and adapt technology to meet their needs, in a responsible way.

But too often, young people are missing from the conversations around technology that ultimately shape their future. We will address that gap by working directly with young people to understand their perspectives on all the challenges in digital technology, and how they can help lead the way in ways that will benefit their future as well.

By doing this research, we hope to shape a resilient and inclusive public service media in our rapidly changing digital world.

Right now, we鈥檙e out there doing the research and speaking to people and groups across the UK so we can discover the challenges, opportunities and gaps. We鈥檙e building on some amazing research, but we鈥檙e already learning new and valuable insights that will help us build this bridge for the future. In the coming months, we鈥檒l share more of what we鈥檝e found with you and dig deeper into the issues around the topics we鈥檙e addressing. We can鈥檛 wait to share these with you.