• ARD, ZDF and Deutschlandradio produce more than 270 journalistic formats in social networks
  • Clear orientation towards the conventions of the platforms can be seen
  • Format development, presentation methods and content are influenced by platform logic
  • Dependence on algorithmic functions, strong power imbalance between corporations and broadcasters identified
  • Expansion of non-commercial platforms and regulation of 'private' algorithms necessary to maintain quality and independence

Social networks have become indispensable for public media in Germany

Social networks have become indispensable for the public media in Germany in order to reach all parts of the population journalistically and to provide them with information. This is what the social and now also the legal mandate dictates to the broadcasters. In an effort to achieve a high reach of journalistic offerings on private platforms, ARD and ZDF also focus on the algorithmic functioning of the networks - and thereby potentially jeopardize the quality of their work and question their independence.

This is the conclusion of a new study by the Otto Brenner Foundation on “Journalism in Social Networks”, which is being published today. The journalist and media scientist Henning Eichler has recorded all formats from public service providers in Germany that are journalism optimized for private platforms. In addition, Eichler conducted interviews with 18 people from the responsible editorial departments and management of the broadcasters on the question of whether “ARD and ZDF are under the spell of the algorithms” - as the subtitle of the work is.

“The results show that the dilemma of the journalists surveyed of having to weigh up between platform logic and journalistic quality requirements on a daily basis is very present,” says Henning Eichler. Most of those surveyed had a high level of identification with the values ​​of the public broadcasters and would see the danger of neglecting them for reach and clicks. “Nevertheless, the various key figures of the platforms are an integral part of everyday editorial life, are consistently accepted as their 'currencies' and used for editorial and broadcaster-internal evaluations,” says the author, who recently completed his doctorate on the subject of “journalistic innovations in ARD”.

Some topics are no longer implemented in certain networks

His OBS study shows that both the form and presentation of journalistic offerings as well as the selection of topics - and thus the content - are influenced by the conventions and algorithms of the platforms. It happens that some topics are no longer implemented in certain networks because they did not achieve successful key figures there in the past. The content's tonality, aesthetics and presentation are also based on high-reach offerings, which can also come from the non-journalistic area.

“The relationship between the public media and the platforms is characterized by a strong imbalance of power in favor of corporations,” says Eichler, describing another problem. This can be seen in the dependence on algorithmic functions in unannounced changes to these same algorithms, in the content moderation of the platforms and in the deletion of content through AI-controlled filters - but also in unreliable communication and a lack of transparency on the part of corporations. For Jupp Legrand, Managing Director of the Otto Brenner Foundation, the latter in particular makes it clear “who is the chef and who is the waiter in this relationship”. The way out of the dilemma must be “multi-pronged,” Legrand continued: “The expansion of independent and non-commercial platforms is an essential component. A lot is still possible here, from the further development of public media libraries to the support of existing civil society and decentralized network structures, such as the so-called Fediverse.” But it is also clear that the commercial networks will remain indispensable, at least for the foreseeable future.

Media scientist Eichler also sees it that way. He recommends quick, concrete steps to public broadcasters.

“Especially among editorial staff, the need for guiding principles for their work in social networks has become clear; clarity should be created here with public digital ethics.” According to the expert, ARD and ZDF also need to protect their interests much more strongly incorporate politicians' regulatory plans for data companies. The European Digital Services Act, which is about to be passed, could be a starting point. In the long term, however, further measures should also be considered - for example, a legally required but government-controlled "algorithmic special status for quality journalism", as the study states.

Information on the new OBS study: www.otto-brenner-stiftung.de/ARD-ZDF-Soziale-Medien

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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )