2 - The value and functions of the broadcast media: protecting the citizen viewer

Summary

Introduction

In chapter 1, we introduced a basic distinction between the consumer and the citizen, a distinction, we argued, which affects the nature of the viewing experience and the details of the relationship between broadcaster and viewer. We further contended that this distinction has implications for the range and type of content offered, as well as access to that content, and underpins the nature of regulatory concerns that the Union needs to address. Although broadcasting can be seen as a commercial activity and content regarded as a commodity, there are arguments about its functions and values beyond its many and varied commercial aspects that need to be considered. These arguments are to be found in discussions of the relationship broadcasting has to citizenship, or, in other words, the way broadcasting meets the needs of viewers as citizens. In this chapter we explore the underlying theories about the value and functions of broadcasting which have underpinned regulatory rhetoric, particularly that which claims to be serving the public interest.

We begin this chapter with a discussion of these theories, after which we go on to explore our distinction between citizens and consumers in more depth. We then consider the impact that this distinction has, expressly or implicitly, on the concept of public interest. This is followed by a discussion of the issue of access to broadcast content in relationship to the needs of citizens.