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Public Service Broadcasting's Participation in the Reconfiguration of Online News Content

This article analyses public service broadcasting in Europe, looking at public broadcasters' role as promoters of participative processes. Computer-mediated communication and studies rooted in mediated human interactivity are used to explore participative elements provided by digital technology, and how these can be incorporated into the news websites, through an empirical study of 5 case studies in the European market. The analysis is based on the methodology of content analysis with the goal of outlining the particularities of the participative elements implemented by each broadcaster and revealing the most common participative strategies. The findings suggest that although public service broadcasters offer a wide variety of possibilities, encouraging audiences to take on more active roles, their role is still peripheral and complementary.