G.A.Suringar_5983126_Public Value Through a Lens of Neoliberal Citizenship: How the NPO platform interfaces contribute to the construction of meaning about public value in relation to public goals, personalisation and recommendation

Abstract

As public service broadcasting is being measured against commercial media in West European countries and societies that are hugely influenced by neoliberalism, public broadcasters are seeking strategies to safeguard their perceived value. Two of the main strategies that the Dutch public service broadcaster NPO applies within online distribution are personalisation and recommendation. By using the method of discursive interface analysis as by Mell Stanfill, this research on the interfaces of the NPO platforms NPO.nl and NPO Start shows what kind of discourse NPO produces on public value through functional, cognitive and sensory affordances contributing to personalisation, recommendation and public goals. The following question guides the research: How do NPO platform interfaces construct meaning about public value in relation to public goals and the use of personalisation and recommendation strategies? Whilst applying a critical perspective on neoliberalism in the discursive interface analysis, I argue that the interface affordances contributing to personalisation, recommendation and public goals solidify the prevailing neoliberal discourse regarding the notion of public value as value for neoliberal citizenship as encompassing individualisation, identity, difference, and choice. This perspective challenges the perceived dichotomy between public/not-for-profit and private/market value as consumption is being positioned as part of citizenship. In this process, NPO centralises the public goals of ‘transparency’ and ‘accountability’ as a means of legitimising their personalisation and recommendation strategies.