Citizens,Audiences,Customers and Players

The article discusses the relationship between broadcasters and their publics in light of the changes associated with competition, convergence arid digitalization. On the conceptual level, the article contrasts four ideal type perceptions of how television may serve its publics: 'citizens', 'audiences, 'custorners' arid players'. While publics, in the early days of broadcasting, wvere served more in their capacity as citizens, the view that the main purpose of broadcasting was to draw large audiences gradually became dominant. In recent years, new communication technologies have operied up further possibilities for serving the public as customers or players. The last category implies that opportunities are created for viewers to engage with television arid each other in a more playful fashion, acting out other aspects of their character than the previous three ideal types allowed for.