The Role of Public Service Media in Democratic Engagement: An Audience Perspective

Given the transformative shifts in the media landscape, Public Service Media (PSM) must constantly revise its strategies to remain relevant in citizen’s lives and as a pivotal institution of democracy. This book chapter explores the expectations and evaluations of Spanish citizens regarding PSM, drawing on data from a quota-based online survey of 1717 Spanish adults conducted in May 2021. The study reveals that while Spanish citizens hold high normative expectations for PSM, particularly in providing unbiased information and holding political power accountable, a significant discrepancy exists between these expectations and their evaluations of PSM performance. The chapter argues for a citizen-centered approach in PSM policies and practices, emphasizing the need for innovation and active audience engagement to bridge this gap. The findings highlight the importance of maintaining PSM independence and adapting to new media consumption patterns, especially among younger and politically diverse audiences. This adaptation is crucial for PSM to continue playing its role in fostering democratic dialogue and combating misinformation in an increasingly polarized society.