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Friday, October 8 • 1:30pm - 2:30pm
Connecting New Channels: Audience Engagement from practice to theory to pedagogy

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The BBC states as one of its values: ‘We put audiences at the heart of everything we do’. This, coming from a broadcaster with strong paternalistic foundations, signalled the move from a unidirectional broadcaster to a symbiotic relationship with its consumers.
Linfoot (2011) dates the shift from paternalism to populism in the creation of BBC Local Radio in 1967, however the BBC’s early productions of phone-in and discussion programmes were carefully choreographed. Letters from listeners and viewers were read and discussed but rarely did they have a direct impact on output. For decades broadcasters slowly progressed from telling the audience what they thought they should see or hear to what they thought they wanted to see and hear – and that guesswork continued, arguably, until the advent of social media where everyone with the access and knowledge could interact with broadcasters directly, both the organisations and individuals.
Engagement with an audience that has become more active than passive is a key factor in 21st century broadcasting, and our students must understand the complexities of serving diverse and organically changing audiences.
This panel will take a look from both sides of the Atlantic at:
Why people engage with broadcasters
What happens when the audience becomes the broadcaster
The visual turn in audience engagement, with a look at visual gatekeeping theory, and
How we teach students how to engage with audiences.

avatar for Deborah Wilson David

Deborah Wilson David

Department Chair and Director of Centre, Nottingham Trent University
I lead the Department of Journalism and Media at Nottingham Trent University in the UK, and am the Director of the Centre for Broadcasting and Journalism. I have delivered professionally-accredited Journalism programmes since the 90s.  I'm passionate about implementing innovation... Read More →

avatar for Bill Silcock

Bill Silcock

Reitired Emeritus Faculty and former Curator Hubert H. Humphrey Program,Assoc Professor, Arizona State University
Dr. B. William Silcock is a scholar and leading global innovator in journalism education.  Bill was named the Emeritus faculty at Arizona State University in December 2020. He is the former Assistant Dean for Research and International Programs at the Walter Cronkite School of Journalism... Read More →
avatar for Lawrie Hallett

Lawrie Hallett

Senior Lecturer in Radio & Journalism, University of Bedfordshire
Dr. Lawrie Hallett is a Senior Lecturer in Radio and Journalism at the University of Bedfordshire. A former radio journalist, presenter and programme producer at various stations in the UK as well as elsewhere in Europe, he went on to run a broadcast engineering and design company... Read More →

Andrew David

University of Lincoln

Friday October 8, 2021 1:30pm - 2:30pm EDT
Channel A