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Contested social role of the PSB: Many faces of pluralism as the central feature of PSB performance in democratic societies

This paper rethinks the role of Public service broadcasting (PSB) in promoting and forging pluralism and diversity for the sake of democratic wealth of one’s society. Media pluralism is the central concept around which the role of the reformed public media has been created. This concept is contested today, along many lines, and this paper will elaborate the three main: pluralism in the structure, pluralism of content, and pluralism implying the active role of the audience. In a changing environment, where user-oriented contents are becoming popular, it seems that the PSB mission shouldn’t be only about providing a diverse content from various sources, but also to provide the audience with more active role in using it. This leads us to the quite now concept of exposure diversity which is today considered as necessary addition to contemporary media policies. These three dimensions will be elaborated using the cases of two public broadcasters in Serbia – Radio-television of Serbia (RTS), and Radio-television of Vojvodina (RTV).

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