IPMZ – Institute of Mass Communication and Media Research Reforming or Conforming? The Contribution of Communication Science to Media Policy in Switzerland ICA Preconference “Strategies for Media Reform” London, June 17, 2013 Dr. Manuel Dr. Matthias

Relationship of Research and Policy-Making 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 2  benefits of informing the policy-making process -changes and crises in media sector increase demand for insights on how to reform media regulation -better informed decision-making -possibility to propose inconvenient ideas and expand the range of possibilities contemplated by policy-makers  risks of getting involved -hubris -media policy research often shaped by politicians’ needs: pragmatic selection of subjects/approaches -research used to legitimize decisions (Bauer et al. 2005; Braman 2003; Freedman 2008; Just/Puppis 2012; Katz 1979; Künzler et al. 2012; Melody/Mansell 1983; Napoli/Seaton 2007; Verhulst/Price 2008)

Research Questions 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 3 1.What role does communication science play in shaping media policy? 2.Did scholarly research spur media reform or did it conform to prevalent conceptions of political and media elites?

Methods 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 4  document analysis -research reports, studies, papers of scholars involved in advising media policy -articles about the state of media policy research in Switzerland (e.g. Padrutt 1977; Saxer 1989, 1993; Bonfadelli/Meier 2007)  semi-structured interviews -6 involved scholars (3 of them retired) -1 representative of the regulatory authority (Ofcom) -2 members of parliament (the interviews were mainly conducted by Mirco Saner, Michel Hersche, Nadja Fankhauser)

Role of Communication Science in Shaping Media Policy

Involvement of Scholars in Media Policy-Making Reforming or Conforming? Manuel Puppis & Matthias Künzler 1973: government appoints commission for analyzing the press and for developing proposals for press subsidies 2010: contract research about media concentration : scientific evalu- ation of private broadcasting operating on a trial base : government appoints commission for an «overall concept of the media» : annual call for research proposals about issues in Ofcom’s interest since 2007: contract research: quality assessment of licensed broadcasters phase 1: research within commissions phase 2: evaluation of private broadcasters phase 4: evaluation of licensed broad- casters phase 3: research based on annual calls (without providing direct advice) since /3: government appoints ongoing commission for monitoring the media since 2012 phase 5: contract research with aim of providing direct advice 06/17/ phase 6: research linked to commission

Development of Involvement 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 7  ongoing institutionalization of academic communication research (from personalized consulting within commissions to the continuous allocation of research by Ofcom)  from research at the University of Zurich to research at different scientific institutions (universities of applied science, private consultants etc.)  increasing variety of research methods -phase 1: descriptive secondary analysis of statistical data, interviews, historic analysis -phase 2: additionally: content analysis, survey -since phase 3: entire spectrum of research methods

Amount of Realized Proposals Suggested in Research Reports 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 8 n = 79

Driving Reform or Merely Conform?

Important Role of Scholars in Policy-Making 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 10  structural conditions -increasing possibilities for scholars to advise media policy- making: policy-makers interested in fresh ideas -members of parliament and administration appreciate “independent expert opinion”  academia sought to advise media policy-making -small academic discipline looking for legitimation (1970s/1980s) -personnel acquaintance -young scholars aware of social responsibility: “The young scholars had a new understanding of science, they wanted to contribute to the solution of social problems”  resulted in a high amount of realized proposals suggested by scholars

Reforming or Conforming? 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 11  yet involvement in policy-making is not the same as proposing democratic media reform  most of the realized proposals suggested by scholars were -already in political debate or uncontested -in the self-interest of academia  most established scholars -do not want to shape policy-making directly (“objectivity”) -closely connected to elite and did not support radical change  scholars & politicians put role of academia into perspective -“Science can neither solve policy problems nor expect that its suggestions are implement directly” -aware of potential risk of instrumentalization

Conclusion 06/17/2013Reforming or Conforming? Manuel Puppis & Matthias Künzler 12  there is indeed a demand for research -politicians & Ofcom appreciate communication research to get new ideas and knowledge about other countries -communication science able to influence debates about media policy by suggesting new models and regulatory reform  however: communication science fell short of driving media reform so far -getting directly involved contradicts prevailing self-conception of most scholars -few progressive proposals that challenge interests of politicians and media owners -proposals calling for more radical change did not get political support