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Accountability for media quality and diversity would be significantly improved by expanded public participation in media governance processes, argues Professor Hasebrink. European regulators, he suggests, have been too slow to recognize the value of including the audience's interests as citizen-participants and not just as consumers. To realize the value of the audience's interests, innovative research is needed both on the nature of the dual role of audiences, and on the multiple forms of their potential involvement in the policy discourse.

Giving the Audience a Voice: The Role of Research in Making Media Regulation More Responsive to the Needs of the Audience