Sasha Mackay Thesis

STORYTELLING AND NEW MEDIA TECHNOLOGIES: INVESTIGATING THE POTENTIAL OF THE ABC’S HEYWIRE FOR REGIONAL YOUTH Sasha Mackay Bachelor of Fine Arts (Hons), Creative Writing Production Submitted in fulfilment of the requirements for the degree of Doctor of Philosophy Creative Industries Faculty Queensland University of Technology 2015 Keywords Australian Broadcasting Corporation Heywire new media narrative identity public service media regional Australia storytelling voice youth <ul style="display: flex;"><li style="flex:1">Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth </li><li style="flex:1">i</li></ul>Abstract This thesis takes a case study approach to examine the complexity of audience participation within the Australian public service media institution, the Australian Broadcasting Corporation (ABC). New media technologies have both enabled and necessitated an increased focus on user created content and audience participation within the context of public service media (PSM) worldwide and such practices are now embedded within the remit of these institutions. Projects that engage audiences as content creators and as participants in the creation of their own stories are now prevalent within PSM; however, these projects represent spaces of struggle: a variety of institutional and personal agendas intersect in ways that can be fruitful though at other times produce profound challenges. This thesis contributes to the wider conversation on audience participation in the PSM context by examining the tensions that emerge at this intersection of agendas, and the challenges and potentials these produce for the institution as well as the individuals whose participation it invites. The case study for this research – Heywire – represents one of the first instances of content-related participation within the ABC. Since 1998, Heywire has invited 16-22 yearold Australians who live in rural, regional and remote parts of the country to share selfrepresentational narratives on an online platform managed by the ABC <a href="/goto?url=http://www.abc.net.au/heywire" target="_blank">(www.abc.net.au/heywire)</a>. Taking a cultural studies approach, and through semistructured interviews, participant observation and textual analysis, this thesis investigates the value of this project for the institution as well as for the young people who it engages as storytellers. The values of self-representation and individual self-expression are at the heart of Heywire, and yet, the PSM context produces some explicit challenges. At times, the intentions of participants intersect with the agendas of the institution in ways that are unproductive; at other times, young people’s use of Heywire results in highly meaningful outcomes for the ABC, as well as the participants for whom this project functions as a unique opportunity for narrative identity and voice. Through investigating Heywire, its unproductive tensions and meaningful potentials, this research illuminates some of the exciting possibilities of PSM-facilitated participation, while also drawing attention to the missed opportunities of participatory practices in the public service media context. Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth ii Table of Contents Keywords....................................................................................................................................i Abstract.....................................................................................................................................ii Table of Contents.....................................................................................................................iii List of Figures ............................................................................................................................v Statement of Original Authorship............................................................................................vi Acknowledgements.................................................................................................................vii Chapter 1: Introduction..................................................................................................1 Background ...............................................................................................................................2 Context......................................................................................................................................3 Methodology and research process .........................................................................................4 Chapter overview................................................................................................................... 14 Chapter 2: Contemporary discussions and debates .......................................................17 Public Service Media.............................................................................................................. 17 Participation...............................................................................................................................26 Digital Storytelling.................................................................................................................. 39 Digital storytelling and the Heywire project ..............................................................................40 Diverse contexts, similar intentions...........................................................................................42 Differences and new developments ..........................................................................................54 Youth and New Media ........................................................................................................... 60 Cautionary approaches ..............................................................................................................65 Celebratory perspectives ...........................................................................................................68 New media, new possibilities.....................................................................................................73 Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth iii Conclusions ...............................................................................................................................79 Chapter 3: The Platform .............................................................................................. 82 Heywire’s place and purpose within the ABC ........................................................................ 84 Funding structure.......................................................................................................................93 The ABC’s aims ..........................................................................................................................96 The website .......................................................................................................................... 102 Criteria and judging..................................................................................................................107 The Summit .......................................................................................................................... 111 Conclusions .............................................................................................................................125 Chapter 4: The Participants ........................................................................................127 The interviewees......................................................................................................................128 The interviews..........................................................................................................................130 Conclusions .............................................................................................................................164 Chapter 5: The Stories ................................................................................................169 Narrative and identity..............................................................................................................171 Heywire stories: three categories............................................................................................176 Conclusions .............................................................................................................................203 Chapter 6: Conclusion ................................................................................................207 Discussion of Findings .......................................................................................................... 208 Implications .......................................................................................................................... 213 Bibliography .............................................................................................................217 Appendix 1..............................................................................................................233 Appendix 2..............................................................................................................235 Appendix 3..............................................................................................................237 Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth iv List of Figures <a href="#17_0">Figure 1: Heywire website homepage, 2015. .......................................................................</a><a href="#17_0">.</a><a href="#17_0">7 </a><a href="#18_0">Figure 2: Three levels of Heywire. ........................................................................................</a><a href="#18_0">.</a><a href="#18_0">8 </a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474480" target="_blank">Figure 3: Heywire Blog, May 2014 ......................................................................................</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474480" target="_blank">.</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474480" target="_blank">7</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474480" target="_blank">6 </a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474481" target="_blank">Figure 4: Heywire webpage describing the Summit. ........................................................</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474481" target="_blank">.</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474481" target="_blank">1</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474481" target="_blank">00 </a><a href="#0_14">Figure 5: Heywire website homepage, July 14th 2014</a><a href="#0_14">.</a><a href="#0_14">.</a><a href="#0_14">...................................................</a><a href="#0_14">.</a><a href="#0_14">1</a><a href="#0_14">02 </a><a href="#0_15">Figure 6: Steps for entering a Heywire story. ...................................................................</a><a href="#0_15">.</a><a href="#0_15">1</a><a href="#0_15">06 </a><a href="#0_16">Figure 7: Heywire webpage </a><a href="#0_16">Tips for a great entry</a><a href="#0_16">............................................................</a><a href="#0_16">.</a><a href="#0_16">1</a><a href="#0_16">09 </a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474485" target="_blank">Figure 8: Circles activity. ...................................................................................................</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474485" target="_blank">.</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474485" target="_blank">1</a><a href="file:///F:/Thesis%20drafts%20and%20big%20picture%20ideas/Thesis,%20Sept.28th%202015.docx%23_Toc431474485" target="_blank">13 </a><a href="#0_17">Figure 9: Brainstorming in the Gold Room. ......................................................................</a><a href="#0_17">.</a><a href="#0_17">1</a><a href="#0_17">13 </a><a href="#0_18">Figure 10: Testimonials from Heywire winners shown on the website............................</a><a href="#0_18">.</a><a href="#0_18">1</a><a href="#0_18">15 </a><a href="#0_19">Figure 11: Heywire webpage describing the Grants.........................................................</a><a href="#0_19">.</a><a href="#0_19">1</a><a href="#0_19">17 </a><a href="#0_20">Figure 12: Descriptions of the Summit. ............................................................................</a><a href="#0_20">.</a><a href="#0_20">1</a><a href="#0_20">44 </a><a href="#0_14">Figure 13: Example of Heywire stories as they appear on the website............................</a><a href="#0_14">.</a><a href="#0_14">1</a><a href="#0_14">76 </a><a href="#0_21">Figure 14: Kayla’s professionally produced Heywire story</a><a href="#0_21">.</a><a href="#0_21">..............................................</a><a href="#0_21">.</a><a href="#0_21">1</a><a href="#0_21">79 </a><a href="#0_22">Figure 15: Claire’s Heywire story (participant’s version)</a><a href="#0_22">.</a><a href="#0_22">.................................................</a><a href="#0_22">.</a><a href="#0_22">1</a><a href="#0_22">83 </a><a href="#0_23">Figure 16: Tamara’s professionally produced Heywire story. </a><a href="#0_23">..........................................</a><a href="#0_23">.</a><a href="#0_23">1</a><a href="#0_23">89 </a><a href="#0_24">Figure 17: Bella’s Heywire story (participant’s version). </a><a href="#0_24">..................................................</a><a href="#0_24">.</a><a href="#0_24">1</a><a href="#0_24">93 </a><a href="#0_25">Figure 18: Beth’s professionally produced Heywire story</a><a href="#0_25">.</a><a href="#0_25">...............................................</a><a href="#0_25">.</a><a href="#0_25">1</a><a href="#0_25">98 </a><a href="#0_5">Figure 19: Lucy’s Heywire story (participant's version)</a><a href="#0_5">.</a><a href="#0_5">...................................................</a><a href="#0_5">.</a><a href="#0_5">2</a><a href="#0_5">01 </a><a href="#0_26">Figure 20: Evie’s professionally produ</a><a href="#0_26">ced Heywire story</a><a href="#0_26">.</a><a href="#0_26">.</a><a href="#0_26">...............................................</a><a href="#0_26">.</a><a href="#0_26">2</a><a href="#0_26">38 </a>Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth vStatement of Original Authorship The work contained in this thesis has not been previously submitted to meet requirements for an award at this or any other higher education institution. To the best of my knowledge and belief, the thesis contains no material previously published or written by another person except where due reference is made. QUT Verified Signature Signature: <ul style="display: flex;"><li style="flex:1">Date: </li><li style="flex:1">___2nd October 2015________ </li></ul>Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth vi Acknowledgements Firstly, I would like to acknowledge my principal supervisor Dr Donna Hancox for her tireless assistance and encouragement from the very beginning, when this thesis was only the vaguest of ideas. I am so grateful for her support and guidance over the past few years and for the enthusiasm with which she has always approached my work. I would like to thank Associate Professor Jean Burgess for joining my supervisory team after confirmation, for her incisive feedback, and her guidance in refining this research. Her expertise has been invaluable. I also acknowledge my second associate supervisor Professor Sharyn Pearce for her exceptional proofreading skills, and for always engaging with my writing closely and critically. This research would not have been possible without the keen interest and support of ABC Rural, most particularly, Dan Hirst and Jonathan Atkins who were extremely generous with their time and knowledge. I would like to thank Dan Hirst for accommodating me at the Heywire Regional Youth Summit in February 2013 – a field trip that provided many crucial insights – for his quick responses to my emails and phone calls, and for generally doing his utmost to ensure I had the data I needed. All my research participants were incredibly helpful, and I thank them for their enthusiasm during interviews, their honesty and their generosity. It has been a privilege to share my PhD journey with Jackie Kauli and Lauren Woodlands, my two office companions whose intelligence and dedication have been an inspiration, and whose friendship, laughter and coffee-making skills have brightened every working day. A special thank you also to Emma, Ben, Liz, Ariella, Jarryd, Elizabeth and Nina who have accompanied me at various stages, been wonderful friends, provided hilarious distractions, and also fruitful collaborations. I also acknowledge and thank my parents for telling me that everything I chose to do and say was worthwhile. Finally, I could never have done this without Tim whose love, patience and faith in me was a motivation and a comfort, and who I cannot thank enough. Storytelling and new media technologies: investigating the potential of the ABC’s Heywire for regional youth vii Chapter 1: Introduction Growing up on a cattle station in rural Queensland, I listened to Heywire stories broadcast on the radio every summer. Early each morning, the voice of a young person would punctuate the ABC’s usual programming and open a window into a life I could relate to or empathise with. Through years of being an audience for these stories, then later a participant who shared anecdotes of her own life in rural Australia via this platform, I came to understand Heywire as a unique and possibly valuable opportunity for young people to make their voices heard and to share their experiences of life in the bush. Yet, when I became an online producer and editor for this project in 2010 it became clear to me that the way the ABC envisaged and managed the project was sometimes at odds with the way young people wanted to tell their stories. The thousands of stories hosted on the website suggested that Heywire was fulfilling a purpose in the minds of its young, rural and regional participants, and that it was providing a space in which they could represent their own lives and express their views. However, there were certain limitations imposed by the need for these stories to align with a vision for voice designed by the ABC. What this meant for the storytellers is that some narratives and voices were privileged and heard to the exclusion or silencing of others. The initial impetus for this study was incited by the perspectives I gained as a producer, and the questions I began to ask concerning the Heywire project’s usefulness for a large number of geographically dispersed young people. I wondered: what were young people achieving through telling their personal stories on a platform such as this? What did Heywire mean for them and was it useful? As a storytelling project managed by the national broadcaster that sought to “give voice” to young people who lived outside of Australia’s capital cities, Heywire was fraught with tensions, but it also appeared to encompass the potential to support young, rural and regional people to be the authors of their own identities and represent the nature of their lives in a way that could be recognised by the broader Australian public. This thesis investigates these tensions and potentials. <ul style="display: flex;"><li style="flex:1">Chapter 1: Introduction </li><li style="flex:1">1</li></ul>Background Technological developments and changing patterns of media production and consumption have created numerous challenges and opportunities for public service media (PSM) institutions. A fully digitised, convergent media environment has prompted PSM institutions such as the Australian Broadcasting Corporation (ABC) to move beyond their traditional role as broadcasters of media content towards a more inclusive model in which audiences are invited to participate in the creation of their own stories. Through an increased focus on audience participation and user-created content PSM can be seen to be genuinely attempting to reflect the multiplicity of voices within the societies they represent. Projects that involve audiences in processes of media production, sharing, and meaning-making are becoming increasingly prevalent in the PSM context, and they are now a centrally important part of the broadcaster’s service to the public. These institutions propose that the opportunities they provide for participation and content creation are also valuable to their audiences: people are invited to author their own identities and represent their own lives rather than suffer homogenising or degrading accounts of their lives and identities delivered by media professionals <a href="#0_27">(Meadows 2003, 192)</a>. Further, public service institutions such as PSM are seen as legitimate players in the public sphere; they not only guarantee an audience for self-representations, but confer on them a legitimacy that they would not otherwise have (Thumim 2009, 632, 2012, 128). Within the spectrum of ways PSM is fostering audience participation, a popular and effective method is to invite specific cohorts or identity groups to use digital technologies to create and share personal stories that reflect that identity. Self-representational narratives are solicited and curated through various projects and distributed via multiple broadcast platforms that are managed by the PSM. Such projects are of great significance to the facilitating institutions, representing a way through which PSM institutions can be seen to be orienting themselves within a shifting media landscape and continuing to provide a service to the public (Thumim and Chouliaraki 2010, 84; Thumim 2009, 621).

Sasha Mackay Thesis

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