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  • 1.
    Morsund, Ewa
    Department of Sociology and Political Science, Norwegian University of Science and Technology, Norway.
    Chapter 6. Representing and engaging new target groups: The case of the Norwegian Broadcasting Corporation and Rådebank2023In: Audiovisual Content for Children and Adolescents in Scandinavia: Production, Distribution, and Reception in a Multiplatform Era / [ed] P.M Jensen, E. N. Redvall, & C.L Christensen, Nordicom, University of Gothenburg , 2023, p. 99-118Chapter in book (Refereed)
    Abstract [en]

    This chapter examines the strategies and making of media content for young people at the Norwegian Broadcasting Corporation (NRK). I discuss public service media’s (PSM) role in the production of youth content and how a specific public service broadcaster works to achieve representation for different demographics in their media production. Using the youth drama series Rådebank as a case study, I investigate how NRK actively tries to reach young audiences – specifically younger male audiences – through telling stories from certain environments and representing characters in an authentic manner within the public service mandate. The chapter emphasises how NRK differentiates itself from commercial actors and contributes to existing research on youth drama for young adult audiences.

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