10. Conclusion

As social media platforms have increased the potential for audiences to engage with media organizations, content production staff, talent and other audience members, media organizations have a sophisticated approach towards involving the audience in various ways. The research presented in this monograph so far has described a broad range of audience participation at varying levels of content production intensification. The book has made the case in each instance of audience participation for the increasing role of cultural intermediation as the enabling framework to facilitate co-creative activities between audience members and professional production individuals. This final chapter outlines how cultural intermediaries are part of the broader cultural intermediation framework to facilitate co-creation within media organizations. To provide tools that ‘enable’ users to participate is only a portion of the picture, where a broader understanding of how human and non-human intermediaries promote or inhibit user participation. Whilst suggesting that users have the capacity to participate is useful, there are many barriers such as regulatory frameworks, editorial oversight, code and development, design, functionality and access that potentially inhibit participation and co-creation. Media organizations must ensure that these factors are considered and addressed to ensure successful co-creation with its audience. This chapter provides an in-depth overview of the issues associated with media organizations and cultural intermediation and contributes to the implications of contemporary cultural intermediation.