Welfare states have historically been built on values of egalitarianism and universalism and through high taxation that provides free education, health care, and social security for all. Ideally, this encourages participation of all citizens and formation of inclusive public sphere. In this welfare model, the public service media are also considered some of the main institutions that serve the well-being of an entire society. That is, independent, publicly funded media companies are perceived to enhance equality, citizenship, and social solidarity by providing information and programming that is driven by public rather than commercial interest. This article explores how the public service media and their values of universality, equality, diversity, and quality are affected by datafication and a platformed media environment. It argues that the embeddedness of public service media in a platformed media environment produces complex and contradictory dependencies between public service media and commercial platforms. The embeddedness has resulted in simultaneous processes of adapting to social media logics and datafication within public service media as well as in attempts to create alternative public media value-driven data practices and new public media spaces.

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