Behind the Broadcasting: Gen Z creators on encoding, public value, and Dutch public media

Abstract: This thesis explores how a new generation of media professionals at Dutch public broadcasters BNNVARA and VPRO-HUMAN encode their political and ideological values into content, while working within institutional constraints of longstanding organisation. As public broadcasting continues to play a key role in shaping societal narratives, understanding how young creators navigate issues of creative agency, diversity, audience reception, and public value becomes increasingly relevant. Especially amid a rapidly evolving media landscape and deepening structural inequalities within the industry. The central research question guiding this study is: How does a new generation of public media makers encode their ideological and political visions into content while working within the frameworks of BNNVARA and VPRO-HUMAN? Four sub-questions structure the analysis, focusing on: (1) creative agency and institutional structures, (2) diversity and meritocracy, (3) audience interpretation and encoding, and (4) the operationalization of public value. Grounded in Hall's (1980, p. 51-61) encoding/decoding model, and Moore's (1995, p. 27-56) Public Value Theory, this study applies a qualitative methodology based on ten semi-structured interviews with early-career employees across editorial, production, and creative roles. Thematic analysis was used to identify patterns related to institutional influence, identity politics, and audience negotiation. Findings show that young public media professionals often enter the field with strong political and social motivations, viewing public broadcasting as an outlet for meaningful storytelling and systemic critique. Many consistently pitch content surrounding issues such as climate justice, racism, and gender identity, thus encoding ideological meaning into their work. At the same time, their ability to express these views is mediated by institutional hierarchies, budget constraints, and editorial gatekeeping. These challenges are heightened by the ?156 million in funding cuts facing the Public Broadcasting Organisation. Participants also reported tensions around generational differences. While often positioned as digitally handy and trend-aware, younger employees felt pressure to deliver creative innovation without the corresponding authority. Diversity and meritocracy were similarly double-edged: while inclusion was valued symbolically, structural inequality persists. Audience engagement emerged as a particularly complicated development. Participants were highly conscious of how political content might be received, especially in the algorithmic and polarizing climate of social media. Many adjusted tone, framing, or narrative to avoid backlash or misinterpretation, demonstrating active encoding strategies under pressure. Despite this, there remained a strong commitment to public value ideals, even when they conflicted with engagement metrics or institutional obligations. This study concludes that young professionals are simultaneously constrained and empowered within public broadcasting. However, their success is uneven, shaped by external funding pressures, internal politics, and broader shifts in how media audiences engage with meaning. By showcasing the perspectives of Gen Z creators within public service institutions, this thesis contributes to ongoing debates about democratic media, institutional transformation, and the future of public broadcasting in an era of ideological polarization and digital developments.