Department of Journalism and Mass Communication, University of Tampere, P.O. Box 607, FIN33101 Tampere, glowe@acnet.fi A zealous and time-honoured commitment to cultural concerns is a cornerstone of public broadcasting in the comparatively small Nordic countries (Hujanen and Jauert, 1998). The preservation and nourishment of Finnish culture has long been a central plank and supporting beam in the legitimacy platform that justifies Yleisradio’s [YLE] position in and demands on their society (Enden, 1996). Compelling contemporary evidence is found in the 1993 Act on YLE which legislatively reaffirms the company’s mandate to frame the services of public broadcasting here in culture-centred terms. This Act complements and extends a cherished historic devotion to such concerns, and has been suggested as the clearest unbroken thread of continuity in YLE’s institutional history (Lowe and Alm, 1997). Culture services in Finland and elsewhere in northern Europe are tightly linked with the legitimating logic of the Nordic welfare state wherein democratisation of broadcast programming is rooted in the ethic of providing “universality” in access to signals and content (Hujanen, 1995). That “public service” ethic, its presumed and incumbent values, as well as its institutional complexion and practical operation, have been challenged and critiqued (e.g., Raboy, 1996; Avery, 1993; Foster, 1992). Today’s competitive context is strikingly dissimilar when compared with monopoly arrangements twenty years ago. The differences are largely a function of increasing competition with the private, commercial sector, and the more general influences of market-oriented rationale in political, social and economic spheres of interest. The Nordic setting has been similarly construed (Kemppainen, 1998). Here as elsewhere, the legitimacy of a public service approach to and practice in broadcasting continues to be vigorously challenged. This is fundamentally a debate about legitimacy that is keyed to differences of opinion in social, political and cultural perspectives. “Some debaters think that public service broadcasting remains a historical relict, while others argue that in the new environment its unique features will be more important than ever” (Hujanen and Jauert, 1998:124). The essence of such conflict hinges on the degree to which public service broadcasting remains socially relevant and legitimate. To the extent that it does enjoy continuing or strengthening legitimacy, a decisive element is rooted in the strongly cultural agenda that tends to frame the enterprise (Radio and Television Systems in the EU Member States and Switzerland, 1998). The situation in Finland is relevant to this more encompassing “discourse of legitimacy.” Yet for all its evident centrality, “culture” has largely flourished under an assumed identity. It is summoned as a god-term to explain and justify what is and isn’t done, but in the institutional setting it is rarely explicitly defined. The meanings and values of ”culture” can, however, be ascertained and critically analysed. There are, of course, a variety of ways to describe this area of media studies, here it is framed as a three-dimensional construct: production, texts and reception. In this article, the author focuses on the first of those dimensions by investigating the ways culture is defined in professional discourse and for practical reasons. The analysis critically investigates “culture” as a defining element in the legitimacy discourse that characterises YLE in the 1990s. It is framed by a heuristic proposed by Lowe and Alm (1997) in which the envi-
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