Eleonora Maria Mazzoli

Eleonora Maria Mazzoli

PhD Researcher

Department of Media and Communications

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Key Expertise
Media Policy, Political Economy, Online Media, Digital Platforms

About me

Research topic

The politics of discoverability: public value content on Internet platforms

In today' attention economy and content overabundance era, how to ensure that content can be easily searched, found and discovered is of great concern for media organisations. The rise of streaming services, the transition to IP-delivery and cloud systems, and the evolution of media convergence are shifting the ability to control content discovery away from audiences and traditional content providers, while moving towards a much more layered and networked system. The gatekeeping role of Internet platforms and their opaque governing mechanisms subject to inscrutable algorithms and online interfaces demand further investigation, especially with regard to their impacts on content and public values online.

With an institutional political economy approach, this project aims to investigate how discoverability of public value content online is being negotiated between platforms organisations, public service media and public policy bodies, in order to reveal new insights on a feature of platform power: the control over discoverability. This in turn may prompt a reflection on how the identified stakeholders propose to practically achieve the policy desiderata of media diversity, plurality and public interest, without constraining individuals’ liberties and freedom of choice. 

Thus, the empirical research of this study will also contribute to ongoing policy debates on PSM’s sustainability and prominence regimes, and it will speak to current issues on Internet platforms’ governance and content policies

Supervisors: Damian TambiniRobin Mansell


Eleonora’s background is firmly in the interdisciplinary subjects of media economics and media policy. In 2013 she completed her Bachelor degree (First Class Honours) in Economics and Management of Arts, Culture and Communication from Luigi Bocconi University, where she studied the managerial side of the media industry with a dissertation on movie’s experiential marketing campaigns. In 2015, she graduated with a Research Master (Magna Cum Laude) in Media and Performance Studies at Utrecht University, during which she studied media from a cultural and political perspective, specialising in the political economy of online television. Her dissertation was entitled “The Effects of the Cord-Cutting Counter-public. How the Dynamics of Resistance and Resilience between the Cord-Cutters and the Television Distribution Industry Are Redefining Television,” in which she investigated the emergence of the cable cord-cutting counter-public, whose symbolic power is shaping the cultural and social construction of television and triggering shifts in the dimension of power and control.

In 2016 Eleonora joined the Legal and Policy Department of the European Broadcasting Union (EBU), and in 2017, she became also European Affairs Advisor for RAI, the Italian public service broadcaster. For both organisation she was working on media policy issues, overseeing the developments of relevant EU regulatory framework and initiatives, with a focus on media research & innovation, platforms, media freedom and cultural diversity. In 2016, she was interim project manager of the EBU Big Data initiative, while in 2017-2018 she was member of the Steering Committee of MediaRoad, an EU-funded project aimed at developing a European media ecosystem for innovation.

Expertise Details

media economics; media policy; political economy; European affairs; TV and radio broadcasting; online media; digital platforms; big data



  • Università dei Saperi, November 2019. Public lecture, “La società digitale opportunità e rischi dei media”
  • TPRC47 Conference, Washington DC, September 2019. PhD Project, “The Politics of Discoverability”, presented at the Graduate Student Consortium (GSC) of the TPRC Research Conference on Communications, Information and Internet Policy.
  • IAMCR 2019 Conference, Madrid, July 2019. Paper given on “Power Dynamics Between Online Audiences and Television Distribution Platforms: Who Is Disrupting Who?”
  • Media in Transition 2018 Conference (MiT@UU), MIT and Utrecht University, Utrecht, June 2018. Paper given on "Datafication and Public Values. Innovating Public Service Media."
  • Radiotelevisione Italiana and Asian Broadcasting Union Conference (RAI-ABU Days) 2018, Rome, March 2018. Presentation on “Media Innovation: from the Big Data Initiative to MediaRoad.”
  • Panel moderator at the European Broadcasting Union (EBU) Digital Media Days 2017 in Lisbon. Panel on "Data-driven Content Production."
  • Translantis Digital Humanities Seminar 2015, Utrecht University, June 2015. Paper discussed on “The Online Audiovisual Essay. Uses and Practices of a Transformative Scholarly Practice.”
  • NECS Conference 2015, ‘Archive for/of the Future’, Lodz, June 2015. Paper given on “The Online Audiovisual Essay. Uses and Practices of a Transformative Scholarly Practice”.
  • International Society for Intermedial Studies (ISIS) Conference 2015, ‘Play / Perform / Participate,’ Utrecht, April 2015. Paper given on “Politics: Perform…or What Else?”
  • NECS Conference 2014, ‘Creative Energies, Creative Industries’, Milan, June 2014. Paper given on “Pre-movies experience: a new way of movie-marketing campaign.”
  • Open Data Conference, The Hague, May 2014. Paper given on “Open Data: Women and Politics, issues in the Sri Lankan Society.”



  • Mazzoli, E.M. (forthcoming). Review of the book Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media, by T. Gillespie. Journal of Digital Media & Policy
  • De Rosa, S., Nicola, A., Mazzoli, E.M., Morganti, L., Ranaivoson, H. MediaRoad’s and Vital Media’s Policy Recommendations for the Next Multiannual Financial Framework. September, 2018. Policy report co-authored and jointly developed with three EU-funded projects (I3, MediaRoad and Vital Media)
  • Mazzoli, E.M., Morganti, L., Ranaivoson, H. The Future of Media Innovation. European Research Agenda Beyond 2020. September, 2018. MediaRoad Vision Paper. https://www.mediaroad.eu/vision-documents.
  • Mazzoli, E.M., et al. Big Data Initiative: Time to Invest. 2017, https://www.ebu.ch/publications/time-to-invest---ebu-big-data-initiative-report. European Broadcasting Union Project report. 
  • Mazzoli, E.M. Review of the book Post-TV: Piracy, Cord-Cutting, and the Future of Television, by M. Strangelove. CINEJ Cinema Journal, vol. 5, no. 1, 2016, pp. 199–202, doi:10.5195/CINEJ.2015.136.