This paper is studying how public service-media is "talked about" within the social media tool twitter (www.twitter.com). Following the Swedish twitter-sphere, I take a netnographic approach following these issues: 

1. How, where and why becomes public service-broadcasting a twitter theme? 

2. How person-oriented vs institution-oriented is the discussion?

3. What underlying values can be found in the discussion?

The analytical framework is participatory culture that is a landmark of the new media logic: affiliations, expressions, collaborative problem-solving and flows of media. Main result is that within social media a strong support for public service-values can be found. One special example is how the the online service SVT play, starts a "twitter-appeal" concerning Apple allowing it to be an application for iPhone.