Moscow State University Faculty of Journalism
Interaction in media – the way to protect the reality
Dec 05, 2014
In this presentation I state the issue of changing roles of a journalist. I account the “repertoire” of journalist’s roles and focus upon the ones of Moderator/Facilitator and Mediator as the most important ones now. I declare the necessity for journalism as a profession to change its aims and targets in order to survive in the present-day reality.
I provide the background and conditions for “webigration” (emigration into the secondary reality, the web) in Russia, which mostly is uselessness of social activity in the primary reality. Thus I state the need for specialists who would reconnect the audience to the primary reality.
And consequently I speak about the problem of absence of education and proper training to prepare the specialists to work with the audience in the way I mentioned above.
I provide the background and conditions for “webigration” (emigration into the secondary reality, the web) in Russia, which mostly is uselessness of social activity in the primary reality. Thus I state the need for specialists who would reconnect the audience to the primary reality.
And consequently I speak about the problem of absence of education and proper training to prepare the specialists to work with the audience in the way I mentioned above.
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Transcript
Moscow State UniversityFaculty of Journalism
INTERACTION IN MEDIA – THE WAY TO PROTECT THE REALITY
Ilya Stechkin, Ph.D.
July, 2011Rome
JOURNALIST’S ROLES IN THE INTERNET
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Traditional Actualized Modern
Author
Editor Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Sociologist
Mediator
Ensitor (content-manager)
Internet-user
Dispatcher
Audience
Active Passive
Active audience's conflict of expectations
Existing media practices
Monologue
General information
Content production
Gate-keeping
Real needs of the active audience
Respectful dialog
Practical results
Content navigation
«Gate opening» (facilitating)
Conclusion 1Conclusion 1
...The discrepancy between the existing media practices and the real needs
of the modern audience.
RUSSIAN JOURNALISM ONLINE: THE CRISIS OF ABSENCE OF RESULTS
No interaction — no trust!Mass Media without the audience's trust -
that is the crisis!
Targets and ways to reach them
Targets are:
· reconnection to the audience,
· reconnection of the audience to the “primary” reality,
· include the media in the social structure as an instrument of social dialogue.
The road-map:
· start to hear the audience’s needs (from the informational non-material to everyday material necessities),
· start the dialogue with the audience,
· help the audience to reach their targets.
Conclusion 2Conclusion 2
...The focus of journalist training should be made on interaction of a
journalist with the audience.
MODERATOR/FACILITATOR
Ideal and Practice
Facilitator
Rules and Control
Mediation and discussion
Summary and facilitation
Special education for the moderator
Moderator
Rules
Control
Repressive mechanism
Out of the discussion
No summary
No special trainings for moderators
Conclusion 3Conclusion 3
...We are glad to Introduce you changes into the methodology of journalist education to make it correspond with the audience’s needs.
Who are you, Mr. Moderator?
We started from the levels of work:
codification of rules
control
management ( “tamagoching” of the audience)
Then we found three models of this role:
Team-leader
Editor
Specialist (Expert)
PERSPECTIVES: EDUCATING USERS
A series of projects to prepare Internet-users (cases)
The first is a manual “Internet portal at school”, aiming at presenting the possibilities of the Internet to the students under the guidance of a more experienced user (a teacher).
The second element is the project HighEdWeb.ru, which is being piloted at present, devoted to the developers of universities' sites and helping sharing experience in this field. Its target is creating the now absent market that develops the infrastructure of higher education in Russia.
The 3rd is the Internet in professional activity. Our team has developed a course of effective use of the Internet for the workers of media industry.
And finally, the 4th element of the cycle is a special course “New technologies in the work of a teacher and researcher” for 50+ aged Inernet-users.
Conclusion 4Conclusion 4
...The user's culture should be formed in a different levels in a parallel.
CONCLUSION
1. State the discrepancy between the existing media practices and the real needs of the modern audience.
2. The focus of journalist training should be made on interaction of a journalist with the audience.
4. The user's culture should be formed in a different levels in a parallel.
3. Introduce changes into the methodology of journalist education to make it correspond with the audience’s needs.
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