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Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
Consumer Insight - Journalists Dreams - Sample Work
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Consumer Insight - Journalists Dreams - Sample Work

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Consumer Insight …

Consumer Insight
Journalists Dreams
Sample Work

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  • 1. Consumer Insight <ul><li>Jordan Media Institue </li></ul>
  • 2.  
  • 3. Tom Sebastian Christiana Amanpour David Frost
  • 4. AbdelBari Atwan Zahi Wehbi Ghassan bin Giddo
  • 5. Gibran Touini Sameer Qaseer Naji Al Ali
  • 6. Icons from Jordan You name it !!
  • 7. Why?
  • 8. Listen to what the consumer says
  • 9. Elie Fawaz A Lebanese Journalist and Analyst <ul><li>About Journalism : It is a very important profession in Lebanon because it has deep roots in the Lebanese civil society and Lebanon is rich of a history of journalists (the founder of al ahram newspaper was Lebanese…). It is a profession of passion. It is not a “by the way” profession but one should aim for it and have it as a goal to reach it and succeed in it. Journalism exists as a real profession only in Lebanon and Egypt (because journalism needs freedom to nurture) </li></ul><ul><li>The qualities of a journalist : Knowledge: one most know 200% about the subject he/she is writing about. Objectivity. Good writing and storytelling skills and lots of ethics </li></ul><ul><li>Problems faced by the profession : self censorship (a bit less today in Lebanon) and always fighting against the power that is in the hands of government. Cultural problem: Arab do not read . Note that, and in order to show how much the Arab world do not read, the total editing production of the Arab world is only equal to what Spain produces. </li></ul><ul><li>Journalists you respect : ghassan tueni, ghassan charbel, abdel rahman el rached, Thomas friedman and bratt stevens </li></ul><ul><li>School of journalism : The UL (Lebanese university) has a school of journalism in Arabic. A good school should teach the way to think properly in order to be able to write freely . The school should also propagate culture and offer internships in the western and/or Lebanese media </li></ul>
  • 10. Jean Pierre Atrib A Lebanese Political Analyst and Think tank Writer <ul><li>About journalism : It is the pillar of the society. It is the base of a civil society. It opens the minds/eyes of the people on the reality. It is one of the key aspects of the check and balance. It keeps the citizen informed. It is the major stakeholder of the civil society. It is a watchdog, it rings the alarm. There is no free press in Lebanon but free journalists . The west is still respected as providing with professional journalism (abu ghraieb,…): because it offers also a plurality of voices and opinions. Journalism is a sacrifice, it is a dedication </li></ul><ul><li>The qualities of a journalist : integrity and objectivity: showing all the spectrum of the truth. Not being offensive and personal </li></ul><ul><li>Problems faced by the profession : financial and self censorship (indirect intimidation) </li></ul><ul><li>Journalists you respect : Gebran tueni, Michel touma, ziad makhoul, walid shoucair abdel rahman el rached, Thomas friedman and David brooks and georges malbruno </li></ul><ul><li>School of journalism : The UL (Lebanese university) has a school of journalism in Arabic: teacher: yazbek wehbe. A good school should teach integrity . High end western media people should give classes+ internship in western media. The motto should be: when the democrats are in power, I am a republican and when the republican are in power I am a democrat. The school should teach how to start from FACTS and reach an OPINION </li></ul>
  • 11. Dipstick Qualitative Research <ul><li>The objectives: </li></ul><ul><ul><li>To reach to the heart and emotions of journalists </li></ul></ul><ul><ul><li>Conceptualize a Journalist’s dreams </li></ul></ul><ul><li>The Sample: </li></ul><ul><ul><li>A Managing Editor </li></ul></ul><ul><ul><li>Three working journalists </li></ul></ul><ul><ul><li>A journalism undergraduate student </li></ul></ul><ul><li>The Methodology: </li></ul><ul><ul><li>One-to-one Interviews [avg. 30 min/interview] </li></ul></ul>
  • 12. What did we ask them? Professional Journalists <ul><li>Why did you choose to become a journalist? </li></ul><ul><li>Are you happy with your decision to become a journalist so far? </li></ul><ul><li>If we go back in time, would you have chosen another profession? </li></ul><ul><li>Is journalism a lifestyle? explain </li></ul><ul><li>How would you imagine the perfect scenario for journalism in Jordan? </li></ul><ul><li>How important is education to journalism? </li></ul><ul><li>What do you think education can offer to a journalist? </li></ul><ul><li>How would you describe your academic experience at the university? </li></ul><ul><li>Was it valuable to you as a professional, to what extent? </li></ul><ul><li>If your son/daughter wanted to become a journalist, what would you suggest to him/her and why? </li></ul><ul><li>What do you think the most important characteristic a journalist should have? Why? </li></ul>
  • 13. What did we ask them? Undergraduate Student <ul><li>Why did you choose to study journalism? </li></ul><ul><li>How would you describe your learning experience? </li></ul><ul><li>If we go back in time, would you have chosen another major? Why? </li></ul><ul><li>How would you rank the importance of the following? Why? </li></ul><ul><ul><li>Undergraduate degree </li></ul></ul><ul><ul><li>Professional experience </li></ul></ul><ul><ul><li>Graduate degree </li></ul></ul><ul><ul><li>Passion </li></ul></ul><ul><ul><li>Personality traits </li></ul></ul><ul><li>If your relative/friend decides to study journalism, what would be your advice and why? </li></ul><ul><li>What do you think the most important characteristic a journalist should have? Why? </li></ul>
  • 14. Key Findings <ul><li>I ended up being a Journalist, it was not my choice </li></ul><ul><li>Education is complementary but not a must, it’s the cherry on top </li></ul><ul><li>Education can offer the basics only, but only professional experience can hone your performance </li></ul><ul><li>Journalism is not a job but rather a way of life </li></ul><ul><li>The perfect scenario for Journalism in Jordan is: </li></ul><ul><ul><li>On par with international standards </li></ul></ul><ul><ul><li>Objective </li></ul></ul><ul><ul><li>Intruder-free </li></ul></ul><ul><li>I would illustrate the pros and cons of the profession to an interested son/daughter but won’t affect their decision </li></ul><ul><li>Integrity is the most important characteristic a successful journalist must possess </li></ul>
  • 15. However …
  • 16. Interview with a Managing Editor 15 yrs of experience “ The newspaper is my life” “ Integrity is the sole requirement for success” “ Outstanding research and investigative skills are the key to excellence ” “ I abandoned my family, friends and girlfriend and committed to my career”
  • 17. Interview with a Managing Editor 15 yrs of experience “ The newspaper is my life” “ Integrity is the sole requirement for success” “ Outstanding research and investigative skills are the key to excellence ” “ I abandoned my family, friends and girlfriend and committed to my career” “ My dream was to become a University Professor”
  • 18. Interview with a Journalist 10 yrs of experience “ Any one can work as a Journalist” “ My dad influenced my orientation to be a Journalist” “ Journalism is faced by numerous obstacles mainly the lack of understanding by government professionals” “ I would not advise my daughter to be a Journalist” “ Journalism in Jordan is Unethical”
  • 19. Interview with a Journalist 10 yrs of experience “ Any one can work as a Journalist” “ My dad influenced my orientation to be a Journalist” “ Journalism is faced by numerous obstacles mainly the lack of understanding by government professionals” “ I would not advise my daughter to be a Journalist” “ Journalism in Jordan is Unethical” “ My dream was to become an Author”
  • 20. Interview with a Journalist 5 yrs of experience “ Journalistic sense is the key to professional excellence” “ Your whole life becomes a press release” “ A Journalist never retires, he dies writing!” “ Egypt and Lebanon are leaders of Arab Journalism” “ Arab Journalism has become business-driven” “ To elevate Journalism we need to meet international standard” “ Knowledge is acquired not educated”
  • 21. Interview with a Journalist 5 yrs of experience “ Journalistic sense is the key to professional excellence” “ Your whole life becomes a press release” “ A Journalist never retires, he dies writing!” “ Egypt and Lebanon are leaders of Arab Journalism” “ Arab Journalism has become business-driven” “ To elevate Journalism we need to meet international standard” “ Knowledge is acquired not educated” “ My dream was to become an electric engineer”
  • 22. Interview with a Journalist 5 yrs of experience “ Journalism must expel intruders who harm the profession and its reputation”
  • 23. Interview with a Journalist 5 yrs of experience “ Journalism must expel intruders who harm the profession and its reputation” “ My dream was to become an engineer”
  • 24. Interview with a Fresh Graduate BA in Journalism “ Ranking according to importance of success: - Personality traits - Professional experience - Passion - Undergraduate education - Graduate education”
  • 25. Interview with a Fresh Graduate BA in Journalism “ Ranking according to importance of success: - Personality traits - Professional experience - Passion - Undergraduate education - Graduate education” “ My dream was to become a Movie Director”
  • 26. If I go back in time, I would have pursued my dream career. Journalism was the alternative to my dream
  • 27. Passion and dream are mismatched ! Unfair Pay Underestimated Role Restricted Environment Positioned as an Alternative not a Choice Why? Insight
  • 28. If a person can’t do something, it’s a learning problem. If a person won’t do something, it’s an attitude problem. [Blanchard and Lorber]
  • 29. The Performance Equation Individual performance = Ability x Opportunity x Willingness knowledge, skill, and confidence Supports and Barriers Motivation and Attitude I can gain that by experience, education is secondary The consumer says: The environment is filled with barriers Journalism is my passion, but I’d have chosen my dream career if I go back in time Unrealized need for education Unattractive Work Environment Passion and dream are mismatched The consumer Issues
  • 30. Consumer Communication Objectives <ul><li>Insight: Consumers are unaware of their educational needs and lost aspiration </li></ul><ul><li>The Solution: </li></ul><ul><li>Trigger the importance of education as an essential need </li></ul><ul><li>Tackle the paradox of [passion vs. dream] </li></ul><ul><li>Re-position the profession as a choice as opposed to an alternative </li></ul><ul><li>Instill an attitude of achieving excellence and distinction </li></ul>
  • 31. A Beautiful Mind: Our attitude

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