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Salaverria

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Salaverria

  1. 1. All for one and one for all? A Spanish experience of research about media convergence Ramón Salaverría rsalaver@unav.es 9th International Symposyum on Online Journalism. Austin (Texas), 5th April 2008
  2. 2. 1st research project “The impact of the Internet on the mass media in Spain” (Funded by MCyT/MEC 2002-05) Main results: National census of online media (01/2005) A multidisciplinary analysis of the first decade of online media in Spain (1995-2005) 4 universities (UPV, USC, UMA, UN); 15 researchers
  3. 3. Papers 135 Magazines > 7.000 TV > 900 Radio > 4.000 Online 1.274 media landscape in Spain (January 2005)
  4. 4. • Procedence • Type of content • Geographical distribution • Language • Timeliness variables of analysis
  5. 5. web-only & others 9,1% TV 8,7% Newspapers & magazines 54,6%Radio 27,6% procedence
  6. 6. Specialized information 40,2% General information 59,8% type of content
  7. 7. type of content, by region General information Specialized information Europe Spain
  8. 8. type of content, by region General information Specialized information Catalonia
  9. 9. type of content, by region General information Specialized information Catalonia
  10. 10. type of content, by region General information Specialized information Catalonia Madrid
  11. 11. type of content, by cathegory Specialized content online media % Culture 120 23,4% Leisure & travel 51 9,9% Economy 49 9,6% Communication & media 45 8,8% Services 43 8,4% Sports 40 7,8% Science, health & technology 35 6,8% Society 34 6,6% New technologies 25 4,9% Childhood 19 3,7% New social trends 18 3,5% Poitics 10 2,0% Religion 10 2,0% Law 4 0,8% Other 10 2,0% TOTAL 513 100%
  12. 12. online media % Spanish 972 76,3% Catalan 148 11,6% Basque 57 4,5% Galician 29 2,3% English 11 0,9% German 7 0,5% Other & bilingual 50 3,9% language
  13. 13. CIBERMEDIOS Sevilla: Comunicación Social (11/2005) PRINT AND ONLINE NEWSPAPERS IN EUROPE Amsterdam: Het Spinhuis Publishers (12/2005)
  14. 14. 2nd research project “Digital convergence on the media” (MEC 2006-09) 12 universities; 24 researchers Divided into 4 thematic groups: - technology - management - professionals - content
  15. 15. Santiago de Compostela Madrid Málaga Sevilla Murcia Pamplona Alicante Tarragona Bilbao Elche Valencia Barcelona Europe Spain Technology Content Management Professionals
  16. 16. 2nd research project “Digital convergence on the media” (MEC 2006-09) Expected results: A comprehensive understanding of convergence processes and a proposal of theoretical definition Analysis of main media convergence cases in Spain (2009)
  17. 17. Why researching about convergence?
  18. 18. But, what is the real meaning of CONVERGENCE?
  19. 19. All for one and one for all?...
  20. 20. ...or a just medicine for a declining medium?
  21. 21. convergence = integration PROCES S EFFECT
  22. 22. there is a convergence process running in almost every media group ...but... there is NOT a result of integration almost in any of these groups
  23. 23. CONVERGENCE does not deal only with newsrooms: is a multidimensional process
  24. 24. technology management professional content areas of convergence
  25. 25. journalistic production TECHNOLOGICAL convergence
  26. 26. media usage & consumption increasing portability TECHNOLOGICAL convergence
  27. 27. Old media blurring ..., , ..., , ..., , TECHNOLOGICAL convergence
  28. 28. self competition cross - promotion coordination integration still many most some anyone? MANAGEMENT convergence
  29. 29. PROFESSIONAL convergence 1 task for 1 medium N tasks for 1 medium 1 task for N media N tasks for N media
  30. 30. PROFESSIONAL convergence
  31. 31. PROFESSIONAL convergence
  32. 32. PROFESSIONAL convergence
  33. 33. PROFESSIONAL convergence
  34. 34. PROFESSIONAL convergence
  35. 35. PROFESSIONAL convergence
  36. 36. Monomedia MultimediaMany media text | image | sound text + image + sound textimagesound CONTENT convergence
  37. 37. Semantic tags CONTENT convergence Video Sound Photo Links Body Teaser (web) Lead (paper) 2nd headline Headline Section print mobile TV web PDA
  38. 38. Now, we finally have a comprehensive DEFINITION of CONVERGENCE
  39. 39. Media convergence is a multidimensional process which, facilitated by the implementation of digital technologies of telecommunication, involves the technological, management, professional and editorial spheres of the mass media, favouring an integration of tools, spaces, work methods and languages, so journalists produce contents that are distributed through multiple platforms, using the specific language of each one.
  40. 40. Now, our research question is: is this happening in Spain? To what extent? That’s our goal for the forthcoming months
  41. 41. 111 66 19 234 38
  42. 42. Final thoughts
  43. 43. • Media convergence is inevitable • However, convergence is a process that consists of different spheres • And each sphere has different levels of development, from a minimum to a maximum • Media groups have to decide what is the level of convergence that they need in each sphere • Confusing convergence and integration may be the cause of big management mistakes Final thoughts
  44. 44. Final thoughts Many media Uncoordinated newsrooms (not necessarily separated) Redundancy Medium-ruled journalism True multimedia Coordinated newsrooms (not necessarily integrated) Complementarity Content-ruled journalism BEFORE AFTER Convergence will produce shifts like...
  45. 45. If people want information beamed directly into their minds, we will create a cerebral cortex edition. “ ”Arthur Sulzberger Jr. Chairman of The New York Times Co., 2002
  46. 46. CONTACT Ramón Salaverría, PhD rsalaver@unav.es Facultad de Comunicación Universidad de Navarra E-31080 Pamplona, Navarra SPAIN Phone: (+34) 948 425 617 Personal info: http://www.unav.es/fcom/profesores/salaverria.htm 9th International Symposyum on Online Journalism. Austin (Texas), 5th April 2008

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