The document discusses innovations in audience participation and its importance for media survival. It addresses professional training, entrepreneurship, and innovations that engage audiences. Examples of innovative Spanish media that integrate audiences through content, funding, and distribution are provided. Research presented finds that media surviving the crisis listen to citizens. There is a need for improved training in participatory journalism and new skills like managing communities. The opinions of future journalists on these issues are sought.

1. PROFESSIONAL TRAINING ENTREPRENURSHIPPROFESSIONAL TRAINING ENTREPRENURSHIPPROFESSIONAL TRAINING, ENTREPRENURSHIP
AND INNOVATIONS ON AUDIENCE PARTICIPATION,
AS KEYS OF THE MEDIA SURVIVAL
PROFESSIONAL TRAINING, ENTREPRENURSHIP
AND INNOVATIONS ON AUDIENCE PARTICIPATION,
AS KEYS OF THE MEDIA SURVIVALAS KEYS OF THE MEDIA SURVIVAL
WHAT IS YOUR OPINION, AS
AS KEYS OF THE MEDIA SURVIVAL
WHAT IS YOUR OPINION, AS,
FUTURE JOURNALISTS?
,
FUTURE JOURNALISTS?
ACTIVE AUDIENCES AND JOURNALISM
PROJECT CSO2012-39518-C04-04
FUNDED BY MINISTRY OF ECONOMY AND COMPETITIVITY IN SPAIN
ACTIVE AUDIENCES AND JOURNALISM
PROJECT CSO2012-39518-C04-04
FUNDED BY MINISTRY OF ECONOMY AND COMPETITIVITY IN SPAINFUNDED BY MINISTRY OF ECONOMY AND COMPETITIVITY IN SPAIN
María Sánchez (@cibermarikiya)
University of Malaga / International University of Andalusia, Spain
FUNDED BY MINISTRY OF ECONOMY AND COMPETITIVITY IN SPAIN
María Sánchez (@cibermarikiya)
University of Malaga / International University of Andalusia, Spainy g y , py g y , p
Informal guest lecture, as scholar visitor, in JMS 550. 2-3:40 p.m |
JOURNALISM AND MEDIA STUDIESJOURNALISM AND MEDIA STUDIES.
SAN DIEGO STATE UNIVERSITY | CALIFORNIA, EEUU | FEBR16th 2015

2. About our project: www.audienciasactivas.com
Four focus of analysis
1. Innovation in the media companies and new
profesional roles (University of Malaga)profesional roles (University of Malaga).
2 Audience motivations (Ramon Llull University)2. Audience motivations (Ramon Llull University).
3 Messages of the public and legal questions3. Messages of the public and legal questions
(Pontificia University of Valencia).
4. Semantic Web (Pompeu Fabra University).
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

3. Researching about innovation on audience participation in
new Spanish medianew Spanish media
Some questionsq
How are the new media, result of entrepreneurial journalism, settled in
Spain during the recent years? What profile and motivations have theirp g y p
promoters? Are they really more innovative, near and social than the
consolidated media? How does participation materialize, in the financing,
t t d ti d di l i ith j li t ?
Small media and innovations on audiences
content production and dialoguing with journalists?
Small media and innovations on audiences
participation in Spain: analysis of relevant cases
XI Congreso Internacional sobre Tecnología, Conocimiento y
Sociedad | UNIVERSITY OF CALIFORNIA AT BERKELEY
| CALIFORNIA, EEUU | 23-24 FEBR-2015
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

4. Researching about innovation on audience participation in
new Spanish medianew Spanish media
Main results: ways an trends on audiences participationy p p
On contents:
Social networks and other ways to interact on content (share,y (
comment…). However, low visibility and participation.
Users as drivers of the agenda (spaces for gathering input).
Users and content creators In some cases they obtainUsers and content creators. In some cases, they obtain
monetary reward (collaborative economy, “freecash”)
On funding:
Cooperative journalism with investment partners and
collaborators.
Crowdfunding to create media and (specially) products.Crowdfunding to create media and (specially) products.
On distribution of media:
Citizen nodes.
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

5. Researching about innovation on audience participation in
new Spanish media
These innovations reside, rather than on strategy from the business point of
view in its editorial and participatory vision
new Spanish media
view, in its editorial and participatory vision
What are the keys of engagement users in these media?
Some clues
1. 2.0 mentality of their promoters: they are aware that they
m st integrate to a diencesmust integrate to audiences.
2. House brand content: analysis/ positive vision of reality/
humor.
3. Partnerships and collaboration with citizens and media
organizations.
4 Social commitment and recognition of active audiences4. Social commitment and recognition of active audiences.
5. Proximity between journalists and citizens.
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

6. Researching about innovation on audience participation in
new Spanish medianew Spanish media
Conclusions
Making a closely, credible, creative, cooperative and
quality journalism (Keys according to its promoters) in
the middle of the crisis is possible, not just online.
Anyway this kind of journalism needs human andAnyway, this kind of journalism needs human and
economic resources
Which of these new media will survive?
Media that, in short, integrate and listen to citizens inMedia that, in short, integrate and listen to citizens in
their practices.
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

7. Researching about ENTREPRENURSHIP & PROFESSIONAL
And what about youth and future journalists?
TRAINING in the digital context
y j
How students and professional perceive forms based on audience
participation in the financing of the media such crowdfunding as aparticipation in the financing of the media, such crowdfunding, as a
possible way to launch of its own journalistic projects?
What is their knowledge and experience about it?g p
Knowledge and Assessment of
Crowdfunding in Communication. The
View of Journalists and Future Journalists
REVISTA COMUNICAR, NUM. 43. 2014
http://dx.doi.org/10.3916/C43‐2014‐10
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

8. Researching about ENTREPRENURSHIP & PROFESSIONAL
Main results and conclusions
TRAINING in the digital context
Main results and conclusions
Both are familiar with the phenomenon of crowdfunding
and with the main Spanish plattformsand with the main Spanish plattforms.
And their perception of its potential is positive, except for
those issues related to the financial independence and viability in the
medium-term of the projects which have been started.
However, there are training gaps and few of them have
direct experience as initiators or funders of projects.
The role of universities, professional associations and
colleges becomes in any event crucial
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

9. Researching about ENTREPRENURSHIP & PROFESSIONAL
TRAINING in the digital context
Are they trained new graduates to manage communities and to
TRAINING in the digital context
e t ey t a ed e g aduates to a age co u t es a d to
innovate concerning citizen participation, are the curriculum of the
Spanish university adapted? Where and how can be studied subjects
such as Participatory Journalism or Citizen Journalism and Social
Networks in Spain?
Teaching Participatory Journalism in the
Universities: the Spanish Experience
HISTORIA Y COMUNICACIÓN SOCIAL VOL 19
http://dx.doi.org/10.5209/rev_HICS.2014.v19.45042
p p
HISTORIA Y COMUNICACIÓN SOCIAL, VOL. 19,
SPECIAL NUMBER, FEBR. 2014, PP. 465-478.
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

10. Researching about ENTREPRENURSHIP & PROFESSIONAL
TRAINING in the digital contextTRAINING in the digital context
Main results and conclusions
The challenge of training participatory journalists:
Inter university gap
Only half of the degrees of journalism in Spain offered in its curriculum a
subject directly related to the practice of journalism in social networks.
Inter‐university gap
The new career opportunities: young generations of
j li f i l
Two unanimous answers: 1) Students make a naive and superficial use
of social networks, but experts believe these environments is to have
journalists prefer conventional
of social networks, but experts believe these environments is to have
500 followers./ 2) Although almost all are active in social networks, 90%
want to work in traditional media
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

11. What is your opinion?
Some issues to discuss
What is your opinion?
Some issues to discuss
Will the citizens save journalism?Will the citizens save journalism?
Some issues to discussSome issues to discuss
Will the citizens save journalism?
Share examples of Innovative American media, from
the view of audience participation you know
Will the citizens save journalism?
Share examples of Innovative American media, from
the view of audience participation you knowthe view of audience participation, you know
Do you consider prepared to work in the current
context of participatory journalism?
the view of audience participation, you know
Do you consider prepared to work in the current
context of participatory journalism?context of participatory journalism?
Do you see your professional future in mainstream
media and why?
context of participatory journalism?
Do you see your professional future in mainstream
media and why?media and why?
What do you think about crowdfunding as a way for
entrepreneurship?
media and why?
What do you think about crowdfunding as a way for
entrepreneurship?entrepreneurship?entrepreneurship?
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

12. At the end, please, make a short online survey
Your answers are very useful for us!
At the end, please, make a short online survey
Your answers are very useful for us!Your answers are very useful for us!Your answers are very useful for us!
http://www.cibermarikiya.com/surveyhttp://www.cibermarikiya.com/survey
SÁNCHEZ, M. (2015). PROFESSIONAL TRAINING, ENTREPRENURSHIP AND INNOVATIONS ON
AUDIENCE PARTICIPATION, AS KEYS OF THE MEDIA SURVIVAL. WHAT IS YOUR OPINION, AS
FUTURE JOURNALISTS?. SDSU, 16th Feb. 2015

13. Muchas gracias/ Many thanks
l l l k d lBlog personal con links a mis espacios en redes sociales:
www.cibermarikiya.com