Moscow State University
Faculty of Journalism
INTERACTION IN MEDIA –
THE WAY TO PROTECT THE REALITY
Ilya Stechkin, Ph.D.
July, 2011
Rome
JOURNALIST’S ROLES IN THE INTERNET
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Traditional Actualized Modern
Author
Editor
Organizer
Agent of Influence
Moderator/Facilitator
Producer
Marketologist/Soci...
Audience
Active Passive
Active audience's conflict
of expectations
Existing media practices
Monologue
General information
Content production
Gate-...
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...
MODERATOR/FACILITATOR
Ideal and Practice
Facilitator
Rules and Control
Mediation and discussion
Summary and facilitation
Special education for t...
Who are you, Mr. Moderator?
We started from the levels of work:
codification of rules
control
management ( “tamagoching” o...
PERSPECTIVES: EDUCATING USERS
A series of projects
to prepare Internet-users (cases)
The first is a manual “Internet portal at school”, aiming at presen...
CONCLUSION
1. State the discrepancy between the existing media practices and
the real needs of the modern audience.
2. The focus of j...
Interaction in media –  the way to protect the reality
Interaction in media –  the way to protect the reality
Interaction in media –  the way to protect the reality
Interaction in media –  the way to protect the reality
Interaction in media –  the way to protect the reality
Interaction in media –  the way to protect the reality
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Interaction in media – the way to protect the reality

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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.

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Interaction in media – the way to protect the reality

  1. 1. Moscow State University Faculty of Journalism
  2. 2. INTERACTION IN MEDIA – THE WAY TO PROTECT THE REALITY Ilya Stechkin, Ph.D. July, 2011 Rome
  3. 3. JOURNALIST’S ROLES IN THE INTERNET
  4. 4. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  5. 5. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  6. 6. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  7. 7. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  8. 8. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  9. 9. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  10. 10. Traditional Actualized Modern Author Editor Organizer Agent of Influence Moderator/Facilitator Producer Marketologist/Sociologist Mediator Ensitor (content-manager) Internet-user Dispatcher
  11. 11. Audience Active Passive
  12. 12. 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.
  13. 13. RUSSIAN JOURNALISM ONLINE: THE CRISIS OF ABSENCE OF RESULTS
  14. 14. No interaction — no trust! Mass Media without the audience's trust - that is the crisis!
  15. 15. 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.
  16. 16. MODERATOR/FACILITATOR
  17. 17. 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.
  18. 18. 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)
  19. 19. PERSPECTIVES: EDUCATING USERS
  20. 20. 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 3 rd 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 4 th 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.
  21. 21. CONCLUSION
  22. 22. 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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