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ICCMSInternational Conference onCommunication and Media Studies
PROCEEDINGS BOOK
Media Industry;
Trends, Dynamics and Challenges
DEPARTAMENTII GAZETARISDHE KOMUNIKIMIT
26-27 March 2015
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THE FIRST INTERNATIONAL CONFERENCE ON
COMMUNICATION AND MEDIA STUDIES: Media Industry; Trends, Dynamics and Challenges
ICCMS 2015
PROCEEDINGS BOOK
March 26 27, 2015
Tirana Albania
Komuniteti Mysliman i Shqipris
&
Shkolla e Lart Hna e Plot Bedr
ISBN: 978 9928 194 17 6
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Prof.Dr. Briseida Mema Hna e Plot Bedr University, Tirana, AlbaniaProf.Dr.Ayhan Tekine Hna e Plot Bedr University, Tirana, AlbaniaAssoc.Prof.Dr. Rahim Ombashi Hna e Plot Bedr University, AlbaniaDoc.Dr. Agron Tufa Hna e Plot Bedr University, Tirana, AlbaniaDr. Isa Erba Hna e Plot Bedr University, Tirana, AlbaniaAssoc.Prof.Dr. Mark Marku University of Tirana, Tirana, Albania Assoc.Prof.Dr. Gentiana Skura University of Tirana, Tirana, Albania Assoc.Prof.Dr. Bashkim Gjergji University of Tirana, Tirana, Albania Dr. Ferdinand Gjana Hna e Plot Bedr University, Tirana, AlbaniaDr. Tolga Erkan Ipek University, Ankara, Turkey Assoc.Prof.Dr. Bajram Kosumi University of Pristina, Pristina, KosovoDr. Milazim Krasniqi University of Pristina, Pristina, KosovoDr. Hasan Saliu AAB University, Pristina, Kosovo
Executive Committee Agron HoxhaAleksandr ipaEmirjon SenjaErlis elaIlda ShytajKlodian ShehiRamadan ipuriRomelda QosjaRovena DupiRudi Dunga
Secretariat and Contact InformationMrs. Jola Llozhi
Scientific BoardCOMMITTESS
ABOUT ICCMS 2015The first International Conference on Communication and Media Studies: Media Industry; Trends,
Dynamics and Challenges (ICCMS 2015) aims to bring together leading academic scientists, researchers and research scholars from different countries, universities and research centers to exchange and share
their experiences and research results about Communication and Media Studies.The so-called digital revolution is transforming the media and communications industries worldwide. The
themes in the conference involve sharing information on research, development, applications of Media industry, Communication Technologies, Social Media, Marketing Communication, Communication
Barriers, Media Management and Economics, Political Communication etc.The new media organization way has created many discussions into the international academic circuits.
Economic models where media is based have brought no little concern to all the mediums.An important concern in this reality is related to the quality of journalism. The economic difficulties within
these models have created some imbalances referring to the media coverage for various fields of news reporting. Many important areas that need to be covered by the daily reports are almost completely lost.
The new management model has paved the way to monopoly and oligopoly situations not only within the Albanian media, but also beyond a wider spectrum.
In such a model, where the maximal financial profit is intended at a short period of time, and where media faces many financial difficulties, the methods actually followed present no solution to the problem.
Intending to overcome the crisis by reducing the quality of the journalism, we can reduce the costs, but we cannot beat the crisis. It becomes deeper. By increasing the advertising, we can solve a part of the
economic crisis. However, it increases even more because it pushes away the audience and consequently we lose also the advertising. Crisis management could be tempted through staff reduction, but on the other hand the crisis will be increased again, for having less overworked journalists, the price will be paid with
the fall of quality and audience.The new reports of media ownership with the financial benefit have also brought new relationships of the
owners with the media product, its quality, with the advertisers, politicians and other stakeholders.ICCMS 2015 is organized by Hna e Plot Bedr University in Tirana, Albania, in collaboration with the Department of Journalism and Communication in University of Tirana in Tirana, Albania, Ipek University
in Ankara, Turkey, University of Pristina in Pristina, Kosovo and the Union of Albanian Journalist in Tirana, Albania.
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PhD Cand. Alban Zeneli Social networks as sources of news and their implication in the reporting of online media in Kosovo.........................................................3
Prof. Asoc. Dr. Bajram KosumiDigital Media between reporting and doing business...........................................................17
Dr. Mohamed Ahmed Fadl ElhadidiVoting in the Light of Attention to Counter-Attitudinal Content in Journalism Coverage of Egyptian Presidential Election Campaign................................39
Dr. Sami NezajThe analysis through Economics of the daily newspaper Industry......................................71
Prof. Asoc. Dr. Rahim Ombashi Albanian media power in the case of cultural communication with arabic alphabet.....................................................................102
PhD Cand. Belfjore QoseHow media describes and creates thereality of contemporaneous literature in Albania................................................................117
Phd Cand. Jolanda Lila Anglicism as international trend in Albanian journalistic discourse..................................134
Prof. Dr. Aleksandr Dhima & Assoc. Prof. Dr. Artur JaupajCommunication of the political message by the Albanian Media......................................140
Dr. Arben MukaThe impact of technological changes on radio programs...................................................156
Ph.D Cand. Faton Ismajli Three categories of building texts in online journalism.....................................................177
PhD Cand. Rrapo Zguri Challenges og Hypertextuality in Albanian Online Journalism.........................................192
PhD Cand. Suela MustaThe politics and the political communication at the new technological development................................................................................208
TABLE OF CONTENTS
PhD Cand. Jenny HauserDigital takeover of news: Journalism as a public service in the social media age...............31
Doc.Dr. Mirdaim Axhami & Ma. Loreta ZelaGrowth strategies in the media industry and specifics of Albanian Model ..........................94
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Prof.Asoc.Dr Rrahman PaariziWays of financing public emdia andthe impact of funding in program content and media statement..........................................216
PhD. Cand Raimonda NelkuThe challenges of Albanian Public Television in perspective of the economic model...............................................................232
Dr. Tolga ErkanAugmented Reality in Advertising Sector..........................................................................262
Assoc.Prof.Dr Milazim KrasniqiJournalism under the pressure of its allies, technology and public......................................271
PhD Cand. Erlis ela
Social media as a source of information for traditional media; The interactive relationship between them..........................................................................283PhD Cand. Fidan Ibrahimi Development towards multimedia in Kosovo radios..........................................................305
MA . Holta ShupoAcces of film product in the Network and its impact on the transformation of communication structure.............................................315
Dr. Hasan Saliu The role of media in intercultural communication at the age of globalizaton............................................................................325Ma Burim Etemaj The role of media in intercultural communication at the age of globalization.......................................................................335
PhD Cand. Muhamet JahiriThe construction of Kosovar identity in media.................................................................349
Prof. Dr. Fadil Maloku Credibility of Kosovar Medias in the Function of the Democracy......................................367
Prof. Dr. Briseida MemaDilemmas of information in the digital era- Albanian case..................................................416
MA Emira Bajinca Self-censorship of journalists in Kosovo Media...............................................................428
PhD Cand. Gzim QerimiMedia portrayals and reflections of illegal exodus phenomenon of Kosovars to the West................................................................................399
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PhD Cand. Besim AbaziTraditional and new media editorial judgment.....................................................................446
PhD Cand. Alban Tartari International public Turkish Medias as a part of Turkeys soft powers in the Ballkans..................................................................472
Prof.as.dr. Gentiana Skura & Dr. Elisabeta OsmanajReport between national and local news Albanian visual media..........................................486
PhD Cand. Ramadan ipuriThe pressure of state agencies over media and their impact on the production of information ...............................................................499
Jeton MehmetiMedia sustainability in Albania and Kosovo from the perspective of international reports..........................................................517
Ibrahim BerishaCommunication technology and the private sphere ( Kosovo).............................................530
Dr. Zylyftar BreguDigitalization, task or exceeded process..............................................................................542
Dr. Iris LuarasiThe importance of measuring the audience in programming................................................558
Asoc.Prof.Dr. Mark MarkuConcentration of the Albanian media ownership as an obstacle to their freedom ...........................................................................565
PhD Candidate Urtak HamitiAdvancing of the social networks and news portals compared to traditional news broadcasters in Kosovo..............................................575
Jeta Abazi GashiGender Representation in Kosovos media..........................................................................584
Milazim KrasniqiJournalism under the pressure of its allies,technology and public.....................................460
Hatem El ZeinThe Notions of Ethos and Pathos in Hezbollah's Secretary-General Speeches Delivered through Videoconference Technique...................600
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PhD Cand. Alban Zeneli
Social networks as sources of news and their implication in the reporting of online media in Kosovo.
Abstrakt
Ky punim synon q t jap nj prgjigje rreth ndikimit q kan rrjetet sociale
n transformimin e mnyrs s raportimit t medieve online n Kosov. Nga kjo
piknisje do t trajtohet se si rrjetet sociale, shpejtsia e publikimit tw njoftimeve
n to kan ndikuar n lajmet e publikuara n portalet kryesore online n Kosov.
Po ashtu, ky punim synon ti jap nj prgjigje mundsis s deformimit t
komunikimit medial nga tendenca pr t publikuar lajmet sa m shpejt. Punimi po
ashtu synon q t jap nj prgjigje nse rrjetet sociale po rrezikojn vrtet
mnyrat tradicionale t raportimit t balancuar me burime t ndryshme brenda nj
lajmi. Metoda q do t prdoret pr t nxjerr t dhna n lidhje me punimin do t
jet metoda e analizs s prmbajtjes dhe si mostr punimi do t jen lajmet me
burime t informacionit n rrjete sociale t publikuara nw portale kosovare pr nj
periudh t caktuar. T dhnat e nxjerra nga analiza do t trajtohen n qasjet
kryesore teorike t kohs.
Fjalt kye: Rrjetet sociale, mediet e reja, portalet, Kosova, online
Abstract
This paper aims to provide an answer to the impact of social networks in
Kosovo and to show how online media in Kosovo have transform the news
coverage and reporting. We will look on how social networks have influence the
main online media in Kosovo in terms of news reporting in a faster way. In
addition, this paper aims to address the possibility of news deformation driven by
the tendency to publish the news as soon as possible, often without fact
verification. The paper will also look on the dilemma whether social networks are
PhD Cand. Universiteti i Prishtins, Prishtin, Kosov. Email: [email protected]
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seriously jeopardizing the traditional method of balanced reporting with multiple
news sources within it. The method to be used for data gathering will be content
analysis method, while the sample will be reports that have social networks as
news sources which are published in three main portals in Kosovo for a specified
period of time. The findings of this study will be analyzed and interpreted with
relevant theories and modern approaches.
Key works: social networks, new media, portals, Kosovo, online
Hyrje
Zhvillimi i internetit n masn q ne e njohim sot ka sjell nj
zhvillim t madh t komunikimit si n sfern private po ashtu edhe n at
publike. Me zhvillimin e rrjeteve sociale n internet ka psuar nj ndryshim
edhe mnyra e puns s gazetarve, prgatitjes s lajmit dhe natyrisht
shpejtsis s shkrimit t tij. Por, sa t vrteta mund t jen lajmet q burim
informacioni kan rrjetet sociale?. Ky punim synon q t jap edhe prgjigje
tjera relevante rreth implikimit q rrjetet sociale kan n mnyrn e
raportimit t medieve online n Kosov. N kt punim synohet prmes
gjetjeve nga analiza e teksteve t portaleve kosovare q burim informacioni
kan rrjetet sociale t nxjerrin prgjigjeje se sa jan t balancuara lajmet e
tilla. Po ashtu, punimi synon t jap nj prgjigje edhe pr nivelin e
respektimit t parimeve baz t shkrimit t lajmit si jan : verifikimi,
procesi i redaktimit, vlera e lajmit etj.
Metodologjia
Pr t nxjerr rezultate n kt punim, do t prdoren dy metoda t
kombinuara, e para do t jet analizimi i teksteve t dy portaleve t
Kosovs dhe nj analiz kuantitative prmes anketave q jan br me
gazetar t medieve online n Kosov. Portali zeri.info dhe telegrafi.com,
jan dy portalet t cilat jan przgjedhur pr t analizuar tekstet q kan pr
baz shkrimet/postimet n rrjetet sociale si facebook, twiter, etj. Analiza e
ktyre teksteve sht br n muajin dhjetor 2014 dhe janar 2015 dhe si
mostr studimi jan zgjedhur tri dit brenda nj muaji, data 1, 15 dhe 30 e
muajve prkats. Jan analizuar t gjitha tekstet e rubriks
aktualitet/politik q jan publikuar n kto data t muajve t caktuar. Si
mostr sht mjaft reprezentative dhe prfaqson dy muaj t viteve t
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ndryshme, n mnyr q t shihet edhe trendi i prdorimit t rrjeteve
sociale si burim informacioni nga ana e medieve online n Kosov. Pr t
nxjerr t gjetura tjera q lidhen me perceptimin e gazetarve t ktyre
medieve n lidhje me prdorimin e rrjeteve sociale si burim informacioni
sht przgjedhur forma e anketimit t tyre prmes nj pyetsori.
Respondent t ktij anketimi kan qen tetmbdhjet gazetar, t cilt
kan dhn mendimet e tyre n lidhje me shtje t ndryshme n procesin e
ndrtimit dhe publikimit n mediet ku ata punojn t lajmeve q pr burim
informacioni kan rrjetet sociale. Ata jan prgjigjur n pyetje si : A i
prdorni rrjetet sociale si burim pr ndrtimin e lajmeve n portalin tuaj?,
sa her n dit postoni lajme q burimin e informacionit e kan n rrjete
sociale ( facebook, twiter, instagram, etj.), A kontaktoni me subjektin q e
ka br postimin para se ta publikoni lajmin?, A ka ndodhur q lajmi q
burimin e informacionit e ka pasur n rrjete sociale t dal i rrem apo t
demantohet?, dhe pyetje t tjera q ndrlidhen me procesin e tyre t puns.
Mostra prej tetmbdhjet respodentsh sht shprndar n gjasht
portalet kryesore t Kosovs nga t cilt jan marr t dhna interesante.
Kuadri teorik prve trajtimit t internetit si form komunikimi do t trajtoj
edhe qasjet kryesore teorike pr lajmin dhe kriteret e tij t botimit, vlern
q ka, verifikimin q duhet ti bhet para botimit etj, duke analizuar m
pastaj sa kto teori zbatohen n lajmet q kan pr burim rrjetet sociale.
Qasjet teorike
Sa i prket prdorimit t internet n prgjithsi ka teori t ndryshme
q flasin pr prparsit e mangsit q shkakton prdorimi i ksaj
teknologjie. Derisa disa e trajtojn si nj mundsi t re t komunikimit, t
tjert e shohin madje t rrezikshme. Ka teoricien q thon q me
ndryshimin e formave t komunikimit q ka shkaktuar interneti sidomos
videoja brenda tij, njeriu mund t ndryshoj edhe gjenetikisht duke u
shndrruar n nj qenie tjetr. Shembull, italiani Giovanni Sartori, sa i
prket prmbajtjes s internetit thot q sht e shumllojshme, por si
medium thot q prdoret m shum pr argtim. Ai n veprn e tij Homo
videos, qysh n fillimet e prdorimit masiv t internetit shpreh dyshimet e
tij pr prmbajtjen q ka interneti dhe qasjen e prdoruesve t tij ndaj atyre
informacioneve.
Po e them srish: mundsit q gjenden n internet jan t pafundme,
si pr t mir, ashtu dhe pr keq. Jan dhe do t jen pozitive kur
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prdoruesi do t prdor mjetin pr t vjel informacionin ose dijen, pra kur
t frymzohet prej interesave mirfilli intelektuale, nga dshira pr t ditur
dhe pr t kuptuar. Por, pjesa m e madhe e prdoruesve nuk sht, madje
parashikoj q as ka pr t qen e ktij tipi(Sartori, 2013, fq.41).
Kjo qasje mjaft radikale e Sartorit n fillim t ktij shekulli, pa dyshim
q nuk sht qasja e vetme teorike pr trajtimin e internetit si mjet t
komunikimit. Studiues t tjer e trajtojn n forma m liberale fenomenin e
komunikimi online. Francis Balle e trajton internetin e sidomos zhvillimin
e tij n ueb 2.0 si nj prparim teknologjik q nuk sht mundur t
imagjinohet m hert. Qasja e tij pr internetit e shpjegon at si nj
mundsi t madhe t pr tu qasur n informacione m leht dhe n mnyr
konvergjente.
Mjete t tjera do ta bjn web-in nj media t vrtet: shrbimin e
informacioneve n linj m t bollshm, m konkurrues dhe t arritshm
m leht se sht mundur t imagjinohet ndonjher, qoft kur sht fjala
pr motort e krkimit, domethn programe indeksimi dhe klasifikimi t
dokumenteve q u lejojn prdoruesve t Internetit t lshojn krkesat e
tyre duke prdorur fjalt kye, qoft kur bhet fjal pr portalet, t
pagzuara kshtu m 1998, pr t emrtuar sitet e paraqitura si porta q
hapin aksesin n paketa shrbimesh, t prgjithshme, apo n shpesh, t
specializuara n fush t veant (Balle, 2011, fq. 203) Por, prve ktyre
qasjeve, studiues t ndryshm me baz n studimet sociologjike kan
shpjegime t tjera pr internetit dhe efektet q ka shkaktuar ai tek
prdoruesit e tij. Me nj qasje q trajton komunikimin virtual q lidhet pr
kauza t ndryshme shoqrore, Nick Kouldy, trajton shpejtsin e
komunikimit dhe tejkalimet lokale q ia ka br ky zhvillim teknologjik.
Sot ne jemi n gjendje t takohemi dhe t organizohemi politikisht
me njerz q nuk i njohim dhe nuk i shohim, duke vepruar ksisoj me
shpejtsi marramendse, prtej kufijve lokal, rajonal, madje edhe
kombtar(KOULDY, 2012 fq.154) Duke u nisur nga trajtimet e
mhershme teorike pr internetin q nga qasja radikale e Sartorit e deri tek
trajtimi sociologjik i br nga Kouldy, burimi i informacioneve si nj
element jashtzakonisht i rndsishm n formulimin e lajmit n rastet e
versioneve online/rrjeteve sociale merr nj rndsi t madhe. Studiues t
ndryshm kur flasin pr ndikimet q kan grupet e ndryshme n media,
flasin pr nj qasje q trajton burimin e informacionit si ndikuesin kryesor
n mediume. Studiuesi Jams Karan n trajtimin q i bn sociologjis s
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shtypit n mesin e qasjeve q flasin pr ndikimin n media, flet edhe pr
qasjen liberale q trajton burimin e informacionit si potencialin kryesor t
ndikimit.Nse historia liberale e lavdron konsumatorin, ndrsa etnografia
liberale sht pak m e kujdesshme n dhnien e meritave profesionalizmit
medial, ekziston edhe tradita e tret liberale, e cila bazohet n burimin e
informacionit( Karan, Jams, 2009, Sociologjia e shtypit, Revista
krkimore Medianr.1)
Ndrsa, pr burimet e informacionit dhe rndsin e tyre n gazetarin
informative, flasin studiues t ndryshm q si emrues t prbashkt kan
rndsin q i dhn shumsis s burimeve dhe prfshirjes s sa m
shum palve t interesit n lajm. Grupi i autorve nga shkolla e Missurit,
kur flasin pr kt shtje lajmet me vetm nj burim i quajn si lajmet m
t kqija t mundshme. N qasjen e tyre shumsin e informacionit e
trajtojn si elementin ky t nj raportimi t mir. Reportert e mir e
din se lloji m i keq i nj lajmi sht ai q ka nj burim t vetm. Jan t
rralla rastet kur kjo ngjarje ia vlen t botohet. Madje dhe profili i nj
personaliteti duhet t bazohet n m shum informacione sesa vetm n nj
intervist me burimin. Pr t pasur nj panoram m t plot, sht e
rndsishme t flitet me individ t cilt e njohin subjektin. Mbledhja e
informacioneve nga burime t shumta sht nj nga elsat ky t shkrimit
dhe komunikimit t mir. Verifikimi i informacionit sht gjithashtu
mnyra m e mir pr tu siguruar q ai t jet i sakt(Missuri group,
2005, fq.89).
Po ashtu, David Randall duke folur pr rndsin q ka trajtimi me
korrektsi i burimeve t informacionit, potencon domosdoshmrin e
prfshirjes s sa m shum palve n tekstin e lajmit n mnyr q t ruhet
balanci i ngjarjes.
Kjo nnkupton jo vetm ruajtjen e balancs s ngjarjes dhe krkimin
e pandrprer, por edhe lojn e ndershme me t tjert. N qoft se ata
kritikohen ose akuzohen pr nj veprim, mos i ngarko me prgjegjsi pa u
dhn koh t prgjigjen. Pr kt nuk mjafton vetm dhjetminutshi i
fundit(Randall, 2007, fq.97)
Duke trajtuar t vrtetat q publikohen prmes medieve, studiuesi
gjerman, Stephan Russ-Mohl, e v n pah nevojn q t prfshihen
versione t ndryshme rreth ngjarjes n mnyr q teksti t jet i paanshm.
....nuk ke i thua postulatit t vrtetsis, si norm e par e ndoshta
m e rndsishmja: faktet duhet t jen t sakta. N qoft se nuk e kemi
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vetm nj t vrtet por t vrteta t ndryshme ather hyn n veprim
postulati i asnjansis ( Stephan Russ-Mohl, 2010, fq. 59)
Pra, teoricient q trajtojn problemet profesionale q lidhen me
burimet e informacionit n raportimin e lajmeve e shohim si t
patejkalueshme prfshirjen e m shum s nj pale n tekstin e lajmit n
mnyr q raportimi t jet i paanshm. Por, kjo gj sht vn n
pikpyetje t madhe n kohn kur saktsia dhe shpejtsia e publikimit t
nj lajmi n mediet online jan n luft t vazhdueshme. N kt punim do
t analizohen tekstet t cilat pr burim t informacionit kan rrjetet sociale
online, nse i jan prmbajtur postuarve teorike pr balancin e lajmit apo
jo.
Gjetjet
Pr analiz t teksteve jan zgjedhur portali telegrafi.com dhe
zeri.info. Prmes nj mostre q sht sqaruar m lart jan analizuar m
shum se tridhjet tekste t publikuara n rubrikat aktuale dhe politik
gjat ditve t caktuara t dy muajve t hulumtimit. Analiza sht fokusuar
n balancin q kto lajme kan pasur pas transformimit prej postimit n
rrjete sociale n lajm t medieve online. Gjat periudhs s analizs ka
pasur gjithsej 31 tekste t cilat asnjher nuk kan prdorur burim t dyt
t informacionit n mnyr q ta balancojn lajmin e tyre.
Trendi i publikimeve t teksteve n mediet online q burimin e
informacionit e kan pasur n rrjetet sociale ka qen n rritje e sipr, derisa
n fillim t muajit dhjetor jan publikuar mesatarisht dy tekste t tilla n
dit, n fund t muajit janar mesatarja ka arritur n gjasht tekste n dit.
N tabeln e mposhtme, mund t shihet numri i sakt i publikimeve n
ditt e matura si dhe trendi n rritje i prdorimit t rrjeteve sociale si
burime t informacionit.
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Fig.1. N tabel shihet numri i publikimeve n rubrikn e lajmeve nga politika n
ditt e prcaktuara pr analiz si dhe trendi i prdorimit t rrjeteve sociale si burim i
informacionit nga portali telegrafi.com
Fig.2 N tabel jan paraqitur t dhnat pr numrin e publikimeve n rubrikn
aktuale, si dhe trendi i prdorimit t rrjeteve sociale nga portali zeri.info
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Po ashtu, n pyetsor i prpunuar enkas pr kt punim e, i shprndar
n gjasht redaksi t ndryshme t medieve online(telegrafi.com, zeri.info,
kosovapress.com, gazetaexpress.com, kallo.com, lajmi.net dhe
indeksonline.net), ka nxjerr n pah prdorimin gjithnj e m t shpesht t
ktij lloji t burimit pr t ndrtuar lajme n kto media. Nga 18 pyetsort
e shprndar nga tre pr nj redaksi, shumica e respodentve jan
prgjigjur q brenda dits postojn nga dy deri n pes lajme n dit.
Gjashtdhjet e shtat pr qind e t t anketuarve kan dhn nj
prgjigjeje t till, q flet pr nj dinamik n zhvillim e sipr t prdorimit
t rrjeteve sociale si burime t informacionit, ndrkoh q vetm 5 pr qind
e respodentve kan deklaruar q nuk prdorin kto rrjete si burime pr
lajmet e tyre.
Fig.3. Prgjigjet e respodentve n pyetjen : sa her n dit postoni lajme q
burimin e informacionit e kan n rrjete sociale ( facebook, twiter, instagram, etj.)
Sa i prket shpejtsis s prpunimit t lajmit q burimin e kan n
rrejte sociale, gazetart e anketuar kan dhn nj shifr mjaft
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shqetsuese pr llojet e tjera t mediumeve. Pesdhjet e nnt pr qind e
t anketuarve kan thn q ju duhen vetm pes deri n dhjet minuta
koh q nga postimi i nj teksti n facebook deri t publikimi i lajmit n
mediet e tyre. Ndrsa sipas t dhnave t nxjerra nga t anketuarit askush
nga gazetart q shkruan lajme t till nuk harxhon m shum koh se 30
minuta pr ta publikuar tekstin. Por, fakti shqetsues q lidhet me
shpejtsin e botimit ka t bj me verifikimin e informacioneve si nj
rregull etik e profesional. N pyetjen tjetr t ankets A kontaktoni me
subjektin q e ka br postimin para se ta publikoni lajmin?, vetm
trembdhjet pr qind e respodentve jan prgjigjur me po. Po ashtu me t
dhna t marra nga anketimi i gazetarve t medieve online, vetm
tridhjetepes pr qind e t anketuarve kan thn q rregullisht marrin edhe
nj pal tjetr relevante pr ta balancuar lajmin.
Fig.4 Prgjigjet e respodentve n pyetjen : a merrni ndonj pal tjetr pr
shtjen q diskutohet n lajmin q burimin e ka n rrjetet sociale?
Shpejtsia e publikimit t informacionit n mediet online ka filluar t
ndikoj edhe n procesin e redaktimit t tekstit para publikimit. N gjetjet e
bra nga ky hulumtim del se rreth dymbdhjet pr qind e ktyre teksteve
nuk redaktohen para botimit n platformat online. Edhe kur redaktohen ato
bhen me nj shpejtsi t madhe, sipas prgjigjeve t t anketuarve n
lidhje me minutat q i duhen nj redaktori pr ta korrigjuar eventualisht
lajmin q pr burim ka rrjetin social, tetdhjet e dy pr qind t
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12
respodentve kan deklaruar q iu duhen vetm pes deri n dhjet minuta
pr t kryer kt proces. Nga kto t dhna mund t themi q prfituesit m
t mdhenj t ktij procesi t deformuar t publikimit t lajmit me burim
nga rrjetet sociale jan postuesit e ndryshm t cilt shum leht i kalojn
filtrat e redaktimit pr t pruar mesazhin e tyre.
Por nga shpejtsia e madhe e publikimit t lajmeve n platformat
online edhe nj fenomen ka nj shifr t lart. Shtatdhjet e nj pr qind e
t anketuarve kan deklaruar q lajmet q pr burim t informacionit i kan
rrjetet sociale ju ka ndodhur q t dal i rrem apo t demantohet. Shpejtsia
shum e madhe e publikimit n kto platforma ka ngritur m shum se do
her dilemn nse lajmi m par duhet t jet i sakt apo i shpejt.
Normalisht nj ambient ku konkurrenca pr t postuar sa m shum lajme
dhe sa m shpejt e favorizon m shum kt t fundit. Po ashtu, numri i
rasteve q gazetart kujtojn q t ket ndodhur nj demant pr lajmet q
kan burimin e informacionit n rrjete sociale sht shqetsues. Tet pr
qind e numrit t prgjithshm t respodentve mbajn mend m shum se
dhjet raste t cilat kan dal t rreme apo jan demantuar, njzet e pes
pr qind mbajn mend katr deri n nnt raste, ndrsa gjashtdhjet e
shtat pr qind e t anketuarve kan deklaruar se mbajn mend nj deri n
tre raste t tilla.
Fig.5 Prgjigjet e respodentve n pyetjen: A ka ndodhur q lajmi q burimin e
informacionit e ka pasur n rrjete sociale t dal i rrem apo t demantohet?
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13
Duke u nisur nga prgjigjet e respodentve/gazetarve t medieve
online n Kosov, shihet qart nj tendenc e ndryshimit nga nj tradit e
mhershme e gazetaris q pr baz ka pasur verifikimin dhe saktsin e
informacionit. Derisa format e mhershme t komunikimit n gazetari si
gazetat dhe televizionit kishin mjaftueshm koh deri n botimin e radhs
n rastin e gazetave apo n edicionin e lajmeve n rastin e televizionit pr
t vrtetuar informacionin, nj gj e till duket e pamundur tek mediet e
reja.
Konkluzione
Implikimet q kan rrjetet sociale n transformimin e mnyrs s
raportimit t medieve online n Kosov tashm duken qart. Duke u nisur
nga teorit kryesore t trajtimit t internetit q kishin qasje t ndryshme pr
t si qasja radikale q prfaqsohet nga Sartori, liberale q prfaqsohet
nga Bale, apo at sociologjike t trajtuar nga Kouldy, vn n pah
ndryshimin q ka sjell kjo form e komunikimit. Gjetjet e ktij rasti
studimor m shum i prgjigjen teoris s par radikale q thot q
ndryshimi sht i pashmangshm por dyshimi sht q kjo gj mund t
shkaktoj nj degradim. N rastin e hulumtimit t medieve online n
Kosov, nga t gjitha tekstet e analizuara q burimin e kan n rrjete
sociale, asnjra nga to nuk kishte burim t dyt t informacionit. Me kt
rast mund t konkludojm q raportimi i lajmeve n kt form sht i
njanshm dhe joprofesional. Balancimi i lajmit dhe verifikimi i tij si
koncepte baz t gazetaris me prgjegjsi shoqrore n kto raste studimi
jan prfillur. Informimi nga lajmet me nj burim rrezikon q mediumet t
bhen thjesht barts t mesazheve t subjekteve tjera q i krijojn ato. N
rastin e studimit t gjitha tekstet e analizuara nuk kishin asnj burim tjetr
pr t balancuar lajmin e marr nga rrjeti social. Po ashtu, n t gjitha
tekstet e analizuara me kt rast sht vrejtur q sht prdorur si burim
vetm rrjeti social facebook.
Shpejtsia e publikimit t lajmeve q pr burim t informacionit kan
rrjete sociale duket q ka kaluar do parashikim. Nga t dhnat e marra nga
anketimi i gazetarve t portaleve kosovare del se shumica e gazetarve nj
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14
postim n rrjet social e shndrrojn n lajm brenda pes deri dhjet
minutave.
Por publikimi shum i shpejt i lajmeve t tillat duket se e ka mundur
saktsin. Nga gjetjet e bra nga ky punim mund t konstatojm q
shumica e gazetarve kan pasur prvoja kur lajmi i marr nga rrjetet
sociale t ju dal i rremw. Duke u nisur nga ky fakt, mund t konstatojm po
ashtu q gazetart q punojn lajme q pr burim informacioni kan rrjetet
sociale, e kan sakrifikuar saktsin dhe verifikimin pr shpejtsin e
publikimit t lajmit.
Po ashtu, mund t konkludojm q prdorimi i rrjeteve sociale si
burime t informacionit pr gazetart q punojn n mediet online, sht n
rritje e sipr, nj gj e till vrehet edhe tek analiza e teksteve t dy
portaleve kosovare, por edhe n prgjigjet e respodentve, nntdhjet e
katr pr qind e t cilve deklarojn q prdorin kto rrjete si burim t
informacionit.
Interneti si nj form relativisht e re n komunikimin me publikun dhe
rrjetet sociale si platforma n t, mund t konkluojm q kan rritur
shpejtsin e publikimit t lajmeve dhe rrjedhimit informimit t qytetarve,
por kan rrezikuar n maksimum disa nga vlerat etike e profesionale t
gazetaris si profesion si jan verifikimi i informacionit dhe saktsia e tij.
Literatura
David Randall, Gazetari universal, (2003) Botim i Institutit Shqiptar
t Medias, Tiran
Nick Kouldry, Media, shoqria, bota-tori sociale dhe praktika e
medias digjitale,(2012) Insituti Shqiptar i Medias, Tiranw
Francis Balle, Mediat& shoqrit), (2011), Botimet Papirus, Tiran
Giovanni Sartori, Homo videns, televizioni dhe postmendimi, 2013,
Shtpia Botuese Ditura, Tiran
Missuri grup, Raportimi dhe shkrimi i lajmeve, 2005, Instituti i
dialogut dhe komunikimit (ish-Shtpia e librit dhe komunikimit), Tiran
Stephan Russ-Mohl, Gazetaria, 2010, K&B, Tiran
Revista krkimore Medianr.1, 2009, Universiteti i Prishtins,
Prishtin.
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Burime online t prdorura pr analiz
Qasja e fundit 26 shkurt 2015
Portali Telegrafi.com:
http://www.telegrafi.com/lajme/remi-bashk-mundemi-2-54462.html
http://www.telegrafi.com/lajme/ahmeti-kujton-aktivist-t-vv-s-arb-nor-
deharin-e-ramadan-pajazitin-2-54455.html
http://www.telegrafi.com/lajme/tha-i-viziton-aki-n-p-rkushtimi-ndaj-
atdheut-edhe-kur-duhen-sakrifica-sublime-2-54443.html
http://www.telegrafi.com/lajme/krasniqi-rikujton-tri-shtyllat-e-qeverisje-
s-mir-2-55322.html
http://www.telegrafi.com/lajme/remi-eksodi-i-t-rinjve-kjo-sht-e-
dhimbshme-2-55320.html
http://www.telegrafi.com/lajme/krasniqi-bac-gabuam-n-zgjedhjen-e-
bajraktar-ve-2-56043.html
http://www.telegrafi.com/lajme/kryeministri-mustafa-me-urimin-e-par-t-
2015-s-2-56136.html
http://www.telegrafi.com/lajme/hashim-tha-i-thot-se-sht-pritur-ngroht-
sisht-nga-shqiptar-t-e-tuzit-2-56824.html
http://www.telegrafi.com/lajme/kelmendi-i-quan-idiot-ekspert-t-q-
rregulluan-qarkullimin-e-automjeteve-n-prishtin-foto-2-56816.html
http://www.telegrafi.com/lajme/haliti-masakra-e-re-akut-vula-e-krimit-t-
barbaris-serbe-2-56795.html
http://www.telegrafi.com/lajme/albulena-haxhiu-ka-mesazh-p-r-
hashimisat-2-57748.html
http://www.telegrafi.com/lajme/ahmeti-athua-pse-do-ta-votojn-ldk-e-
pdk-buxhetin-2-57743.html
http://www.telegrafi.com/lajme/pacolli-largimi-i-rinis-si-humbje-e-
gjakut-2-57733.html
http://www.telegrafi.com/lajme/abelard-tahiri-haradinaj-sht-p-r-guinnes-
p-r-koh-zgjatjen-e-t-q-nit-pretendent-p-r-kryeminist-r-2-57731.html
http://www.telegrafi.com/lajme/kim-mehmeti-pushtetar-t-nuk-do-t-i-shp-
tojn-mallkimit-t-popullit-2-57719.html
http://www.telegrafi.com/lajme/prishtina-pa-buxhet-shpendi-k-rkon-
zgjedhje-2-57711.html
http://www.telegrafi.com/lajme/pamje-t-familjes-hasani-nga-kosova-q-
gjenden-n-isis-foto-video-2-57702.html
Portali zeri.info
http://www.telegrafi.com/lajme/remi-bashk-mundemi-2-54462.htmlhttp://www.telegrafi.com/lajme/ahmeti-kujton-aktivist-t-vv-s-arb-nor-deharin-e-ramadan-pajazitin-2-54455.htmlhttp://www.telegrafi.com/lajme/ahmeti-kujton-aktivist-t-vv-s-arb-nor-deharin-e-ramadan-pajazitin-2-54455.htmlhttp://www.telegrafi.com/lajme/tha-i-viziton-aki-n-p-rkushtimi-ndaj-atdheut-edhe-kur-duhen-sakrifica-sublime-2-54443.htmlhttp://www.telegrafi.com/lajme/tha-i-viziton-aki-n-p-rkushtimi-ndaj-atdheut-edhe-kur-duhen-sakrifica-sublime-2-54443.htmlhttp://www.telegrafi.com/lajme/krasniqi-rikujton-tri-shtyllat-e-qeverisje-s-mir-2-55322.htmlhttp://www.telegrafi.com/lajme/krasniqi-rikujton-tri-shtyllat-e-qeverisje-s-mir-2-55322.htmlhttp://www.telegrafi.com/lajme/remi-eksodi-i-t-rinjve-kjo-sht-e-dhimbshme-2-55320.htmlhttp://www.telegrafi.com/lajme/remi-eksodi-i-t-rinjve-kjo-sht-e-dhimbshme-2-55320.htmlhttp://www.telegrafi.com/lajme/krasniqi-bac-gabuam-n-zgjedhjen-e-bajraktar-ve-2-56043.htmlhttp://www.telegrafi.com/lajme/krasniqi-bac-gabuam-n-zgjedhjen-e-bajraktar-ve-2-56043.htmlhttp://www.telegrafi.com/lajme/kryeministri-mustafa-me-urimin-e-par-t-2015-s-2-56136.htmlhttp://www.telegrafi.com/lajme/kryeministri-mustafa-me-urimin-e-par-t-2015-s-2-56136.htmlhttp://www.telegrafi.com/lajme/hashim-tha-i-thot-se-sht-pritur-ngroht-sisht-nga-shqiptar-t-e-tuzit-2-56824.htmlhttp://www.telegrafi.com/lajme/hashim-tha-i-thot-se-sht-pritur-ngroht-sisht-nga-shqiptar-t-e-tuzit-2-56824.htmlhttp://www.telegrafi.com/lajme/kelmendi-i-quan-idiot-ekspert-t-q-rregulluan-qarkullimin-e-automjeteve-n-prishtin-foto-2-56816.htmlhttp://www.telegrafi.com/lajme/kelmendi-i-quan-idiot-ekspert-t-q-rregulluan-qarkullimin-e-automjeteve-n-prishtin-foto-2-56816.htmlhttp://www.telegrafi.com/lajme/haliti-masakra-e-re-akut-vula-e-krimit-t-barbaris-serbe-2-56795.htmlhttp://www.telegrafi.com/lajme/haliti-masakra-e-re-akut-vula-e-krimit-t-barbaris-serbe-2-56795.htmlhttp://www.telegrafi.com/lajme/albulena-haxhiu-ka-mesazh-p-r-hashimisat-2-57748.htmlhttp://www.telegrafi.com/lajme/albulena-haxhiu-ka-mesazh-p-r-hashimisat-2-57748.htmlhttp://www.telegrafi.com/lajme/ahmeti-athua-pse-do-ta-votojn-ldk-e-pdk-buxhetin-2-57743.htmlhttp://www.telegrafi.com/lajme/ahmeti-athua-pse-do-ta-votojn-ldk-e-pdk-buxhetin-2-57743.htmlhttp://www.telegrafi.com/lajme/pacolli-largimi-i-rinis-si-humbje-e-gjakut-2-57733.htmlhttp://www.telegrafi.com/lajme/pacolli-largimi-i-rinis-si-humbje-e-gjakut-2-57733.htmlhttp://www.telegrafi.com/lajme/abelard-tahiri-haradinaj-sht-p-r-guinnes-p-r-koh-zgjatjen-e-t-q-nit-pretendent-p-r-kryeminist-r-2-57731.htmlhttp://www.telegrafi.com/lajme/abelard-tahiri-haradinaj-sht-p-r-guinnes-p-r-koh-zgjatjen-e-t-q-nit-pretendent-p-r-kryeminist-r-2-57731.htmlhttp://www.telegrafi.com/lajme/kim-mehmeti-pushtetar-t-nuk-do-t-i-shp-tojn-mallkimit-t-popullit-2-57719.htmlhttp://www.telegrafi.com/lajme/kim-mehmeti-pushtetar-t-nuk-do-t-i-shp-tojn-mallkimit-t-popullit-2-57719.htmlhttp://www.telegrafi.com/lajme/prishtina-pa-buxhet-shpendi-k-rkon-zgjedhje-2-57711.htmlhttp://www.telegrafi.com/lajme/prishtina-pa-buxhet-shpendi-k-rkon-zgjedhje-2-57711.htmlhttp://www.telegrafi.com/lajme/pamje-t-familjes-hasani-nga-kosova-q-gjenden-n-isis-foto-video-2-57702.htmlhttp://www.telegrafi.com/lajme/pamje-t-familjes-hasani-nga-kosova-q-gjenden-n-isis-foto-video-2-57702.html -
16
http://zeri.info/aktuale/9214/pacolli-kujton-fitoret-ne-gjakove-e-
mitrovice/
http://zeri.info/aktuale/9162/thaci-eshte-krenar-me-aki-ne/
http://zeri.info/aktuale/11275/befason-remi-ne-i-kemi-fajet-qe-rinia-po-
iken/
http://zeri.info/aktuale/11209/thaci-i-tregova-jacobsonit-agjenden-e-
qeverise-se-re/
http://zeri.info/aktuale/13414/ja-mesazhi-i-mustafes-per-vitin-2015/
http://zeri.info/aktuale/15324/hashim-thaci-thote-se-eshte-pritur-
ngrohtesisht-nga-shqiptaret-e-tuzit/
http://zeri.info/aktuale/15269/kamishi-presion-medieve-dokument/
http://zeri.info/aktuale/17752/osmani-flet-per-protestat-e-vetevendosjes-dhe-
opozites/
http://zeri.info/ekonomia/17689/ahmeti-ne-jemi-gati-po-ju/
http://zeri.info/aktuale/17687/dardan-molliqaj-kur-ishte-ushtar-i-uck-se-foto/
http://zeri.info/aktuale/17680/ahmeti-mos-harroni-se-ne-u-lenduam-vetem-
fizikisht/
http://zeri.info/aktuale/9214/pacolli-kujton-fitoret-ne-gjakove-e-mitrovice/http://zeri.info/aktuale/9214/pacolli-kujton-fitoret-ne-gjakove-e-mitrovice/http://zeri.info/aktuale/9162/thaci-eshte-krenar-me-aki-ne/http://zeri.info/aktuale/11275/befason-remi-ne-i-kemi-fajet-qe-rinia-po-iken/http://zeri.info/aktuale/11275/befason-remi-ne-i-kemi-fajet-qe-rinia-po-iken/http://zeri.info/aktuale/11209/thaci-i-tregova-jacobsonit-agjenden-e-qeverise-se-re/http://zeri.info/aktuale/11209/thaci-i-tregova-jacobsonit-agjenden-e-qeverise-se-re/http://zeri.info/aktuale/13414/ja-mesazhi-i-mustafes-per-vitin-2015/http://zeri.info/aktuale/15324/hashim-thaci-thote-se-eshte-pritur-ngrohtesisht-nga-shqiptaret-e-tuzit/http://zeri.info/aktuale/15324/hashim-thaci-thote-se-eshte-pritur-ngrohtesisht-nga-shqiptaret-e-tuzit/http://zeri.info/aktuale/15269/kamishi-presion-medieve-dokument/http://zeri.info/aktuale/17752/osmani-flet-per-protestat-e-vetevendosjes-dhe-opozites/http://zeri.info/aktuale/17752/osmani-flet-per-protestat-e-vetevendosjes-dhe-opozites/http://zeri.info/ekonomia/17689/ahmeti-ne-jemi-gati-po-ju/http://zeri.info/aktuale/17687/dardan-molliqaj-kur-ishte-ushtar-i-uck-se-foto/http://zeri.info/aktuale/17680/ahmeti-mos-harroni-se-ne-u-lenduam-vetem-fizikisht/http://zeri.info/aktuale/17680/ahmeti-mos-harroni-se-ne-u-lenduam-vetem-fizikisht/ -
17
Prof. Asoc. Dr. Bajram Kosumi
Digital Media between reporting and doing
business
Mediet digjitale midis informimit dhe biznesit
Abstrakt
Q nga lindja e gazetaris amerikane, lufta m e ashpr midis elementeve t
gazetaris ka qen ajo midis lajmit dhe reklams. Rezultati ka qen gjithnj n
favor t reklams: 51% me 49%. Kjo sht periudha ideale e gazetaris klasike.
Duke u zhvendosur nga letra n formatin digjital on line, gazetaria moderne po e
zhvendos edhe kt prqindje, me nj rritje progresive n favor t reklams, deri
n at pik sa kjo gazetari tashm ka nj status tjetr social dhe ekonomik: m
shum sht biznes se informim. Pra, kto gazeta jan larg idealit t gazetaris
klasike pr t informuar.
Ngjashm sht duke ndodhur edhe me gazetat digjitale n Kosov: ato
luftojn pr t trhequr sa m shum klikime, n mnyr q me numrin e
klikimeve t konkurrojn n tregun e reklamave. N kt treg kan interesa si
bizneset ashtu edhe qeverit. N kt mnyr, gazetaria digjitale n Kosov
(portalet informative, disa televizione dhe radio) sht duke e ndrruar statusin
social: nga kompani informative po shndrrohen n kompani t pastra biznesore,
ose bhen pjes e kompanive t mdha biznesore. Pr her t par n historin e
vet gazetaria sht partner me biznesin dhe qeverit, ndrsa audiencn e trajton si
aset.
N kt artikull synohet t hidhet drit mbi kt kahe t gazetaris digjitale
n Kosov. Qasja e aplikuar sht e dyanshme: kritike (pr t kuptuar interesin e
ksaj gazetarie kah biznesi) edhe funksionale (pr t kuptuar statusin e ri t
audiencave).
Fjalt kye: medie digjitale, status social, biznes, qeveri, audienc
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18
Abstract
Since the birth of American journalism, the fiercest battle among components
of journalism has been mainly between news reporting and advertising. The result
was always in favor of advertising: 51% to 49%. This is the considered as the ideal
period of classical journalism. While moving from paper to digital format, modern
journalism is further changing this percentage, with a progressive increase towards
advertising, up to a point that has eventually earned today's journalism a new
social and economic status: a business driven journalism instead of a reporting
journalism. Hence, today's newspapers are far from the essence of classical
journalism - news reporting.
The same is happening with digital newspapers in Kosova: they strive to get
as much visitors as possible, in order to increase the number of clicks and create an
advantage in the advertising market. Both business companies and the media have
their own interest in this market. This way, the digital journalism in Kosovo (news
portals, some televisions and radios) is changing its social status: from news
companies they are changing into pure business companies, or they are becoming
part of larger business companies. For the first time in its history, journalism has
become a partner of business companies and government at the same time, while
the audience is now considered only as an asset.
The aim of this paper is to shed light on this new orientation of digital
journalism in Kosova. This will be done through a dual approach: a critical
approach (to understand the interest of this journalism from business) and a
functional approach (to understand the new status of audiences).
Key words: digital media, social status, business, government, audience.
Sfondi
Q nga shpikja e telegrafit, i cili ishte njri prej faktorve kryesor pr
krijimin e Peny Press, fillon bashkjetesa e lajmit me biznesin. Peny press
mundsoi q pronart e gazetave, kryeredaktort e deri edhe te
bashkpuntort t cilt shkruanin romane popullore, si Aleksandr Dyma
Plaku, t fitonin shum para nga gazetat. Kjo sht periudha kur pr her t
par gazetat europiane mbrrijn tirazhin nj milion, ndrsa fitimet ishin po
ashtu milionshe. Deri ather gazetaria ishte konsideruar vetm si nj
partnere apo zdhnse e grupeve sociale, e pas ktij revolucioni t par
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19
medial, gazetaria trajtohet edhe si nj faktor i rndsishm ekonomik. Peny
press sht faza e par e lindjes s nj bote dihotomike: lajm-biznes. Ktu
fillon periudha e gazetaris s tregut, e cila lulzoi n SHBA, e pastaj, nga
fillimi i shekullit XX, edhe n Europ.
N aspektin e funksionit social, gazetaria e ksaj faze sht nj
partnere e publikut n kontrollimin e qeveris (Kosumi, 2014) dhe t
ardhurat m t mdha i siguron nga vet audienca, prmes blerjes s
gazets.
Ky rol i madh i medias, si n aspektin social ashtu edhe n at
ekonomik, ndikoi q teoricient e par t saj, q nga Marksi, dhe vijuesit e
tij n Shkolln e Frankfurtit (Adorno, Benjamin, Horkmajer), te studimet
kulturore angleze (Hogart, Williams) dhe deri te Habermasi e Chomski, e
shohin gazetarin si nj medium n duart e klass s pasur, qoft pr
shtypur klasat e varfra, qoft pr t ruajtur status kuon (McManus, 2008).
Pas periudhs s Peny Press nj rol vendimtar n marrdhnien lajmi-
ekonomia patn korporatat e mdha mediale, t krijuara n dy dekadat e
fundit t shekullit XX, si Valt Disney Company, Viacom, New
Corporation, Bertelsman Group etj. Kto korporata koncentruan n pak
duar fatin e informimit t audiencave botrore e lokale (Balle, 2011).
Tashm sht e njohur publikisht se si Fox News e Murdockut ka prcjell
do dit nj qarkore pr televizionet e veta, n t ciln kan treguar se cilat
tema dhe cilt persona duhet t mbulojn ekranet e tyre gjat dits
(Salmon, 2010). Ndrsa Eduard Herman dhe Naom Chomski kan
ekzaminuar pes filtra npr t cilt duhet t kaloj nj ngjarje lajmore nga
fakti objektiv e deri te audienca (McManus, 2008). Kjo sht periudha kur
kompanit e mdha mediale zbuluan mundsi t mdha pr fitimin e paras
duke krijuar monopole n kontrollimin e informacionit botror. Ky sht
hapi i par i largimit t medias nga partneriteti me publikun.
Faza e tret e marrdhnieve t reja lajm-ekonomi fillon me
gazetarin digjitale, sidomos me ueb-portalet t prshtatur pr telefonat
mobil. Kt faz t fundit do ta shqyrtojm n artikullin ton. Por, para se
ta bjm kt duhet ta trajtojm edhe nj fakt shkurtimisht.
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N dy fazat e bashkjetess lajm-ekonomi q t dy polet kan synuar
ta maksimalizojn vetveten. Ka ekzistuar nj luft e ashpr midis lajmit
dhe reklams. Rezultati ka qen gjithnj n favor t reklams: 51% me
49%. Kjo sht periudha ideale klasike e gazetaris. Lajmi sht mall pr
treg, mirpo ende ka nj korrektor t ktyre marrdhnieve, pra lajmi si
mall tregu mund t shrbej pr t mirn publike. N periudhn e
korporatave mediatike lajmi gjithnj e m shum i nnshtrohet interesit
ekonomik, dhe nga kjo edhe interesit politik. Mediet shrbejn pr ta
ruajtur status kuon e fundshekullit XX, thot Chomsky (McManus, 2008).
Si do t shohim m posht, kjo luft e humbur e lajmit n raport me
interesin ekonomik merr fund n gazetarin digjitale.
Statusi i ri social dhe ekonomik i gazetaris sht historia e
klikimit
Animi i peshores n ann e gazetaris digjitale e n dm t gazetaris
n letr dhe t gazetaris televizive n fillim t shekullit XXI ka thyer
monopolet dhe censurat q kan zhvilluar korporatat e mdha mediale t
fund-shekullit XX, bizneset dhe politikat qeveritare prapa ktyre
korporatave. Gazetaria digjitale e ka decentralizuar procesin e informimit.
Ky sht revolucioni i fundit n gazetari dhe ky revolucion sht
zhvilluar n dy drejtime:
- s pari, nga informimi from one to many komunikimi masiv ka
kaluar n fazn from one to one, si e thot Artan Fuga (Fuga, pa
vit botimi), pra komunikimi masiv kryesor n disa vjett e fundit
bhet prmes rrjeteve sociale m shum se prmes medieve klasike
masive (gazet, radio dhe TV);
- s dyti, mediet digjitale e kan inkuadruar n procesin e gazetaris
edhe audiencn, qoft prmes asaj q quhet gazetari qytetare apo
edhe prmes shkrimit t komenteve n cilindo tekst gazetar. T dy
kto prirje t gazetaris s re jan hetuar dhe studiuar nga dijetart
mediel.
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Gazetaria digjitale u kthehet prsri audiencave, por tash n nj
funksion tjetr nga ai i gazetaris klasike. Midis gazetaris digjitale dhe
audiencave tashm sht nj ur tjetr: klikimi. Klikimi duket n shikim t
par nj shtje shum e thjesht, por n t vrtet ai ka nj rol shum t
madh. Mediumet t cilat transmetojn informacion digjital on line
regjistrojn do klikim t audiencave dhe ato rangohen n hierarkin e
medieve n baz t ktyre klikimeve. Ngjashm sht edhe rasti me tekstet
brenda ktyre medieve: secili tekst mund t plqehet dhe teksti q
plqehet m s shumti rangohet m s larti n hierarkin e teksteve.
Secilit i ka rastis t marr krkesa pr nj klikim like n rrjetet sociale.
Mbi voglsin e ktyre klikimeve portalet lajmore dhe gazetat digjitale
vendosin dy rregulla t reja n fush t gazetaris dhe t marrdhnies
gazetari-biznes:
- e para, rregulli q ndryshon mnyrn e vlersimit t nj mediumi
apo t nj teksti, nga nj vlersim cilsor n nj vlersim sasior. E
vetmja mas matjeje pr cilsin e mediumit dhe t tekstit sht
sasia e klikimeve nga audienca. Po t ishte vetm kaq, kjo nuk do
t ishte n kundrshtim me ligjet e tregut, mirpo kjo sasi
klikimesh mund t blihet n tregun digjital me para (psh.
sponsorizimi i artikujve pr t qndruar gjat n portal, apo blerja e
klikimeve etj.) dhe rezultati i ksaj blerje sht hierarkizimi i
cilsis s medieve apo i nj teksti n baz t parave q jan
paguar pr klikimet;
- e dyta, prmes ktyre klikimeve media rangohet jo vetm pr
cilsin e saj, por edhe n tregun e reklams: media q sht e
klikuar m shum, ka audienc m shum, rrjedhimisht e
shprndan reklamn m shum. Kjo e hap mundsin q media t
krijoj kapitale t mdha financiare. Kt shtje do ta trajtojm
m tej.
N fazn e kalimit nga mediet e vjetra kah mediet e reja, kjo e fundit
po e zhvendos prqindjen midis lajmit e reklams, me nj rritje progresive
n favor t reklams, deri n at pik sa kjo gazetari tashm ka nj status
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tjetr: sht biznes dhe, vetm pr aq sa sht n interes t biznesit, sht
edhe informim. Kjo sht teza e ktij punimi.
Gjetjet
N dekadn e fundit, gazetat n letr t tipit 24 Or, 20 Minuta dhe
Metro, t cilat shprndahen pa para n mnyr masive1, qllim t par kan
prfitimin e numrit t madh t lexuesve, n mnyr q me kt numr t
konkurrojn n tregun e reklams dhe atje t nxjerrin fitimet e tyre.
Menjher bie n sy fakti q roli i audiencs ktu ndryshon rrnjsisht nga
roli i mhershm i tyre: audienca sht interesante vetm pr t qen
lexues, por jo edhe financues si n t kaluarn, prmes blerjes s gazets.
N shikim t par, kjo duket mir: audiencat lexojn pa paguar asgj. Por,
pr kt mirsi, audiencat e paguajn nj mim tjetr: nga audienca t
vetdijshme pr rolin e tyre shndrrohen n faktor biznesor pr kompanit
mediale. Pra, kto gazeta jan larg idealit t gazetaris klasike pr t
informuar, dhe pikrisht kto gazeta jan duke e fituar tregun
ndrkombtar medial.2
Ngjashm sht edhe n tregun e internetit: n shum hapsira
interneti mund t prdoret pa pages, sepse kompani t ndryshme paguajn
pr kt, me kusht q n ekranin e audiencave t shfaqin ueb-faqe e
reklama t cilat krkojn t klikohen nga prdoruesit. Kjo dtth. duke ta
paguar internetin, nj kompani mendon se e ka bler t drejtn ta thyej
privatsin e audiencs, duke ua shfaqur n ekranet e tyre reklamn t ciln
e dshiron kompania. Tia bsh like nj reklame apo nj ueb-faqeje
vrtet duket e arsyeshm pr shrbimet q merr, mirpo pikrisht ky
klikim e ndrron statusin e audiencs n marrdhnie m median dhe e
1 Gazeta urbane zvicerane 20 Minuta, pr shembull, shprndahet falas n 150 stacione t trenit dhe n do stacion autobusi, apo n cilindo vend ku ka grumbull njerzish. Cituar nga: http://mediakit.20min.ch/. 2 Ndrsa gazeta Metro, e cila sht lancuar m 13 shkurt 1995 n Stokholm, ndrsa shum shpejt sht publikuar n mbi 15 gjuh t Europs dhe n vende t ndryshme si dhe n t dy Amerikat e n Azi, dhe ka nj audienc rreth 20 milion lexues ditor dhe 37 milion lexues javor. Cituar nga: http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aEUbO.k9jfl4
http://mediakit.20min.ch/http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aEUbO.k9jfl4 -
23
ndrron edhe statusin e medies n marrdhnie me biznesin. Nj shembull i
thjesht krahasues mund t merret nga YouTube: do klikim i cilsdo
kng automatikisht shndrrohet n para pr median q e transmeton dhe
pr t drejtn e autorit. Disa nga kto investime jan legale (nse dshiron
t kesh shum frends n Facebook mund t bsh pagesa t tarifave t
ndryshme, nga 5 deri n 100 euro, n mnyr q Facebook-u tua
imponoj prdoruesve t vet t t bjn frends) e disa t tjera ilegale
(pagesa t fshehta pr krijime t opinion publik). N fillim t prdorimit t
My Space secilit prdorues i sht imponuar miku i par, njri prej
themeluesve t My Space, Tom Anderson. N vitin 2008 Tom kishte
221.036.100 miq (frends). Nga kjo ngjarje u krijua mbishkrimi n fanella:
Tomi sht shoku im i vetm. Kur New Corporation e R. Murdokut bleu
My Space, Tom i harroi t gjith miqt dhe u b prezantuesi i kompanis
(Gir, 2008).
Ngjashm sht duke ndodhur edhe me gazetat digjitale n Kosov:
ato luftojn pr t trhequr sa m shum klikime, n mnyr q me numrin
e klikimeve t konkurrojn n tregun e reklamave. Pavarsisht se far
lajmesh transmetojn, kan apo nuk kan funksionet q duhet t ket nj
tekst gazetar, e rndsis s par te kto portale sht numri klikimeve dhe
asnj vler tjetr. Gazeta digjitale apo portali i cila ka, pr shembull, 2
milion klikime n dit, ka shum m tepr shanse ti fitoj t gjitha
reklamat se sa nj gazet q ka 1 milion klikime n dit. N kt mnyr,
gazetaria digjitale n Kosov sht duke e ndrruar statusin social: nga
kompani informative po shndrrohen n kompani t pastra biznesore, ose
bhen pjes e kompanive t mdha biznesore. Pra, lajmi po e humbet luftn
me reklamn. Tashm redaktort nuk hamenden fare n konfliktin midis
lajmit dhe reklams: reklama nuk sht n shrbim t lajmit (edhe pse ajo
ka pasur gjithnj 51% t rolit n gazet, megjithat reklama sht publikuar
pr t fituar hapsir edhe pr lajmin), por e kundrta, lajmi sht trsisht
n shrbim t reklams, pra gazeta boton vetm ato lajme q sjellin shum
klikime, me qllimin e fundit pr t fituar reklama. Funksioni i gazetaris
po ndryshon dhe po reduktohet n vetm nj: fitimi i klikimeve.
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N kapitullin e dyt t Dinamika e komunikimit masiv, Joseph R.
Dominick flet pr funksionet dhe keqfunksionet e medieve, duke
prfunduar se secili funksion i medies e ka nj keqfunksion (Dominick,
2010). Ky prfundim i Dominick sht rezultat i analizs s funksioneve t
gazetaris n periudhn klasike dhe n periudhn e par t gazetaris
digjitale. Mirpo, n periudhn e zhvilluar t gazetaris digjitale, t gjitha
kto funksione ose reduktohen shum, ose reduktohen vetm n nj: t
fitojn klikime.
Reduktimi i funksioneve pr t fituar klikime, e kjo pr t hyr n treg
si faktor m i madh biznesor, mund t tregohet edhe nse shikohet me
vmendje statusi juridik i portaleve dhe gazetave digjitale n Kosov.
Shumica syresh e fshehin nga opinioni statusin e tyre juridik.
Portali www.gazetaexpress.com sht n pronsi t kompanis Works
Grup (sipas t dhnave t vet portalit), mirpo t gjith besojn se sht
pjes e kompanis biznesore IPKO. Portali www.telegraf.com, sipas t
dhnave t tij sht kompani e pavarur, n partneritet me kompanin
Dukagjini, ndrsa t gjith besojn se sht n pronsi t kompanis
biznesore Dukagjini. Televizioni Klan TV vitin e kaluar ka br nj
investim disa milionsh n ndrtimin e objektit masiv e modern, n mos
qoft m i madhi n Ballkan, por askund n Impresumin e tij nuk e
deklaron marrdhnien me kompanin tregtare Devolli, e besohet
publikisht se kjo kompani e ka bler Klan TV. Nuk sht aspak i ri fakti q
nj kompani apo nj parti politike investon apo e blen nj medium n
koh fushatash zgjedhore. Rasti m ilustrues pr kt sht gazeta Lajm, t
ciln e themeloi pronari i Mabateks Group, z. Behxhet Pacolli, n hap me
formimin e partis s tij. Pas zgjedhjeve t para n t cilat ai nuk arriti
ndonj sukses, hoqi dor nga gazeta. E rndsishme sht se t gjitha kto
kompani, t cilat kan bler apo besohet se kan bler mediat n Kosov,
jan kompani biznesore t profileve t ndryshme, duke filluar prej atyre
tregtare e deri te ato ndrtimore dhe prodhuese.
Marrdhnia e re gazet-kompani biznesore ka n baz nj interes
afatgjat: dominimin e tregut. N shoqrit hipermediatike, individt nuk
http://www.gazetaexpress.com/http://www.telegraf.com/ -
25
mund ta paramendojn jetn pa informata t shumta. Formati pr telefonin
mobile i gazetaris digjitale e ka shtuar tej mase varsin e individve nga
sasia e informacionit q sjellin portalet dhe gazetat digjitale. Individi,
prmes kyjes n valt Wi-Fi, prcjell do informat, pothuajse n do or.
Asnjher deri m tash informata nuk sht shprndar kaq shum, kaq
gjersisht, dhe kaq dominueshm n koh dhe n hapsir sa n gazetarin
digjitale t formatit t telefonis mobile. Portalet digjitale n Kosov
klikohen m shum se nj milion her gjat 24 orve, kryesisht nga banort
e Kosovs, t cilt gjithsejt jan m pak se dy milion. Kto portale jan
agjent t mir t kompanive biznesore pr dominimin e tregut. Kjo sht
arsyeja pse kompanit investojn n to, i blejn apo i themelojn vet. Nn
kamuflimin e lajmit ato shesin reklamn. Shihet qart, interesimi parsor i
ktyre gazetave dhe portaleve nuk sht lajmi, poende, lajmi nuk sht fare
qllim, por sht vegl apo modus pr t reklamuar. Apo m drejt:
gazetaria sht strategji pr dominimin e tregut nga kompanit e mdha
biznesore. Ktu prfundon ideali i gazetaris klasike.
Po t prcillet nj periudh, sado e shkurtr, e informimit t ktyre
gazetave apo portaleve, do t shihet nj rregullim themelor n politikat e
informimit. Pr shembull, tre personazhet m t famshm t Express-it pr
vitin 2014 padyshim kan qen tri femrat: Kim Krdashian, Zonja Meri dhe
Kallashi. Kardashian ka dominuar do dit informatat e Expres-it, i
dominon edhe sot, shpesh m shum se nj her brenda 24 orve, kryesisht
me tema nga intimiteti i saj. Zonja Meri, nj astrologe horoskopi, ka
dominuar disa muaj Express-in me interpretimet pr skenn politike n
Kosov e n Shqipri dhe pr aktort politik n kto dy vende. Ndrsa
Kallashi ka dominuar dhe vazhdon t dominoj Express-in me pozat e saja
seksuale. T gjitha kto pseudolajme kan nj qllim: trheqjen e
kilikuesve. Nuk paraqet asnj far rndsie pr portalin nse audienca ka
klikuar kot apo ka klikuar dhe ka lexuar tekstin esencialisht. Atij i
intereson vetm klikimi, sepse ky regjistrohet, dhe ky klikim i shrben
portalit si aset tregu. Bizneset e mdha, poende edhe qeveria e partit
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politike, kan interes t ken marrdhnie t mira me gazetat e portalet t
cilat kan miliona klikime n nj vend me m pak se dy milion banor.
Kjo marrdhnie e gazetaris digjitale me bizneset, e n mnyr t
trthort edhe me qeverit, paraqet status t ri social e juridik t tyre: pr
her t par n historin e vet gazetaria sht partner me biznesin dhe
qeverit, ndrsa audiencn e trajton si aset. Gazetaria amerikane dhe, nn
ndikimin e saj edhe gazetaria europiane, kan qen partnere me publikun
dhe kan qen z i tyre. Gazetaria digjitale po e l kt status dhe po e
provon krijimin e nj statusi t ri: partneritetin me bizneset dhe me
qeverit. A do ti siguroj ky status cilsi t reja gazetaris, sht nj pyetje
me shum e dyshimt.
Nj shembull i shitjes s idealeve t gazetaris n Kosov
Nj shembull i partneritetit t medias me biznesin mund t shihet te
polemikat e shumta rreth miellit n Kosov, n shkurt t vitit 2015. Portali
Express filloi nj fushat agresive kundr kompanis Devolli duke e
akuzuar se po e furnizon tregun me miell jo cilsor, t regjistruar si krunde
pr kafsh. Kompania Devolli ose e furnizonte tregun me miell jo cilsor,
ose n rast se kjo nuk sht e vrtet, ajo falsifikon dokumentet e doganave
e t tatimeve, duke e regjistruar miellin e buks si krunde pr kafsh, pr
tu ikur taksave doganore. Pas disa dit t polemikave t ashpra Express-
Kompania Devolli, m 14 shkurt 2015, Berat Buzhala, nj prej
udhheqsve t Expressit dhe prijs i fushats kundr Kompanis Devolli e
shkroi artikullin Nj letr e thjesht pr Blerimin dhe Shklqimin. E
veanta e ksaj letre kundr Blerimit dhe Shklqimit (pronar t
Kompanis Devolli) shihet n faktin se ktu z. Buzhala e fut edhe nj
personazh tjetr, t cilin nuk e prmend me emr: drejtorin e Klan TV. N
gjith polemikn e tij kundr Devollve Buzhala e ruan diskursin polemist,
prjashtim bn vetm ndaj drejtorit t Klan TV: at e quan katr her
torollak. N artikullin e dyt me titull Blerim dhe Shklqim, qenkemi
keqkuptuar, postuar m 3 mars 2015, pas fushats s korporats Devolli e
cila vendosi n disa bilborde fotografin e gomarit me tekstin Buzhalas/
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ushqim pr kafsh, Buzhala e quan n dy vende gomar njeriun e
paidentifikuar:
...ai q po ua mson gjith t zezat e ksaj bote qenka nj gomar.
Dhe, pr m tepr, ka mundsi q ai gomar punon n televizionin tuaj.
Sa do diskursi n dy letrat e Buzhals sht trsisht cinik, dy fjalt e
prdorura prej tij, torollak dhe gomar, n disa vende, e kan tradhtuar
censurn e vetdijes s tij: ai manifeston nj armiqsi t veant ndaj nj
televizion dhe ndaj drejtorit t tij, e i cili sipas tij, sht pron e Kompanis
Devolli. N margjina t konfliktit Express-Devolli na shfaqet tash edhe
konflikti Express-Klan TV, me nj diskurs mosdurues. Klan TV n ditn
n vazhdim e lanson nj kng t Golden AG, n t ciln, n tekst e n
spot, ka urrejtje fetare dhe nacionale, e viktim e ksaj urrejtje fetare sht
edhe Berat Buzhala e t tjer, emrat e t cilve prmenden n kng. Po,
prse shfaqet kjo luft Express-Klan TV? Pr konkurrenc n fushn e
informimit? Kjo pyetje e fundit ndoshta na shfaq sfondin e vrtet t
konfliktit q ka nxitur t gjitha kto polemika e urrejtje t tjera: edhe
Express edhe Klan TV jan pjes (e supozuar, apo e fshehur) e dy
kompanive t mdha, IPKO dhe Devolli Compani, e kto dyja luftojn pr
dominimin e tregut dhe i fusin n luft edhe agjentt e tyre, mediat. Se ky
supozim mund t qndroj e dshmon edhe kyja e gazets Kosova sot n
kt luft pr dominim, pronart e s cils kan shfaqur ambicie biznesore
n fushat ku preken interesat e Devolli Compani. N formatin digjital t
gazets Kosova sot nj koh t gjat zhvillohet anketa me audiencat, n t
ciln sht vetm nj pyetje:
A po shkatrrohet shteti nga kapja q i ka br 'Devolli
Corporation'?
PO
JO
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28
Ideologjia dhe propaganda e ksaj pyetje sht e tejdukshme dhe pa
asnj nevoj komentimi.
N prmbyllje t ktij shembulli, gjith kjo polemik na bn t ngritim
nj tez t re (t ciln nuk do ta ndjekim pr ta argumentuar, sepse del
jasht domenit t ktij artikulli): kompanit mediale, t cilat proklamojn
se mbrojn interesat e publikut, n t vrtet mbrojn interesat e
korporatave biznesore, pjes e t cilave jan, dhe me kt, mbrojn
bizneset e ktyre korporatave si dhe bizneset e vet pronarve t
kompanive mediale. N t gjitha kto situata, sulmohet dhe mbrohet
interesi i biznesit, por jo interesi i publikut. Por a prfiton publiku ndonj
thrrmij nga kjo zhurm: po, prfiton, sepse dalin n shesh t palarat e
kompanive, qofshin mediale apo biznesore dhe t vet qeverive.
Prfundime
N kt artikull synuam t vrtetojm hipotezn s kompanit mediale
digjitale, sidomos ato t formatit pr telefonin mobile, kan ndryshuar
statusin e tyre social, duke hequr dor nga partneriteti i tyre ma publikun
dhe duke u br partner me biznesin. Duke botuar pseudolajme, tekste t
cilat nuk prmbajn asnj funksion ta lajmit, por t cilat jan trheqse pr
interesa jo informative t audiencs, si psh. intimitetet e personave t
famshm, t brendshmet e aktoreve apo top modeleve, pjest e trupit t
femrave, apo gjra tronditse se si nj gjarpr e ha veten etj., kto
pseudolajme dhe t ngjashme trheqin klikimet m t mdha t audiencs.
N faqen e dats 7 mars 2015, n rubrikn M t lexuarat n portalin
informativ www.tribuna.com jan kta artikuj:
1. Kto pozicione t Kallashit do tiu mendin (foto)
2. Izetbegoviq kishte prejardhje serbe, Gjingjiq lindi n
shtpin e tij?!
3. Shikojeni videon e re t Kallashit (video)
4. Big Mama tregon numrin e sakt t marrdhnieve
seksuale (video)
5. Ja sa zgjat seksi perfekt
http://www.tribuna.com/ -
29
6. Nj or pas varrosjes dgjuan zhurm dhe t baritura nga
varri
Pr portalet informative m t rndsishme se lajmet dhe cilsia e tyre
jan vet klikimet, prandaj i mbushin faqet me pseudolajme t cilat
trheqin klikime. Kto klikime paraqesin asetin e portaleve n tregun e
biznesit. Me kto klikime portalet bhen magnet pr kompanit e bizneseve
dhe pr qeverin, prandaj ato investojn n kto portale, sepse iu duhet
sasia e klikimeve pr marketingun dhe reklamat ekonomike e politike.
Kshtu, gazetaria, n radh t par ajo digjitale, e cila po e dominon
sistemin e informimit, po shkputet nga interesi i publikut dhe po
pozicionohet si partnere e kompanive t biznesit dhe e qeverive. Me kt
ri-pozicionim t gazetaris po merr fund gazetaria e idealeve klasike t
shekullit XX. sht krejtsisht tem tjetr se, prmes ktij modeli t
dominimit t tregut portalet informative kan gjetur mnyrn pr t
ekzistuar. Ndoshta po, por fatkeqsisht kjo po e rrezikon gazetarin dhe
funksionet e saj n shoqri.
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Bibliografia e cituar:
Balle, Francis (2011). Mediat & Shoqrit, Papirus &UET Press,
Tiran.
Dominick, Joseph R. (2010). Dinamika e komunikimit masiv/Media
n periudhn digjitale, UET Press, Tiran.
Fuga, Artan (pa vit botimi). Komunikimi n shoqrin masive,
Papirus, Tiran.
Gir, arli (2008). Digitalna kultura, (Sharlie Ger, Digital Culture,
2008), preveo sa engleskog Aleksandar Luj Todorovi, Multimedia Clio,
Beograd.
Kosumi, Bajram (2014). Nga gazetaria hulumtuese te gazetaria e
kyur, UP, Dep. i Gazetaris, Revista krkimore Media, nr. 5-6, fq. 23-36.
McManus, John H. (2008). The Commercialization of News, pp.
218-233, in The Handbook of Journalism Studies, editet by Karin Wahl-
Jorgensen and Tomas Hanitzsch, Routledge, NY and London, (online
version).
Salmon, Kristijan (2010). Storytelling Ili pricam ti pricu, Multimedia
Clio, Beograd.
Williams-Hawkins, Maria (2010). Making Money with Mobile, pp.
219-234, in The Twenty-First-Century Media Industri / Economic and
Managerial Implikations in the Age of New Media, editet by John Allen
Hendricks, Lexington Books.
http://mediakit.20min.ch/. (qasja e fundit 14 mars 2015)
http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aEUb
O.k9jfl4 (qasja e fundit 14 mars 2015)
http://www.gazetaexpress.com/ (qasja e fundit 14 mars 2015)
http://www.kosovasot (qasja e fundit 14 mars 2015)
http://www.tribuna.com (qasja e fundit 7 mars 2015)
http://www.klankosova.tv/ (qasja e fundit 14 mars 2015)
http://mediakit.20min.ch/http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aEUbO.k9jfl4http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aEUbO.k9jfl4http://www.gazetaexpress.com/http://www.kosovasot/http://www.tribuna.com/http://www.klankosova.tv/ -
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PhD Cand. Jenny Hauser
Digital takeover of news: Journalism as a
public service in the social media age
Abstract
Research into the use of social media by news organisations to source
information and user-generated content has shown substantial changes in the news
production process. It is argued that these changes are resulting in increased access
to established mainstream media for ordinary citizens, mainly through citizen-
journalism. To date, the news industry has been fixated on how free information
and visual content shared on social media platforms can be sourced and verified in
such a way that standards of accuracy are maintained. While news organisations
focus on reaping the benefits of citizen-journalism on social networks, a growing
trend of de-professionalization in the news production process emerges. Journalists
are increasingly removed from creating news content as their role shifts towards
managing news. This paper examines how companies behind social networks are
stepping into direct competition with traditional news media in providing news to
audiences, exceeding their role as a public forum. Current developments indicate
that ownership of the news industry will in future be shared between professional
news media and technology companies, with the potential implication that at least
an element of news production will be entirely market driven. Journalistic standards
to serve citizens in democratic societies are at risk of being seriously undermined as
the emerging players are not committed to values at the heart of professional
journalism. This development requires a rethinking of the responsibilities of
emerging news providers in relation to their public service role to citizens.
Keywords: news media, journalism, social media, Information Age, social
networks
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As anyone looking at the news will have noticed in recent year, news
media are no longer the sole domain of professional journalism but have in
part become colonized by content published on social networks.
Contemporary news media, both new and old, are increasingly reliant on
news content produced by social network users in the form of eye witness
reports, videos, photos and citizen journalism. While news media are
harvesting this cheap content to form parts of their own coverage, it
logically follows that social networks would strive to become the port of
call for news audiences in themselves. In many respects social networks are
outgrowing their roles as forums for public discussion and cables through
which either news organisations promote their news products, or
information from citizen journalists, bloggers and others pass before it is
picked up by established traditional media, that forge it into their own
reports. Instead, social networks such as Twitter, Facebook and others are
becoming the go-to source for news.
So far, traditional news media have seen the worth in social media
mainly as an advertising platform to reach online news audiences and a
source for mostly free and half-finished news content that they can absorb
into their own reporting. The potential audience active on Twitter are in
many ways highly desirable, as they are usually smart, media savvy,
technology-rich and extremely interested in current affairs. By advertising
their news products on Twitter or Facebook, news media aim to redirect
news audiences to their own websites to read or view reports.
However, several large news events in recent years have illustrated the
change in how news is consumed on social networks, with news
organisations often struggling to compete with a deluge of information that
is published by those directly witnessing or involved in news events.
Populated with a potentially huge number of eye witnesses, activists,
bloggers and citizen journalists, social networks are morphing into a type of
newswire in themselves.
Although the response by professional journalism has been quite slow,
new news ventures such as reported.ly are recognising this trend and
developed a business model based on delivering news directly to audiences
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on social networks without a website of their own. On Twitter, for example,
they report on news event by publishing fact-checked tweets and photos or
videos that originate on social media. Similarly, they post videos and photos
along with short reports on Facebook, or publish blogs on Storify. In doing
so they attempt to bridge the space between citizen journalism and blogging
on social media and professional journalism.
New media technology is the system around which journalists have
begun to operate, accepting it as its master in the same way that the 19th
century factory labourer did the machine (Marx & McLellan 1995).
Contrary to the claim that it is a tool for the journalist it is in fact becoming
the new form of journalism itself, that merely requires tweaking and
refining by the professional journalist.
Facebook, in particular, has become active in developing a service, that
they say is a tool for journalists, to showcase newsworthy content uploaded
by their users covering current and breaking news. The FB Newswire page
is accessible to everyone, providing bite-size updates on news events with
photos, videos or posts that were originally uploaded to Facebook. It
markets Facebook as a news service, promising to provide closer, more
authentic news coverage, through the eyes of its many users.
The services editorial guideline is notable by its absence. It describes
itself as a source of newsworthy content for journalists, which suggests that
it broadly follows the news agenda of traditional news media in selecting its
content. The selection procress for what constitutes news appears as natural
and self-evident as Facebook portrays itself simply as a business providing
public news content from across its far-reaching platform.
While it targets journalists, Facebook enters the news arena as a
primary distribution platform (Ingram 2014) for its content, leaving no
doubt about who owns this news. News organisations are instructed to either
embed the content on their own website or contact the owner through
Facebook for permission to use it in another form, such as broadcast. In this
way, the social network has clearly placed itself in competition with
tradtional news media, as they select and market their own content not just
to journalists but anyone who is interested.
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Similarly, Google runs a politics and elections blog that updates on its
activities in covering elections. The blog promise to make participatory
democracy easier by providing information about upcoming elections,
deliver live news on polling day, encourage discussion and connect voters
with politicians. On Google+ many of the updates posted appear to market
Googles own services. It offers analysis of the amount of page views each
candidate received in Google searches; what topics in relation to the
elections were most searched on its browser; and connects to Google
searches for the location of polling stations. Google presents a self-enclosed
environment and whatever you click on, youre likely to be directed towards
another Google service. This is symptomatic of the technological elites
belief that the widespread use of technology will eventually deliver a true
representation of wider society and direct democracy. To be crass, citizens
are alleviated of the need to collectively decide how politics should be
discussed and communicated, assured that a simple mouseclick will register
their position. Kevin Kelly (1998), founding executive of Wired magazine,
described this as the hive. The premise is that through the contribution of
each individual in a networked world, democracy and collective intelligence
is reduced to a mathematical equation. Techology traces each individuals
actions and pools this data to create more complex and useful information.
The seductive quality of this argument lies in the fact that it promises a
perfect system of democracy without the hard graft of conscious and
deliberate decision-making by citizens as a collective.
The video-sharing platform YouTube, each day, provides playlists of
videos for viewers covering breaking news events, entertainment, sports and
various other topics. They usually consists of videos uploaded to the
channels of news organisations or well known public sources. In short, it
selects a variety of news videos on any particular topic for YouTubes own
news audiences to view, so that they may consume the news they want
without having to leave the confines of YouTube to access it.
And so, it becomes apparent that the line between news media and the
digitial industry is rapidly blurring, as both exist in a parasitic relationship
with one another. At the core of this development is the crucial question,
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how this might affect the public service role of news media, both new and
old. Is the virtual free market of information able to deliver a socially
responsible media model?
Technophile ideologues argue that the virtual free market of ideas in its
present form is the best protection against state repression and censorship.
In the Californian Ideology, Barbrook and Cameron, examined the
ideological roots of Silicon Valley, that are steeped in the libertarianism that
sees individual private property rights as the only effective frontier against
authoritarian governments. On the Net both leftist and neoliberal agendas
are mysteriously reconciled through their shared anti-statism. Ironically, as
the left struggles to crush corporate capitalism through community activism
in an electronic agora, neoliberals are pulling the rug under their feet by
crushing any limitations to the virtual market through state regulation. What
has emerged is a virtual free market that promises to deliver media freedom.
(Barbrook & Cameron 1995)
New media, many critics have pointed out, has successfully managed
to absorb technological determinism in the cultural hegemony of media
communications. The will to virtuality (Kroker & Weinstein 1994) is
taken for granted and made to look like a natural progression. In her
analysis of the ideology of Wired magazine, feminist Melanie Stewart
Millar, wrote at the end of the 90s that in western societies technological
change is seen as an issue of efficiency and progress - not political
democracy (1998: 138) and by removing it from political debate, citizens
are effectively denied a voice in one of the most pertinent issues of our time.
Rather than accepting technological advances as a neutral process, she
examined the cultural hegemony that it emerged from, forcefully driving
home the point that it does not empower across social and gender divides,
but clearly privileges some over others.
The popular American myth of the self-made man is thriving in the
virtual public sphere. Individuals are told they have the equal ability to
broadcast, to organise and to debate, forging their own agendas and
influencing the elitist traditional news media. However, the free market
ideology strictly limits and repels public input in any form other than as
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consumers and producers of news. Citizens may operate within social
networks, but are refused any means to influence the overarching structure
of these new media. Whatsmore, any claim to egalitarianism is dependent
on each individuals ability to effectively participate in the information
market, discounting any social or economic inequalities. Yet, despite these
obvious disparities, it is nearly impossible to ask, how virtuality in the realm
of news media should be shaped and what function it should have.
Freedom of speech is the only tennet of the Internet, and while this is
undoubtedly an important cornerstone of democracy, it is diminshed when
participation does not reflect the diversity of society. The illusory flattening
of social inequalities in the virtual space, has fuelled the belief that everyone
has an equal voice on social media. Yet, social realities become hidden, not
only because people can adopt an online persona that distorts their lived
realities, but because the single parent working two jobs, is believed to be as
equally represented in the electronic agora as the media and tech savvy
communications professional, who can devote time to trawling Twitter,
sharing content and expressing themself online (Goode 2010).
From the perspective of a professional journalist, there are very few
checks and balances on what is amplified through social media. This is the
result of the strongly market-oriented characteristics of social networks and
opaque algorithms that favour one piece of content over another. Issues
surrounding verification, contextualisation and meaning arise as reporting
through social media harks back to a time preceding the professionalization
of journalism, at the start of the 20th century. Mainly, whatever content
manages to gain the most momentum through hits and sharing dominates on
social networks. Advertising also plays a key role in what is amplified, as
some content is considered too sensitive or graphic to be used as a means to
market products.
While everyone can, in theory, publish and broadcast today, the
platforms for expression are in the hands of a small virtual elite. Social
networks are multi-faceted in that they collect data on users, market
products and services through advertising and also try to get their share of
the news media market. When social networks portray themselves as a
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public sphere, they are so closely intertwined with the virtual free market,
that any distinction between the two becomes impossible.
The trend towards deregulation towards the end of the last century has
been blamed for setting in motion an increasingly corporate media model,
that justifies itself by arguing that demand in the market should dictate
supply. This model has been derided by many critics and the defence for
Public Service Media (PSM) as a means to represent the interests of citizens
across the spectrum, including the marginalised, survives. Contrary to the
hoped-for decommodification of information (Keane 1991), social networks
have been able to create vast monopolies in the information age.
Although the PSM model is not unproblematic, it does make a crucial
distinction in how audiences are perceived and addressed. While for-profit
media operate in the economic realm, PSM operates in the social and
political realm. Here, the audience is seen as a citizen, defined by communal
interests, rather than as an individual driven by private interests as a
consumer. (Garnham 1995) As such it at least opens up the possibility of a
public debate on how media can achieve this social goal, independent of
economic factors, even if it may never have succeed in realising this fully.
As I have argued here, social networks are entirely market-driven
entities that covet not only news but all types of information and data
exchange, turning them into commodities. While their popularity obviously
originates in the dissatisfaction with traditional media and its one-way flow
of information, the emerging trend also does much to fail the interests of
citizens. The hi-tech free-market of information threatens to further
diminish any normative approach to the public service role in media. At best
struggling traditional news media are forced into competition with a system
that is founded on different objectives in order to preserve audiences. At
worst they are able to use social networks as a figleaf to dispose of the
shackles of their social roles in pursuit of a wholy corporate and market-led
agenda.
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