media organizations, media managers
DESCRIPTION
Class discussion at the Ukrainian National Academy of Public Administration (Kharkov, Ukraine), Dec. 2012.TRANSCRIPT
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
MEDIA ORGANIZATIONS,MEDIA MANAGERS
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The changing roles of managers
What do managers do?
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The different roles of managers
Decision-making
• Entrepreneur
• Resource allocator
• Disturbance handler
• Negotiator
Informati-onal
• Monitor
• Disseminator
• Spokesperson
Inter-personal
• Leader
• Figurehead
• Liaison
• Planning• Organizing• Leading• Controlling
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The challenge of convergence"the flow of content across
multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences."
Henry Jenkins DeFlorz Professor of Humanities and the Founder and Director of the Comparative Media Studies Program at MIT.
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The challenge of convergence
Trends:
cultural forms
communications systems
corporate ownership
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The challenge of convergence
Levels:
Marketing alliances
job description
story telling techniques
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The converged newsroom
• Converged newsroom can be described as a content production process which generates outputs disregarding news cycles, news platforms and distribution systems• This may include unified output by a unified team
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
The converged newsroom
Existing business models are no longer viable
Changing requirements for skill sets
Changing requirements for organizational structure
Changing market alignment Changing profile of customers
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
So, what do managers do?..
Decision-making
• Entrepreneur
• Resource allocator
• Disturbance handler
• Negotiator
Informati-onal
• Monitor
• Disseminator
• Spokesperson
Inter-personal
• Leader
• Figurehead
• Liaison
• Planning• Organizing• Leading• Controlling
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Historical perspectives
But who are these people?..
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
But who are these people?
Background Education Media training Demographics Recruitment Decision making Success factors
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
But who are these people?
The tragedy of media managers is that they tend to get promoted to managerial positions because they are “really good reporters”.
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Can “a really good reporter” learn to …?
Decision-making
• Entrepreneur
• Resource allocator
• Disturbance handler
• Negotiator
Informati-onal
• Monitor
• Disseminator
• Spokesperson
Inter-personal
• Leader
• Figurehead
• Liaison
• Plan• Organize• Lead• Control
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Major schools of thought
Classical Scientific management (Frederic
Taylor) Bureaucratic
(Administrative) management
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Major schools of thought
Behavioral Behavioral science Human relations
(Douglas McGregor) Theory of attitude
and attitude change Management as the
facilitator of development. Behaviorist vs. internalist position
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Major schools of thought
Contingency school (Theory Y) Arguably, an organic
organization is more responsive to change and has more chances of survival in conditions of high environmental uncertainty.
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
21st Century Approaches
The clash of "the managerial" manager (economic rationalist) - theory X
• Emphasis on goal setting, processes, performance measurement, output accountability;
… and "the quiet manager" (organic manager) - theory Y
• Emphasis on education, buy-in, innovation, input accountability.
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
21st Century Approaches
Theory Z (Ouchi) …
• Emphasis on knowledge creation throughout the organization• + supervision and goal setting simultaneously with employee self-direction• + team approach• + communicative, holistic approach• + social guarantees
= Participative Management
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Questions a media organization’s manager must answer:
What is our purpose?• Profit?..
What are our goals? What is our goal-setting
process?
What is our product?
What is our market?
What is our structure / procedure?
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Convergence in action
Media organizations
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Example:
Canadian public TV uses BitTorrent to distribute a hit show
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Media organizations
Many typologies exist, we will approach them from the media channel POV and business model POV.
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Business models
Historically: Advertising only Combination of advertising, subscription
and retail sales Subscription only Combination of sponsorship,
membership/subscription, grants/public funding
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Enter participatory media
The "free - for profit"
axis
•Author / audience model•News aggregator model•News agency model
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Enter participatory media
The "professional media - participatory media"
axis
• Publisher model
• Audience ecosystem model
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Media Channels
Historically: Books Newspapers Magazines Radio Television
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Media Channels
Internet is the meeting place of convergent media
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The NextNewsroom project
Click icon to add picture
http://www.nextnewsroom.com/
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Chris O’Brienwww.mercurynews.com
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Process
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Looked outside the U.S. for innovation El Tiempo; Bogota, Columbia Nordjyske Medier; Aalborg, Denmark The Daily Telegraph; London,
England The Eleftheros Tipos; Athens, Greece
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Main take-aways: the convergent newsroom is…
Integrated
Innovative
Collaborative
Adaptable
Transparent
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Integrated
Embrace all platforms Go to where the audience is Understand how audience consumes media Shape journalism to fit those platforms
“Great journalism” looks different online
Different workflows Separate but equal at Le Figaro Superdesk at Daily Telegraph
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Innovative
Last 150 years: static Now: constant change
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Collaborative
Work with other groups Disband and reform Interact with different sectors
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Alex Gorelik, Ph. D. | Tweet me: @Doc_G_
Adaptable
Assume everything will be constantly reconfigured
No wires Everything on wheels
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Transparent
Hard to know where newsroom ends, community begins
Community at the center Physical transparency in spaces
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New jobs
Data journalists Media Conductors Backpack journalists Cybrarians Content curators Online Community managers Etc…
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Q?