Brezplačniki kot medijski hibridi skozi tržno novinarstvo

diplomsko delo

Kaja Žuran (Author), Melita Zajc (Mentor), Marko Ivanišin (Co-mentor)

Abstract

V tiskanih medijih bi se naj uresničeval novinarski diskurz, toda kriza novinarske identitete se danes kaže v oddaljevanju novinarske prakse od normativnega modela, kar dokažemo že v začetku diplomskega dela. V podobi novinarskega diskurza se namreč pogosto uresničuje oglaševanje, ki vpliva na medijsko vsebino, saj je omogočen vpliv nad agendami novic, kar spodkopava novinarsko neoporečnost. Namreč medijem ni mogoče zapovedati o čem naj poročajo, novice pa so v tržnem novinarstvu, katerega preučuje diplomsko delo, tako ali tako proizvod, namenjen prodaji, kar le utrjuje status quo. Svojih javnosti ne vidijo več kot cilj, kateremu je namenjeno novinarsko sporočanje, temveč kot sredstvo, katerega pozornost lahko dobro prodajo oglaševalcem. Tako ugotovimo, da je bralec postal „potrošnik“, informacija „proizvod“, naklada pa „trg“. Gre za preprosto verigo izdelek - prodajalec - kupec, pa čeprav mediji proizvajajo na videz neotipljive izdelke - informacije. V nalogi spoznamo, da v novinarstvu prevladuje marketinška oz. tržna logika, ki ovira kvalitetno novinarstvo, saj v praksi to pomeni, da so interesi državljanov pomembni le toliko, kolikor so skladni z interesi medijskih lastnikov in oglaševalcev. Dominantna funkcija je kot spoznamo, prinašati dobiček, ki si je podredila vse druge, saj je logika profita prevladujoča in prav zato se medijski teoretiki vse pogosteje sprašujejo o vlogi tiskanih medijev – časopisov - oz. še posebej brezplačnikov, ki so produkt tržnega novinarstva.

Keywords

tržno novinarstvo;oglaševanje;prikrito oglaševanje;brezplačni časopisi;brezplačniki;

Data

Language:	Slovenian
Year of publishing:	2010
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[K. Žuran]
UDC:	659.1:070.445(043.2)
COBISS:	15883030
Views:	8986
Downloads:	188
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Freebies as a media hybrid in the perspection of market journalism
Secondary abstract:	Print media like all media are supposed to enable journalistic discourse; however journalistic identity crisis is creating the gap between journalism in practice and the normative model. In contemporary journalism we can often find advertising agenda setting which is accepted and tolerated. Market driven journalism is far more focused on the product then on the content itself. The reader is no longer seen as the sole recipient of the story but has become a statistic number whose attention is sold to the advertiser through news or feature reporting. On of the main findings is that the reader has become the consumer, information a product and readership the market. It is a simple chain: product - sales person – buyer, even thought Media tend to generate visually untouchable products – information. In the thesis we come to the conclusion that in journalism the market forces are so strong they obstruct the core values and ethics of journalism. In practice this translates to: the interests of citizens are never as important as the interests of media owners and advertisers. Generating profit is essential for media outlets and the quest for high profits has resulted in loss reputation and value of printed media. Many scholars wonder about the future and meaning of printed media as market driven journalism and free newspapers take centre stage.
Secondary keywords:	market driven journalism;advertising;hidden advertising;free newspapers;freebies;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	V, 64 f.
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;publicity;advertising;oglaševanje;science and knowledge;organization;computer science;information;documentation;librarianship;institutions;publications;znanost in znanje;organizacije;informacije;dokumentacija;bibliotekarstvo;institucije;publikacije;newspapers;the press;journalism;časniki;tisk;
ID:	998157