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Študija Primera Primorske Novice) UNIVERZA V LJUBLJANI FAKULTETA ZA DRUŽBENE VEDE Eva Branc Odbirateljstvo na spletnem mediju (študija primera Primorske novice) Magistrsko delo Ljubljana, 2013 UNIVERZA V LJUBLJANI FAKULTETA ZA DRUŽBENE VEDE Eva Branc Mentor: doc. dr. Marko Milosavljević Odbirateljstvo na spletnem mediju (študija primera Primorske novice) Magistrsko delo Ljubljana, 2013 Odbirateljstvo na spletnem mediju (študija primera Primorske novice) Nove tehnologije prinašajo novosti v načinu produkcije, distribucije ter recepcije novinarskih produktov in kot take nove izzive v procesu novinarskega sporočanja. V magistrski nalogi se na podlagi teorije in praktičnega primera osredotočamo na poseben del tega procesa, vlogo odbirateljev, ki odločajo, katere novice bodo prišle do občinstva. Na spletu namreč vlogo odbirateljev prevzemajo kar uporabniki sami, ki odločajo, katerim novicam bodo posvečali svojo pozornost. Za razliko od tega v klasičnih medijih, npr. tisku, še vedno velja klasična paradigma odbirateljev, vlogo katerih igrajo novinarji in uredniki. Kljub temu da splet omogoča množico različnih možnosti uporabe širjenja informacij, študija primera regionalnega dnevnega časnika Primorske novice in njegove spletne različice kaže konservativno prakso uporabe spletnih orodij, ki služijo zgolj kot podaljšek tiskani izdaji medija in ne kot možna samostojna oblika medija. Ključne besede: odbirateljstvo, spletni mediji, novičarske spletne strani, Primorske novice Gatekeeping on onlinemedia (case study Primorske novice) New technologies bring novelties in terms of production, distribution and perception of journalistic products which challenge the process of broadcasting. Based on a theory and practical example, the dissertation focuses on a phase of this process, i.e. the role of gatekeepers, who decide what news will be published. On the internet, the users themselves are gatekeepers deciding what news will get more of their attention. In contrast, the classical paradigm of gatekeepers is still used in the classic media, i.e. print media, and its role is performed by journalists and editors. Despite the fact that the internet enables numerous different options of how to spread information, the case study of the regional daily newspaper of Primorske novice and its webpage indicates a conservative practice regarding the use of web tools which serve solely as an extension to the printed edition, not as a possible independent form of media. Keywords: gatekeeping, onlinemedia, mediawebsites, Primorske novice Kazalo 1 UVOD ..................................................................................................................................... 6 2 OPREDELITEV POJMOV ................................................................................................. 9 2.1 Tiskani mediji ................................................................................................................... 9 2.2 Spletni mediji .................................................................................................................. 11 2.4 Odbirateljstvo ................................................................................................................. 16 2.4.1 Odbirateljstvo na spletu ........................................................................................... 19 2.4.2 Odbirateljstvo na primeru sistema Pianomedia ....................................................... 21 2.5 Novinarska etika ............................................................................................................. 22 3 METODOLOŠKI DEL ....................................................................................................... 25 3.1 Raziskovalni problem ..................................................................................................... 25 3.2 Raziskovalni vprašanji .................................................................................................... 26 3.3 Metodologija ................................................................................................................... 27 3.3.1 Analiza primarnih in sekundarnih virov .................................................................. 27 3.3.2 Študija primera ......................................................................................................... 27 3.3.3 Kritična diskurzivna analiza .................................................................................... 27 3.3.3 Poglobljeni polstrukturirani intervju ........................................................................ 27 4 ŠTUDIJA PRIMERA: PRIMORSKE NOVICE .............................................................. 28 4.1 Organizacija dela na Primorskih novicah ....................................................................... 28 4.2 Tiskana izdaja Primorskih novic .................................................................................... 28 4.3 Spletna izdaja Primorskih novic ..................................................................................... 30 4.4 Analiza vsebin Primorskih novic .................................................................................... 34 5 DISKUSIJA .......................................................................................................................... 50 6 SKLEP .................................................................................................................................. 53 7 LITERATURA .................................................................................................................... 55 4 Seznam slik Slika 2.1: Primerjava med produkcijo tradicionalnih časopisnih novic s produkcijo novic na spletu Slika 2.2: Trodelni način financiranja spletnih medijev (The three-party market) Slika 2.3: Primerjava značilnosti tiska in spleta Slika 4.1: Spodnji del spletne strani Primorske.si z dne 10. septembra 2012 Slika 4.2: Facebook profil Primorskih novic Slika 4.3: Nacionalna raziskava branosti 2011 Slika 4.4: Fotogalerija s spletne strani Primorskih novic z dne 11. septembra 2012 Slika 4.5: Zgornji del spletne strani primorske.si z dne 12. septembra 2012 Slika 4.6: Srednji del spletne strani primorske.si z dne 14. septembra 2012 Slika 4.7: Fotogalerija in rubrike 7. Val, Sobota ter Zdravje na spletni strani primorske.si z dne 15. septembra 2012 Slika 5.1: Promocija prispevkov na Facebook profilu Primorskih novic Seznam kratic NR: Naša redakcija NRB: Nacionalna raziskava branosti PN: Primorske novice STA: Slovenska tiskovna agencija 5 1 UVOD Družbene okoliščine, v katerih danes nastaja novinarstvo, se spreminjajo (Oblak in Petrič 2005, 69). Klasične, tradicionalne oblike novinarskega sporočanja pa se spreminjajo skupaj z njimi. S pojavom interneta se je preoblikovalo razmerje moči med novinarji in bralci (občinstvom). Bralci so pridobili na moči, medtem ko sta se ugled in moč novinarjev znižala. Prav tako se je vzpostavilo novo razmerje moči med medijskimi uporabniki in producenti ter profesionalnimi in amaterskimi novinarji (Deuze in Fortunati 2011, 164-6). Nov komunikacijski sistem namreč zajema spremembe na vseh področjih komuniciranja, tako na množičnem kot tudi organizacijskem, skupinskem, medosebnem in osebnem (Oblak in Petrič 2005, 23). Nove, boljše tehnologije pa ne prinašajo nujno boljšega, kakovostnejšega novinarstva (Dahlgren 2009, 151-2). Prej kot to v novinarsko delo vnašajo več (časovnega) pritiska in posledično bolj površno izdelane novinarske prispevke. Še več, na spletu je lahko navzoč katerikoli družbeni akter z dostopom do interneta (Oblak in Petrič 2005, 180). Kot razlagata Deuze in Fortunatijeva (2011, 164-6), bralci sploh niso več klasični bralci, saj so tudi sami pridobili dostop do orodij za poročanje. V novi razporeditvi moči so najmanj te obdržali prav novinarji, med katerimi je vse manj redno zaposlenih, vse pogostejša praksa pa so honorarno zaposleni poročevalci (prav tam, Deuze 2009, 83). Na drugi strani so bralci pridobili ne le možnost, da do novic dostopajo brezplačno, temveč tudi priložnost, da novice ustvarjajo sami. Iz uporabnikov so se prelevili v objavitelje (Deuze in Fortunati 2011, 269-70; Hermida 2011, 178). Novinarstvo kot poklic za demokratično družbo ni pomembno le zaradi novic, ki jih proizvaja, temveč tudi zaradi načina, kako jih proizvaja, torej pod kakšnimi pogoji, zakaj, znotraj katere institucionalne miselnosti in profesionalne identitete (Deuze 2009, 82). Profesionalno novinarstvo je denimo s svojim znanjem in veščinami postalo le eden od načinov pridobivanja, urejanja in objavljanja informacij. Forumi, blogi in socialna omrežja predstavljajo nove alternative tradicionalnim oblikam objavljanja novic (Deuze in Fortunati 2011, 168). Polje odbirateljstva na spletnih medijih je torej v veliki meri povezano s pojavom novih oblik medijskega komuniciranja, splošno krizo novinarskega poklica in novinarsko etiko. Novinar, ki nima izkušenj s spletom, razmišlja o zgodbah, novičarskih vrednotah, javnem servisu, oseba, ki ima s spletom mnogo izkušenj, pa o povezovanju, organizaciji, 6 gibanju znotraj nizov informacij ter komuniciranju med različnimi ljudmi (Oblak in Petrič 2005, 81). V magistrski nalogi se bomo osredotočili na model profesionalnega novinarskega poročanja na spletu, torej na medijska spletna mesta, za študijo primera pa izbrali regionalni medij Primorske novice. Pri tem bomo drugačne oblike objavljanja na spletu (bodisi iskalnike, imenike, komercialne ali korporativne spletne strani bodisi osebne spletne strani in bloge) (Oblak in Petrič 2005, 80) prepustili nadaljnjemu raziskovanju.
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