Gli Ombudsman Dei Giornali Come Strumento Di Gestione Della Qualità Giornalistica

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Gli Ombudsman Dei Giornali Come Strumento Di Gestione Della Qualità Giornalistica Gli ombudsman dei giornali come strumento di gestione della qualità giornalistica Tesi di Cristina Elia Direttore di tesi Prof. Stephan Russ-Mohl Presentata alla Facoltà di Scienze della comunicazione Università della Svizzera italiana per il titolo di Dottore in Scienze della comunicazione Maggio 2007 Giuria Direttore di tesi: Prof. Stephan Russ-Mohl, Università della Svizzera italiana Revisore interno: Prof. Bertil Cottier, Università della Svizzera italiana Revisore esterno: Prof. Gianpietro Mazzoleni, Università degli Studi di Milano Questa ricerca è stata svolta presso la Facoltà di scienze della comunicazione dell’Università della Svizzera italiana, Lugano (Svizzera). ©2007, Cristina Elia Abstract Gli ombudsman della stampa sono particolarmente visibili nei paesi anglosassoni e in Svezia, ma sono presenti anche in altri paesi europei e in America latina. Sono state fatte numerose ricerche sulle origini, il ruolo e l’efficacia dei mediatori anglosassoni. Degli ombudsman attivi nel resto del mondo, invece, si sapeva poco. In occasione del suo quarantesimo compleanno – era il 1967 quando a Louisville, Kentucky, il primo ombudsman della stampa entrò in servizio – questa ricerca colma tale mancanza. Lo studio, prevalentemente descrittivo, analizza lo stadio di sviluppo di questa figura a livello internazionale, individua alcune esigenze cruciali per il suo futuro e formula raccomandazioni per migliorarne l’efficacia. L’analisi empirica – realizzata tramite questionario – evidenzia analogie e differenze in diverse culture giornalistiche. L’analisi dei dati è caratterizzata da un approccio comparativo che si concretizza nel raffronto fra tre grandi gruppi di analisi – «sfera europea», «sfera latina» e «sfera anglosassone» – e nella comparazione con ricerche precedenti. L’analisi empirica è completata da una breve analisi delle rubriche, che offre una panoramica sui temi trattati e le modalità di presentazione. Dalla ricerca emerge che la figura dell’ombudsman si sta affermando: lentamente, ma in modo stabile sia dal punto di vista numerico, sia qualitativo – sfruttando sempre di più la propria polivalenza. Tramite lo studio empirico e la comparazione tra le diverse sfere di analisi, la ricerca è riuscita ad evidenziare alcune differenze nel profilo degli ombudsman e a rilevare aree di attività delle sfere latina e europea che, in confronto a quella anglosassone, offrono margini di miglioramento. Istituire un efficace meccanismo di gestione delle lamentele è importante per un’impresa editoriale moderna, che basa la sua attività economica sulla fiducia che il lettore nutre in lui in quanto fornitore di informazioni, soprattutto alla luce del fatto che l’audience ha sempre più libertà di scegliere la fonte delle proprie informazioni. L’ombudsman, in quanto mediatore, assume importanza soprattutto sotto questa luce: è qualcuno che, di fronte ai lettori, è responsabile di rispondere per eventuali errori, inaccuratezze, parzialità del lavoro giornalistico – instaurando un proficuo dialogo che permetta una soluzione informale delle divergenze e la costruzione di un rapporto di fiducia più stabile nel tempo. Ringraziamenti A Stephan Russ-Mohl per la supervisione, i consigli e tutte le preziose opportunità che mi ha dato in questi anni. A tutti i membri dell’Osservatorio europeo di giornalismo e dell’USI il cui supporto, aiuto e affetto mi hanno accompagnata anche nei momenti in cui non avrei mai pensato di arrivare alla meta. Un grazie speciale a Marcello Foa e a Giovanni Zavaritt per la revisione dei testi, ma soprattutto per la sincera amicizia. A tutti gli ombudsman che hanno contribuito alla riuscita di questo lavoro rispondendo alle mie domande. A Heather Bedell, Colin Porlezza e Laura Illia per le traduzioni e a tutti i sistemisti per l’essenziale supporto tecnico. Agli amici – tutti – ma soprattutto a Daniela per l’impagabile ascolto. A mia mamma, i miei fratelli, mia sorella, e a tutti i loro cari. Infine a Maurizio perché la sua solidità sta alla base di questo lavoro: questo traguardo è anche suo. INTRODUZIONE ................................................................................................................................3 PARTE 1: CONTESTUALIZZAZIONE E QUADRO TEORICO GENERALE ..........................6 Capitolo 1.1 Il quotidiano in crisi............................................................................................................................6 1.1.1 L’aumento della concorrenza...........................................................................................................................8 1.1.2 La diminuzione della credibilità ....................................................................................................................10 1.1.3 La diminuzione delle vendite..........................................................................................................................13 Capitolo 1.2 La responsabilità sociale dei media e gli strumenti per la gestione della qualità giornalistica............................................................................................................................................................16 1.2.1 Le infrastrutture per migliorare la qualità giornalistica................................................................................19 1.2.2 Argomenti a favore e contro gli strumenti non governativi per assicurare la responsabilità sociale dei media.................................................................................................................................................................22 1.2.3 Argomenti a favore e contro gli ombudsman .................................................................................................23 PARTE 2: CHI È L’OMBUDSMAN – RASSEGNA DELLA LETTERATURA E DELLE RICERCHE EMPIRICHE PRECEDENTI .....................................................................................33 Capitolo 2.1 L’etimologia, la declinazione nelle diverse lingue e qualche cenno storico....................................33 Capitolo 2.2 La ‘best practice’ statunitense...........................................................................................................39 Capitolo 2.3 L’ombudsman della stampa: chi è e cosa fa.....................................................................................40 2.3.1. La giornata tipo di un ombudsman ...............................................................................................................45 Capitolo 2.4 Il posizionamento – una miscela di interessi in gioco.....................................................................46 Capitolo 2.5 Il ritratto e le caratteristiche dell’ombudsman ‘ideale’ ...................................................................50 2.5.1 L’indipendenza...............................................................................................................................................52 2.5.2 L’autorevolezza..............................................................................................................................................55 2.5.3 Visibilità e accessibilità .................................................................................................................................56 2.5.4 Capacità di mediazione e di gestione dei conflitti..........................................................................................58 2.5.5 capacità di critica ..........................................................................................................................................59 Capitolo 2.6 Il giornalismo sui media...................................................................................................................59 2.6.1 L’auto-critica pubblica ..................................................................................................................................63 Capitolo 2.7 La sua provenienza – identificare all’interno la persona adatta o trovarla all’esterno? ...............66 Capitolo 2.8 Tipi di lettore e di lamentela.............................................................................................................68 Capitolo 2.9 L’importanza della «motivazione originale» ....................................................................................70 PARTE 3: LO STUDIO EMPIRICO - UN’ANALISI COMPARATIVA E DINAMICA ...........71 Capitolo 3.1 Impostazione dell’analisi empirica ...................................................................................................71 Capitolo 3.2 Le ipotesi di ricerca ...........................................................................................................................73 Capitolo 3.3 La metodologia ..................................................................................................................................76 Capitolo 3.4 Il ritratto dell’ombudsman e del quotidiano che lo impiega ..........................................................876 L’età........................................................................................................................................................................86 Il sesso ....................................................................................................................................................................88 Provenienza professionale......................................................................................................................................91 Part-time o full-time?..............................................................................................................................................92
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