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Nosotros, El Medio. Cómo Las Audiencias Están Modelando El Futuro

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Nosotros, El Medio. Cómo Las Audiencias Están Modelando El Futuro THINKING PAPER Nosotros, el medio Cómo las audiencias están modelando el futuro de la noticias y la información. Por Shayne Bowman y Chris Willis Editado por J.D. Lasica | Traducido por Guillermo Franco M. THINKING PAPER Nosotros,Nosotros, elel mediomedio Cómo las audiencias están modelando el futuro de la noticias y la información. Por Shayne Bowman y Chris Willis Editado por J.D. Lasica Traducido por Guillermo Franco M. We Media Encargado por The Media Center del American Press Institute. Publicado en julio del 2003 en PDF y HTML: www.hypergene.net/wemedia/ Traducido en Español en febrero del 2005 en PDF y HTML: www.hypergene.net/wemedia/espanol.php Ilustración de la carátula de Campbell Laird, www.campbelllaird.com Nosotros, el medio | Cómo las audiencias están modelando el futuro de la noticias y la información Copyright © 2003 Shayne Bowman, Chris Willis and The Media Center at The American Press Institute. Este trabajo es Licenciado por Creative Commons. Reconocimiento-NoComercial-CompartirIgual 2.0 www.creativecommons.org/licenses/by-nc-sa/2.0/deed.es Creative Commons, 559 Nathan Abbott Way, Stanford, California 94305, USA. Publicado en julio del 2003 en PDF y HTML http://www.hypergene.net/wemedia/espanol.php http://www.mediacenter.org/mediacenter/research/wemedia/ Traducido por Guillermo Franco M. Editor, www.eltiempo.com Gerente de Contenido Nuevos Medios [email protected] Casa Editorial El Tiempo (CEET) Colombia Editado por J.D. Lasica, Senior Editor, Online Journalism Review, www.jdlasica.com Ilustración de la carátula de Campbell Laird, www.campbelllaird.com Diseño por Shayne Bowman, www.hypergene.net Sobre The Media Center The Media Center es una organización educativa y de investigación sin ánimo de lucro, comprometida con la construcción de una sociedad mejor informada en un mundo conectado. Como una división de The American Press Institute, The Media Center lleva a cabo investigaciones, programas y simposios educativos, y facilita diálogos y planeación estratégica sobre temas que modelan el futuro de las noticias, la información y los medios. Para más: www.mediacenter.org. Contactos Andrew Nachison, co-director 703. 620. 3611 | [email protected] Dale Peskin, co-director 703. 620. 3611 | [email protected] Gloria Pan, communications director 703.620. 3611 | [email protected] Jefaturas The Media Center at the American Press Institute 11690 Sunrise Valley Drive Reston, Va. 20191-1498 ii | Nosotros, el medio | Cómo las audiencias están modelando el futuro de la noticias y la información Tabla de contenido Introducción, por Dale Peskin v Prólogo, por Dan Gillmor vi 1. Introducción al periodismo participativo 7 2. Contexto cultural: detrás de la explosión de medios participativos 15 3. Cómo está tomando forma el periodismo participativo 21 4. Las reglas de la participación 40 5. Implicaciones para los medios y el periodismo 50 6. Beneficios potenciales de ‘Nosotros, el Medio’ 57 7. Cómo podrían responder los medios 62 Apéndice: Bibliografía adicional 66 | iii Nosotros, el medio | Cómo las audiencias están modelando el futuro de la noticias y la información iv | Nosotros, el medio | Cómo las audiencias están modelando el futuro de la noticias y la información Introducción ay tres maneras de ver cómo es informada mundo cuando las noticias y la información son una sociedad. parte de una experiencia compartida? H La primera es que las personas son Por más de 15 años, New Direction for News crédulas y leerán, escucharán o verán casi todo. (NDN) y el Media Center han suministrado com- La segunda es que la mayoría de las personas re- prensión profética sobre los cambios que con- quieren un intermediario informado para decirles frontan las noticias, la información y los medios. qué es bueno, importante o significativo. Encargamos Nosotros, el medio como una forma La tercera es que las personas son muy inteli- de comenzar a entender cómo los ciudadanos gentes. Dados los medios, pueden organizar las ordinarios, empoderados con tecnología digital, cosas para sí mismas y encontrar su propia ver- que conecta el conocimiento a través del globo, sión de la verdad. está contribuyendo y participando en sus propias Los medios han llegado. La verdad está afuera. verdades, su propia clase de noticias. Pedimos a A lo largo de la historia, el acceso a las noticias periodistas avezados y visionarios –innovadores, y la información ha sido un privilegio concedido como Dan Gillmor, columnista de tecnología del a poderosas instituciones con la autoridad o la San Jose Mercury News, y el autor-editor de noti- riqueza para dominar la distribución. En los dos cias de medios JD Lasica – para ayudar a enmar- siglos anteriores, una prensa independiente ha car una conversación sobre las promesas y dificul- servido como defensor de la sociedad y su dere- tades del medio digital basado en el ciudadano en cho a saber, un papel esencial durante una era de una sociedad abierta. tolerancia democrática. La conversación apenas comienza. Siempre he Se siente cómo una nueva era nos ha sido impu- creído que una buena historia se completa. esta, una era de ansiedad progresista. Ahora sa- En algún nivel, Nosotros, el medio revelará algo bemos más que antes, pero nuestro conocimiento sobre la sociedad y la forma en que las personas crea ansiedad sobre verdades duras y descon- aprenden de los otros. certantes paradojas. ¿Cuál es el rol del narrador — Dale Peskin en esta época? ¿Cómo una sociedad informada, Co-Director, The Media Center conectada, ayudará a modelarla? ¿Cómo se ve el | v Nosotros, el medio | Cómo las audiencias están modelando el futuro de la noticias y la información Prólogo n marzo del 2002, en la conferencia anual conferencia, está evolucionando en algo que incor- PC Forum en Phoenix, un ejecutivo de tele- pora una conversación y un seminario. Ecomunicaciones fue blanco de comentarios Todo esto tiene que ver con la descentralización. mordaces provenientes de un par de escritores de La tradicionalmente centralizada recolección y dis- weblogs que consideraron deficiente su interven- tribución de noticias está siendo complementada (y ción. Joe Nacchio, entonces la cabeza de Qwest en algunos casos será reemplazada) por lo que está Communications, estaba quejándose de las tribula- pasando en la periferia de las redes cada vez más ciones de administrar su monopolio. Doc Searls, un ubicuas. La gente está combinando poderosas her- escritor de revista, y yo actualizamos nuestros blogs ramientas tecnológicas e ideas innovadoras, alte- mediante la red inalámbrica de la conferencia. Un rando fundamentalmente la naturaleza del period- abogado y desarrollador de software llamado Buzz ismo en este nuevo siglo. Hay nuevas posibilidades Bruggeman, que “observaba” los eventos desde su para cada uno en el proceso: periodista, protagoni- oficina en Florida, nos envió por correo electrónico sta de las noticias y el ‘consumidor’ activo de ellas, una nota señalando una página Web que mostraba que no está satisfecho con el producto de hoy –o que que Nacchio recibía una enorme cantidad de efec- desea hacer algunas noticias, también. Uno de los tivo por la venta de acciones de Qwest mientras el más excitantes ejemplos del entendimiento de los precio de las mismas estaba en picada. Anotamos protagonistas de las noticias de las posibilidades fue esto en nuestros blogs, y dimos crédito y gracias a la campaña presidencial de Howard Dean, el primer Bruggeman. Muchos en la audiencia estaban co- candidato-blogger serio, que abrazó la descentral- nectados en línea, y algunos estuvieron entreteni- ización para el beneficio masivo de su nominación. dos leyendo nuestros comentarios. La actitud hacia El periodismo participativo es una tendencia salu- Nacchio se enfrió. dable, aunque puede ser perturbadora para aquellos ¿Fuimos responsables de poner a la audiencia cuyos roles están cambiando. Algo del periodismo en contra de Nacchio? Quizás el blogging jugó un de la periferia nos resultará claramente incómodo pequeño rol, sin embargo estoy casi seguro de que a todos, planteando nuevas preguntas sobre la con- él por sí mismo fue más que capaz de irritar a la fianza y la veracidad. Tendremos que desarrollar multitud. Pero el incidente fue un llamado a des- colectivamente nuevos estándares de confianza y pertar. Reflejó el poder de los blogs, una forma de verificación; claro, los abogados harán algunas de periodismo participativo cuya popularidad ha ex- estas nuevas reglas. Y las organizaciones de medios plotado en los últimos años. Y mostró cómo estas dominantes hoy –lideradas por Hollywood- están técnicas están cambiando irrevocablemente la na- abusando de las leyes de derechos de autor para turaleza del periodismo, porque están dando un desconectar algunas de las tecnologías más útiles enorme nuevo poder para una audiencia que había en esta nueva era, mientras los gobiernos protegen sido principalmente pasiva en el pasado. cada vez más sus actividades de la vista pública y He sido lo suficientemente afortunado como hacen reglas que deciden efectivamente quién es un para ser un participante temprano en el periodismo periodista. En el peor escenario, el periodismo par- participativo, cuando fui instado hace cuatro años ticipativo podría requerir algún día el permiso de a tener mi propio blog por uno de los pioneros del los Grandes Medios y el Gran Gobierno. software para hacerlo. Escribiendo sobre tecnología Pero soy optimista, en gran parte porque la tec- en Silicon Valley, usaba el blog para generar aún nología será difícil de controlar en el largo plazo, y más retroalimentación de mi audiencia. porque a la gente le gusta contar historias. La nueva Esa audiencia nunca fue tímida para hacerme audiencia estará fragmentada más allá de cualquier saber cuándo estaba equivocado y me hizo dar cosa que hayamos visto, pero las noticias serán más cuenta de algo: mis lectores saben más que yo. Esto relevantes que nunca. llega a ser casi un mantra en mi trabajo. Es por The Media Center han puesto juntas un vistazo a definición la realidad para cada periodista, sin im- un tema que solo comienza a ser entendido.
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