{"id":17671,"date":"2022-11-30T05:00:33","date_gmt":"2022-11-30T04:00:33","guid":{"rendered":"https:\/\/journalift.org\/?p=17671"},"modified":"2022-11-30T06:27:21","modified_gmt":"2022-11-30T05:27:21","slug":"izgradnja-kapaciteta-kao-neophodna-investicija-za-medijske-organizacije","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/izgradnja-kapaciteta-kao-neophodna-investicija-za-medijske-organizacije\/","title":{"rendered":"Izgradnja kapaciteta kao neophodna investicija za medijske organizacije"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">Izgradnja kapaciteta (IK\/CB), <\/span><a href=\"https:\/\/www.un.org\/en\/academic-impact\/capacity-building\"><span style=\"font-weight: 400;\">definisana<\/span><\/a><span style=\"font-weight: 400;\"> kao proces razvoja i ja\u010danja ve\u0161tina, instikta, sposobnosti, procesa i resursa koji su potrebni organizacijama i zajednicama da pre\u017eive, prilagode se i napreduju u svetu koji se brzo menja, jedan je od klju\u010dnih alata koji Thomson fondacija (TF) koristi, zajedno sa mentorstvom i grantovima, za podr\u0161ku medijima u projektu Media for All (MfA).<\/span><\/p><\/p>\n\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">Tokom <\/span><a href=\"https:\/\/journalift.org\/western-balkans-footprints-innovation-in-media-training-makes-an-impact\/\"><span style=\"font-weight: 400;\">po\u010detne faze MfA<\/span><\/a><span style=\"font-weight: 400;\">, od juna 2021. do marta 2022.,57 poslovnica \u0161irom 6 zemalja Zapadnog Balkana (ZB) bilo je uklju\u010deno u podr\u0161ku IK-a.<\/span><\/p><\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Inicijalna procena potreba pokazala je da mediji imaju jednu zajedni\u010dku osobinu \u2013 pokrivanje tema lokalne zajednice uz te\u017enju da opstanu na malom, uglavnom politi\u010dki zavisnom, pa \u010dak i nefunkcionalnom tr\u017ei\u0161tu.<\/p>\n<\/blockquote>\n\n<p class=\"wp-block-paragraph\">A odr\u017eavanje njihove nezavisnosti i ure\u0111iva\u010dkih standarda u takvom okru\u017eenju je svakodnevni izazov, uglavnom zbog nedostatka resursa, finansija, ljudi i tehnologije.<\/p>\n\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">Tako\u0111e, razlike me\u0111u medijima su ogromne, \u0161to se ti\u010de njihovog finansijskog stanja, broja ljudi i resursa, broja platformi kao kanala distribucije za objavljivanje sadr\u017eaja, i u nekim slu\u010dajevima, radikalno razli\u010ditih potreba za izgradnjom kapaciteta. <\/span><b>Medijske organizacije, koje su uglavnom u vlasni\u0161tvu ili koje vodi osoblje sa novinarskim iskustvom, daju prioritet sadr\u017eaju u odnosu na razvoj poslovanja.<\/b><\/p><\/p>\n\n<p class=\"wp-block-paragraph\">Uzimajuc\u0301i u obzir medijski pejza\u017e i gore navedena ograni\u010denja, 29 eksperata, iz 12 zemalja ZB-a, EU-a i UK-a, krenulo je u prili\u010dno izazovan proces preno\u0161enja svog medijskim ku\u0107ama.&#13;\n<\/p>\n\n<h2 class=\"wp-block-heading\"><p><i>Media for All <\/i>&#8211; pristup<\/p><\/h2>\n\n<p class=\"wp-block-paragraph\">Program je zapo\u010deo intenzivnim tempom onlajn grupnih treninga, nakon \u010dega se potpuno prebacio na direktan rad 1-na-1 sa pojedina\u010dnim medijima. To je ura\u0111eno kako bi se zadovoljile potrebe, ograni\u010deno vreme i resursi korisnika grantova, koji su bili pod teretom vi\u0161estrukih aktivnosti u okviru MfA projekta, u te\u0161kim vremenima pandemije COVID19 i svih izazova koje je ona predstavljala u svakodnevnom \u017eivotu.&#13;\n<\/p>\n\n<p class=\"wp-block-paragraph\"><p><b>TF program izgradnje kapaciteta\u00a0 je uklju\u010dio 389 jedinstvenih u\u010desnika (212 \u017eena i 177 mu\u0161karaca) iz 57 medijskih organizacija<\/b><span style=\"font-weight: 400;\">. Podr\u0161ka je obezbe\u0111ena kroz:<\/span><\/p><\/p>\n\n<ul class=\"wp-block-list\">\n<li>Grupne trening sesije o odre\u0111enim temama za nekoliko medija.<\/li>\n\n\n\n<li>1-na-1 sesije izgradnje kapaciteta za pojedina\u010dne medije.<\/li>\n\n\n\n<li>Kurseve e-u\u010denja i druge resurse na platformi Journalift.org.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Grafikon ispod prikazuje pregled tema i broj medija koji su prisustvovali sesijama 1-na-1.<\/p>\n\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">Celokupna komponenta izgradnje kapaciteta je bila opciona \u2013 korisnici grantova su mogli da biraju teme u kojima im je potrebna podr\u0161ka \u2013 <\/span><b>upravljanje zajednicom, veb analitika, marketing i prodaja, upravljanje uredni\u0161tvom i vizuelno pripovedanje \u2013 bile su \u201enajpopularnije\u201c.<\/b><\/p><\/p>\n\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">Vladimir Stanimirovic\u0301 iz <\/span><a href=\"https:\/\/journalift.org\/bhsc\/srbija-loznicke-novosti-napredovanje-tokom-objavljivanja\/\"><span style=\"font-weight: 400;\">Lozni\u010dkih novosti<\/span><\/a><span style=\"font-weight: 400;\">, iz Srbije, istakao je da su novinari Lozni\u010dkih novosti zbog intenzivne obuke o vizuelizaciji podataka po\u010deli da objavljuju tekstove na atraktivniji i zanimljiviji na\u010din.<\/span><\/p><\/p>\n\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">\u201e<\/span><i><span style=\"font-weight: 400;\">Ovo je rezultiralo povec\u0301anom interakcijom na na\u0161im kanalima dru\u0161tvenih mre\u017ea. Na primer, broj pratilaca na Fejsbuku je porastao za 20 odsto<\/span><\/i><span style=\"font-weight: 400;\">\u201c, rekao je Stanimirovic\u0301.<\/span><\/p><\/p>\n\n<p class=\"wp-block-paragraph\">Ceo program je bio fleksibilan i prilagodljiv potrebama medija. Neki mediji su radili sa vi\u0161e od jednog stru\u010dnjaka u razli\u010ditim oblastima i na razli\u010ditim temama, dok su neki mediji radili sa jednim stru\u010dnjakom u vi\u0161e oblasti i tema.&#13;\n<\/p>\n\n<p class=\"wp-block-paragraph\"><p><span style=\"font-weight: 400;\">\u201e<\/span><i><span style=\"font-weight: 400;\">Dobijaju\u0107i internu obuku iz novinarstva i video produkcije, na\u0161e osoblje je pobolj\u0161alo kvalitet pisanja scenarija i vizuelnog pripovedanja, \u010dinec\u0301i na\u0161e video proizvode uticajnijim i privla\u010dnijim za gledanje. Sve ovo je dovelo do povec\u0301anja prihoda od oko 14%<\/span><\/i><span style=\"font-weight: 400;\">\u201d, rekao je Visar Hoti, sa <\/span><a href=\"https:\/\/journalift.org\/kosovo-rtv-tema-focus-on-high-quality-production\/\"><span style=\"font-weight: 400;\">TV Tema<\/span><\/a><span style=\"font-weight: 400;\"> iz Uro\u0161evca, Kosovo.<\/span><\/p><\/p>\n\n<h2 class=\"wp-block-heading\">Nau\u010dene lekcije<\/h2>\n\n<p class=\"wp-block-paragraph\">Vec\u0301ina medijskih radnika je istakla da c\u0301e u buduc\u0301nosti koristiti novoste\u010dene i unapre\u0111ene ve\u0161tine i znanja. Aktivnosti izgradnje kapaciteta, zajedno sa mentorstvom u razvoju poslovanja, doprinele su operativnoj i finansijskoj otpornosti medija, osna\u017eujuc\u0301i ih u oblastima sadr\u017eaja i anga\u017emana publike, stvaranja prihoda i racionalizacije internih procesa.&#13;\n<\/p>\n\n<p class=\"wp-block-paragraph\">Jedna od glavnih lekcija iz po\u010detnog dela MfA projekta je da se izgradnja kapaciteta mo\u017ee obezbediti ranije u projektu, kako bi se medijske kuc\u0301e osna\u017eile za slo\u017eene i zahtevne grupe aktivnosti.&#13;\n<\/p>\n\n<p class=\"wp-block-paragraph\">Mediji su zahtevali IT i tehni\u010dku podr\u0161ku kako bi postigli rezultate u nekim temama: u velikom broju slu\u010dajeva mediji nisu imali resurse (kadrove i novac) da sprovedu tehni\u010dke promene koje su sastavni deo izgradnje kapaciteta u oblastima digitalnog ogla\u0161avanja, veb analitike , e-plac\u0301anja i digitalne bezbednosti i privatnosti. U buduc\u0301im intervencijama, tehni\u010dka podr\u0161ka mo\u017ee biti sastavni deo izgradnje kapaciteta.&#13;\n<\/p>\n\n<p class=\"wp-block-paragraph\">Ostale klju\u010dne nau\u010dene lekcije su:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Izgradnju kapaciteta treba posmatrati i sprovoditi kao \u0161iri, dugoro\u010dni strate\u0161ki plan.&#13;\n<\/li>\n\n\n\n<li>Medijske organizacije su zahtevali IT i tehni\u010dku podr\u0161ku da bi postigli rezultate u nekim temama.&#13;\n<\/li>\n\n\n\n<li>Mali i lokalni mediji su vi\u0161e iskoristili izgradnju kapaciteta, posebno kada su u pitanju prakti\u010dne ve\u0161tine i one koje su usmerene na pojedince, a ne na organizacije.&#13;\n<\/li>\n\n\n\n<li>Ja\u010danje samo pojedinaca, umesto timova, predstavlja rizik za odr\u017eivost malih i lokalnih medija, jer osna\u017eeni pojedinci mogu da tra\u017ee bolje moguc\u0301nosti.&#13;\n<\/li>\n<\/ul>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Krajnji rezultati su pokazali da su medijske organizacije povec\u0301ale svoje znanje i ve\u0161tine u proseku za 35%, u pore\u0111enju sa nivoom pre nego \u0161to su po\u010dele da rade sa stru\u010dnjacima. <\/p>\n<\/blockquote>\n\n<p class=\"wp-block-paragraph\">Uvo\u0111enje novih pristupa i formata doprinelo je vidljivijem i raznovrsnijem medijskom izve\u0161tavanju. Tako se zna\u010dajno povec\u0301ava doseg publike i priroda anga\u017eovanja sa medijskom publikom.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Izgradnja kapaciteta (IK\/CB), definisana kao proces razvoja i ja\u010danja ve\u0161tina, instikta, sposobnosti, procesa i resursa koji su potrebni organizacijama i zajednicama da pre\u017eive, prilagode se i napreduju u svetu koji se brzo menja, jedan je od klju\u010dnih alata koji Thomson fondacija (TF) koristi, zajedno sa mentorstvom i grantovima, za podr\u0161ku medijima u projektu Media for [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":17730,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[63,65],"tags":[423],"class_list":["post-17671","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-razvoj-biznisa","category-u-trendu-u-medijima","tag-media-for-all-bs","ciTrackContent"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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