{"id":17960,"date":"2022-12-23T09:53:43","date_gmt":"2022-12-23T08:53:43","guid":{"rendered":"https:\/\/journalift.org\/?p=17960"},"modified":"2023-05-03T09:56:08","modified_gmt":"2023-05-03T07:56:08","slug":"mladi-ljudi-sve-vise-dobijaju-vesti-na-tiktok-u-sta-to-znaci-za-medije","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/mladi-ljudi-sve-vise-dobijaju-vesti-na-tiktok-u-sta-to-znaci-za-medije\/","title":{"rendered":"Mladi ljudi sve vi\u0161e dobijaju vesti na TikTok-u – \u0160ta to zna\u010di za medije?"},"content":{"rendered":"\n

Pre dva meseca sam imala priliku da u\u010destvujem na konferenciji koju je organizovala jedna od najvec\u0301ih svetskih kompanija. Me\u0111u brojnim temama koje su obra\u0111ene tokom trodnevnog doga\u0111aja, nekoliko je bilo od posebnog interesa za u\u010desnike \u2013 razumljivo, mnogo sesija se vrtelo oko diskusija o najboljim i najosetljivijim na\u010dinima izve\u0161tavanja o ratu u Ukrajini, a druge su uklju\u010divale sve- relevantno pitanje odr\u017eivosti medija i, kona\u010dno, TikTok. Da, platforma dru\u0161tvenih mre\u017ea kojom vlada Generacija Z i koja je pogre\u0161no shvac\u0301ena od strane vec\u0301ine ljudi starijih od 35 godina.<\/p>\n\n

Tokom sesija i privatnih razgovora, \u010dinilo se da se mnogi direktori vesti velikih i malih medijskih ku\u0107a \u0161irom Evrope mu\u010de sa istim pitanjem \u2013 kako svoje medije u\u010diniti relevantnim za mla\u0111u generaciju. Sama dilema nije bila ono \u0161to me je iznenadilo \u2013 zapravo, jedini na\u010din na koji medijske organizacije mogu da napreduju jeste razmi\u0161ljanje, delovanje i testiranje novih ideja i trendova, ali ono \u0161to me je nateralo da se na trenutak zaustavim, bila je \u010dinjenica da su nekako usput, mnoge medijske organizacije zaboravile kako da rade svoj posao.<\/p>\n\n

\n

Su\u0161tina novinarstva je radoznalost, istra\u017eivanje, postavljanje pitanja i davanje odgovora. I vec\u0301ina novinara sa kojima sam razgovarala bili su fantasti\u010dni u svom poslu. Ali, za\u0161to ne iskoriste to znanje i iskustvo kada su u pitanju njihovi mediji?<\/p>\n<\/blockquote>\n\n

Izve\u0161taj Rojtersa o digitalnim vestima za 2022.<\/span><\/a> pokazuje sumornu i pesimisti\u010dnu sliku medijskog pejza\u017ea, posebno tradicionalnih medija i njihovog odnosa sa mla\u0111om publikom. Ne treba da\u00a0 iznena\u0111uje da generacija koja je odrasla na internetu pristupa vestima prvenstveno preko pretra\u017eiva\u010da i dru\u0161tvenih mre\u017ea. Izve\u0161taj tako\u0111e pokazuje da je TikTok postao najbr\u017ee rastuc\u0301a mre\u017ea u anketi, dostigav\u0161i 40% me\u0111u populacijom od 18 do 24 godine, dok 15% njih koristi ovu platformu za vesti. Ipak, nec\u0301ete nac\u0301i mnogo medija, posebno onih na Zapadnom Balkanu, koji kreiraju ili prilago\u0111avaju svoj sadr\u017eaj za TikTok. Neki bi mogli da tvrde da je to zato \u0161to mladi nisu zainteresovani za svet oko sebe, i ovaj generacijski jaz i nedostatak razumevanja postoji oduvek. Me\u0111utim, ovo jednostavno nije ta\u010dno. <\/span>Mladi, a posebno Generacija Z, prate vesti, samo ne onako kako (stariji) ljudi od njih o\u010dekuju.<\/b><\/p><\/p>\n\n

O \u010demu se radi?<\/h2>\n\n
\"o-čemu-se-radi\"<\/figure>\n\n

<\/p>\n\n

Pre nego \u0161to nastavim dalje, osec\u0301am da treba otkrijem i ka\u017eem koliko volim TikTok. Mislim da je to edukativno, zabavno, razgovorno, gostoljubivo i mnogo vi\u0161e od trendovskih izazova sa kojima ga ljudi povezuju. Neki od najboljih i najpronicljivijih razgovora se odvijaju upravo tu i ako to nije va\u0161e iskustvo, mo\u017eda ima veze sa va\u0161im algoritmom. \n<\/p>\n\n

TikTok je 2016. godine pokrenula kineska tehnolo\u0161ka kompanija BiteDance. Ima oko 750 miliona korisnika mese\u010dno \u0161irom sveta (radi reference \u2013 aktivni korisnici drugih dru\u0161tvenih platformi: Fejsbuk \u2013 2,9B, Jutjub \u2013 2,2B, Instagram \u2013 1,4B, Snapchat \u2013 500M, Pinterest \u2013 480M, Tviter \u2013 397M), sa korisnicima mla\u0111im od 29 godina, koji \u010dine skoro polovinu ukupnog broja. \n<\/p>\n\n

Pored svog o\u010diglednog zabavnog karaktera, koji je u osnovi svih platformi dru\u0161tvenih mre\u017ea, TikTok ima veoma jaku i posvec\u0301enu zajednicu, koja prati obrazovni i informativni sadr\u017eaj. U stvari, mnogi pripadnici generacije Z koristi <\/span>TikTok umesto Google pretrage<\/span><\/a>. Atrakcija? Njegov brzi sadr\u017eaj za najvi\u0161e 10 minuta prelazi pravo na stvar i ne gubi va\u0161e vreme kada \u017eelite da saznate ne\u0161to \u0161to je pre moguc\u0301e, ali sa malo konteksta.<\/span><\/p><\/p>\n\n

S obzirom na to, razumljivo je za\u0161to mnogi izdava\u010di smatraju da TikTok ismejava ideju novinarstva u celini i podriva napore redakcije da kreira duga\u010dku, detaljnu i dobro istra\u017eenu temu. Ali postoji i drugi na\u010din sagledavanja. Ako pouzdano znamo da je raspon pa\u017enje ljudi manji nego ikada (<\/span>iako ne tako nizak kao \u0161to mislimo<\/span><\/a>) i da novinari stalno osec\u0301aju pritisak da odmah privuku pa\u017enju publike, onda se ovo \u010dini kao savr\u0161ena prilika. Va\u0161e pri\u010de se mogu podeliti na nekoliko delova, skoro kao veb serija, ili mogu poslu\u017eiti kao udica za du\u017ei \u010dlanak na va\u0161oj veb stranici, ili du\u017ei video na Jutjubuu ili \u010dak Tvit\u010d-u, sve popularnijoj platformi. <\/span>Zamislite to kao trejler za film \u2013 ako je trejler dovoljno zanimljiv, motivisac\u0301e vas da pogledate celu stvar.<\/b><\/p><\/p>\n\n

S druge strane, svaka platforma dru\u0161tvenih mre\u017ea dolazi sa nizom nedostataka, pa tako i ova nije izuzetak. Ako odlu\u010dite da otvorite svoj TikTok nalog za vesti iz regiona Zapadnog Balkana, nec\u0301ete moc\u0301i da ostvarite profit od toga jer je njihov <\/span>fond za kreatore<\/span><\/a>, za sada, fokusiran isklju\u010divo na velika svetska tr\u017ei\u0161ta. Drugo, TikTok je od po\u010detka imao lo\u0161u reputaciju kada je u pitanju privatnost, bezbednost i cenzura (\u010dinjenica da je napravljen u Kini nije pomogla u izgradnji poverenja). \u0160tavi\u0161e, bez obzira na njihovu zvani\u010dnu <\/span>politiku autorskih prava<\/span><\/a>, mnogi propisi u praksi su i dalje u sivoj zoni. Za neke, to je sabota\u017ea- za mnoge druge, poligon za beskrajnu igru.<\/span><\/p><\/p>\n\n

\"\"<\/figure>\n\n

<\/p>\n\n

Odakle po\u010deti?<\/h2>\n\n

Ne bi svaki medij trebalo da bude na svakom kanalu dru\u0161tvenih mre\u017ea.<\/p>\n\n

\n

Me\u0111utim, da biste razumeli da li ima smisla tro\u0161iti svoje vreme i ulagati napor u stvaranje drugog kanala komunikacije, morate znati odgovore na vrlo osnovna pitanja: ko je va\u0161a publika, koje su njihove navike, kako i gde vole da provode slobodno vreme itd.<\/p>\n<\/blockquote>\n\n

Pogledajte na\u0161 <\/span>kurs za izgradnju zajednice i anga\u017eovanje<\/span><\/a>, gde vas vodimo kroz ove korake.<\/span><\/p><\/p>\n\n

Ako ste tek po\u010detnik ili ste novinar koji razmi\u0161lja o promeni toka svoje karijere, TikTok mo\u017ee biti dobra polazna ta\u010dka. Jedan od najpopularnijih medijskih start-apova, koji je prvobitno kreiran za TikTok, bio je \u0161panski nalog <\/span>Ac2ality<\/span><\/a>, koji je ubrzo postao jedan od <\/span>najvec\u0301ih evropskih proizvo\u0111a\u010da vesti na platformi.<\/span><\/a><\/p><\/p>\n\n

Za osniva\u010dicu, Danijelu MekArenu, <\/span>sve je po\u010delo<\/span><\/a> kada je radila za \u0161pansku ambasadu pri Ujedinjenim nacijama u Njujorku, zadu\u017eena za sastavljanje vesti i izve\u0161taja, za svoje kolege. Ubrzo je shvatila da izvori kojima je imala pristup \u201ene bi pru\u017eili dovoljno konteksta i obja\u0161njenja\u201c. \u0160tavi\u0161e, sadr\u017eaj je bio neprilago\u0111en digitalnom svetu, a mla\u0111im generacijama nedostajalo je jasnoc\u0301e i konteksta da bi razumele me\u0111unarodne vesti. Tada je odlu\u010dila da pokrene Ac2ality, medij za Generaciju Z na TikTok-u, koji bi pokrivao vesti na \u201ebrz, koncizan i sveobuhvatan na\u010din\u201c. TikTok je i dalje njihova primarna platforma za objavljivanje, iako su od tada pokrenuli veb stranicu i tako\u0111e koriste druge kanale dru\u0161tvenih mre\u017ea, kao \u0161to su Instagram i Jutjub \u2013 radi daljeg anga\u017eovanja, ali i iz bezbednosnih razloga.<\/span><\/p><\/p>\n\n

https:\/\/www.tiktok.com\/@ac2ality\/video\/7096869212257340678?is_copy_url=1&is_from_webapp=v1&q=ac2ality&t=1669032695024<\/div><\/figure>\n\n

Eti\u010dko pitanje: Novinari protiv novinara-influencera (Journo-influencers)<\/h2>\n\n

Rojtersov izve\u0161taj o digitalnim vestima tako\u0111e pominje jednu veoma interesantnu informaciju koja c\u0301e biti dragocena nadalje. Istra\u017eivanje je pokazalo da <\/span>mladi ljudi sve vi\u0161e odbijaju da budu povezani sa brendovima<\/b> i imaju tendenciju da im ne veruju onoliko koliko kredibilnim pojedincima (ili, barem, za koje veruju da su kredibilni kreatori sadr\u017eaja), \u010dak i ako su povezani sa vec\u0301iim brendom – ovo je briljantno funkcionisalo za <\/span>Dejva D\u017eorgensona<\/span><\/a> iz Va\u0161ington posta. Drugi su to prepoznali na vreme i iskoristili svoju vec\u0301 postojec\u0301u i lojalnu zajednicu da pokrenu sopstvene medijske kanale poput <\/span>Kleo Abram<\/span><\/a>, nekada\u0161njeg prepoznatljivog lica <\/span>Vox-a<\/span><\/a>.<\/span><\/p><\/p>\n\n

https:\/\/www.tiktok.com\/@cleoabram\/video\/7118035869155544366?is_copy_url=1&is_from_webapp=v1<\/div><\/figure>\n\n

<\/p>\n\n

Ovo odbacivanje brendova, ipak, dovodi nas do mnogo \u0161ire i ozbiljnije teme, a to je etika u dana\u0161njem novinarstvu i, zapravo, definicija novinarstva danas. Sa nezamislivo velikim brojem kreatora sadr\u017eaja, koji svakodnevno pokrec\u0301u svoje kanale, neizbe\u017eno je pitanje integriteta, odgovornosti i znanja, iza svega toga. Kako mo\u017eemo biti sigurni da je sadr\u017eaj koji primamo potvr\u0111en, potkrepljen \u010dinjenicama i dobro istra\u017een? Postoji li na\u010din da se napravi razlika na mre\u017ei izme\u0111u stvarnih novinara i onoga \u0161to Salla- Rosa Leinonen naziva <\/span>novinarima-influencerima?<\/span><\/a><\/p><\/p>\n\n

S druge strane, nismo li svi mi, svakodnevno \u017ertve lo\u0161eg novinarstva i propagandnih medija? Nismo li svi iskusili da nas zavaraju i zavedu zna\u010dajni mediji? Ako je to slu\u010daj, odakle dolazi ovaj cinizam, pa \u010dak i ga\u0111enje prema kreatorima sadr\u017eaja? Svet se promenio \u2013 prihvatimo da se i novinarstvo promenilo zauvek.<\/span><\/p><\/p>\n\n

Zapravo se ne radi o TikTok-u<\/h2>\n\n
\"zapravo-se-ne-radi-o-TikTok-u\"<\/figure>\n\n

<\/p>\n\n

Da, ovaj \u010dlanak se uglavnom fokusira na TikTok jer se \u010dini da je postao glavna tema razgovora me\u0111u medijskim profesionalcima, na isti na\u010din na koji su podkasti dominirali razgovorima pre samo nekoliko godina. Mnogi novinari i urednici medija ga odbijaju zbog skoro nepostojec\u0301eg potencijala za monetizaciju. Ja ga vidim kao divan alat za izgradnju publike i anga\u017eovanje, kao i va\u017enu ve\u017ebu za medijske organizacije uop\u0161te. Evo \u0161ta pod time mislim. \n<\/p>\n\n

\n

Koristite TikTok kao primer za mnogo \u0161iri razgovor, a to je slu\u0161anje i pra\u0107enje va\u0161e publike.<\/p>\n<\/blockquote>\n\n

TikTok(ovi) c\u0301e doc\u0301i i otic\u0301i, ali medijske organizacije moraju biti dovoljno agilne da prepoznaju i (u nekim slu\u010dajevima) prate trendove, prilago\u0111avaju im se i zadr\u017ee interesovanje. Ovo je, o\u010digledno, preveliki pritisak i posao, posebno kada ima toliko toga da se uradi na dnevnom nivou, a medijska industrija je u veoma nepo\u0161tenoj igri u kojoj se stalno takmi\u010di sa trka\u010dkim satom, koji predstavlja tehnologija i pa\u017enja ljudi. Imajuc\u0301i to u vidu, jedini na\u010din da mediji \u201epobede\u201c u ovoj igri je da prihvate da moraju da je igraju.<\/p>\n","protected":false},"excerpt":{"rendered":"

Pre dva meseca sam imala priliku da u\u010destvujem na konferenciji koju je organizovala jedna od najvec\u0301ih svetskih kompanija. 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