{"id":18182,"date":"2023-01-18T14:02:11","date_gmt":"2023-01-18T13:02:11","guid":{"rendered":"https:\/\/journalift.org\/?p=18182"},"modified":"2023-01-24T13:46:22","modified_gmt":"2023-01-24T12:46:22","slug":"novinarstvo-danas-redakcije-u-trci-sa-algoritmima-drustvenih-mreza","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/novinarstvo-danas-redakcije-u-trci-sa-algoritmima-drustvenih-mreza\/","title":{"rendered":"Novinarstvo danas: Redakcije u trci sa algoritmima dru\u0161tvenih mre\u017ea"},"content":{"rendered":"\n

Da je ovaj \u010dlanak pisan oko 2010. godine, zapo\u010deo bi verovatno frazom poput \u201cDru\u0161tvene mre\u017ee su budu\u0107nost medijskog posla\u201d. Od tada su se stvari mnogo promenile i dru\u0161tvene mre\u017ee vi\u0161e nisu budu\u0107nost, ve\u0107 uveliko sada\u0161njost medijskog biznisa. Koliko god da su tada\u0161nji urednici, reporteri, novinari bili skepti\u010dni, ipak je Fejsbuk, dru\u0161tvena mre\u017ea napravljena prvenstveno za zabavu, postala klju\u010dni most u preno\u0161enju informacije do korisnika. \n<\/p>\n\n

Danas, stvari su oti\u0161le jo\u0161 dalje, pa pored Fejsbuka, na terenu imamo i YouTube, Twitter, Instagram, a u poslednje vreme i sve popularniji TikTok. Kao \u0161to je iskustvo pokazalo jo\u0161 u prvoj deceniji 2000. godine da mediji ne smeju ignorisati trend informacione konzumacije koji je tada stvorio Fejsbuk, tako taj trend ne smeju ignorisati ni danas. \u010citav medijski biznis i njegovi radnici se moraju orijentisati prema na\u010dinu plasiranja i konzumiranja sadr\u017eaja u skladu sa <\/span>novim trendovima<\/span><\/a>.<\/span><\/p><\/p>\n\n

Me\u0111utim, nijedan novinar, nijedan medij koji \u017eeli ostati profesionalan i zadr\u017eati poverenje svoje publike ne sme napustiti postulate o preciznom, ta\u010dnom, objektivnom i balansiranom novinarstvu. To je jedina karakteristika koja medijama daje poseban identitet na dru\u0161tvenim mre\u017eama. Ujedno, to \u0107e odr\u017eati i njihovu dru\u0161tvenu du\u017enost da se bore protiv upliva <\/span>dezinformacija i la\u017enih vesti<\/span><\/a> koje su procvetale nakon pojave dru\u0161tvenih mre\u017ea.<\/span><\/p><\/p>\n\n

Novinari i novinarke novog vremena<\/h2>\n\n
\"\"<\/figure>\n\n

<\/p>\n\n

Nakon ovog dugog uvoda, da popri\u010damo i o dana\u0161njim trendovima medijske produkcije koji su se kreirali zajedno sa razvojem dru\u0161tvenih mre\u017ea. Prvi primer promene su sami radnici u medijima. Fraza koja bi mogla opisati dana\u0161njeg (mladog) novinara ili novinarku je <\/span>\u201cOne man show\u201d<\/span><\/a>, ili novinar, fotograf, snimatelj, monta\u017eer, urednik dru\u0161tvenih mre\u017ea – sve u jednom.<\/span><\/p><\/p>\n\n

Kako bi mogao pravovremeno da po\u0161alje informaciju sa terena, novinar bi trebalo da zna kako, to \u0161to je saznao, da plasira preko teksta, videa,\u00a0 ili preko fotografije. Da bi mogao to da uradi, novinar ili novinarka dana\u0161njice, moraju znati kako da naprave dobru fotografiju, dobar video sadr\u017eaj i da sve to plasiraju preko dru\u0161tvenih mre\u017ea, kako bi se odr\u017eali u trci da budu ekskluzivi. Na sre\u0107u, <\/span>dana\u0161nji novinar i novinarka u rukama imaju mobilni telefon<\/span><\/a> – alat koji im mo\u017ee pomo\u0107i da sve to urade sami i da ispune potrebu za br\u017eu objavu medijskog sadr\u017eaja.<\/span><\/p><\/p>\n\n

Prolaze videi i fotografije slabijeg kvaliteta<\/h2>\n\n
\"\"<\/figure>\n\n

<\/p>\n\n

Iskustvo sa Balkana je pokazalo da generacije novinara, koje su po\u010deli ulaziti u profesionalno novinarstvo oko 2015. godine, imaju mnogo vi\u0161e ve\u0161tina u <\/span>multimedijalnom pristupu pri kreiranju medijskog sadr\u017eaja<\/span><\/a>. Razlog za to je \u0161to su internet portali i dru\u0161tvene mre\u017ee bili (i jo\u0161 uvek su) njihovo prirodno okru\u017eenje, a mobilni telefoni deo njihovog razvoja mnogo ranije.<\/span><\/p><\/p>\n\n

Kori\u0161\u0107enje mobilnog telefona i potreba da se informacija \u0161to br\u017ee objavi, kreirala je novi trend i u kvalitetu vizuelnih sadr\u017eaja. <\/p>\n\n

\n

Ako ranije fotografija sa slabom rezolucijom ili video koji \u201cdrhti\u201d ne bi pro\u0161li strogi sud uredni\u010dkog kolegijuma, danas je situacija malo druga\u010dija \u2013 sasvim je u redu da objavite fotografiju s manjom rezolucijom ili videom koji nije najstabilniji, jer ste ga snimili usput.<\/p>\n<\/blockquote>\n\n

Ono \u0161to je bitno je da vizuelni sadr\u017eaj bude ta\u010dan, objektivan, da nema \u201ckropovanja\u201d, niti montiranja izmenjenog s namerom da va\u0161 vizuelni informativni sadr\u017eaj dobije drugu konotaciju ili da postane puno dramati\u010dniji ili lep\u0161i nego ono \u0161to je u realnosti. Dr\u017eite se postulata ispravnog, ta\u010dnog, nepristrasnog novinarstva. \n<\/p>\n\n

Da li prvo da objavim na sajtu i na TV-u, a onda na Instagramu ili na Fejsbuku? \n<\/h2>\n\n

Kada bi ovo pitanje bilo postavljeno pre desetak godina, onda odgovor bi veorvatno bio: informaciju prvo postavite na va\u0161 web portal, a onda razmi\u0161ljajte odru\u0161tvenim mre\u017eama. Danas se i to promenilo. Na prvom mestu su dru\u0161tvene mre\u017ee. Prva informacija trebalo bi i\u0107i tamo, naro\u010dito ako se radi o tzv. breaking news. \n<\/p>\n\n

Ipak, morate imati u vidu da, kada se radi o dru\u0161tvenim mre\u017eama, glavni su algoritmi. Algoritmi i ve\u0161ta\u010dka inteligencija su ono \u0161to veoma uti\u010de na tome da li \u0107e va\u0161 sadr\u017eaj sti\u0107i do publike. Ono \u0161to se sve dru\u0161tvene mre\u017ee trude je da zadr\u017ee publiku \u0161to du\u017eena svojoj platformi. To je deo njihovog biznis modela. Imajte to u vidu i zato se nemojte iznenaditi ukoliko vam \u010dlanak koji ste objavili u vidu linka do va\u0161eg web-portala ne donosi posetioce ili dolazi do malog broja va\u0161ih \u201cfanova\u201d. To je zbog toga \u0161to ta dru\u0161tvena mre\u017ea ne \u017eeli da njeni pretplatnici idu od nje, iako ste vi osoba koja je proizvela taj sadr\u017eaj. \n<\/p>\n\n

\n

Re\u0161enje postoji, a to je: objavljujte \u0161to vi\u0161e svojih fotografija, videa i informacija direktno na dru\u0161tvenim mre\u017eama. Na taj na\u010din \u0107ete dobiti ve\u0107e poverenje algoritma na toj dru\u0161tvenoj mre\u017ei, a onda \u0107e i va\u0161i regularni linkovi, do va\u0161eg web-portala, dobiti vi\u0161e \u010ditalaca. \n<\/p>\n<\/blockquote>\n\n

Algoritam mladih \u010ditalaca<\/h2>\n\n
\"\"<\/figure>\n\n

<\/p>\n\n

Nisu samo kompjuterski algoritmi oni koji su re\u0161ili da \u0107e ve\u0107i broj informacija koje ste danas objavili do\u0107i do publike samo preko dru\u0161tvenih mre\u017ea. Ono \u0161to jo\u0161 vi\u0161e uti\u010de su novi trendovi konzumiranja informacija koji se razvijaju kod mladih i ne\u0161to starijih generacija \u010ditalaca i gledalaca (od 15ogodi\u0161njaka, pa sve do 35ogodi\u0161njaka). \n<\/p>\n\n

Istra\u017eivanje u Velikoj Britaniji, koje je objavio \u201cOfcom\u201d (Britanski regulator komunikacija), je pokazalo da nove generacije korisnika sve vi\u0161e primaju vesti preko interneta, a pri tom najve\u0107i deo tog sadr\u017eaja dolazi preko dru\u0161tvenih mre\u017ea. \n<\/p>\n\n

To se\u00a0 mo\u017ee videti na tabeli 2.5 (<\/span>izvor: <\/i><\/b>Ofcom News Consumption Survey 2022 \u2013COMBINED F2F & ONLINE sample<\/i><\/b><\/a>) – 87% korisnika uzrasta16-24 godina koristi internet kao izvor informacija. Pored toga, 79% od njih taj sadr\u017eaj dobija preko dru\u0161tvenih mre\u017ea. Sli\u010dno je i sa generacijama koje danas imaju oko 34-35 godina \u2013 to su generacije koje aktivno rade i imaju uticajnu ulogu u jednom dru\u0161tvu.<\/span><\/p><\/p>\n\n

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

<\/p>\n\n

Ovo istra\u017eivanje tako\u0111e je pokazalo da se tinejd\u017eeri sve vi\u0161e se oslanjaju na Instagram, <\/span>YouTube<\/span><\/a>, kako i TikTok. Dok oni uzrasta oko 35 godina su jo\u0161 uvek generacije kojima je Fejsbuk ne\u0161to bli\u017ei i poznatiji.<\/span><\/p><\/p>\n\n

Instagram i informativni mediji<\/h2>\n\n

U ovom \u010dlanku posveti\u0107emo malo vi\u0161e prostora Instagramu, koji je u trci sa TikTokom uspeo postati uticajniji nego \u0161to je bio kada se oslanjao samo na fotografije. \n<\/p>\n\n

Instagram je platforma \u010diji su glavni identitet bile fotografije i mogu\u0107nosti za njihovo ure\u0111ivanje putem filtera i zatim objavljivanje. Danas, situacija je malo razli\u010dita. \n<\/p>\n\n

Instagramov \u201cReels\u201d<\/h2>\n\n

Instagram je u avgustu 2020. godine promovisao novu opciju za objavljivanje video sadr\u017eaja koju su nazvali \u201eReels\u201c. \n<\/p>\n\n

To su kratki videi u vertikalnom formatu (odnos 9×16), koji mogu da traju i do 90 sekundi i koji se mogu ure\u0111ivati koriste\u0107i muziku, tekst, tranzicije, fotografije, animacije. \n<\/p>\n\n

U trci sa TikTokom, Instagram je nedavno promenio algoritme i omogu\u0107io da \u201cReels-i\u201d postanu mnogo vidljiviji nego fotografije. To je omogu\u0107ilo da \u201ereach\u201c do tih sadr\u017eaja vi\u0161estruko poraste u pore\u0111enju sa prethodnim opcijama poput fotografija i tzv. \u201cstory-ja\u201d. \n<\/p>\n\n

Mediji i \u201eReels\u201c<\/h2>\n\n

Kao \u0161to sam ranije napisao u ovom \u010dlanku, mediji moraju i\u0107i u korak sa novitetima koje donosi tehnologija. Isto va\u017ei i za novi Instagramov trend. To zna\u010di da, ukoliko \u017eele da prate nove generacije i da njihov sadr\u017eaj do\u0111e do nove publike, onda se moraju fokusirati na produciranje \u201eReels\u201c videa. \n<\/p>\n\n

Proces je jednostavan:<\/h2>\n\n
\"\"<\/figure>\n\n

<\/p>\n\n

    \n
  • Dok ste na terenu, ukoliko ste sa mobilnim telefonom, napravite kratak video snimak u vertikalnom polo\u017eaju. Instagram vam omogu\u010dava da montirate taj sadr\u017eaj direktno na platformi, preko njihove aplikacije. \n<\/li>\n\n\n\n
  • Ukoliko nemate video, onda mo\u017eete napraviti \u201eReels\u201c i sa fotografijama. Ali preporu\u010dljivo je da ih \u201ekropujete\u201c u vertikalnom formatu 9:16. \n<\/li>\n\n\n\n
  • Dodajte nekoliko re\u010di, da gledaoci znaju o \u010demu se radi. Ukoliko je tema ne\u010dija izjava onda, ukoliko imate vremena, titlujte tog sagovornika. Korisnici Instagrama \u017eele da \u010ditaju to \u0161to slu\u0161aju. \n<\/li>\n\n\n\n
  • \u201eReel\u201c mo\u017ee da bude i va\u0161 veliki TV prilog – isecite samo najbitnije trenutke iz priloga i objavite ih kao jedan Reel od 30-ak sekundi. \n<\/li>\n\n\n\n
  • Napravite kvalitetan snimak, ukoliko je mogu\u0107e.<\/li>\n\n\n\n
  • Budite koncizni, kreativni i bez vi\u0161ka materijala \u2013 prve dve sekunde su krucijalne za zadr\u017eavanje korisnika kako bi nastavio da gleda va\u0161 \u201eReel\u201c. \n<\/li>\n\n\n\n
  • Na po\u010detku i na kraju videa dodajte svoji logo ili \u201ethumbnail\u201c po kojem bi vas publika br\u017ee prepoznala. \n<\/li>\n\n\n\n
  • Proveravajte statistike \u2013 saznajte u koje doba dana i nedelje vas va\u0161a publika najvi\u0161e gleda. Tada objavite novi \u201eReel\u201c. Dovoljno je da tokom dana imate samo dva takva posta. \n<\/li>\n\n\n\n
  • Posvetite vi\u0161e vremena kvalitetu, nego kvanitetu. Ukoliko na jedan \u201eReel\u201c dobijete vi\u0161e pregleda i reakcije, onda \u0107e vam slede\u0107e objave biti mnogo vidljivije. \n<\/li>\n\n\n\n
  • Dodajte tzv. ha\u0161tagove, tj. klju\u010dne re\u010di koji su vezane za to \u0161to ste objavili. Tako \u0107e va\u0161 post do\u0107i lak\u0161e do publike. \n<\/li>\n<\/ul>\n\n

    Tehnologija se menja – postulati ispravnog novinarstva ostaju isti<\/h2>\n\n
    \"\"<\/figure>\n\n

    <\/p>\n\n

    Imajte u vidu da sve gorenavedeno va\u017ei tokom ove ili slede\u0107e dve godine. Kako \u0107e biti nakon toga, sazna\u0107emo tada. Da, tako izgleda dana\u0161nji plasman dobrog dela medijskog sadr\u017eaja – kao konstantna trka sa algoritmima i trendovima preko dru\u0161tvenih mre\u017ea. \n<\/p>\n\n

    Tehnologija se brzo menja, ali neki postulati u novinarstvu ostaju isti, bez obzira na to koji medij za plasiranje informacija koristimo. To je obaveza, kao \u0161to sam i ranije napisao u ovom \u010dlanku, da svaki medijski radnik ostane dosledan preno\u0161enju i produciranju ta\u010dnih, proverenih i balansiranih informacija. To je obaveza u konstantnoj borbi sa dezinformacijama i la\u017enim vestima koje postaju sve mo\u0107nije sa razvojem dru\u0161tvenih mre\u017ea. Novinari i profesionalne redakcije moraju ostati dosledne verodostojnim informacijama bez obzira da li se ta informacija plasira putem internet portala, putem dru\u0161tvenih mre\u017ea ili putem neke nove medijske platforme koja \u0107e nam do\u0107i u budu\u0107nosti. \n<\/p>\n","protected":false},"excerpt":{"rendered":"

    Da je ovaj \u010dlanak pisan oko 2010. godine, zapo\u010deo bi verovatno frazom poput \u201cDru\u0161tvene mre\u017ee su budu\u0107nost medijskog posla\u201d. Od tada su se stvari mnogo promenile i dru\u0161tvene mre\u017ee vi\u0161e nisu budu\u0107nost, ve\u0107 uveliko sada\u0161njost medijskog biznisa. Koliko god da su tada\u0161nji urednici, reporteri, novinari bili skepti\u010dni, ipak je Fejsbuk, dru\u0161tvena mre\u017ea napravljena prvenstveno za […]<\/p>\n","protected":false},"author":80,"featured_media":18175,"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":[66,61,65],"tags":[1696,1649,559],"class_list":["post-18182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brending-i-marketing","category-digitalno-izvjestavanje","category-u-trendu-u-medijima","tag-drustvene-mreze","tag-mediji","tag-novinarstvo","ciTrackContent"],"acf":[],"yoast_head":"\nNovinarstvo danas: Redakcije u trci sa algoritmima dru\u0161tvenih mre\u017ea - 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