{"id":3344,"date":"2021-04-29T07:48:02","date_gmt":"2021-04-29T05:48:02","guid":{"rendered":"https:\/\/journalift.org\/sponzorisani-sadrzaj-gdje-je-granica\/"},"modified":"2021-08-23T14:55:38","modified_gmt":"2021-08-23T12:55:38","slug":"sponzorisani-sadrzaj-gdje-je-granica","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/sponzorisani-sadrzaj-gdje-je-granica\/","title":{"rendered":"Sponzorisani sadr\u017eaj \u2013 gdje je granica?"},"content":{"rendered":"\n

Decenijama unazad jedno od glavnih pravila u radu medija bilo je da oni koji kreiraju sadr\u017eaj i oni koji razmi\u0161ljaju kako da ga unov\u010de ne smiju da sjede u istoj kancelariji.<\/p>\n\n\n\n

U jednoj od <\/span>Last Week Tonight<\/span><\/i><\/a> epizoda, britanski novinar D\u017eon Oliver uporedio je podjelu novinarstva i marketinga sa podjelom izme\u0111u dr\u017eave i crkve. Ova granica je osnov na kojem se temelje moderna demokratska dru\u0161tva. Na\u017ealost, naveo je Oliver, granica izme\u0111u ure\u0111iva\u010dkog sadr\u017eaja i medijskog ogla\u0161avanja postaje sve tanja i tanja.<\/span><\/p>\n\n\n\n

Novinarstvo je potraga za istinom, objektivno i uravnote\u017eeno predstavljanje realnosti<\/strong>. Ipak, kada po\u010dnemo da razmi\u0161ljamo o sponzorisanim sadr\u017eajima, motivi se mijenjaju i fokus je odjednom usmjeren na profit, a ne na objektivno informisanje publike. Jednostavno, kada uzmemo u obzir samo jednu stranu, samo kompaniju koja nam je naru\u010dila tekst i reklamiramo i hvalimo njene proizvode, aktivnosti i ciljeve, vi\u0161e ne mo\u017eemo govoriti o objektivnosti i novinarskoj profesionalnosti.<\/p>\n\n\n\n

Je li zaista toliko jednostavno?<\/b><\/h2>\n\n\n\n

Prije samo 15-ak godina, novine su bile ozbiljno profitabilni posao. Velike multinacionalne korporacije vodile su ratove kako bi zauzele \u0161to ve\u0107i dio tr\u017ei\u0161ta i imale vode\u0107e dnevne novine i glavna novinarska pera. Takav je bio slu\u010daj sa austrijskom korporacijom <\/span>VAC<\/span><\/a> koja je na po\u010detku novog milenijuma, izme\u0111u ostalog, posjedovala sve ve\u0107e \u0161tampane medije u Ma\u0111arskoj, Srbiji, Hrvatskoj i Makedoniji. Odluka VAC-a da se povu\u010de, prvo iz Srbije u 2010. godini, a onda iz Makedonije, bila je signal da se ne\u0161to doga\u0111a. Rijetko ko je na Balkanu na vrijeme protuma\u010dio taj signal i malo ko je po\u010deo da razmi\u0161lja o odgovaraju\u0107oj poslovnoj strategiji koju je novo doba nagovje\u0161tavalo.<\/span><\/p>\n\n\n\n

Zbog nedostatka vizije i odgovaraju\u0107e strategije, tranzicija u medijskom poslu sa \u0161tampe na Internet, nije se odvijala najuspje\u0161nije. Kao \u0161to je zaklju\u010dio Nicolas Kayser-Bril u svom tekstu <\/span>Mediji i Internet: Istorija neuspjeha \u2013 onlajn novinarstvo<\/span><\/i><\/a>, tradicionalni mediji su dva puta izgubili bitku sa digitalnim medijima. Prvo, izgubili su oglase, koje su u cjelosti preuzele nove, specijalizovane veb stranice, a zatim su izgubili i publiku, \u010diju su pa\u017enju sve vi\u0161e osvajali Google i Facebook. Dio njih je bankrotirao, a dio poku\u0161avao nekako da pre\u017eivi u ogromnom onlajn prostoru.<\/span><\/p>\n\n\n\n

Na tr\u017ei\u0161tu se pojavilo previ\u0161e novih portala koji su kreirali (ili, bolje re\u010deno, po\u010deli prepisivati) vijesti i sa minimalnim resursima postali konkurencija velikim redakcijama koje su tek po\u010dele da mobili\u0161u svoje glomazne redakcije i da ih usmeravaju onlajn.<\/p>\n\n\n\n

Postavljanje reklamnih banera na veb stranici, koji \u0107e generisati dovoljno profita za uspje\u0161no i nezavisno poslovanje, nije bila ba\u0161 najbolja strategija. Naro\u010dito ako se uzme u obzir \u010dinjenica da je procenat klikova (<\/span>click-through-rate ili CTR<\/span><\/a>) rijetko kada vi\u0161i od 2% \u0161to u su\u0161tini nije dovoljno za planiranje neke samoodr\u017eivosti.<\/span><\/p><\/blockquote><\/figure>\n\n\n\n

Ovu te\u0161ku medijsku situaciju po\u010dele su da zloupotrebljavaju kompanije i marketing agencije koje poku\u0161avaju da \u0161to vi\u0161e premoste jaz izme\u0111u novinarstva i ogla\u0161avanja.\r\n<\/p>\n\n\n\n

Poslednjih godina <\/span>native advertising<\/span><\/i><\/a> je postalo jedan od osnovnih na\u010dina finansiranja ve\u0107ine digitalnih medija.<\/span>Native advertising<\/span><\/i> je sadr\u017eaj koji se ne razlikuje od ostalih informacija koje objavljuju mediji, a zapravo je kamuflirana, pla\u0107ena reklama od klijenta.<\/span><\/p>\n\n\n\n

Prema istra\u017eivanjima, u 2017. godini, <\/span>native advertising<\/span><\/i> je bio zaslu\u017ean za <\/span>18% prihoda od onlajn medija<\/span><\/a>, a cifra u 2020. godini trebalo je da prema\u0161i i 30%. Zato je razumljivo da sve vi\u0161e medija prihvata ovaj model finansiranja.<\/span><\/p><\/blockquote><\/figure>\n\n\n\n

Govore\u0107i o brojevima, pored prihoda za onlajn medije, visok je i broj \u010ditalaca koji \u0107e biti obmanuti reklamnim sadr\u017eajima koji im se prodaju kao informacije. Prema <\/span>studiji<\/span><\/a> Valerio Stallone sa Univerziteta u Cirihu, samo 5 (2%) od 251 ispitanika uspjelo je da tekst registruje kao pla\u0107eni sadr\u017eaj. Svi ostali su to smatrali informacijama sli\u010dnim ostalim objavljenim u medijima.<\/span><\/p>\n\n\n\n

Gdje je granica?<\/h2>\n\n\n\n

Na\u017ealost, dok se debate u Evropi i Sjedinjenim Ameri\u010dkim Dr\u017eavama vode o etici native advertising koncepta, \u010dini se da su marketin\u0161ke agencije u regionu Zapadnog Balkana korak ispred. Koriste\u0107i nezavidan polo\u017eaj medija i siroma\u0161no tr\u017ei\u0161te, oni dobijaju prostor da objavljuju \u0161ta \u017eele i kada \u017eele samo ako imaju novca. Ve\u0107ina medija se \u010dak sla\u017ee da uklone sitna slova na po\u010detku teksta koja ozna\u010davaju \u201esponzorisani sadr\u017eaj\u201c. Isti mediji objavljuju \u010dlanke u kategoriji biznisa<\/strong>, ekonomije<\/strong> ili zanimljivosti<\/strong>, i ni na koji na\u010din ne obavje\u0161tavaju \u010ditaoce da se ne radi o novinarskim informacijama, ve\u0107 o pla\u0107enom ogla\u0161avanju.<\/span><\/p>\n\n\n\n

Oktobra 2020. godine portal Prizma objavio je \u010dlanak <\/span>Kada PR postane vijest<\/span><\/i><\/a> o ovom trendu u makedonskom medijskom prostoru. Prizma analizira tekst objavljen na nekoliko portala gdje se reklamiraju usluge jednog poznatog bara u Skoplju. Tekst, primje\u0107uje Prizma, ni na koji na\u010din ne ukazuje \u010ditaocu da je rije\u010d od promotivnoj objavi ili oglasu.<\/span><\/p><\/blockquote><\/figure>\n\n\n\n

Prema rije\u010dima predsjednice Savjeta za medijsku etiku, Katerine Sinadinovske, problem nije u reklamnom sadr\u017eaju teksta, ve\u0107 u \u010dinjenici da, iako nisu novinarski, ipak su kamuflirani da izgledaju poput njih i nigdje ne ukazuju o kakvoj vrsti teksta se radi.<\/p>\n\n\n\n

Vi\u0161e od 30 internet portala u januaru 2021. godini objavilo je \u010dlanak sa istim naslovom <\/span>Sredstva za dezinfekciju od Alkaloid-a sa dokazanim dejstvom protiv \u201eSARS-CoV-2 (COVID-19)<\/span><\/i><\/a>.  <\/span>Na\u017ealost, samo jedan od njih je tekst ozna\u010dio kao \u201esponzorisani sadr\u017eaj\u201c, dok u svim ostalim nije bilo vidljivih naznaka da to ipak nije novinarski tekst, ve\u0107 oglas ogla\u0161iva\u010da.<\/span><\/p>\n\n\n\n

\u010citaju\u0107i tekst, \u010ditalac sti\u010de la\u017eni utisak da novinar, na osnovu sopstvenog istra\u017eivanja, preporu\u010duje ovaj proizvod kao uspje\u0161an. Ovakvih primjera ima mnogo, a na\u017ealost, zajedno sa njima, pravo novinarstvo ili novinarstvo kakvo poznajemo odlazi u istoriju.<\/p>\n\n\n\n

Gdje je izlaz?<\/h2>\n\n\n\n

Stanje u kojem se mediji sada nalaze djelimi\u010dno je krivica svih nas. Pita\u0107ete za\u0161to – jer ne mo\u017eemo o\u010dekivati nezavisno i profesionalno novinarstvo koje \u0107e biti besplatno, a mi smo, na\u017ealost, ostali \u201cgluvi\u201d na apele profesionalnih mediji, koji su do ju\u010de postavljali novinarske standarde, da im treba finansijska podr\u0161ka. Ali ljudi su u\u010deni da pla\u0107aju ono \u0161to mogu dobiti besplatno. Na\u017ealost nema besplatnog ru\u010dka i na kraju dana, informacija koju ne\u0107emo platiti, vrlo je vjerovatno da \u0107e biti skrivena reklama koje nismo ni svjesni.<\/p>\n\n\n\n

Svi mi koji se dugo bavimo ovim poslom znamo da bez ogla\u0161iva\u010da i reklama ne bi postojali ni mediji, a ni novinarstvo. Ali, ako dopustimo da se izgubi granica izme\u0111u novinarstva i marketinga, onda nismo u\u010dinili ni\u0161ta drugo nego spasili novinarstvo koje vi\u0161e ne\u0107e vrijediti ni pet para.<\/p>\n\n\n\n

Prvo moramo shvatiti da sponzorisani sadr\u017eaj nije ni\u0161ta manje vrijedan ako je ozna\u010den kao takav. La\u017enim predstavljanjem samo smanjujemo povjerenje \u010ditalaca. Pored toga, oznaka treba da bude vidljiva, jasna i transparentna. Na taj na\u010din, \u010ditaoci se ne\u0107e osje\u0107ati prevarenim.<\/p><\/blockquote><\/figure>\n\n\n\n

Ljude ne mrze reklame. Mudro smi\u0161ljene, inteligentne reklame<\/strong> za pa\u017eljivo odabranu ciljnu grupu, obi\u010dno su mnogo uspje\u0161ne. Ljudi jednostavno ne vole da budu prevareni i kad im se umjesto onoga \u0161to o\u010dekuju, podme\u0107e ne\u0161to drugo. Mediji i oglasiva\u010di ne mogu jedni bez drugih, ali jasna razlika izme\u0111u onoga \u0161to je proizvod novinarstva, a \u0161to je reklama mora da postoji, da se ne bi desilo da izgubimo i jedno i drugo.<\/p>\n","protected":false},"excerpt":{"rendered":"

Decenijama unazad jedno od glavnih pravila u radu medija bilo je da oni koji kreiraju sadr\u017eaj i oni koji razmi\u0161ljaju kako da ga unov\u010de ne smiju da sjede u istoj kancelariji. U jednoj od Last Week Tonight epizoda, britanski novinar D\u017eon Oliver uporedio je podjelu novinarstva i marketinga sa podjelom izme\u0111u dr\u017eave i crkve. Ova […]<\/p>\n","protected":false},"author":17,"featured_media":3485,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","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":"default","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":[66,64,61],"tags":[],"class_list":["post-3344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brending-i-marketing","category-digitalna-transformacija","category-digitalno-izvjestavanje","ciTrackContent"],"acf":[],"yoast_head":"\nSponzorisani sadr\u017eaj \u2013 gdje je granica? - Journalift<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/journalift.org\/bhsc\/sponzorisani-sadrzaj-gdje-je-granica\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponzorisani sadr\u017eaj \u2013 gdje je granica? - Journalift\" \/>\n<meta property=\"og:description\" content=\"Decenijama unazad jedno od glavnih pravila u radu medija bilo je da oni koji kreiraju sadr\u017eaj i oni koji razmi\u0161ljaju kako da ga unov\u010de ne smiju da sjede u istoj kancelariji. 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