{"id":8396,"date":"2021-08-13T11:02:43","date_gmt":"2021-08-13T09:02:43","guid":{"rendered":"https:\/\/journalift.org\/?p=8396"},"modified":"2021-09-01T19:27:23","modified_gmt":"2021-09-01T17:27:23","slug":"usaglasavanje-zajednice-i-neprofitnih-medija-sa-poslovnim-modelima-za-odrzivost","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/usaglasavanje-zajednice-i-neprofitnih-medija-sa-poslovnim-modelima-za-odrzivost\/","title":{"rendered":"Usagla\u0161avanje zajednice i neprofitnih medija sa poslovnim modelima za odr\u017eivost"},"content":{"rendered":"\n

Jedan od najinspirativnijih aspekata <\/span>Programa medijskog akceleratora “Media for All”<\/span><\/a> bio je rad sa zajednicom i neprofitnim medijima u Albaniji i na zapadnom Balkanu, medijskim ku\u0107ama s jasnom misijom koji propituju tradicionalne poslovne modele za medije. Iako ovi alternativni mediji kao alternativa <\/span>mainstream<\/span><\/i> medijima i kao mediji s jasnim vezama sa zajednicama ispunjavaju klju\u010dnu javnu funkciju u smislu informacija, obrazovanja, zabave, analize i podizanja svijesti<\/strong>, oni se suo\u010davaju sa klju\u010dnim izazovima vezanim za finansijsku odr\u017eivost.<\/span><\/p>\n\n

Kao prvo, <\/span>ovi alternativni mediji ili mediji u zajednici djeluju na samoj margini ekonomske odr\u017eivosti<\/strong>.<\/span> Jedna od karakteristika sektora je da je u stanju da dosegne i anga\u017euje ljude i zajednice koji se suo\u010davaju s marginalizacijom. To \u010dini kroz dru\u0161tvene i ekonomske modele rada i odr\u017eivosti koji \u010desto ne bi bili mogu\u0107i samo na komercijalnoj osnovi.<\/span><\/p>\n\n

Tamo gdje komercijalni mediji stvaraju prihode tako \u0161to ciljaju publike s potro\u0161a\u010dkom mo\u0107i, alternativni i dru\u0161tveni mediji \u010desto grade publiku oko onih koji nemaju mo\u0107 potro\u0161nje.<\/p><\/blockquote><\/figure>\n\n

Drugo, <\/span>oni djeluju na osnovu finansijskih sredstava donatora i time jo\u0161 nisu ostvarili nikakva sredstva finansijske odr\u017eivosti<\/strong>.<\/span> \u0160ta vi\u0161e, alternativne medijske platforme ne mogu se pouzdati u \u010dlanarinu ili donacije zajednica s obzirom da ti modeli jo\u0161 nisu uspostavljeni.<\/span><\/p>\n\n

Zanimljivo je da se <\/span>dru\u0161tvene i neprofitne medijske ku\u0107e poku\u0161avaju kretati ka formi dru\u0161tvenog preduze\u0107a, dakle nastoje\u0107i osigurati minimalna primanja i tako ne zavise u potpunosti od donatorske fondove.<\/strong> Dobar primjer su romski alternativni mediji u Albaniji koji se mogu prona\u0107i u ovoj <\/span>analizi<\/span><\/a>. Oni nastoje izgraditi ekonomski model odr\u017eivosti kako bi postigli uspjeh u ostvarivanju svojih dru\u0161tvenih ciljeva. Isto tako, ba\u0161 kao i svako preduze\u0107e, moraju da pokriju sve tro\u0161kove anga\u017eovanjem na ekonomskoj aktivnosti koja mo\u017ee da ostvari prihod barem dovoljan da pokrije njihove operativne tro\u0161kove.<\/span><\/p>\n\n

Pitanje anga\u017eovanja ili neanga\u017eovanja u ekonomskoj aktivnosti je klju\u010dno jer se odnosi na osnovne principe medija u zajednici.<\/strong><\/p>\n\n

\"Usaglašavanje<\/figure>\n\n

Oslanjaju\u0107i se na <\/span>dobre praks<\/span>e<\/span><\/a> u alternativnim medijima i medijima u zajednici, modeli ekonomske odr\u017eivosti su raznoliki kao i sam alternativni medijski sektor. Me\u0111utim, postoje neke karakteristike koje se obi\u010dno mogu na\u0107i u najizdr\u017eljivijim organizacijama. Me\u0111u njima <\/span>su strategije za podizanje podr\u0161ke unutar samih zajednica<\/strong><\/span> \u2013 donacije, sheme \u010dlanstva, pla\u0107anje za najave emitiranja, naplate za pru\u017eanje usluga i dr.; one uklju\u010duju <\/strong><\/span>pripremljenost za potragu i mobilizaciju podr\u0161ke drugih izvora kao \u0161to su javne razvojne agencije i nevladine organizacije<\/strong>, nude\u0107i platformu za dru\u0161tvenu komunikaciju i popularno anga\u017eovanje; i uklju\u010duju mogu\u0107nost kontrole tro\u0161kova i rad na vrlo niskim marginama (<\/span>Coyer, 2010<\/span><\/a>).<\/span><\/p>\n\n

U slu\u010daju alternativnih medija u Albaniji, s obzirom na njihovu ranu fazu razvoja, trenutni model je zasnovan na finansiranju od strane donatora i volontiranju. Glavni izazov je finansijska odr\u017eivost, koja postaje jo\u0161 nu\u017enija pri razmatranju nedostatka politike i regulatornog okvira o alternativnim medijima i medijima zajednice, dakle kad nema dostupnih javnih sredstava. \n<\/p>\n\n

Analiza <\/span>dobre prakse <\/span><\/a>razvoja alternativnih medija do sada pokazuje da je <\/span>tronogi model finansiranja najprikladniji.<\/span><\/p>\n\n

Na mnogim mjestima alternativni i mediji u zajednici koriste ‘tronogi’ model za finansiranje<\/strong>.<\/span><\/p>\n\n

Unutar ovog modela, prihodi dolaze iz tri izvora: zajednice, donatori (uklju\u010duju\u0107i nevladine i vladine programe finansiranja) i ogla\u0161iva\u010di iz privatnog sektora.<\/p><\/blockquote><\/figure>\n\n

Da bi tronogi model funkcionisao, svaki od tri izvora finansiranja mora dobiti ne\u0161to vrijedno zauzvrat: na primjer, zajednice<\/strong> imaju koristi od u\u010de\u0161\u0107a i od sadr\u017eaja; drugo, kompanije<\/strong>, putem reklame, dobijaju prostor za svoje proizvode i usluge; tre\u0107e, donatori i vlada<\/strong> \u017eele da njihov novac polu\u010di uspjeh, to jest ulaganje se mora isplatiti u smislu dru\u0161tvenog ili razvojnog uticaja ili \u0161irenja obrazovnih i informacionih sadr\u017eaja, na primjer, zdravstva ili edukacije glasa\u010dkog tijela; promovisanje sigurnog seksa i ljudskih prava; obeshrabrivanje nasilja nad \u017eenama ili rasne diskriminacije. <\/span><\/p>\n\n

Usagla\u0161avanje misije alternativnih medija i programiranja (srednje, sadr\u017eajno, produkcijsko i distribuciono) s interesom donatora i\/ili dnevnim redom je glavni izvor napetosti i unutra\u0161nje borbe unutar okru\u017eenja alternativnih medija koje mo\u017ee ko\u010diti odr\u017eivost ako se ne koristi ispravno. \n<\/p>\n\n

\"Usaglašavanje<\/figure>\n\n

Odr\u017eivost se prote\u017ee izvan jednostavnih ekonomskih razmatranja kako bi se uklju\u010dila pitanja socijalne i institucionalne odr\u017eivosti. Osim toga, alternativni i dru\u0161tveni mediji trebaju razmotriti izazove u osiguranju tehni\u010dke i ekolo\u0161ke odr\u017eivosti. Dru\u0161tvena odr\u017eivost odnosi se na odnose izme\u0111u medijske organizacije i zajednica ili publike kojoj slu\u017ei. Mnoge medijske organizacije iz zajednice su iznikle iz \u0161irih dru\u0161tvenih pokreta i nastavljaju da se odr\u017eavaju putem materijalne i nematerijalne podr\u0161ke. <\/span><\/p>\n\n

\u00a0Mediji zajednice duboko su ukorijenjeni unutar sektora civilnog dru\u0161tva i tako\u0111er blisko rade s akterima civilnog dru\u0161tva.<\/strong><\/p>\n\n

Druga dimenzija odr\u017eivosti je ona institucionalna<\/strong>, koja se odnosi na strukturne aran\u017emane za operativni menad\u017ement i upravljanje, uklju\u010duju\u0107i odgovornost prema zajednicama.<\/span><\/p>\n\n

Za alternativne medije i medije zajednice, anga\u017eman zajednice u menad\u017ementu kao i u pravljenju sadr\u017eaja je va\u017ean, \u0161to doprinosi \u0161irem osje\u0107aju vlasni\u0161tva i uklju\u010denosti zajednice. Participativna dimenzija ovdje je klju\u010dna i predstavlja definiraju\u0107i element alternativnih medija.<\/p><\/blockquote><\/figure>\n\n

Me\u0111utim, participativni pristup upravljanju ovim alternativnim medijima dolazi s odre\u0111enim nedostacima. Procesi dono\u0161enja odluka su otvoreni i participativni, ali pritisak na proizvodnju sadr\u017eaja i programiranja zahtijeva brze odluke koje donosi jedna osoba, te tako ote\u017eava demokratski potencijal participativnog odlu\u010divanja. Upravljanje u\u010de\u0161\u0107em zajednice zahtijeva vje\u0161tine koje izlaze izvan tradicionalnog upravljanja medijima ili<\/span> novinarstva,<\/span> negdje izme\u0111u aktivizma zajednice, organizacije zajednice, pa \u010dak i socijalnog rada. Alternativni mediji i mediji zajednice se zasnivaju na volonterskom anga\u017emanu i drugim oblicima podr\u0161ke zajednice.<\/span><\/p>\n\n

\"Usaglašavanje<\/figure>\n\n

Druga dimenzija je tehni\u010dka odr\u017eivost<\/strong>, koja zahtijeva tehni\u010dku podr\u0161ku i vje\u0161tine zajedno s odabirom odgovaraju\u0107ih tehnologija koje su robusne, nisu skupe, lako se odr\u017eavaju i zamjenjive su, ako je to potrebno. Alternativni mediji koji nemaju pouzdane tehni\u010dke sisteme riskiraju gubitak publike, osoblja i pristalice. Tempom razvoja komunikacijskih tehnologija, tehni\u010dka odr\u017eivost zahtijeva i mogu\u0107nost odgovaraju\u0107ih novih alata i aplikacija kao \u0161to su mobilne tehnologije i internet. To ukazuje na nu\u017enost podr\u0161ke za obuku i finansiranje tih napora za uspostavljanje i daljnji razvoj alternativnih medija.<\/span><\/p>\n\n

Odr\u017eivost se mo\u017ee definirati kao skup aktivnosti koje omogu\u0107avaju alternativnim medijima da mobiliziraju pravu vrstu resursa kako bi odgovorile potrebama zajednica kako se one pojavljuju, i efikasno upravljale njima s vremenom u kontingentnom okru\u017eenju.<\/p><\/blockquote><\/figure>\n\n

Kako <\/span>Coyer, 2010<\/span><\/a> isti\u010de “odr\u017eivost se odnosi na misiju, ideologiju i kvalitet \u2013 resursi koji su mobilizirani moraju biti u mogu\u0107nosti da odr\u017ee osnovne osobine medija zajednice a to su nezavisnost, u\u010de\u0161\u0107e i kvalitetne\u00a0 usluge. To zna\u010di mobilizaciju pravih vrsta resursa<\/em>“.<\/span><\/p>\n\n

Koncepti koji se ovdje pro\u017eimaju su: prvo<\/strong>, zna\u010denje odr\u017eivosti \u0107e se mijenjati kako se bude mijenjala potreba zajednica; drugo<\/strong>, odr\u017eivost se ne mo\u017ee razumijeti ili mjeriti u jednostavnom finansijskom smislu \u2013 radi se o svim vrstama resursa: sposobnosti, energije, kapaciteta, efikasnosti, fleksibilnosti i planiranja. Radi se o kapacitetima, aktivnostima i promjenama. Tre\u0107e<\/strong>, da bi se odr\u017eivost posmatrala kao organizacioni cilj, ona se mora vidjeti kao ne\u0161to \u0161to se mijenja u odnosu na druge promjenjene organizacione ciljeve.\u00a0<\/span><\/p>\n\n

Su\u0161tina pitanja nezavisnosti, u\u010de\u0161\u0107a zajednice i kvalitetne slu\u017ebe unutar zajednice \u010dine odr\u017eivost nezgodnim pitanjem za alternativne medije.<\/p>\n\n

Odr\u017eivost se ne odnosi samo na mobilizaciju resursa i efikasnom upravljanju tim resursima. Radi se o mobilizaciji pravih vrsta resursa u pravo vrijeme, uklapanju promjena potreba i konteksta, i efikasnom upravljanju njima.\u00a0<\/strong><\/p>\n\n

Radi se o\u00a0 institucijama, zajednici i finansijama.<\/p>\n","protected":false},"excerpt":{"rendered":"

Jedan od najinspirativnijih aspekata Programa medijskog akceleratora “Media for All” bio je rad sa zajednicom i neprofitnim medijima u Albaniji i na zapadnom Balkanu, medijskim ku\u0107ama s jasnom misijom koji propituju tradicionalne poslovne modele za medije. Iako ovi alternativni mediji kao alternativa mainstream medijima i kao mediji s jasnim vezama sa zajednicama ispunjavaju klju\u010dnu javnu […]<\/p>\n","protected":false},"author":39,"featured_media":8367,"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":[30,63],"tags":[540,539,423,541],"class_list":["post-8396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-menadzment-i-organizacija","category-razvoj-biznisa","tag-alternativni-mediji","tag-drustveni-mediji","tag-media-for-all-bs","tag-odrzivost","ciTrackContent"],"acf":[],"yoast_head":"\nUsagla\u0161avanje zajednice i neprofitnih medija sa poslovnim modelima za odr\u017eivost - 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\/usaglasavanje-zajednice-i-neprofitnih-medija-sa-poslovnim-modelima-za-odrzivost\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Usagla\u0161avanje zajednice i neprofitnih medija sa poslovnim modelima za odr\u017eivost - Journalift\" \/>\n<meta property=\"og:description\" content=\"Jedan od najinspirativnijih aspekata Programa medijskog akceleratora “Media for All” bio je rad sa zajednicom i neprofitnim medijima u Albaniji i na zapadnom Balkanu, medijskim ku\u0107ama s jasnom misijom koji propituju tradicionalne poslovne modele za medije. 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