{"id":9383,"date":"2021-10-04T12:10:43","date_gmt":"2021-10-04T10:10:43","guid":{"rendered":"https:\/\/journalift.org\/?p=9383"},"modified":"2021-10-04T12:10:44","modified_gmt":"2021-10-04T10:10:44","slug":"ako-laze-i-obmanjuje-naslov-ne-informira-nego-manipulira","status":"publish","type":"post","link":"https:\/\/journalift.org\/bhsc\/ako-laze-i-obmanjuje-naslov-ne-informira-nego-manipulira\/","title":{"rendered":"Ako la\u017ee i obmanjuje, naslov ne informira nego manipulira"},"content":{"rendered":"\n

Naslovi su prvo \u0161to svaki korisnik medijskih sadr\u017eaja uo\u010di listaju\u0107i digitalne medije ili lutaju\u0107i po dru\u0161tvenim mre\u017eama. Zbog toga bi trebali biti informativni, to\u010dni, jasni, konkretni, koncizni, usmjeravaju\u0107i, zanimljivi, privla\u010dni i, prije svega, istiniti. Uglavnom to nisu. S druge strane, naslovi ne bi smjeli biti manipulativni, senzacionalisti\u010dki, ne smiju \u010ditatelja dovoditi u zabludu i igrati se njegovim emocijama. Pogotovo ne smiju biti la\u017eni<\/strong>. Uglavnom to znaju biti.<\/p>\n\n\n\n

Koriste\u0107i se la\u017enim, obmanjuju\u0107im, manipulativnim, senzacionalisti\u010dkim naslovima velik dio digitalnih medija privla\u010de publiku, vrlo \u010desto im nude\u0107i druga\u010diji sadr\u017eaj od onoga na \u0161to naslov sugerira. Pri tome zaboravljaju klju\u010dne funkcije naslova \u2013 da informira, privu\u010de pa\u017enju \u010ditatelja i ukratko pru\u017ei osnovne naznake sadr\u017eaja teksta.<\/strong><\/p>\n\n\n\n

Sve je \u010de\u0161\u0107a, zapravo uobi\u010dajena praksa digitalnih medija da naslovima, a potom i tekstovima (ako i kad slijede ono \u0161to je naslovom sugerirano) sve manje informiraju, a sve vi\u0161e uvjeravaju. Igraju\u0107i na ljudsku radoznalost, davanjem \u0161to atraktivnijeg i domi\u0161ljatijeg naslova o\u010dekuju da se odre\u0111eni medijski sadr\u017eaj otvori i time portalu donese materijalnu korist. Vlasnicima portala nije ni va\u017eno \u0161to se dogodilo s tekstom, je li pro\u010ditan ili komentiran, je li pokrenuta bilo kakva rasprava o njemu, je li izazvao bilo kakvu reakciju, je li ispunio svoj cilj i namjeru. Va\u017ean im je taj jedan ‘klik’, jer svaki se u kona\u010dnici \u2013 broji.<\/p>\n\n\n\n

U borbi izme\u0111u poslovnog interesa vlasnika i potrebe ispunjavanja klju\u010dnih funkcija novinarstva da medijskim objavama \u2013 od naslova, opreme, forme, sadr\u017eaja \u2013 bude informativno, edukativno, zabavno sve je o\u010ditije tko gubi. Sadr\u017eaji koje nudi sve vi\u0161e digitalnih medija sve su manje informativni, jo\u0161 manje edukativni, a ni pretjeranim zabavljanjem ne mogu se pohvaliti.\u00a0<\/p><\/blockquote><\/figure>\n\n\n\n

\"Sto-se-ne-bi-smjelo-raditi\"<\/figure>\n\n\n\n

\u0160to se ne bi smjelo raditi?<\/h2>\n\n\n\n

Budu\u0107i da od cijelog teksta u digitalnim medijima korisnik prvo vidi naslov, kao najzna\u010dajniji i najupadljiviji dio jedne medijske objave, u njemu se ne bi smjelo navoditi ga na pogre\u0161an trag, daju\u0107i la\u017ene ili dvosmislene informacije. Nije neophodno ni da se ponudi kompletna informacija u onome \u0161to u objavi slijedi, jer je to gotovo i nemogu\u0107e, ali treba na\u0107i na\u010din da se \u0161to korektnije i konkretnije izazove zanimanje korisnika. <\/p>\n\n\n\n

Kori\u0161tenje znakova interpunkcije treba izbjegavati gotovo u potpunosti. To\u010dku nikad ne treba koristiti (ni jednu, ni tri), ba\u0161 kao i navodnike i zarez, upitnik gotovo nikad, a uskli\u010dnik ako medij ba\u0161 \u017eeli dobiti oznaku tabloida. Uskli\u010dnik se koristi kada naslov, a onda i tekst koji slijedi, upu\u0107uje na senzacionalizam, ali i igra na kartu<\/em> vi\u0161e puta spomenutih emocija, uglavnom negativnih. Upitnik u naslovu, kao i na kraju teksta (i kad se koristi za retori\u010dko pitanje), otvara dilemu ili zbunjuje korisnika, ukazuje da informacija nije provjerena ili da ni sam autor ne vjeruje onome \u0161to je napisao, ne donosi jasnu i preciznu informaciju, a to nije smisao novinarstva. Navodnici i zarez, ba\u0161 kao i crtica, \u010dak i kad su neophodni kako bi se ispo\u0161tovala pravila interpunkcije ipak se ne koriste jer optere\u0107uju naslov time \u0161to ga \u010dine te\u0161kim i u vizualnom smislu, ali i za \u010ditanje. (Kad su navodnici u pitanju, neophodno je izbjegavati re\u010denice koje izgovaraju pojedinci kao tvrdnju, a da se ne navede izvor.)<\/p>\n\n\n\n

Izbjegavanje kori\u0161tenja znakova interpunkcije va\u017eno je za pretra\u017eivanje odnosno lak\u0161e pronala\u017eenje odre\u0111enog teksta u online prostoru. Tra\u017eilice ih uglavnom ne prepoznaju, jer u tom svijetu imaju drugo zna\u010denje i funkciju, pa je novinarima i urednicima to va\u017eno imati na umu. Ako naslove ve\u0107 pi\u0161u za korisnike, pi\u0161u ih i tako da ih prilagode algoritmima za pretra\u017eivanje. <\/p><\/blockquote><\/figure>\n\n\n\n

Pri tome moraju voditi ra\u010duna i o klju\u010dnim rije\u010dima iz svog teksta koje trebaju smisleno rasporediti u naslov i tako olak\u0161ati njihov pronalazak.<\/p>\n\n\n\n

Iako naslovi moraju biti mamci za korisnike, va\u017eno je da ne budu bespo\u0161tedni mamci za klikove koji ne po\u0161tuju ni minimum novinarskih standarda \u2013 kako u naslovima, tako i u objavama koje slijede ispod njih. Uglavnom su takvi mamci, nazvani clickbait<\/em>, karakteristi\u010dni za tabloide (nazivaju ih i ‘portaloidima’, a osnivaju ih pojedinci i skupine iz politi\u010dkih i\/ili materijalnih interesa) i gotovo uvijek slu\u017ee manipulaciji u \u010dijoj je pozadini ostvarivanje \u0161to vi\u0161e klikova, odnosno posjeta, a time i materijalne koristi. O tome \u0161to takvi, zavaravaju\u0107i naslovi puni senzacija, provokacija i negativnosti, upitnika i uskli\u010dnika s tekstom koji slijedi nemaju puno veze, ne vodi se ra\u010duna \u2013 bitan je profit (\u0161to vi\u0161e klikova, to ve\u0107a posje\u0107enost \u2013 \u0161to vi\u0161e posjeta, to vi\u0161e oglasa). Ne vodi se ra\u010duna ni o ugledu novinara i novinarstva koji donose neprovjerene i nepouzdane informacije, ni o \u0161teti koja se, u kona\u010dnici, nanosi cijelom dru\u0161tvu jer se takve medijske ku\u0107e stavljaju u slu\u017ebu ogla\u0161iva\u010da, a ne javnosti.<\/p>\n\n\n\n

\"Informirati-a-ne-zaraditi\"<\/figure>\n\n\n\n

Informirati, a ne zaraditi<\/h2>\n\n\n\n

Ne mo\u017ee se re\u0107i da digitalni mediji koji se koriste takvom praksom, dakle clickbait<\/em> pristupom ne ispunjavaju jednu od funkcija naslova \u2013 privla\u010denje pa\u017enje. Privla\u010de oni pa\u017enju publike mnogo agresivnije nastoje\u0107i mamcima<\/em>, koji prikrivaju informaciju i puno obe\u0107avaju naslovom, natjerati<\/em> korisnika da otvori objavu. Za razliku od ozbiljnih medija koji nastoje informirati, njima je u prvom planu druga vrsta interesa \u2013 zaraditi<\/strong>. Ne\u0107e pri tome ispuniti ni druge funkcije naslova, poput sa\u017eimanja pri\u010de ili slanja cjelovite poruke kao \u0161to to rade (ozbiljni) digitalni mediji koji od na\u010dela istinitosti ne odustaju, izbjegavaju senzacionalisti\u010dki pristup, dvosmislenost i zbunjivanje korisnika, ne slu\u017ee se izvla\u010denjem informacija iz konteksta i koji, ponajprije, nastoje da budu relevantni izvori.\u00a0<\/p>\n\n\n\n

Vi\u0161e puta je spomenuto kako dobar naslov, iako preciznog odgovora \u0161to ga \u010dini kvalitetnim zapravo nema, mora biti kratak i sa\u017eet, razumljiv i informativan, zanimljiv i privla\u010dan, te da me\u0111u tih nekoliko rije\u010di na po\u010detku trebaju biti najva\u017enije. <\/p>\n\n\n\n

Iako se naslovima posve\u0107uje puna pa\u017enja, a pojedine medijske ku\u0107e imaju i posebne timove za njihovo osmi\u0161ljavanje, prvi draft jednog naslova mora dati \u2013 novinar<\/strong>. Prije nego \u0161to medijska objava iz nadle\u017enosti<\/em> novinara prije\u0111e u uredni\u010dke ruke, nitko ne zna bolje o tome \u0161to se nalazi u tekstu, \u0161to je najva\u017enije i najkorisnije u njemu, \u0161to je poanta i kakvu poruku nosi. I stoga novinar treba uredniku ponuditi rje\u0161enje naslova koje smatra najboljim. Taj zadatak ne treba shvatiti olako, nego kao obavezu kako prodati<\/em> svoju pri\u010du. Na uredniku je potom ho\u0107e li takav prijedlog prihvatiti ili odbaciti, znatno ili neznatno ga korigirati \u0161to ovisi o materijalu koji je dobio, ali i, kako ne bi ne\u0161to pogre\u0161no bilo interpretirano, konsultirati se s autorom prije objave kako bi se dobilo najkvalitetnije rje\u0161enje.\u00a0<\/p>\n\n\n\n

Svaki trud \u0107e, na kraju, biti uzaludan nakon \u0161to bude napisano nekoliko kartica, kao i u slu\u010daju ovog teksta, ako u nekoliko rije\u010di novinar ne sa\u017eme klju\u010dnu ideju i bit pri\u010de, a urednik korisnim i svrsishodnim intervencijama te plasmanom na stranici ne pobudi interes onih kojima je medijska objava namijenjena. Obojica imaju veliku odgovornost, jer \u0107e otaljavanjem<\/em> posla korisnike udaljiti od sebe i primorati ih da naslove o va\u017enosti naslova u medijskim objavama potra\u017ee drugdje \u2013 kod nekoga tko to zna bolje.<\/p>\n","protected":false},"excerpt":{"rendered":"

Naslovi su prvo \u0161to svaki korisnik medijskih sadr\u017eaja uo\u010di listaju\u0107i digitalne medije ili lutaju\u0107i po dru\u0161tvenim mre\u017eama. Zbog toga bi trebali biti informativni, to\u010dni, jasni, konkretni, koncizni, usmjeravaju\u0107i, zanimljivi, privla\u010dni i, prije svega, istiniti. Uglavnom to nisu. S druge strane, naslovi ne bi smjeli biti manipulativni, senzacionalisti\u010dki, ne smiju \u010ditatelja dovoditi u zabludu i igrati […]<\/p>\n","protected":false},"author":21,"featured_media":9384,"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":[62],"tags":[732,731,427,730],"class_list":["post-9383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tradicionalni-mediji","tag-clickbait","tag-klik","tag-naslov","tag-senzacionalizam","ciTrackContent"],"acf":[],"yoast_head":"\nAko la\u017ee i obmanjuje, naslov ne informira nego manipulira - 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\/ako-laze-i-obmanjuje-naslov-ne-informira-nego-manipulira\/\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ako la\u017ee i obmanjuje, naslov ne informira nego manipulira - Journalift\" \/>\n<meta property=\"og:description\" content=\"Naslovi su prvo \u0161to svaki korisnik medijskih sadr\u017eaja uo\u010di listaju\u0107i digitalne medije ili lutaju\u0107i po dru\u0161tvenim mre\u017eama. 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