{"id":4770,"date":"2021-05-20T07:55:27","date_gmt":"2021-05-20T05:55:27","guid":{"rendered":"https:\/\/journalift.org\/permbajtje-te-sponsorizuara-ku-eshte-kufiri\/"},"modified":"2021-08-23T14:57:41","modified_gmt":"2021-08-23T12:57:41","slug":"permbajtje-te-sponsorizuara-ku-eshte-kufiri","status":"publish","type":"post","link":"https:\/\/journalift.org\/sq\/permbajtje-te-sponsorizuara-ku-eshte-kufiri\/","title":{"rendered":"P\u00ebrmbajtje t\u00eb sponsorizuara – ku \u00ebsht\u00eb kufiri?"},"content":{"rendered":"\n

P\u00ebr dekada me rradh\u00eb, nj\u00eb nga rregullat kryesore t\u00eb pun\u00ebs n\u00eb media \u00ebsht\u00eb q\u00eb ata t\u00eb cil\u00ebt krijojn\u00eb gazetari dhe ata q\u00eb b\u00ebjn\u00eb para nuk duhet t\u00eb ulen n\u00eb t\u00eb nj\u00ebjt\u00ebn zyr\u00eb.<\/p>\n\n

N\u00eb nj\u00eb episod t\u00eb <\/span>Last Week Tonight<\/span><\/a>, gazetari britanik John Oliver krahason ndarjen e gazetaris\u00eb dhe marketingut me at\u00eb n\u00eb mes shtetit dhe kish\u00ebs. Ky kufi \u00ebsht\u00eb baza mbi t\u00eb cil\u00ebn themelohen shoq\u00ebrit\u00eb moderne demokratike. Fatkeq\u00ebsisht, konstaton Oliveri, vija n\u00eb mes p\u00ebrmbajtjes redaktuese dhe reklam\u00ebs n\u00eb media po b\u00ebhet gjithnj\u00eb e m\u00eb e holl\u00eb.<\/span><\/p>\n\n

Gazetaria \u00ebsht\u00eb k\u00ebrkimi i s\u00eb v\u00ebrtet\u00ebs, p\u00ebrfaq\u00ebsim objektiv dhe i balansuar i realitetit<\/strong>. Por kur fillojm\u00eb t\u00eb flasim p\u00ebr p\u00ebrmbajtjen e sponsorizuar, motivet ndryshojn\u00eb dhe fokusi p\u00ebrqendrohet papritmas tek profiti, e jo tek informimi objektiv i audienc\u00ebs. At\u00ebher\u00eb kur kemi parasysh vet\u00ebm nj\u00ebr\u00ebn an\u00eb, vet\u00ebm kompanin\u00eb e cila ka porositur tekstin dhe i reklamojm\u00eb dhe vler\u00ebsojm\u00eb produktet, aktivitetet dhe q\u00ebllimet e saj, nuk mund t\u00eb flasim m\u00eb p\u00ebr objektivitet dhe profesionaliz\u00ebm gazetaresk.<\/p>\n\n

Por a \u00ebsht\u00eb kaq e thjesht\u00eb?<\/b><\/h2>\n\n

Vet\u00ebm pes\u00ebmb\u00ebdhjet\u00eb vjet m\u00eb par\u00eb, gazetat ishin biznes seriozisht profitabil. Korporatat e m\u00ebdha multinacionale kan\u00eb b\u00ebr\u00eb luft\u00ebra p\u00ebr t\u00eb marr\u00eb sa m\u00eb shum\u00eb treg q\u00eb mundet dhe p\u00ebr t\u00eb pasur gazetat e p\u00ebrditshmet udh\u00ebheq\u00ebse dhe mediat kryesore t\u00eb lajmeve. I till\u00eb ishte rasti me korporat\u00ebn austriake VAC, e cila n\u00eb fillim t\u00eb mij\u00ebvje\u00e7arit t\u00eb ri, nd\u00ebr t\u00eb tjera, posedonte pothuajse t\u00eb gjitha mediat e shkruara m\u00eb t\u00eb m\u00ebdha n\u00eb Hungari, Serbi, Kroaci dhe Maqedoni. Vendimi i VACit p\u00ebr t’u t\u00ebrhequr, s\u00eb pari nga Serbia n\u00eb vitin 2010 dhe pastaj nga Maqedonia, ishte sinjal se di\u00e7ka po ndodhte. Rrall\u00eb n\u00eb Ballkan dikush e interpreton at\u00eb sinjal me koh\u00eb dhe rrall\u00eb dikush fillon t\u00eb mendoj\u00eb p\u00ebr strategji t\u00eb p\u00ebrshtatshme biznesi q\u00eb e paralajm\u00ebronin koh\u00ebt e reja.<\/span><\/p>\n\n

P\u00ebr shkak t\u00eb munges\u00ebs s\u00eb vizionit dhe strategjis\u00eb t\u00eb p\u00ebrshtatshme, tranzicioni n\u00eb biznesin e medias nga shtypi drejt internetit nuk rrjedhte me sukses. Si\u00e7 konkludon Nicolas Kayser-Bril, n\u00eb tekstin e tij <\/span>Mediat dhe Interneti: Historia e D\u00ebshtimit – Gazetaria Online<\/span><\/a>, mediat tradicionale humb\u00ebn betej\u00ebn me mediat dixhitale dy her\u00eb: s\u00eb pari ata humb\u00ebn reklamat, t\u00eb cilat u mor\u00ebn ueb faqe t\u00eb internetit t\u00ebr\u00ebsisht t\u00eb reja dhe t\u00eb specializuara, dhe m\u00eb pas ata humb\u00ebn audienc\u00ebn, v\u00ebmendja s\u00eb cil\u00ebs u kap gjithnj\u00eb e m\u00eb shum\u00eb nga Google dhe Facebook. Disa prej tyre falimentuan, nd\u00ebrsa disa po p\u00ebrpiqen disi t\u00eb mbijetojn\u00eb n\u00eb online hap\u00ebsir\u00ebn e madhe.<\/span><\/p>\n\n

N\u00eb treg u paraqit\u00ebn shum\u00eb portale t\u00eb reja t\u00eb cilat kan\u00eb krijuar (ose m\u00eb sakt\u00eb kan\u00eb filluar t\u00eb p\u00ebrshkruajn\u00eb) lajme dhe me burime minimale jan\u00eb b\u00ebr\u00eb konkurrent\u00eb t\u00eb redaksive t\u00eb m\u00ebdha q\u00eb sapo kan\u00eb filluar t\u00eb mobilizojn\u00eb redaksit\u00eb e tyre voluminoze dhe t’i drejtojn\u00eb ato n\u00eb kahje t\u00eb internetit. \n<\/p>\n\n

Vendosja e baner\u00ebve reklamuese<\/strong> \u200b\u200bn\u00eb ueb faqe q\u00eb do t\u00eb gjenerojn\u00eb fitime t\u00eb mjaftueshme p\u00ebr funksionim t\u00eb suksessh\u00ebm dhe t\u00eb pavarur, nuk ishte strategjia m\u00eb e suksesshme. Sidomos duke pasur parasysh faktin q\u00eb p\u00ebrqindja e klikimit (<\/span>click-through-rate ose CTR<\/span><\/a>) \u00ebsht\u00eb rrall\u00eb m\u00eb e lart\u00eb se 2%, e cila n\u00eb gaz\u00eb \u00ebsht\u00eb e pamjaftueshme p\u00ebr t\u00eb planifikuar nj\u00eb far\u00eb vet\u00eb-q\u00ebndrueshm\u00ebrie.<\/span><\/p><\/blockquote><\/figure>\n\n

K\u00ebt\u00eb situat\u00eb t\u00eb v\u00ebshtir\u00eb t\u00eb mediave filluan ta keqp\u00ebrdorin kompanit\u00eb dhe agjensionet e marketingut t\u00eb cil\u00ebt p\u00ebrpiqen t\u00eb l\u00ebvizin vij\u00ebn n\u00eb mes gazetaris\u00eb dhe reklamave sa m\u00eb shum\u00eb q\u00eb \u00ebsht\u00eb e mundur. \n<\/p>\n\n

N\u00eb vitet e fundit, <\/span>Native advertising<\/span><\/a> \u00ebsht\u00eb b\u00ebr\u00eb nj\u00eb nga m\u00ebnyrat kryesore t\u00eb financimit t\u00eb shumic\u00ebs s\u00eb mediave digjitale. Native advertising \u00ebsht\u00eb p\u00ebrmbajtje e b\u00ebr\u00eb q\u00eb t\u00eb mos dallohet nga informacionet tjera t\u00eb cilat i shpall mediumi, dhe n\u00eb fakt \u00ebsht\u00eb nj\u00eb reklam\u00eb e kamufluar, e paguar nga porosit\u00ebsi. Ky lloj reklamimi ka ndar\u00eb redaktor\u00ebt dhe gazetar\u00ebt. Derisa nj\u00ebra pal\u00eb konsideron se shohin fundin e gazetaris\u00eb si\u00e7 e njohim ne, t\u00eb tjer\u00ebt shohin pak arsye p\u00ebr shqet\u00ebsim. T\u00eb par\u00ebt besojn\u00eb se koncepti i native advertising \u00ebsht\u00eb joetik, mashtrues dhe i mashtron lexuesit, t\u00eb dyt\u00ebt besojn\u00eb se n\u00ebse praktikohet si duhet, jo vet\u00ebm q\u00eb do t\u00eb sjell\u00eb p\u00ebrfitime financiare p\u00ebr mediat, por gjithashtu do t’u shtoj\u00eb vlera lexuesve.<\/span><\/p>\n\n

Sipas hulumtimeve, n\u00eb vitin 2017, <\/span>native advertising ka merit\u00ebn e 18% nga t\u00eb ardhurat e online mediave<\/span><\/a>, dhe shifra n\u00eb vitin 2020 duhet t\u00eb kishte tejkaluar 30%. Prandaj, \u00ebsht\u00eb e kuptueshme q\u00eb gjithnj\u00eb e m\u00eb shum\u00eb media po e pranojn\u00eb k\u00ebt\u00eb model t\u00eb financimit.<\/span><\/p><\/blockquote><\/figure>\n\n

Duke folur p\u00ebr numrat, p\u00ebrve\u00e7 t\u00eb ardhurave t\u00eb online mediave, t\u00eb larta jan\u00eb edhe numrat e lexuasve t\u00eb cil\u00ebt do t\u00eb mbeten t\u00eb mashtruar me p\u00ebrmbajtjet reklamuese q\u00eb ju shiten si inforat\u00eb. Sipas <\/span>hulumtimit<\/span> t\u00eb Valerio Stallones nga Universiteti i Cyrihut, vet\u00ebm 5 (2%) nga 251 t\u00eb anketuar arrit\u00ebn t\u00eb regjistrojn\u00eb tekstin si p\u00ebrmbajtje t\u00eb paguar, t\u00eb gjith\u00eb t\u00eb tjer\u00ebt e konsideruan at\u00eb si informacion t\u00eb ngjash\u00ebm me t\u00eb gjith\u00eb t\u00eb tjerat t\u00eb shpallura nga mediumi.<\/span><\/p>\n\n

Ku \u00ebsht\u00eb kufiri?<\/h2>\n\n

Fatkeq\u00ebsisht, derisa debatet n\u00eb Evrop\u00eb dhe ShBA jan\u00eb rreth etik\u00ebs s\u00eb konceptit t\u00eb native advertising, duket se agjencit\u00eb e marketingut n\u00eb rajonin e Ballkanit Per\u00ebndimor shkojn\u00eb nj\u00eb hap p\u00ebrpara. Duke shfryt\u00ebzuar pozit\u00ebn e palakmueshme t\u00eb mediave dhe tregut t\u00eb varfur, ata marrin hap\u00ebsir\u00eb \u200b\u200bp\u00ebr t\u00eb shpallur at\u00eb q\u00eb duan dhe kur duan vet\u00ebm n\u00ebse kan\u00eb para. Shumica e mediave bien dakord t\u00eb heqin shkronjat e im\u00ebta dhe t\u00eb zbehta n\u00eb fillim t\u00eb tekstit q\u00eb sh\u00ebnojn\u00eb “p\u00ebrmbajtje t\u00eb sponsorizuar”. T\u00eb nj\u00ebjtat media shpallin artikuj n\u00eb kategorin\u00eb e biznesit, ekonomis\u00eb ose gj\u00ebrave interesante<\/strong> dhe n\u00eb asnj\u00eb m\u00ebnyr\u00eb nuk i informojn\u00eb lexuesit e tyre se nuk ka t\u00eb b\u00ebj\u00eb me informacione gazetareske, por me reklama t\u00eb paguara.<\/span><\/p>\n\n

N\u00eb tetor 2020, portali Prizma publikoi nj\u00eb artikull “<\/span>Kur PR-i b\u00ebhet lajm<\/span><\/a>” n\u00eb lidhje me k\u00ebt\u00eb trend n\u00eb hap\u00ebsir\u00ebn mediatike maqedonase. Prizma analizon nj\u00eb tekst t\u00eb shpallur n\u00eb disa portale dhe ku reklamohen sh\u00ebrbimet e nj\u00eb lokali t\u00eb famsh\u00ebm n\u00eb Shkup. Teksti, v\u00eb n\u00eb dukje Prizma, n\u00eb asnj\u00eb m\u00ebnyr\u00eb nuk i tregon lexuesit se \u00ebsht\u00eb nj\u00eb shpallje ose reklam\u00eb promovuese.<\/span><\/p><\/blockquote><\/figure>\n\n

Sipas kryetares s\u00eb K\u00ebshillit p\u00ebr Etik\u00eb n\u00eb Media, Katerina Sinadinovska, problemi nuk q\u00ebndron n\u00eb p\u00ebrmbajtjen reklamuese t\u00eb tekstit, por n\u00eb faktin se megjith\u00ebse nuk jan\u00eb gazetareske, ata prap\u00eb jan\u00eb t\u00eb kamufluar q\u00eb t\u00eb duken si t\u00eb tilla, dhe askund nuk tregojn\u00eb se p\u00ebr \u00e7far\u00eb lloji t\u00eb tekstit b\u00ebhet fjal\u00eb.<\/p>\n\n

M\u00eb shum\u00eb se 30 online portale n\u00eb janar 2021 botuan nj\u00eb artikull me t\u00eb nj\u00ebjtin titull, <\/span>“Mjetet dezinfektuese nga Alkaloidi me efekt t\u00eb d\u00ebshmuar kund\u00ebr SARS-CoV-2 (COVID-19)<\/a>“<\/span>. Fatkeq\u00ebsisht, vet\u00ebm nj\u00ebri prej tyre e kishte sh\u00ebnuar tekstin si “p\u00ebrmbajtje t\u00eb sponsorizuar”, nd\u00ebrsa n\u00eb t\u00eb gjith\u00eb tjerat, nuk kishte asnj\u00eb tregues t\u00eb duksh\u00ebm se nuk b\u00ebhet fjal\u00eb p\u00ebr tekst gazetaresk, por p\u00ebr reklam\u00eb nga nj\u00eb reklamues. Duke lexuar tekstin, lexuesi merr p\u00ebrshtypjen e gabuar se gazetari, bazuar n\u00eb hulumtimet e tija, e rekomandon k\u00ebt\u00eb produkt si t\u00eb suksessh\u00ebm.<\/span><\/p>\n\n

Ka shum\u00eb shembuj t\u00eb till\u00eb, dhe p\u00ebr fat t\u00eb keq, s\u00eb bashku me ta, gazetaria e v\u00ebrtet\u00eb, ose gazetaria si\u00e7 e njohim ne, fillon q\u00eb t\u2019i takoj\u00eb t\u00eb kaluar\u00ebs. \n<\/p>\n\n

Ku \u00ebsht\u00eb rrug\u00ebdalja?<\/h2>\n\n

Situata n\u00eb t\u00eb cil\u00ebn ndodhen mediat tani \u00ebsht\u00eb pjes\u00ebrisht faji i t\u00eb gjith\u00eb neve. Do t\u00eb pyesni pse. Sepse nuk mund t\u00eb presim nj\u00eb gazetari t\u00eb pavarur dhe profesionale q\u00eb do t\u00eb jet\u00eb falas. Nd\u00ebrsa ne fatkeq\u00ebsisht mbet\u00ebm t\u00eb shurdh\u00ebr ndaj thirrjeve t\u00eb t\u00eb gjitha mediave profesionale q\u00eb deri dje vendosnin standardet e gazetaris\u00eb, se kan\u00eb nevoj\u00eb p\u00ebr ndihm\u00eb dhe mb\u00ebshtetje financiare. Por njer\u00ebzit nuk jan\u00eb m\u00ebsuar t\u00eb paguajn\u00eb p\u00ebr at\u00eb t\u00eb cil\u00ebn mund ta marrin falas. Fatkeq\u00ebsisht, nuk ka nj\u00eb drek\u00eb falas, dhe n\u00eb fund t\u00eb dit\u00ebs, informacioni p\u00ebr t\u00eb cilin nuk do t\u00eb paguajm\u00eb ka shum\u00eb gjasa t\u00eb jet\u00eb nj\u00eb reklam\u00eb e fshehur p\u00ebr t\u00eb cil\u00ebn as nuk jemi t\u00eb vet\u00ebdijsh\u00ebm. \n<\/p>\n\n

T\u00eb gjith\u00eb ne q\u00eb jemi n\u00eb k\u00ebt\u00eb biznes p\u00ebr nj\u00eb koh\u00eb m\u00eb t\u00eb gjat\u00eb, e dim\u00eb se pa reklamues dhe reklama, as mediat e as gazetaria nuk do t\u00eb ekzistojn\u00eb. Por n\u00ebse lejojm\u00eb q\u00eb t\u00eb humbet kufiri n\u00eb mes gazetaris\u00eb dhe marketingut, at\u00ebher\u00eb nuk kemi b\u00ebr\u00eb asgj\u00eb tjet\u00ebr p\u00ebrve\u00e7 shp\u00ebtimit s\u00eb gazetaris\u00eb q\u00eb nuk do t\u00eb vlej\u00eb m\u00eb pes\u00eb dollar\u00eb. \n<\/p>\n\n

S\u00eb pari duhet t\u00eb kuptojm\u00eb se p\u00ebrmbajtja e sponsorizuar nuk \u00ebsht\u00eb m\u00eb pak e vlefshme n\u00ebse etiketohet si e till\u00eb. Me paraqitjen e rrejshme, vet\u00ebm zvog\u00eblojm\u00eb besimin e lexuesve. P\u00ebrve\u00e7 k\u00ebsaj, sh\u00ebnimi duhet t\u00eb jet\u00eb i duksh\u00ebm, i qart\u00eb dhe transparent. N\u00eb at\u00eb m\u00ebnyr\u00eb, lexuesit nuk do t\u00eb ndihen t\u00eb mashtruar.<\/p><\/blockquote><\/figure>\n\n

Njer\u00ebzit nuk i urrejn\u00eb reklamat. Reklamat t\u00eb menduara n\u00eb m\u00ebnyr\u00eb t\u00eb men\u00e7ur dhe inteligjente<\/strong>, t\u00eb cilat kan\u00eb nj\u00eb grup t\u00eb zgjedhur me kujdes t\u00eb synuar jan\u00eb zakonisht shum\u00eb t\u00eb suksesshme. Njer\u00ebzve thjesht nuk u p\u00eblqen kur mashtrohen dhe kur n\u00eb vend t\u00eb asaj q\u00eb presin, iu imponohet di\u00e7ka tjet\u00ebr. Mediat dhe reklamuesit nuk munden pa nj\u00ebri-tjetrin, por duhet t\u00eb ekzistoj\u00eb dallim i qart\u00eb n\u00eb mes asaj q\u00eb \u00ebsht\u00eb nj\u00eb produkt gazetaresk dhe asaj q\u00eb \u00ebsht\u00eb reklam\u00eb, n\u00eb m\u00ebnyr\u00eb q\u00eb t\u00eb mos ndodh t\u2019i humbasim t\u00eb dyja.<\/p>\n","protected":false},"excerpt":{"rendered":"

P\u00ebr dekada me rradh\u00eb, nj\u00eb nga rregullat kryesore t\u00eb pun\u00ebs n\u00eb media \u00ebsht\u00eb q\u00eb ata t\u00eb cil\u00ebt krijojn\u00eb gazetari dhe ata q\u00eb b\u00ebjn\u00eb para nuk duhet t\u00eb ulen n\u00eb t\u00eb nj\u00ebjt\u00ebn zyr\u00eb. N\u00eb nj\u00eb episod t\u00eb Last Week Tonight, gazetari britanik John Oliver krahason ndarjen e gazetaris\u00eb dhe marketingut me at\u00eb n\u00eb mes shtetit dhe […]<\/p>\n","protected":false},"author":17,"featured_media":3486,"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":"","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":"","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-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-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-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-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-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-gradient":""}},"footnotes":""},"categories":[96,101,97],"tags":[],"acf":[],"yoast_head":"\nP\u00ebrmbajtje t\u00eb sponsorizuara - ku \u00ebsht\u00eb kufiri? - 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\/sq\/permbajtje-te-sponsorizuara-ku-eshte-kufiri\/\" \/>\n<meta property=\"og:locale\" content=\"sq_AL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"P\u00ebrmbajtje t\u00eb sponsorizuara - ku \u00ebsht\u00eb kufiri? - Journalift\" \/>\n<meta property=\"og:description\" content=\"P\u00ebr dekada me rradh\u00eb, nj\u00eb nga rregullat kryesore t\u00eb pun\u00ebs n\u00eb media \u00ebsht\u00eb q\u00eb ata t\u00eb cil\u00ebt krijojn\u00eb gazetari dhe ata q\u00eb b\u00ebjn\u00eb para nuk duhet t\u00eb ulen n\u00eb t\u00eb nj\u00ebjt\u00ebn zyr\u00eb. 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