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Indrek Treufeldt ESTONIAN PUBLIC BROADCASTING
COMMUNICATING WITH STAKEHOLDERS
FOR BROADCASTERS
Sharing same space and time Same simultaneous message for large audiences
TRADITIONAL BROADCASTING
WHY DO THEY NOT HEAR OR WATCH US? SEMANTIC TRAPS: being PUBLIC OR NATIONAL
!!!!!
POWER&HOLDERS!
MEDIA&INSTITUTION!
AUDIENCE!
POWER!
CULTURE!
INTERACTIONS OF POWER AND SOCIETY
Medias role to change official-unofficial relations
Depends on the autonomy Autonomy of public sphere
“OFFICIAL” AS A GUARANTEE OF TRUTH
IDEAL BUREAUCRACY of power holders:
hierarchy and control
The autonomous public sphere itself, molded and maintained
by media is a capital
Texts remain distant, formal and do not earn
necessary trust
VALUES IN COMMUNICATION: AUTONOMY AND
TRUST
So the need to COMMUNICATE Revolut ions make JOURNALISM popular
PUBLIC SPHERE ALWAYS EXISTS
COMMUNICATION IS NOT EVENT-DRIVEN BUT PROCESS DRIVEN
MODEL OF MEDIA REVOLUTION
!!
!!IGNORED(
POWER&HOLDERS!
MEDIA&INSTITUTION!
AUDIENCE!
PROJECTED)POWER)!
POWER!
CULTURE!
COMMUNICATION AS CATALYSIS
AUTONOMY, REFLEXIVENESS
DEFINING
POWER VERTICAL SHORTENS AND OFFICIAL POWER HOLDERS END UP IN ISOLATION
Limited number of channels Same space and t ime
MARKET
CONSUMERS AND CITICENS
COMMUNICATING NEED OF TRUST AND PARTICIPATION VALUE FOR MONEY
But endless choice does not necessar i ly mean divers i ty
MODEL OF CONFRONTATION AND DISPERSION
!!!
!! POWER&HOLDERS!
PUBLIC! COMMERCIAL!
CONSUMERS!CITIZENS!
!!!!!!!POWER!
CULTURE!PROFIT!
VAIRETY BUT FRAGMENTATION
Estonia has become the a l lowed i ts c i t i zens to cast thei r votes in the par l iamentar y e lect ions wi th thei r mobi le phones
TECHNOLOGY AS A NEW DIMENSION
VALUES IN COMMUNICATION INNOVATION, SUSTAINABILITY
MODEL OF TECHNOLOGICAL FUSION
CLICK AND CLIP-BASED COMMUNICATION
DOMINATES
LINKING ANDINTEGRATION
RULES
DATABASE MANAGEMENT METADATA INDEXING
FROM MARGINAL TO CENTRAL
Thanks to national Tiger Leap program (initiated 1996), computer skills spread quickly through society
WEB-BASED MEDIA CREATES COLLECTIVE BRAIN
Commenting articles turned to national passion (from 1995)
MARGINAL IDEA CAN QUICLY BECOME MAINSTREAM
INFRASTRUCTURE DETERMINES SUCCESS
First international links were established with Finland and Sweden
Web journalism raises questions about identity and anonymity
NEW PARADIGMS
NO CLEAR AXIS TO DETERMINE COMMUNICATION
AUDIENCE IS NOT DEPENDENT ON THE TIME, SPACE,
BROADCASTING NETWORK
MISSIONARIES, WHO SELECT INFO, BLURRING BOUNDARIES BTW.
INDIVIDUAL AND INSTITUTIONAL
NOT JUST DIVERSITY OF MESSAGES BUT ALSO DIVERSITY
OF CODES
CO-PRODUCTION OF THE CONTENT BY USERS AND PRODUCERS
BROADCAST INSTITUTIONS SHOULD SERVE AS INTERFACES,
AGGREGATORS
MODEL OF CIRCULATION
!!!
!!!
AUDIENCE
MEDIA INSTITUTIONS POWER HOLD
ERS
Indrek . t reufe ldt@err.ee
THANKS!
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