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MEDIA 2.0: The Mindshift

Zoran RiclievZoran Ricliev

Macedonian Institute for MediaMacedonian Institute for Media

and Media Print Macedonia and Media Print Macedonia

I Media: Relationships between Traditional and New Media

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Turbulent trends

• End of era of End of era of simple offer of simple offer of prepackaged prepackaged datadata

• Web 2.0 is about Web 2.0 is about personalization personalization and and interconnectinginterconnecting

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Turbulent trends

• The audience The audience changed its changed its habits. They need habits. They need the content the the content the way they want it, way they want it, when they want itwhen they want it

• ParticipationParticipation

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Turbulent trends

• The content is The content is becoming live, becoming live, real time editablereal time editable

• The news article The news article develops through develops through constant updatesconstant updates

• Comments Comments become part of become part of the articlethe article

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Turbulent trends

• A single tweet, A single tweet, from anywhere, from anywhere, even without an even without an additional additional picture, video or picture, video or audio clip, can audio clip, can make a big make a big change in just change in just several seconds several seconds

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Turbulent trends

• Social Media and Social Media and citizen journalism citizen journalism influence the big influence the big media companiesmedia companies

• Citizen journalismCitizen journalism• Localization of Localization of

contentcontent• Developing own Developing own

blog platformsblog platforms

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Turbulent trends

• The open The open philosophy of philosophy of internet, weakens internet, weakens ability of media ability of media houses to houses to monetize their monetize their naturally naturally expensive expensive content, onlinecontent, online

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Web 2.0 pressure

• Web native news Web native news media naturally media naturally accept the accept the constant changeconstant change

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Web 2.0 pressure

• TV as powerful TV as powerful visual media is visual media is not threatened in not threatened in its basic its basic existenceexistence

• On-line TV is fast On-line TV is fast developing, even developing, even on mobile on mobile platformsplatforms

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Web 2.0 pressure

• Radio is in similar Radio is in similar position like TVposition like TV

• Content can be Content can be readread

• Additional Additional channelschannels

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Web 2.0 pressure

• Newspapers have Newspapers have to changeto change

• They have to They have to become more become more visual (using the visual (using the big canvas) more big canvas) more analytical, analytical, digested, and digested, and opinion orientedopinion oriented

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Web 2.0 pressure

• Video did not Video did not exactly kill the exactly kill the radio star, so web radio star, so web 2.0 probably 2.0 probably won’t kill won’t kill newspapersnewspapers

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Media merging

• Online news has Online news has proved that has proved that has many advantages many advantages over traditional over traditional media, except media, except the biggest the biggest drawback, to drawback, to monetize its monetize its content to content to sustainable levelsustainable level

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Media merging

• Integrated Integrated multimedia multimedia newsrooms are newsrooms are developed as a developed as a place where all place where all the news come the news come first first

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Media merging

• Delivering the Delivering the same initial same initial content, through content, through different different channels, and in channels, and in different form is different form is most appreciated most appreciated model. But there model. But there are some other are some other barriers to do thisbarriers to do this

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Media merging

• Hybrid models Hybrid models tend to be best at tend to be best at the time, with its the time, with its ability to ability to monetize the monetize the content through content through revenues from revenues from different different platforms platforms

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Mainstream vs. Social Media• Merging of social Merging of social

networks, blog networks, blog society and society and mainstream mainstream media is ongoingmedia is ongoing

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Mainstream vs. Social Media• If MSM fail to If MSM fail to

adapt to the new adapt to the new conditions, their conditions, their name loses its name loses its base, since social base, since social media are media are mainstream mainstream for certain for certain communities, or communities, or age groupsage groups

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Mainstream vs. Social Media• Media is doing Media is doing

the news the the news the “mind” way, and “mind” way, and the bloggers are the bloggers are doing it the doing it the “heart” way“heart” way

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Mainstream vs. Social Media• A good blogger or A good blogger or

web activist, web activist, should adopt should adopt something from something from the professional the professional journalistsjournalists

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Mainstream vs. Social Media• Professional Professional

journalists should journalists should take their fancy take their fancy suits off and get suits off and get more into the more into the massesmasses

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Mainstream vs. Social Media• The antagonism The antagonism

between between journalists and journalists and bloggers fadesbloggers fades. . They learn from They learn from each othereach other

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Journalism 2.0

• Being web native, Being web native, social platforms social platforms develop fast and develop fast and gain qualitygain quality

• MSM are rarely MSM are rarely web nativeweb native

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Journalism 2.0

• Mainstream Mainstream media struggle media struggle with old habitswith old habits

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Journalism 2.0

• Direct hit into Direct hit into journalistic journalistic identityidentity

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Journalism 2.0

The reporters for The reporters for the 21 centurythe 21 century

• MultitaskingMultitasking• fast and clear writingfast and clear writing• flexible working flexible working

hours hours • no “fear” of no “fear” of

technologytechnology• multimedia approachmultimedia approach• internet as a toolinternet as a tool

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Journalism 2.0

• Many journalists Many journalists are not prepared are not prepared to accept the to accept the changechange

• Fear of citizen Fear of citizen journalismjournalism

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Macedonia case

• No real 24/7 No real 24/7 journalismjournalism

• Journalists Journalists haven’t haven’t overcome the overcome the “fear” of “fear” of computerscomputers

• Very few use Very few use or know what or know what Twitter isTwitter is

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Macedonia case

• Media websites in Media websites in Macedonia come Macedonia come from another age from another age

• The web sites of The web sites of classic media classic media brands are edited brands are edited by one person, by one person, which is usually which is usually not a journalistnot a journalist

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Macedonia case

• Few online ads, Few online ads, • No AdSense, No AdSense, • No serious online No serious online

advertising agencyadvertising agency• PayPal doesn’t PayPal doesn’t

workwork• Few have ever Few have ever

bought something bought something through the webthrough the web

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Macedonia case

• Despite Despite rudimentary rudimentary media websites, media websites, visits are still visits are still risingrising

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Macedonia case

• We still have We still have university university professors of professors of journalism that journalism that think that think that internet will die internet will die within next three within next three yearsyears

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Macedonia case

• The crisis, as a The crisis, as a platform for platform for change, is always change, is always good for new good for new ideasideas

• Social media, as Social media, as web native, has a web native, has a chanse to fill the chanse to fill the gap MSM missesgap MSM misses

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MEDIA 2.0: The Mindshift

Zoran RiclievZoran Ricliev

mail: mail: z.ricliev@mpm.com.mkz.ricliev@mpm.com.mk

http://twitter.com/xorranhttp://twitter.com/xorran

http://www.linkedin.com/in/riclievhttp://www.linkedin.com/in/ricliev

Thank you