8. Кононов, Н. «Мы превращаем читателя в инфонаркомана»: спикеры Media Makers
NEW TECHNOLOGIES OF MEDIA PRODUCTION: ACHIEVEMENTS AND COSTS
The purpose of the article is to consider the features of media production associated with technological changes in the media industry. Positive and negative factors affecting the production of the media product and its perception by the audience are noted. On the one hand, media industry standards are being formed, editorial offices are being rebuilt, new structures (SMM departments) are being formed, taking into account media consumption changes, information delivery channels are changing, mobile publishing applications for publications are being created, a new information product is being created on multi-platforms. Creative media projects and technologies for their promotion are born, and data journalism, which is a digital news Bank, appears. In the” virtual “ information environment, mass media help a person to carry out such activities as cognitive, communicative, forming a community with a certain range of interests, and stimulating the development of interpersonal relationships. On the other hand, there is a monetization of the information space and the orientation of network media to the production of cheap content, which simplifies the texts. The number of fake news that changes the picture of life is increasing. Editions are guided only by the needs of the audience. Media competes with video publishing and sharing servers (YouTube), photo publishing and sharing services (Instagram) and social networks (Facebook, MySpace, etc.). The unprecedented development of digital journalism requires researchers to quickly understand the new professional areas of the media industry, the tasks of producing relevant and informative content, as well as the formation of new quality standards in journalistic practice.
Key words: media production, digitalization, destructive factors, design factors, information security.
The relevance of the research is explained by the profound changes in the media sphere caused by digitalization, which opens a new stage in the development of media production at different levels. There are new technological opportunities for obtaining a high-quality information product. Numerous studies show the positive aspects of the development of the media industry. The media are forming a new environment, opening up unprecedented opportunities for audience activation, especially for young people, for whom virtual communication becomes the primary means of rapid socialization. Information platforms are becoming competitors of traditional and newmedia. More than 4 billion people are consumers of video content on the Internet. There are 106.6 million Internet users in Russia, 70 active users, 45% – the audience of social networks from the total population[13]. Not only the Internet audience is growing, but also the demand for new content and form of its presentation. The media space is an area of social action of special subjects "entering into network communication mediated by information technologies at the software and hardware levels" [3]. The media have received unprecedented opportunities to experiment with formats and new tools for round-the-clock communication with the audience. In network media, "the author of the message content enters into a relationship with the consumer, who in turn participates in the further production of information. Thus, each reader/subscriber of the service can perform the functions of a commentator, reporter, photojournalist and/or editor of this service" [10. p. 63] Experts describe the network information environment based on such key interrelated criteria as convergence, digitalization, interactivity [2; 9].Along with printed versions of publications, their online versions are published, Internet TV [18], mobile TV, Internet radio [22], blogofera are included in this system. Instagram Facebook, podcasts, and video materials (YouTube, Facebook, MySpace, etc.) are becoming popular. Leading European newspapers and magazines, as well as a number of Russian publications (Vedomosti) are becoming popular., Kommersant, Komsomolskaya Pravda) successfully operate in the mobile segment. Komsomolskaya Pravda operates in the FM band, has its own channel on the YouTube video hosting. (www.kp.ru/radio/) A distinctive feature of media production is that it involves cross-platform use, which makes it possible to reach the maximum audience to the greatest extent, to satisfy its information requests. Specificity social media is defined by four keywords: multimedia, hypertextuality, convergence, interactivity. New models of creation and consumption of an information product are in the field of attention of researchers. Media production methods are changing: the information product becomes the result of "a combination of several media formats brought to life by the inevitable diversification and convergence of technological platforms andindividual solutions" [7], respectively, a new type of media consumption is formed.The process of information production is now carried out in convergent editorial offices,on several platforms at once, therefore, in the training of personnel for information The main emphasis is on obtaining management skills in all spheres – culture,politics, economics, journalism [15; 19]. Convergence becomes a condition for the survival of media in a competitive environment. Among the destructive factors influencing media production, experts note
the turbulence of the state in which the Russian media industry is constantly developing. To ensure a high level of media efficiency and interactivity,
product production begins with finding the hidden needs of the audience,
understanding the specifics of its interests. A media product is often created
solely based on the needs of the audience. Describing the tasks of the media to
attract an audience, journalist and business coach V. Y. Bullet notes: "
the creative backbone must gather, think over the mission, concept, fix it
and convey it to each employee. Every employee, from the CEO
to the cleaner, should have a logical chain built in his head – what we write about,
for whom, what needs to be done and what money we will get from it" [12]. They are offered the formula: "do what you do best and link to the rest. That is, do what you can do best of all, and the rest can be referenced" [12]. Traditional business models in media communication are undergoing modernization.Newspapers and online resources are looking for new ways to monetize content, in particular,the so-called automated journalism is gaining momentum.Due to the development of technology, media consumption has changed significantly: not traditional media, but social networks have acquired a wide audience and the ability to interact with it, receive prompt response in the form of comments and likes. "Notifications from messengers are fighting for a person's interest at the same time, social networks, email clients and online publications" [11]. Currently, the most diverse studies are devoted to the development of new / digital media in Russia[4]. Changes in media consumption make it necessary to create different texts based on one factual series, both for fast reading (lean forward), in transport,for example, and for home leisurely reading on the "sofa" (back lean). Taken into account
the speed, rhythm and degree of immersion of the reader in the material. The media is moving to
an engaged reader model.
Television and electronic media actively use marketing mechanisms,
since the successful functioning of the media today is impossible without the promotion
of the brand of the publication, the work of the editorial office with reputation management, personal
branding, blogs. SMM is becoming one of the main marketing tools
("maintaining pages in social networks"). The choice of sites for the presence of a business is a key
moment in the development of an SMM strategy. For example, the TOP10 communication channels are named
(according to surveys of marketers and PR specialists), among which there are television, print
media and e-media [13].
"World-of-mouth 60.6%
e-commerce 57.1 %
TV 54.1 %
Social networks 53.8 %
Press 44.6 %
Direct 36,7 %
YouTube 33.9 %
e_SMI 26.4 %
Bloggers 22%".
The creators of the information product use all kinds of metrics
of traffic and media loyalty, collect data from the analysis of hashtags and comments
on publications, compare the effectiveness of accounts, measure
audience parameters (unique visitors; demographic data) and the coverage of posts;
the number and depth of views are recorded. The question of creating a unified
system of metrics for all ecosystems is raised. There is fierce competition for services
and mobile applications of publications. Creative
technologies of user engagement are widely used. Most often, by trial and error, media still find their focus and the main direction of development.
The interest of editorial offices in specialists with
technical skills is significantly increasing, SMM departments are being formed that study
the information market, involve the audience in the process of information production,
thus, they achieve a significant increase in traffic. Today, the editorial staff
is replenished by SMC managers who are called upon to take care of the authenticity of sources and
"through retransmission, support, emotional tools - to tame, fit into
an existing context or add a separate context from such sources" [14].
SEO specialists optimize the work of websites, taking care of its recognition in search
engines.
The foundations of convergence in Russia were laid back in the 90s, when the editor
-in-chief of the newspaper Kommersant, Vladimir Yakovlev, created a "United Editorial Office" in the format
Publishing house "Kommersant". Since then, as the researchers note, "almost
everywhere there is a merger of the editorial office of the traditional media and the editorial office of the website;
there are employees and departments responsible for the technical side of the site and for
the submission of materials on various platforms" [2], mechanisms are used to simplify
the editorial processes of processing and posting materials.
The core of the editorial office is "SuperDesk", from which tasks for content groups diverge, covering the entire editorial staff, and then the completed works are returned
back. "Thematic editorial departments are a kind of shell from
which the main material for the smooth operation of SuperDesk comes;
communication flows become segmented, clearly directed to the purpose
of "manager−employee−manager" [9].
Most editorial offices are focused on the production of cheap, simple
multimedia content. Hence, analyticity as a way
for journalists to penetrate into problematic situations of reality goes away. This "emasculated
the journalism school. On the Internet, she turned out to be without roots, without understanding and without
style" [11].
Destructive factors also influence the development of the media space.
According to the editor-in-chief of the Secret of the Firm magazine, "in the era of digital journalism
we got carried away with technology and shifted the focus from journalism to growth hacks and
distribution... But these percentages are very important. People should have a picture of events and
explanations of what is behind them − from professionals who are determined to establish the truth.
How it really happened − journalism deals with this issue, and therefore it is
an important and influential institution" [8].
An increase in the volume of fake news contributes to an increase in tension
in information wars, causes negative consequences [5]. Fake news,
which include propaganda, hidden advertising, and frankly made-up stories
it is considered today as a kind of strategic communication. There is a question
of news distribution,
a data verification system (fact-checking) is being worked out by various information structures, but the mechanisms for monitoring the quality and
reliability of information do not yet work on a large scale.
Fundamental changes in the media industry have aroused the increased interest
of the scientific community studying the phenomena of digital journalism.
Systemic changes in the media sector are noted in the scientific discourse: the search for new forms
organization of activities; monetization of the information product; protectionism
towards individual media; "the emergence of new types of actors (bloggers); competition
and cooperation of players in the network space. Scientific papers note that the
digitalization of media has led to fundamental changes in the problem-thematic
and genre range, revision of communication strategies and methods
of monetization of publications, generational shift [1; 7]. In some works
, emphasis is placed on changing the genre structure of medical products and media topics; methods and
techniques of professional activity [6].
Many studies mark the birth of data journalism. Digital
storages of large data arrays (statistical summaries, graphs, lists,
maps) they become a source of analytical and investigative materials,
historical stories and news programs. Having statistics based on
Big Date [16], journalists can add analysis, context, explanation and story to them.
The problems of the influence of network resources on
the government, social institutions and social groups, civil society are discussed in the scientific discourse.
media activism. On the one hand, it is noted that network media play an important role
in establishing trusting relations with society [17; 20], expanding the rights and
freedoms of citizens, citizens' participation in political decisions, crisis
resolution [23]. On the other hand,
stories and narratives in the context of art interventions, flash mobs or performances are offered to mobilize political groups and activate protest actions
[4]. Experts note the multiple strengthening of both positive
and negative influence of social media on political processes, since
"a new tool appears in the hands of the government to promote its interests,
influence the population, as well as ensure national security" [21].
New digital technologies have radically changed the existing traditional
media. Mass media are moving to the Internet format;
mass media that have no printed analogues are being born; large media have begun to invest
in creating their own writing robot; technical requirements are increasing
literacy of media employees; media consumption is changing;
the communicative behavior of the audience is being modified. The question arises, firstly, about creating conditions for
training digital economy personnel; secondly, the formation of an education system
aimed at providing the digital economy with highly qualified personnel;
thirdly, the change in the labor market due to the requirements of the digital economy;
fourth, the creation of a motivation system aimed at stimulating people to
learn new skills necessary for life and work in the digital age.
Innovative technologies related to digitalization have changed the work
of editorial teams and journalists, media production itself. The "digital
economy" is invading the media industry today. The media market needs
specialists with new communication competencies. Universities aim
graduates to acquire such skills that will allow them to be applied not only in
creative and technological, but also in entrepreneurial and managerial activities,
which will undoubtedly help them to promote in the digital environment on various information platforms.
create your own media projects, use all the hypostases in creating
an information product − from author to producer [9].
Educational institutions that train personnel for the media industry in the 2020s need
to take into account the latest trends in the development of the media sphere and stay ahead of innovative
processes, restructure work, focus not so much on the technology
of training, but on the content of the texts presented to the audience.
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