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MEDIA 2.0: The Mindshift

The document discusses the transformative impact of Web 2.0 on traditional media, highlighting the shift towards personalization, real-time content, and citizen journalism. It emphasizes the challenges faced by established media in adapting to these changes, particularly in monetizing content and competing with social media. Additionally, it addresses the evolving roles of journalists and bloggers, advocating for collaboration and adaptation in the changing media landscape.

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MEDIA 2.0: The Mindshift Zoran Ricliev Macedonian Institute for Media and Media Print Macedonia I Media: Relationships between Traditional and New Media
Turbulent trends End of era of simple offer of prepackaged data Web 2.0 is about personalization and interconnecting
Turbulent trends The audience changed its habits. They need the content the way they want it, when they want it Participation
Turbulent trends The content is becoming live, real time editable The news article develops through constant updates Comments become part of the article
Turbulent trends A single tweet, from anywhere, even without an additional picture, video or audio clip, can make a big change in just several seconds
Turbulent trends Social Media and citizen journalism influence the big media companies Citizen journalism Localization of content Developing own blog platforms
Turbulent trends The open philosophy of internet, weakens ability of media houses to monetize their naturally expensive content, online
Web 2.0 pressure Web native news media naturally accept the constant change
Web 2.0 pressure TV as powerful visual media is not threatened in its basic existence On-line TV is fast developing, even on mobile platforms
Web 2.0 pressure Radio is in similar position like TV Content can be read Additional channels
Web 2.0 pressure Newspapers have to change They have to become more visual (using the big canvas) more analytical, digested, and opinion oriented
Web 2.0 pressure Video did not exactly kill the radio star, so web 2.0 probably won’t kill newspapers
Media merging Online news has proved that has many advantages over traditional media, except the biggest drawback, to monetize its content to sustainable level
Media merging Integrated multimedia newsrooms are developed as a place where all the news come first
Media merging Delivering the same initial content, through different channels, and in different form is most appreciated model. But there are some other barriers to do this
Media merging Hybrid models tend to be best at the time, with its ability to monetize the content through revenues from different platforms
Mainstream vs. Social Media Merging of social networks, blog society and mainstream media is ongoing
Mainstream vs. Social Media If MSM fail to adapt to the new conditions, their name loses its base, since social media are mainstream for certain communities, or age groups
Mainstream vs. Social Media Media is doing the news the “mind” way, and the bloggers are doing it the “heart” way
Mainstream vs. Social Media A good blogger or web activist, should adopt something from the professional journalists
Mainstream vs. Social Media Professional journalists should take their fancy suits off and get more into the masses
Mainstream vs. Social Media The antagonism between journalists and bloggers fades . They learn from each other
Journalism 2.0 Being web native, social platforms develop fast and gain quality MSM are rarely web native
Journalism 2.0 Mainstream media struggle with old habits
Journalism 2.0 Direct hit into journalistic identity
Journalism 2.0 The reporters for the 21 century Multitasking fast and clear writing flexible working hours no “fear” of technology multimedia approach internet as a tool
Journalism 2.0 Many journalists are not prepared to accept the change Fear of citizen journalism
Macedonia case No real 24/7 journalism Journalists haven’t overcome the “fear” of computers Very few use or know what Twitter is
Macedonia case Media websites in Macedonia come from another age The web sites of classic media brands are edited by one person, which is usually not a journalist
Macedonia case Few online ads, No AdSense, No serious online advertising agency PayPal doesn’t work Few have ever bought something through the web
Macedonia case Despite rudimentary media websites, visits are still rising
Macedonia case The crisis, as a platform for change, is always good for new ideas Social media, as web native, has a chanse to fill the gap MSM misses
MEDIA 2.0: The Mindshift Zoran Ricliev mail: [email_address] http://twitter.com/xorran http://www.linkedin.com/in/ricliev Thank you