Inoslav BeškerInoslav Bešker & & Nenad PrelogNenad Prelog::New Media AcademyNew Media Academy (or) (or) 2121stst Century Century KKnotnot

Information Technology and Information Technology and JournalismJournalism

Dubrovnik, Dubrovnik, May 23, 2006May 23, 2006

HowHow t to face the challenges of the o face the challenges of the new millenniumnew millennium??

Challenges and limitsChallenges and limits

Human knowledge doubles every Human knowledge doubles every seven yearsseven years

Approximately half century passes Approximately half century passes from the beginning of high school from the beginning of high school education to the end of career for a education to the end of career for a journalist or media managerjournalist or media manager

What can we predict? For instance, in What can we predict? For instance, in 1954…1954…

What should we offer to the What should we offer to the students for the media industrystudents for the media industry in in

2121stst century when: century when:

Technology explodesTechnology explodes Markets evolveMarkets evolve Trends change Trends change Media Media are are in in (con)fusion(con)fusion

? ? ? ? ? ? ?? ? ? ? ? ? ?

Journalist and Media Manager Journalist and Media Manager FormationFormation GuidelinesGuidelines

Council of Europe principlesCouncil of Europe principles Bologna Process Bologna Process ((45 signatory 45 signatory

countriescountries including thincluding thosose e in in thethe SE SE EuropeEurope))

Bologna Declaration 1999Bologna Declaration 1999

adopt a system of easily readable and adopt a system of easily readable and comparable degrees comparable degrees

adopt a system with two main cycles adopt a system with two main cycles (undergraduate/graduate) (undergraduate/graduate)

establish a system of credits (such as ECTS) establish a system of credits (such as ECTS) promote mobility by overcoming legal recognition promote mobility by overcoming legal recognition

and administrative obstacles and administrative obstacles promote European co-operation in quality promote European co-operation in quality

assurance assurance promote a European dimension in higher promote a European dimension in higher

education education

Prague amendments 200Prague amendments 20011

inclusion of lifelong learning inclusion of lifelong learning strategies strategies

involvement of higher education involvement of higher education institutions and students as essential institutions and students as essential partners in the Process partners in the Process

promotion of the attractiveness of promotion of the attractiveness of the European Higher Education Area the European Higher Education Area (EHEA) (EHEA)

Berlin amendments 2003Berlin amendments 2003

quality assurance quality assurance the adoption of a system of degree the adoption of a system of degree

structures essentially based on two main structures essentially based on two main cycles cycles

recognition of degrees recognition of degrees additional Action Line entitledadditional Action Line entitled:: "Doctoral "Doctoral

studies and promotion of young studies and promotion of young researchers" including specific mention of researchers" including specific mention of doctoral programmes as the third cycle in doctoral programmes as the third cycle in the Bologna Process. the Bologna Process.

Bergen amendments 2005Bergen amendments 2005

Implementing the agreed standards Implementing the agreed standards and guidelines for quality assurance and guidelines for quality assurance

Implementing national frameworks of Implementing national frameworks of qualifications qualifications

Awarding and recognising joint Awarding and recognising joint degrees degrees

Creating opportunities for flexible Creating opportunities for flexible learning paths in higher educationlearning paths in higher education

Vienna Meeting on Higher Vienna Meeting on Higher Education in the SE Europe 2006Education in the SE Europe 2006

Growth and Growth and the creation of jobsthe creation of jobs is of the is of the utmost urgency and action is required now utmost urgency and action is required now if this is to be achieved. if this is to be achieved.

Priority has to be given to increasing Priority has to be given to increasing investment in higher educationinvestment in higher education and and researchresearch now as a key long-term strategy now as a key long-term strategy for the region, for the region,

in order to meet both thein order to meet both the • current current andand • emerging needs of citizens.emerging needs of citizens.

COE 1994 Principle #1COE 1994 Principle #1

The maintenance and development of genuine The maintenance and development of genuine democracy require the existence and strengthening of democracy require the existence and strengthening of free, independent, pluralistic and responsible free, independent, pluralistic and responsible journalism. This requirement is reflected in the need journalism. This requirement is reflected in the need for journalism to: for journalism to:

inform individuals on the activities of public powers as inform individuals on the activities of public powers as well as on the activities of the private sector, thus well as on the activities of the private sector, thus providing them with the possibility of forming providing them with the possibility of forming opinions; opinions;

allow both individuals and groups to express opinions, allow both individuals and groups to express opinions, thus contributing to keeping public and private thus contributing to keeping public and private powers, as well as society in general, informed of their powers, as well as society in general, informed of their opinions; opinions;

submit the exercise of the various types of powers to submit the exercise of the various types of powers to continuous and critical examination.continuous and critical examination.

Repetitio est mater…Repetitio est mater…

Growth and the creation of jobs is of Growth and the creation of jobs is of the utmost urgency and action is the utmost urgency and action is required now if this is to be achieved. required now if this is to be achieved.

Creating opportunities for flexible Creating opportunities for flexible learning paths in higher educationlearning paths in higher education

Inclusion of lifelong learning Inclusion of lifelong learning strategiesstrategies

Higher educationHigher education has to behas to be…… ……ableable to promote employability to promote employability

(The Sorbonne Declaration, May 25th, 1998)(The Sorbonne Declaration, May 25th, 1998)

……relevantrelevant to the European labour market to the European labour market (The Bologna Declaration, June 19th, 1999)(The Bologna Declaration, June 19th, 1999)

……even for employeeseven for employees in thein the mediamedia industryindustry::

JournalistsJournalists Media managersMedia managers

SchoolsSchools ofof journalismjournalism

On journalismOn journalism - or - or For journalismFor journalism??

EducationEducation

On journalism & On journalism & societysociety

LecturesLectures SeminariesSeminaries ThesisThesis ……mostly theorymostly theory

For journalism in For journalism in societysociety

Analysis on caseAnalysis on casess ExercisesExercises (40%) (40%) StageStage ……fifty-fiftyfifty-fifty

A way to illiteracyA way to illiteracy

There are faculties in Balkans where There are faculties in Balkans where a student is allowed to earn her/his a student is allowed to earn her/his B.Sc. in journalismB.Sc. in journalism writing in four writing in four years less than 162.000 characters years less than 162.000 characters (27.000 words, 90 pages(27.000 words, 90 pages))

……i. e. i. e. less than a Harvard student of less than a Harvard student of economy is obliged to produce economy is obliged to produce sometimessometimes in three subsequentin three subsequent weeks weeks

Full immersionFull immersion neededneeded College isolationCollege isolation

• intensive learning and creativity often require intensive learning and creativity often require withdrawal from everyday lifewithdrawal from everyday life

Modular agendaModular agenda• it is better to have the best teacher for a short it is better to have the best teacher for a short

term instead of full time mediocre teacherterm instead of full time mediocre teacher Why? Because in SE Europe nowadaysWhy? Because in SE Europe nowadays

• aan average student begins a preparation n average student begins a preparation 77 days before the examdays before the exam;;

• hehe spends spends 5-6 5-6 years years toto achieve achieve aa B.Sc. B.Sc.

EvaluationEvaluation

Percentage of employed afterPercentage of employed after 12 months12 months 36 months36 months

Media managerMedia manager Media literacy Information and

entertainment (infotainment)

Economy Marketing (both

analysis and promotion)

Technology Innovation Languages

JournalistJournalist

JournalismJournalism SocietySociety Media Media language(s)language(s) Media techniquesMedia techniques Media organizationMedia organization InnovationInnovation Thematic Thematic

specialisationspecialisation

What Others are DoingWhat Others are Doing??

More than 500 schools are offering More than 500 schools are offering programs in journalism, (mass) programs in journalism, (mass) communication, media, multimedia, communication, media, multimedia, publishing, public relations, event publishing, public relations, event management, (studies, systems, management, (studies, systems, technologies, etc.)technologies, etc.)

Which topics/subjects are more Which topics/subjects are more frequent then othersfrequent then others

Grouping into seven fieldsGrouping into seven fields

Some SourcesSome Sources American University, American University,

Washington D.C.Washington D.C. Dublin City UniversityDublin City University University of California, University of California,

BerkeleyBerkeley City University LondonCity University London Columbia UniversityColumbia University Stanford UniversityStanford University CSU FullertonCSU Fullerton Ryerson UniversityRyerson University Dundalk Institue of Dundalk Institue of

TechnologyTechnology Indiana UniversityIndiana University Dublin Institute of Dublin Institute of

TechnologyTechnology Ohio UniversityOhio University

London School of EconomicsLondon School of Economics University of HelsinkiUniversity of Helsinki University of Southern University of Southern

CaliforniaCalifornia Penn State CollegePenn State College Rutgers UniversityRutgers University The George Washington The George Washington

UniversityUniversity San José State UniversitySan José State University Fachbereich KommunikaFachbereich Kommunika--

tionwissenschafttionwissenschaft, Salzburg, Salzburg Ecole Supérieure de Ecole Supérieure de

Journalisme de LilleJournalisme de Lille Georg von Holtzbrinck-SchuleGeorg von Holtzbrinck-Schule

für Wirtschaftsjournalisten,für Wirtschaftsjournalisten, DüsseldorfDüsseldorf

&c&c

I. I. IntroductionIntroduction to Journalism to Journalism CommunicationsCommunications Research Skills for JournalismResearch Skills for Journalism Technical Skills for JournalismTechnical Skills for Journalism Introduction to the Moving ImageIntroduction to the Moving Image Introduction to JournalismIntroduction to Journalism Introduction to Online PublishingIntroduction to Online Publishing Introduction to multimedia productionIntroduction to multimedia production Media LiteracyMedia Literacy Beginning Magazine WritingBeginning Magazine Writing Beginning Visual JournalismBeginning Visual Journalism

II. II. Fundamentals Fundamentals of Journalism (1)of Journalism (1)

Fundamentals of TVFundamentals of TV Basic PhotographyBasic Photography Media AnalysisMedia Analysis Writing for JournalismWriting for Journalism Documentary PhotographyDocumentary Photography Reporting for TelevisionReporting for Television Investigative ReportingInvestigative Reporting The Craft of Reporting and StorytellingThe Craft of Reporting and Storytelling Narrative WritingNarrative Writing News writing for TV and RadioNews writing for TV and Radio Evidence & InferenceEvidence & Inference History/Principles of JournalismHistory/Principles of Journalism Theory of CommunicationTheory of Communication Public Relations WritingPublic Relations Writing Communications TechnologiesCommunications Technologies

II. II. Fundamentals Fundamentals of Journalism (2)of Journalism (2)

Principles of Public RelationsPrinciples of Public Relations Communications PhotographyCommunications Photography Opinion WritingOpinion Writing Media Audience BehaviorMedia Audience Behavior Theoretical Approach Media & CultureTheoretical Approach Media & Culture Political Economy of Culture and CommunicationPolitical Economy of Culture and Communication Critique of Everyday CultureCritique of Everyday Culture Philosophy of CommunicationPhilosophy of Communication Foundations of Journalism and Mass CommunicationFoundations of Journalism and Mass Communication Principles of Creative AdvertisingPrinciples of Creative Advertising Foundations for the Study of Entertainment, Foundations for the Study of Entertainment,

Communication and SocietyCommunication and Society Depth reportingDepth reporting Fundamentals of Speaking and ListeningFundamentals of Speaking and Listening Fundamentals of copy editing and layoutFundamentals of copy editing and layout Business and Professional SpeakingBusiness and Professional Speaking

III. Media and Society (1)III. Media and Society (1) Legal Aspects of CommunicationLegal Aspects of Communication Journalism EthicsJournalism Ethics How the news media shaped HistoryHow the news media shaped History Dissident Media: Voices from the UndergroundDissident Media: Voices from the Underground Contemporary Media in a Global SocietyContemporary Media in a Global Society The media and GovernmentThe media and Government Politics and the MediaPolitics and the Media Censorship and the mediaCensorship and the media Media, Culture & SocietyMedia, Culture & Society Media LawMedia Law Global CommunicationGlobal Communication Cross Cultural CommCross Cultural Communicationunication Law & EthicsLaw & Ethics Journalism and SocietyJournalism and Society Structure of GovernmentStructure of Government Media Processes and EffectsMedia Processes and Effects The Press and the Political ProcessThe Press and the Political Process Analysis of Political CampaignsAnalysis of Political Campaigns Communication and ChildrenCommunication and Children

III. Media and Society (2)III. Media and Society (2) Democracy and the Communication of ConsentDemocracy and the Communication of Consent Media Ethics and ResponsibilityMedia Ethics and Responsibility Mass Communications In Modern SocietyMass Communications In Modern Society Entertainment and SocietyEntertainment and Society Mass Media EthicsMass Media Ethics Media DemocracyMedia Democracy Communication and Public InterestCommunication and Public Interest Technology and GlobalizationTechnology and Globalization The Human and Cognitive Challenges in an Information SocietyThe Human and Cognitive Challenges in an Information Society The Media as Social InstitutionsThe Media as Social Institutions Shorthand Sociology of NewsShorthand Sociology of News Ethics and Standards in JournalismEthics and Standards in Journalism The real The real WWorld of orld of JJournalismournalism The Image of the Journalist in Popular CultureThe Image of the Journalist in Popular Culture Community JournalismCommunity Journalism Globalization, Communication and SocietyGlobalization, Communication and Society The mass media and the publicThe mass media and the public Communication and Human ValuesCommunication and Human Values Intercultural CommunicationIntercultural Communication Social Construction of NewsSocial Construction of News Diverse Cultures, Lifestyles, And Gender In Mass CommunicationDiverse Cultures, Lifestyles, And Gender In Mass Communication

IV. Techniques (1)IV. Techniques (1) Editorial Policies and MethodsEditorial Policies and Methods Advanced ReportingAdvanced Reporting Feature Article WritingFeature Article Writing Advanced EditingAdvanced Editing In-Depth ReportingIn-Depth Reporting News WritingNews Writing The Radio NewsroomThe Radio Newsroom Reporting the NewsReporting the News Production for TV and RadioProduction for TV and Radio Presentation for TV and RadioPresentation for TV and Radio Producing a MagazineProducing a Magazine Reporting, Writing, and Understanding the NewsReporting, Writing, and Understanding the News Persuasive CommunicationsPersuasive Communications Applied Writing SkillsApplied Writing Skills

IV. Techniques (2)IV. Techniques (2) Communication and Presentation of Statistical DataCommunication and Presentation of Statistical Data Reporting, Writing and EditingReporting, Writing and Editing Public Relations CampaignsPublic Relations Campaigns Advanced Journalism and StorytellingAdvanced Journalism and Storytelling Print Advertising and LayoutPrint Advertising and Layout CopywritingCopywriting Investigative ReportingInvestigative Reporting Images and Image ManagementImages and Image Management Evaluating Communication NeedsEvaluating Communication Needs Message Design for Public Relations and Organizational Message Design for Public Relations and Organizational

CommunicationCommunication Principles of InterviewingPrinciples of Interviewing Public SpeakingPublic Speaking ArgumentationArgumentation Communication and LearningCommunication and Learning Nonverbal CommunicationNonverbal Communication Content AnalysisContent Analysis Advertising Layout and ProductionAdvertising Layout and Production

V. New Media (1)V. New Media (1) Writing for Converged MediaWriting for Converged Media Web Page DesignWeb Page Design Computer Assisted ReportingComputer Assisted Reporting Media, Technology and SocietyMedia, Technology and Society Media TechnologyMedia Technology AuthoringAuthoring ImagingImaging Multimedia StudiesMultimedia Studies WebWeb Multimedia Team DynamicsMultimedia Team Dynamics Dramatic Authoring for the WebDramatic Authoring for the Web E SocietyE Society Interface DesignInterface Design Perspectives on the Information SocietyPerspectives on the Information Society ScriptwritingScriptwriting Computer-Assisted ReportingComputer-Assisted Reporting Introduction to Multimedia ReportingIntroduction to Multimedia Reporting Internet JournalismInternet Journalism Media Technologies, People, and SocietyMedia Technologies, People, and Society Digital Media in SocietyDigital Media in Society

V. New Media (2)V. New Media (2) Digital Media in SocietyDigital Media in Society Virtual PeopleVirtual People Computers and Interfaces: Psychology and DesignComputers and Interfaces: Psychology and Design Psychological Processing of MediaPsychological Processing of Media Digital Media in SocietyDigital Media in Society Multimedia ProductionMultimedia Production Desktop PublishingDesktop Publishing Internet Advertising & Promotional CommunicationsInternet Advertising & Promotional Communications Design: Interactive MultimediaDesign: Interactive Multimedia Distributive MultimediaDistributive Multimedia Informational GraphicsInformational Graphics Gathering and editing content for online outlets of Gathering and editing content for online outlets of

conventional mediaconventional media Translating various media formats into integrated Translating various media formats into integrated

multimediamultimedia Building and maintaining Web sites for conventional and Building and maintaining Web sites for conventional and

online mediaonline media Digital StorytellingDigital Storytelling

V. New Media (3)V. New Media (3) Serving as Webmaster in businesses and other Serving as Webmaster in businesses and other

organizationsorganizations Managing online-based public relations and advertisingManaging online-based public relations and advertising Serving on computer-assisted reporting teamsServing on computer-assisted reporting teams New Media, Communication and Peace in the Global New Media, Communication and Peace in the Global

Knowledge SocietyKnowledge Society Social consequences of Internet UseSocial consequences of Internet Use Multimedia and Graphics in Online PublishingMultimedia and Graphics in Online Publishing The Cultures of New MediaThe Cultures of New Media The Arts and New MediaThe Arts and New Media Information Design for Web JournalistsInformation Design for Web Journalists Information Retrieval TheoryInformation Retrieval Theory Information IndicatorsInformation Indicators Digital Interactive And Direct AdvertisingDigital Interactive And Direct Advertising Using Media Software And HardwareUsing Media Software And Hardware Information Gathering On The InternetInformation Gathering On The Internet Media Writing In the Information AgeMedia Writing In the Information Age

VI. Management and Profession (1)VI. Management and Profession (1) Publishing as a BusinessPublishing as a Business Public Relations ManagementPublic Relations Management Advertising Creative Strategy and ExecutionAdvertising Creative Strategy and Execution Advertising and Brand Communication ManagementAdvertising and Brand Communication Management Event Planning and ManagementEvent Planning and Management The Communications IndustryThe Communications Industry Information Resources & BrokerageInformation Resources & Brokerage Media ManagementMedia Management The journalist as managerThe journalist as manager Advertising Media Planning and BuyingAdvertising Media Planning and Buying Online Journalism ManagementOnline Journalism Management Newsroom ManagementNewsroom Management Crisis ManagementCrisis Management Strategic Corporate CommunicationStrategic Corporate Communication Communication and the International EconomyCommunication and the International Economy

VI. Management and Profession (2)VI. Management and Profession (2) Economics of InformationEconomics of Information Media and information industriesMedia and information industries Entrepreneurship in the information ageEntrepreneurship in the information age An interdisciplinary approach to leadership theory An interdisciplinary approach to leadership theory

and practiceand practice Administrative CommunicationAdministrative Communication Global NewsGlobal News Knowledge Management in OrganizationsKnowledge Management in Organizations Issues and Image ManagementIssues and Image Management Daily Newspaper AdvertisingDaily Newspaper Advertising Integrated Strategic CommunicationsIntegrated Strategic Communications Distribution of Recordings: Media, Retail and Distribution of Recordings: Media, Retail and

Online ChannelsOnline Channels

VII. Special TopicsVII. Special Topics Business and Economic JournalismBusiness and Economic Journalism Foreign Policy and the PressForeign Policy and the Press Crime and the MediaCrime and the Media Literature and JournalismLiterature and Journalism Science ReportingScience Reporting International Relations: World Politics and International Relations: World Politics and

EconomicsEconomics Science JournalismScience Journalism The role of a foreign correspondentThe role of a foreign correspondent FreelancingFreelancing Science, Medicine and Environment WritingScience, Medicine and Environment Writing Public Relations in EntertainmentPublic Relations in Entertainment