{"id":23915,"date":"2019-03-22T13:49:46","date_gmt":"2019-03-22T12:49:46","guid":{"rendered":"https:\/\/staging.safejournalists.net\/mediji-i-profit-kao-privid-slobode\/"},"modified":"2021-06-02T22:58:53","modified_gmt":"2021-06-02T21:58:53","slug":"mediji-i-profit-kao-privid-slobode","status":"publish","type":"post","link":"https:\/\/safejournalists.net\/bs\/mediji-i-profit-kao-privid-slobode\/","title":{"rendered":"Mediji i profit kao privid slobode"},"content":{"rendered":"

SARAJEVO, 22.03.2019.-Sveznaju\u0107i Google na nedefinirani upit \u2018\u2019novinarstva nema bez\u2019\u2019 u vrhu svojih rezultata izbacio je dvije potpuno razli\u010dite, ali jednako istinite definicije o kojima se u krugovima koji jo\u0161 uvijek pri\u010daju o smislu novinarstva, a kojih je sve manje, dalo raspravljati. <\/strong><\/p>\n

\u2018\u2019Nema dobrog novinarstva bez neprofitnih medija\u2019\u2019 i \u2018\u2019Bez profita nema dobrog novinarstva\u2019\u2019 dva su ponu\u0111ena naslova koji se, poput nekakvih definicija ispreple\u0107u u definiranju onoga \u0161to je danas novinarstvo i \u0161to bi ono trebalo biti. U jednom se tekstu navodi kako su \u2018\u2019neprofitni portali bili i jo\u0161 uvijek jesu… oaza dobrog novinarstva\u2019\u2019. U drugom se navodi kako je \u2018\u2019profit potreban novinama i novinarima\u2019\u2019, \u2018\u2019ne utje\u010de na kvalitetu vijesti\u2019\u2019 i da nam \u2018\u2019treba profit da za\u0161titimo slobodu\u2019\u2019.<\/p>\n

Prepoznavanje rada<\/strong><\/p>\n

Dodu\u0161e, malo je novinara koji danas osjete profit koji njihov rad ustvari donosi njihovim ku\u0107ama, ali im taj profit donosi sigurnost, a danas je kakva-takva sigurnost jedini privid slobode u svim segmentima dru\u0161tva pa tako i me\u0111u onima koji to dru\u0161tvo dr\u017ee na oku i prate sve promjene u njemu. Dvije navedene definicije jedna su istina u kojoj se danas koprcaju mediji.<\/p>\n

Oni, koji tvrde kako njihov rad nije prepoznat, muku mu\u010de s onima koji tvrde da je upravo ostvarivanje profita nagrada za njihov rad. I jedni i drugi su u pravu. Istina je da danas \u2018\u2019staromodno\u2019\u2019 novinarstvo, ma koliko ono moralo biti ugra\u0111eno u sva novinarstva, ne privla\u010di dovoljan broj ljudi. S druge strane, istina je i da novinarstvo zasnovano na brzini, ekskluzivnosti, opremljeno i naki\u0107eno svim ponu\u0111enim stvarima za ugra\u0111ivanje u tekst, na\u017ealost, \u010desto povr\u0161no, privla\u010di vi\u0161e ljudi. A ta brojka, za sobom povla\u010di
\nneke druge brojke. Danas, dakle, novinarstva nema bez brojeva.<\/p>\n

U moru portala, tog najjednostavnijeg biznisa za pokrenuti u Bosni i Hercegovini, danas se svi bore s brojevima i jako je te\u0161ko opstati jer neure\u0111ena pravila igre ne dopu\u0161taju da netko tko ne \u017eeli bogatstvo a \u017eeli novinarstvo opstane. Kod nas se poticanje medija svelo na takti\u010dna i predizborna \u2018\u2019dizanja\u2019\u2019 i financiranja portala koji \u0107e po potrebi, ili \u0161iriti bespu\u0107ima Interneta strana\u010dke pamflete, ili slu\u017eiti kao poligon za izvla\u010denje novca i nagra\u0111ivanje onih u lancu izvla\u010denja.<\/p>\n

Jednokratan spas<\/strong><\/p>\n

Lokalni portali koji bi trebali biti na prvoj crti obrane demokracije i kritike vlasti i dru\u0161tva, danas su naj\u010de\u0161\u0107e poklopljeni op\u0107inskim prora\u010dunom i slu\u017ee ve\u0107inom da se priop\u0107enja sa slu\u017ebenim op\u0107inskih stranica zalijepe na jo\u0161 jedno mjesto uz eventualno bolju fotogaleriju. Time su (ne)svjesno o\u0161te\u0107ene lokalne zajednice jer vlast tako nije izlo\u017eena kritici, a veliki ih mediji koriste samo kao izvor za copy-paste i krpljenje prostora.<\/p>\n

Jednokratan spas takvi mediji na\u0111u u reklamama lokalnih poduze\u0107a, ako ih ima, i u reklamama u kojima lokalci ne vide pretjeranu korist. Ljudi ionako u takvim sredinama nemaju previ\u0161e prostora za biranje u nekakvim ponudama. Regionalni portali, koji su se uspjeli izdi\u0107i u opsegu vijesti i iskora\u010diti u neke druge novinarske rovove, nalaze se na raskri\u017eju \u2018\u2019lokalnog\u2019\u2019 marketinga i nekih ve\u0107ih, nikad najve\u0107ih, kola\u010da. Oni lebde u nekakvom svemiru srednje razine vlasti pa se njihovo pre\u017eivljavanje svodi na dobru volju nekakvih ministarstava ili ministara te se u marketin\u0161ke kola\u010de stavljaju godi\u0161nje narud\u017ebe \u010destitki za praznike i eventualne ugovore s javnim poduze\u0107ima koja djeluju na podru\u010dju koje portal pokriva ili se trudi pokrivati.<\/p>\n

Marketing te, nazovimo je, srednje razine on-line medija, koji je daleko od Sarajeva u kojem se (od njih) kriju poduze\u0107a s ve\u0107im prora\u010dunom za marketing, ali i ve\u0107om potrebom za ogla\u0161avanje, po\u010diva na sposobnosti uvjeravanja vlasnika i urednika da se i kod njih isplati objaviti reklamu.<\/p>\n

Me\u0111uprostor i me\u0111umedijsko prepucavanje<\/strong><\/p>\n

Iako je danas nezahvalno govoriti o zemljopisnim okvirima portala, jer Mre\u017ea svih mre\u017ea \u010dini sve sveprisutnim, Hercegova\u010dki mediji primjerice s pravom mogu re\u0107i da muku mu\u010de s udaljeno\u0161\u0107u izvora koji se kriju u Sarajevu. Sva velika poduze\u0107a imaju svoja sjedi\u0161ta u Sarajevu, sve odluke onih velikih koji se imaju potrebu reklamirati ili se moraju reklamirati, daleko su od hercegova\u010dkih malih sredi\u0161ta a i nevladine organizacije i udru\u017eenja kao i me\u0111unarodni akteri na ovom polju, a koji podr\u017eavaju, poti\u010du i financijski podr\u017eavaju medije, fizi\u010dki su daleko. A daleko od oka, daleko i od marketin\u0161kog plana.<\/p>\n

\u010cesto se s te razine, koja kao da se nalazi u nekakvom marketin\u0161kom me\u0111uprostoru, mogu \u010duti baratanja brojkama i optu\u017ebe da je netko tko ima reklamu odre\u0111enog poduze\u0107a radi ne\u0161to za stranku koja ima utjecaja na to poduze\u0107e. Potom se ionako zatrovan medijski prostor dodatno truje me\u0111umedijskim prepucavanjem tko je \u010diji, a nedavno je jedno istra\u017eivanje pokazalo da vlasnici pojedinih medija, koji lo\u0161e grize marketin\u0161ke slastice, optu\u017euje druge medije za pripadnost nekomu samo po vi\u0111enoj reklami.<\/p>\n

Tako se stvaraju neproduktivni rivaliteti koji dokazuju kako s jedne strane novac doslovno kvari medije. I novinare. Te ni\u017ee razine medija \u2013 ni\u017ee su smislu broja posjeta i vertikalne i horizontalne udaljenosti od sredi\u0161ta velikih i javnih poduze\u0107a i dono\u0161enja odluka \u2013 zaobilaze se na\u017ealost u marketin\u0161kim planovima. Tako se reklamnom kampanjom pokrije onaj tko je najja\u010di u regiji, a ve\u0107ina toga ostane na gladna marketin\u0161ka usta u glavnom gradu pa se mediji oslanjaju na oglase velikih internetskih servisa i lokalnih ministarstava, bezidejnih lokalnih kampanja i na pisanja projekata.<\/p>\n

Daleko od izvora<\/strong><\/p>\n

Ali, ni veliki projekti ne idu na ni\u017ee razine pa se mediji, ulovljeni pod etiketu da su ne\u010diji zbog \u2018\u2019primoranog\u2019\u2019 marketinga, ne nalaze na listama onih koji njeguju neovisno novinarstvo. A onda do\u0111emo do definicije da bez novca nema neovisnog novinarstva i zatvaramo za\u010darani krug brojki me\u0111u novinarskim slovima. Jasno je da danas sve po\u010diva na brojkama. Tko ima vi\u0161e posjeta dobit \u0107e vi\u0161e reklame jer je svrha reklame da se prika\u017ee \u0161to ve\u0107em broju ljudi. No, \u0161teta je da se u moru na\u0161ih nesnala\u017eenja, ne nazire na\u010din na koji bi oni koji \u017eele novinarstvo a jo\u0161 su mali da bi imali brojke koje mame reklame, imali na\u010din da se odr\u017ee na povr\u0161ini.<\/p>\n

\u017dmirenje dr\u017eave i medijske zajednice na donacije pod krinkom reklame nekima koji niti ne \u017eele postati medij ubit \u0107e i novinarstvo i brojke. Medij koji je daleko od izvora novca, ba\u0161 kao \u0161to je nekad bilo pogubno biti daleko od izvora informacija, nemaju svijetlu budu\u0107nost. Neprofitan medij te\u0161ko mo\u017ee omogu\u0107iti pre\u017eivljavanje svojim autorima, pa se oni rastrgnu izme\u0111u \u017eelje za novinarstvom i \u017eeljom za profitom gdje uglavnom nastrada novinarstvo, a novinari ostanu bez profita. Profit u medijima pak novinare tjera od novinarstva i pretvara ih u svakodnevne lovce na brojke, a brojke ne idu \u010desto uz slova.<\/p>\n

Ovaj tekst je originalno objavljen u devetom specijalnog biltena\u00a0Udru\u017eenja BH Novinari<\/a>, koji se realizira u okviru projekta \u201cMediji i javni ugled\u201d, kao doprinos javnoj raspravi o temi transparentnosti medijskog vlasni\u0161tva i zagovaranju dono\u0161enja zakona za unapre\u0111enje medijskog prostora i tr\u017ei\u0161ta informacija u BiH. Bilten mo\u017eete preuzeti\u00a0ovdje.<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SARAJEVO, 22.03.2019.-Sveznaju\u0107i Google na nedefinirani upit \u2018\u2019novinarstva nema bez\u2019\u2019 u vrhu svojih rezultata izbacio je dvije potpuno razli\u010dite, ali jednako istinite definicije o kojima se u krugovima koji jo\u0161 uvijek pri\u010daju o smislu novinarstva, a kojih je sve manje, dalo raspravljati. \u2018\u2019Nema dobrog novinarstva bez neprofitnih medija\u2019\u2019 i \u2018\u2019Bez profita nema dobrog novinarstva\u2019\u2019 dva su […]<\/p>\n","protected":false},"author":6,"featured_media":23916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1200],"tags":[],"class_list":["post-23915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news_sarajevo"],"acf":[],"yoast_head":"\nMediji i profit kao privid slobode – SafeJournalists<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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