Zdravstvo po medijski logiki

prof. dr. Dejan VerčičFakulteta za družbene vede UL

Množični mediji

in sekularizacija znanja in avtoritete:

najprej tisk in danes internet sta sploščila svet.

DOBRO je VIDNO in RAZUMLJIVO!

Samo delati dobro ne zadošča!

Korporativno upravljanje

in medijsko soustvarjanje resničnosti

Načela dobrega upravljanja:

• preglednost (transparentnost)• učinkovitost• odgovornost

OECD

Funkcije množičnih medijev

• obveščanje• nadzor• izobraževanje• zabava• razpravljanje • služenje gospodarskemu sistemu• služenje političnemu sistemu• druž(a)bljenje (družbeno lepilo)

Resničnosti medijske družbe

izmišljena („medijska“) resničnost

"resnična" („neposredna“) resničnost

dejanska („izkustvena“) resničnost

6

Kako družbeni mediji soustvarjajo resničnosti

www.communicationmonitor.eu / Zerfass et al. 2013 / n = 2,710 PR professionals. Q 7: Please rate the following statements based on your professional experience. Scale 1 (strongly disagree) – 5 (totally agree). Percentages: Agreement based on scale points 4-5.

Social media content changes the perceptions of external stakeholders about my organisation

Social media content changes the perceptions of employees about my organisation

Monitoring social media changes my own perception of stakeholders and other organisations

72.5%

57.0%

61.7%

Mean: 3.46

Mean: 3.61

Mean: 3.77

7

Digitalni vratarji: kdo odloča o objavah?

www.communicationmonitor.eu / Zerfass et al. 2013 / n = 2,710 PR professionals. Q 7: Please rate the following statements based on your professional experience. Scale 1 (strongly disagree) – 5 (totally agree). Percentages: Agreement based on scale points 4-5.

Employees who are very active on the social web are relevant gatekeepers for my organisation

Consumers who raise their voice on the social web are relevant gatekeepers for my organisation

Bloggers and online community managers are relevant gatekeepers for my organisation

My organisation has developed adequate strategies and instruments to communicate with new gatekeepers on the social web

58.1%

53.2%

51.4%

37.7%

Mean: 3.51

Mean: 3.40

Mean: 3.35

Mean: 3.01

8

Različna raba novega medijskega komuniciranja po Evropi

www.communicationmonitor.eu / Zerfass et al. 2015 / n = 1,869 PR professionals from 20 countries. Q 4: To what extent are the following concepts and practices important for the future of strategic communication in general? And what is used or offered by your organisation? (Tick “Used by my organisation”)** Highly significant differences (chi-square test, p ≤ 0.01). * Significant differences (chi-square test, p ≤ 0.05).

GermanyAustria

Switzerland

France

Belgium

Netherlands

United Kingdom

Ireland

Denmark

SwedenNorway

Finland

Spain

Portugal

Italy

Slovenia

Croatia

Turkey

Romania

Ukraine

Content marketing **Content strategy *Native advertisingBrand journalism *

0%

80%

80%

prisluženidružbenilastniplačani

množični mediji danes

Medijska logika

je posvetna logika

in demokratično izraža

načela dobrega korporativnega upravljanja