Zdravstvo po medijski logiki prof dr Dejan Veri

Zdravstvo po medijski logiki prof. dr. Dejan Verčič Fakulteta 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 dejanska („izkustvena“) resničnost "resnična" („neposredna“) resničnost

Kako družbeni mediji soustvarjajo resničnosti Social media content changes the perceptions of external stakeholders about my organisation 72. 5% Mean: 3. 77 Social media content changes the perceptions of employees about my organisation 57. 0% Mean: 3. 46 Monitoring social media changes my own perception of stakeholders and other organisations 61. 7% Mean: 3. 61 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. 6

Digitalni vratarji: kdo odloča o objavah? Employees who are very active on the social web are relevant gatekeepers for my organisation 58. 1% Mean: 3. 51 Consumers who raise their voice on the social web are relevant gatekeepers for my organisation 53. 2% Mean: 3. 40 Bloggers and online community managers are relevant gatekeepers for my organisation 51. 4% Mean: 3. 35 My organisation has developed adequate strategies and instruments to communicate with new gatekeepers on the social web 37. 7% Mean: 3. 01 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. 7

Različna raba novega medijskega komuniciranja po Evropi Germany Ukraine 80% Austria Romania Switzerland Turkey France Croatia Belgium Slovenia Netherlands 0% Italy United Kingdom Portugal Ireland Spain Denmark Finland 80% Norway Sweden Content marketing ** Content strategy * Native advertising Brand journalism * 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). 8

plačani prisluženi lastni družbeni množični mediji danes

Medijska logika je posvetna logika in demokratično izraža načela dobrega korporativnega upravljanja