{"id":330,"date":"2018-04-11T03:10:31","date_gmt":"2018-04-11T00:10:31","guid":{"rendered":"http:\/\/www.internationaljournalists.org\/?p=330"},"modified":"2018-04-11T03:10:31","modified_gmt":"2018-04-11T00:10:31","slug":"sosyal-medyaya-karsi-gazetecilikte-ayakta-kalma-stratejileri","status":"publish","type":"post","link":"https:\/\/internationaljournalists.org\/tr\/sosyal-medyaya-karsi-gazetecilikte-ayakta-kalma-stratejileri\/","title":{"rendered":"Sosyal Medyaya Kar\u015f\u0131 Gazetecilikte Ayakta Kalma Stratejileri"},"content":{"rendered":"

T\u00fcketiciye odakl\u0131 iyi gazetecilikle g\u00fcvenilir haber \u00fcreten ya\u015fayacak<\/h1>\n
\n

Medya d\u00fcnyas\u0131ndaki ve bu d\u00fcnya ile ba\u011flant\u0131l\u0131 teknolojilerdeki geli\u015fmeler ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc bir h\u0131z kazan\u0131rken dijitale \u00f6nem vermeyen geleneksel bas\u0131n\u0131n durumu iyice gerililiyor, \u00e7\u0131kmaza giriyor.<\/p>\n

Mevcut ko\u015fullarda haber yay\u0131nc\u0131lar\u0131n\u0131n, rahatl\u0131kla “\u00e7\u0131lg\u0131n” diye nitelenebilecek dijital rakiplerle dolu yeni \u00e7evredeki rekabet ko\u015fullar\u0131na s\u00fcratle adapte olmalar\u0131 gerekiyor. Bu noktada, \u00f6ncelikle \u015fu tesbitte bulu\u015fmakta yarar olmal\u0131:<\/p>\n

– Olaylara ve politikaya bak\u0131\u015f a\u00e7\u0131s\u0131 g\u00fcn\u00fcn ko\u015fullar\u0131n\u0131n etkisiyle de\u011fi\u015fen t\u00fcketicinin isteklerine cevap vermek zorla\u015ft\u0131. Yeni ortam, edit\u00f6rlerin eski al\u0131\u015fkanl\u0131kla sayfalar\u0131 klasik d\u0131\u015f ve i\u00e7 haberlerle doldurma devrini art\u0131k tarihe g\u00f6md\u00fc…<\/p>\n

– G\u00fcn\u00fcnm\u00fcz t\u00fcketicisinin ilgisini yaz\u0131l\u0131 bas\u0131nda yo\u011funla\u015ft\u0131rabilmek i\u00e7in, haber sunumunda yeni yollar bulmak gerekiyor.<\/p>\n

– Amerika’da son d\u00f6nemde, haberler i\u00e7eriklerinin hikaye (\u00f6yk\u00fc) diye adland\u0131r\u0131lan bir dokuda haz\u0131rlanmas\u0131 konusu \u00f6n plana \u00e7\u0131kt\u0131… Haberlerin bu \u015fekilde sunumunun, t\u00fcketici beklentilerine cevap verip vermedi\u011fi tart\u0131\u015fmas\u0131 yo\u011funla\u015ft\u0131… Buna paralel olarak, yaz\u0131l\u0131 bas\u0131n\u0131n sorunlar\u0131yla bo\u011fu\u015fulurken, kaliteli ve i\u00e7erikle uyumlu \u015fekilde g\u00f6rselli\u011fi \u00f6nemseyen gazetecili\u011fin \u00f6nem kazand\u0131\u011f\u0131nda birle\u015fildi.<\/p>\n

– Kaliteli ve t\u00fcketici odakl\u0131 gazetecilik sayesinse yeni okuyucu ve aboneler bularak g\u00fcven verici gazetecilikle onlar\u0131 ” markaya sad\u0131k ” birer t\u00fcketici haline getirebilmek…<\/p>\n

Gazetecilik topluma g\u00fcven vermeli<\/strong><\/h2>\n

Yaz\u0131l\u0131 bas\u0131n\u0131n gelece\u011fi a\u00e7\u0131s\u0131ndan \u00f6ne \u00e7\u0131kan kurtulu\u015f form\u00fcl\u00fc i\u015fte bu… Form\u00fcl\u00fcn omurgas\u0131n\u0131 ise – alt\u0131n\u0131 \u00e7izerek belirtiyoruz – “g\u00fcven verici gazetecilik” kavram\u0131 olu\u015fturuyor. \u00c7\u00fcnk\u00fc g\u00fcn\u00fcm\u00fcz\u00fcn provokatif ko\u015fullar\u0131nda haber kayna\u011f\u0131n\u0131n g\u00fcvenilir olmas\u0131, t\u00fcketici i\u00e7in \u00f6zel \u00f6nem kazan\u0131yor. Bu g\u00fcveni sa\u011flayabilen mecra da ilgi topluyor ve \u00f6ne \u00e7\u0131k\u0131yor. Geleneksel bas\u0131n, nihayet dijitale ge\u00e7meden ya\u015fam \u015fans\u0131n\u0131n kalmad\u0131\u011f\u0131n\u0131 g\u00f6rd\u00fc… Yaz\u0131l\u0131 bas\u0131n\u0131n dijital ve g\u00f6rsel (sanal ger\u00e7eklik dahil) gazetecilik<\/p>\n

ile harmanlan\u0131p birbirini tamamlamas\u0131yla g\u00fc\u00e7l\u00fc bir marka olu\u015fturulmas\u0131 halinde bu i\u015ften kazan\u00e7 sa\u011flayabilmek hala m\u00fcmk\u00fcn… Hi\u00e7 ku\u015fkusuz, donan\u0131ml\u0131 gazetecilerle “t\u00fcketici odakl\u0131” iyi gazetecilik yapmak ve haber kayna\u011f\u0131 olarak toplumda g\u00fcven yarat\u0131p sayg\u0131nl\u0131k kazanmak ko\u015fuluyla…<\/p>\n

Demek ki, “t\u00fcketici odakl\u0131” ve “g\u00fcvenilir” olacaks\u0131n\u0131z. \u0130\u015fte, g\u00fcn\u00fcm\u00fcz gazetecili\u011finin olmazsa olmaz iki kilit kavram\u0131… Ve bu iki kavram ayn\u0131 noktada bulu\u015fuyor: T\u00fcketicinin, halk\u0131n yan\u0131nda yer alacaks\u0131n\u0131z… Ba\u015fta “ger\u00e7e\u011fi bilmek” hakk\u0131 olmak \u00fczere, toplumun \u00e7\u0131karlar\u0131n\u0131 savunacaks\u0131n\u0131z.<\/p>\n

\u0130yi habere t\u00fcketici para \u00f6d\u00fcyor<\/strong><\/h2>\n

Haber yay\u0131nc\u0131lar\u0131, dijital ile k\u0131yas\u0131ya rekabet ortam\u0131nda, haber i\u00e7eriklerinin t\u00fcketiciye odakl\u0131 sunumunu yeniden ke\u015ffediyor. Yay\u0131nlarda t\u00fcketicinin \u00f6n planda olmas\u0131, reklamverenleri de markaya ba\u011fl\u0131yor .<\/p>\n

\u00c7\u00fcnk\u00fc en nihayetinde reklamverenlerin temel amac\u0131, geni\u015f bir t\u00fcketici kitlesine ula\u015fmak.. Yay\u0131n politikas\u0131 bunu sa\u011fl\u0131yorsa, reklamveren de ayn\u0131 do\u011frultuyu benimsemek durumunda oluyor.<\/p>\n

Oysa geleneksel bas\u0131l\u0131 gazetelerde, reklmverenlerin arzular\u0131 yay\u0131n politikas\u0131nda g\u00f6zetilen bir unsur du. \u015eimdiyse t\u00fcketici beklentileri ana belirleyici oluyor.<\/p>\n

Amerika ve iskandinavya’da kaliteli gazetecilik yap\u0131ld\u0131\u011f\u0131 ve yalan haberlerden uzak duruldu\u011fu takdirde, t\u00fcketici i\u00e7erik i\u00e7in \u00f6deme yapmaktan \u00e7ekinmiyor.<\/p>\n

Hatta pratikte g\u00f6r\u00fclebiliyor ki, \u00f6deme duvarlar\u0131 y\u00fckseltili\u011finde abone say\u0131s\u0131 art\u0131yor… Yeter ki, t\u00fcketici o haber kayna\u011f\u0131na g\u00fcven duysun…<\/p>\n

Bu duruma \u00f6rnek olarak, Amerika’ da The New York Times, The Wall Street Journal, Washington Post’un yan\u0131 s\u0131ra \u0130skandinavya’da Schibsted ile \u0130ngitere’de Financial Times gruplar\u0131n\u0131 g\u00f6sterebiliriz. B\u00fct\u00fcn bu gruplar, t\u00fcketicileri g\u00fcvenli habercilik sayesinde yanlar\u0131na \u00e7ekerek y\u00fcksek \u00f6deme duvarlar\u0131na ra\u011fmen okunma oranlar\u0131n\u0131 art\u0131rmay\u0131 ba\u015fard\u0131lar.<\/p>\n

Amerikan ba\u015fkanl\u0131k se\u00e7imlerindeki Trump kar\u015f\u0131t\u0131 sert politika sayesinde, dijital yay\u0131n konusunda d\u00fcnyan\u0131n ba\u015far\u0131l\u0131 akt\u00f6rlerinden biri olan New York Times, inan\u0131lmaz bir dijital abone say\u0131s\u0131na ula\u015ft\u0131.<\/p>\n

Yalan haberlere kar\u015f\u0131 sava\u015f a\u00e7t\u0131\u011f\u0131n\u0131 ilan edip g\u00fcvenilir ve do\u011fru haberleri verece\u011fi taahh\u00fcd\u00fcnde bulunan gazete, halen 3 milyon (dijital ve bas\u0131l\u0131) aboneye ula\u015fm\u0131\u015f durumda. New York Times’\u0131n kosepti, abone ve t\u00fcketicilerle ili\u015fki \u00fczerine kurulu… Gazete halen online sayfalar\u0131nda bak\u0131\u015f s\u00fcresi ve reklamveren beklentileri gibi unsurlardan \u00e7ok t\u00fcketici ihtiya\u00e7lar\u0131na odaklan\u0131p abone say\u0131s\u0131n\u0131 s\u00fcrekli art\u0131rarak 2020’de toplam 10 milyona ula\u015fman\u0131n hesaplar\u0131n\u0131 yap\u0131yor.<\/p>\n

Bu b\u00fcy\u00fck hedefe ula\u015fabilme yolunda gazetenin ba\u015fkan\u0131 Arthur Sulzberger Jr. ile genel yay\u0131n m\u00fcd\u00fcr\u00fc Dean Baquet taraf\u0131ndan haz\u0131rlatt\u0131r\u0131lan 2020 raporuna g\u00f6z atmam\u0131zda fayda var<\/p>\n

Edit\u00f6rler toplumun nabz\u0131n\u0131 tutmal\u0131<\/strong><\/h2>\n

Raporda d\u00fcnyan\u0131n \u00e7ok h\u0131zl\u0131 de\u011fi\u015fti\u011fi, bu tempoya uyman\u0131n hatta \u00f6n\u00fcne ge\u00e7menin \u015fart oldu\u011fu belirtilerek, edit\u00f6r ve muhabirlerin yeniden dijital e\u011fitimden ge\u00e7irilmeleri , b\u00f6ylece k\u00fclt\u00fcrel d\u00f6n\u00fc\u015f\u00fcm ve g\u00f6rsel gazetecilik hakk\u0131nda k\u00f6kl\u00fc bilgi sahibi olmalar\u0131n\u0131n sa\u011flanmas\u0131 \u00fczerinde duruluyor. Edit\u00f6r say\u0131s\u0131n\u0131n azalt\u0131lmas\u0131, buna kar\u015f\u0131l\u0131k muhabirler say\u0131s\u0131n\u0131n art\u0131r\u0131lmas\u0131 \u00f6neriliyor.<\/p>\n

Bug\u00fcn New York Times’da edit\u00f6rler iki gruba ayr\u0131l\u0131yor. “Arka plan edit\u00f6rleri”, i\u00e7eri\u011fin geli\u015fmesine katk\u0131da bulunuyor, muhabirlerin haberleri haz\u0131rlamalar\u0131nda koordinasyon sa\u011flayarak onlarla fikir al\u0131\u015fveri\u015fi yap\u0131yor. Di\u011fer grubu olu\u015fturan klasik edit\u00f6rler ise i\u00e7eri\u011fin t\u00fcketiciye ula\u015fmas\u0131ndan \u00f6nceki son kontrolu sa\u011flayarak hatal\u0131 bir haberin sisteme girmesine engel oluyor.<\/p>\n

New York Times y\u00f6netimi, \u015fimdi say\u0131lar\u0131 100 kadar olan arka plan edit\u00f6rlerin i\u015flerine son verip onlar\u0131n g\u00f6revlerini edit\u00f6rlere devretmek, b\u00f6ylece tasarruf edilecek 50 milyon dolarla yeni muhabirler almak, yeni dijital planlamalarla at\u0131l\u0131m yapmak, video ve sanal ger\u00e7eklik konular\u0131na a\u011f\u0131rl\u0131k vermek istiyor.<\/p>\n

\u0130\u015fe al\u0131nacak dijital deneyimli muhabir ve edit\u00f6rlerin, gazeteye toplum i\u00e7indeki ba\u011fl\u0131l\u0131\u011f\u0131 geli\u015ftirebilmek i\u00e7in, t\u00fcketicilerle s\u00fcrekli ileti\u015fim halinde bulunacaklar\u0131 bir \u00e7al\u0131\u015fma d\u00fczeni i\u00e7inde olmalar\u0131 arzu ediliyor. Bu stratejiye uyum sa\u011flayamayanlar\u0131n s\u00fcre\u00e7 i\u00e7inde ” maalesef ” masalar\u0131n\u0131 kaybedece\u011fi belirtiliyor.<\/p>\n

Silikon vadisini izle, i\u015fini iyi yap<\/strong><\/h2>\n

T\u00fcketici e\u011filimleri konusunda ellerinde say\u0131s\u0131z veriler bulunan Facebook, Amazon, Google gibi devlerin kar\u015f\u0131s\u0131nda ba\u015far\u0131l\u0131 olman\u0131n tek yolu, art\u0131k Kaliforniya’daki Silikon Vadisi’nden ge\u00e7iyor.<\/p>\n

Oraya kulak verip, m\u00fchendislerin neler planlad\u0131klar\u0131n\u0131 gecikmeden \u00f6\u011frenip yeni stratejiler geli\u015ftirmek
\ngerekiyor.<\/p>\n

Ama hepsinin ba\u015f\u0131nda da , donan\u0131ml\u0131 gazetecilerle iyi gazetecilik yap\u0131p kaliteli haberler \u00fcreterek ger\u00e7eklerin ve toplumun yan\u0131nda yer almak gerekti\u011fini unutmamak geliyor.<\/p>\n<\/div>\n

Kaynak: www.dunya.com<\/p>\n","protected":false},"excerpt":{"rendered":"

T\u00fcketiciye odakl\u0131 iyi gazetecilikle g\u00fcvenilir haber \u00fcreten ya\u015fayacak Medya d\u00fcnyas\u0131ndaki ve bu d\u00fcnya ile ba\u011flant\u0131l\u0131 teknolojilerdeki geli\u015fmeler ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc bir h\u0131z kazan\u0131rken dijitale \u00f6nem vermeyen geleneksel bas\u0131n\u0131n durumu iyice gerililiyor, \u00e7\u0131kmaza giriyor. Mevcut ko\u015fullarda haber yay\u0131nc\u0131lar\u0131n\u0131n, rahatl\u0131kla “\u00e7\u0131lg\u0131n” diye nitelenebilecek dijital rakiplerle dolu yeni \u00e7evredeki rekabet ko\u015fullar\u0131na s\u00fcratle adapte olmalar\u0131 gerekiyor. Bu noktada, \u00f6ncelikle \u015fu […]<\/p>\n","protected":false},"author":17,"featured_media":331,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jf_save_progress":"","_jf_limit_responses":"","jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_override_counter":[],"jnews_post_split":[],"footnotes":""},"categories":[50],"tags":[49],"class_list":["post-330","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-tr","tag-genel"],"yoast_head":"\nSosyal Medyaya Kar\u015f\u0131 Gazetecilikte Ayakta Kalma Stratejileri - International Journalists<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/internationaljournalists.org\/tr\/sosyal-medyaya-karsi-gazetecilikte-ayakta-kalma-stratejileri\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sosyal Medyaya Kar\u015f\u0131 Gazetecilikte Ayakta Kalma Stratejileri - International Journalists\" \/>\n<meta property=\"og:description\" content=\"T\u00fcketiciye odakl\u0131 iyi gazetecilikle g\u00fcvenilir haber \u00fcreten ya\u015fayacak Medya d\u00fcnyas\u0131ndaki ve bu d\u00fcnya ile ba\u011flant\u0131l\u0131 teknolojilerdeki geli\u015fmeler ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc bir h\u0131z kazan\u0131rken dijitale \u00f6nem vermeyen geleneksel bas\u0131n\u0131n durumu iyice gerililiyor, \u00e7\u0131kmaza giriyor. 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