Presentación preparada con motivo de conferencia invitada en State University of San Diego (California, Estados Unidos), durante estancia académica en el marco del proyecto de investigación Audiencias Activas y Periodismo. Febrero de 2015. María Sánchez González. Más información en www.cibermarikiya.com/cronica-de-mi-estancia-academica-en-california-estados-unidos

1. ACTIVE AUDIENCES ANDACTIVE AUDIENCES ANDACTIVE AUDIENCES AND
JOURNALISM
ACTIVE AUDIENCES AND
JOURNALISMJOURNALISM:JOURNALISM:
Innovation in the media companiesInnovation in the media companies
and new professional rolesand new professional roles
PROJECT CSO2012-39518-C04-04
FUNDED BY MINISTRY OF ECONOMY AND COMPETITIVITY IN SPAIN
PROJECT CSO2012-39518-C04-04
FUNDED BY MINISTRY OF ECONOMY AND COMPETITIVITY IN SPAIN
María Sánchez (@cibermarikiya)
University of Malaga / International University of Andalusia, Spain
María Sánchez (@cibermarikiya)
University of Malaga / International University of Andalusia, Spainy g y , py g y , p
Presentation, as scholar visitor, in JMS 492 Sec 1 “CREATIVE USES EMERG MEDIA”
COURSE | JOURNALISM AND MEDIA STUDIES.
SAN DIEGO STATE UNIVERSITY | CALIFORNIA, EEUU | FEBR16th 2015

2. Four focus of analysis
1. Innovation in the media companies
d f i l land new professional roles
(University of Malaga).(University of Malaga).
2. Audience motivations (Ramon Llull(
University).
3. Messages of the public and legal questions
(P tifi i U i it f V l i )(Pontificia University of Valencia).
4 Semantic Web (Pompeu Fabra University)4. Semantic Web (Pompeu Fabra University).
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

3. Fundaments/ starting points
On one hand, “Cultural” reasons
Open (access/data/gov/…) movements
Collaboration participation and transparency asCollaboration, participation and transparency as
principles
People as smart citizens
U f th di ti diUsers of the media as active audiences
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

4. Fundaments/ starting points
On the other hand, technology as an ally
From the web 2.0 to the squire web
Social media and mobile devices (tablets, smartphones…)
enable users to produce and share contents from
every place in real time
E ti l th f th li i f tiExponential growth of the online information
Journalists as filter (contents curators)( )
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

5. Fundaments/ starting points
The new power ofThe new power of
audiences in social
t k d b ki fnetworks and breaking of
monopoly of informationp y
A "digital tsunami"A digital tsunami
that creeps who is resistingp g
or unwilling to move
Source:
http://www.cuartopoder.es/enlazandoredes/el-tsunami-digital-se-lleva-
por-delante-a-todo-el-que-se-enfrenta-o-al-que-no-quiere-moverse/1259
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

6. Fundaments/ starting points
Society is not passive:
citizen want not only consum
but also produce give theirbut also produce, give their
opinion, discuss… by social
networks. In short, take part of, p
the journalism.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

7. Fundaments/ starting points
The future of the
J li d dJournalism depends on
the audiences: specially on the
h “li ” li (“di it lyoung users who “live” online (“digital
residents”/ “millennials”).
Source: http://survey.telefonica.com/globalreports/
And media companies and professionals are tryingAnd media companies and professionals are trying
to adapt to this context…
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

8. Fundaments/ starting points
… not only promoving audience participation
Some trends on “open innovations” in media companies
for the users engagementg g
a) On content and production process
Crowdsourcing
Co-creation (Aitamurto, 2013: 243)
C l b ti j li (M hi i 2013)Colaborative journalism (Marchionni, 2013)
b) O di / d f dib) On media/products funding
Crowdfunding
C ti b iCooperative business
…
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

9. Fundaments/ starting points
but also producing digital contents or creating new
services and productsservices and products
As traditional
As new
S htt // t b / h l/UCFlFU7PSource: https://www.youtube.com/channel/UCFlFU7Px-
ez8S69KvOwzUvg
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

10. In short
Digital Culture and Social Web
&
N d d f bliNew demands of publics
&
Economic crisis and loss of credibilityEconomic crisis and loss of credibility
…
Innovation, as filosophy and strategy for a better
di ’ d danswer to audiences’ needs; and,
consecuently, as a form of increase of sales/users
In summary, Innovation as a key for the survey
of media companies (Pavlik, 2013: 190).
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

11. In short
And conversion of the figure of the
journalist to make it a reallity
New functions: proximity, transparency and
professionalization of interaction as keys for the:p y
“imposssible journalist”.
New profiles booming related with the digital content
and audiences participation management: social mediaand audiences participation management: social media
strategist, content curator, Mobile jornalist, Data Deliveri
Editor, (video)blogger…, ( ) gg
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

12. What happens? Precedents
We analized 4000 articles published during the last
seven years
 new tools; products; services (Meier, 2007).
th th t / l t it f iti
seven years
 the threat /complementarity of citizen
participation/collaboration (Wall, 2012; Negredo, 2013).
 entrepreneurship as a viable and profitable careerentrepreneurship as a viable and profitable career
opportunity for journalists (Briggs, 2012; Casero & Culell,
2013).
i d kill i it t (B & C lli 2010) required new skills in recruitment (Brown & Collins, 2010)
 editorial policies (Herrera, 2013)
 disconnection between information interests of
audiences and professionals issuers (Boczkowski &
Mitchelstein, 2013)
only 5% of the contents are linked with our project
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

13. New issues to research
Who and how these social spaces are managed
New professional profiles
Monitoring contents in the web 2 0 for decision makingMonitoring contents in the web 2.0 for decision making
Influence of digital reputation of journalists
Interpersonal communication strategies
V ifi ti t h i / Ethi l iVerification techniques/ Ethical issues
Entrepreneurial initiatives
Concerns about participation
And above all, there are no prospective studies
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

14. Why this research? Objetives
Objetive 1:
A l i h h i i bAnalyzing how these open innovations become
a reallity in both traditional and new media
companies.
Objetive 2:
Fi di t h t t dFinding out what new competences and
fuctions must been assumed by all journalists in
the digital ecosystem; and define which are the
new profiles for the audience participationp p p
management.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

15. Some questions and research work
About the big and traditional media
companies in Spaincompanies in Spain
Wh t b t ti di i th bi di i iWhat about active audiences in the big media companies in
Spain? Are they really producing a more transparent journalism
d d t d t th ’ d ?and adapted to the users’ needs?
How much quality have conversations between journalists and
iti ?citizens?
What new informative products/narratives are generated? Are
th ll i t ti t th i di ?they really interesting to their audiences?
…
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

16. Some questions and research work
About the new and small media: innovative
journalism from the view of audiences?
How are the new media, result of entrepreneurial journalism, settled in
journalism from the view of audiences?
Spain during the recent years? What profile and motivations have their
promoters? Are they really more innovative, near and social than the
lid t d di ? H d ti i ti t i li i thconsolidated media? How does participation materialize, in the
financing, content production and dialoguing with journalists?
Sánchez (2015). Small media and innovations on audiences
participation in Spain: analysis of relevant cases
XI Congreso Internacional sobre Tecnología Conocimiento yXI Congreso Internacional sobre Tecnología, Conocimiento y
Sociedad | UNIVERSITY OF CALIFORNIA AT BERKELEY
| CALIFORNIA, EEUU | 23-24 FEBR-2015
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

17. Some questions and research work
And what about youth and future journalists?
How do students and professional perceive forms based on audience
participation in the financing of the media such crowdfunding as aparticipation in the financing of the media, such crowdfunding, as a
possible way to launch of its own journalistic projects? What is their
knowledge and experience about it?
Sánchez y Palomo (2014) Knowledge and
knowledge and experience about it?
Sánchez y Palomo (2014). Knowledge and
Assessment of Crowdfunding in
Communication The View of JournalistsCommunication. The View of Journalists
and Future Journalists
REVISTA COMUNICAR NUM 43 2014REVISTA COMUNICAR, NUM. 43. 2014
http://dx.doi.org/10.3916/C43-2014-10
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

18. Some questions and research work
Are new graduates trained to manage communities and to
innovate concerning citizen participation?
Are the curricula of the Spanish university adapted? Where and
how can be studied subjects such as Participatory Journalism or
Citizen Journalism and Social Networks in Spain?
Palomo y Sánchez (2014) Teaching Participatory
http://dx doi org/10 5209/rev HICS 2014 v19 45042
Palomo y Sánchez (2014). Teaching Participatory
Journalism in the Universities: the Spanish Experience
HISTORIA Y COMUNICACIÓN SOCIAL, VOL. 19,
SPECIAL NUMBER, FEBR. 2014, PP. 465-478.
http://dx.doi.org/10.5209/rev_HICS.2014.v19.45042
SPECIAL NUMBER, FEBR. 2014, PP. 465 478.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

19. And what’s about Spanish case?
A t f h d t i tA stage of change and uncertainty
A i f d dA review of advances and
challenges on acti e a diences andchallenges on active audiences and
innovation in Spain as a result ofinnovation in Spain as a result of
observation and our research workobservation and our research work
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

20. Spain is one of the countries whose citizens
1 p
are more active in social networks1.
Source: “VI Estudio Anual sobre Redes Sociales de la IAB” (dec. 2014)
http://www.iabspain.net/redes-sociales/
More than 14 million of
internautes (82%) use socialinternautes (82%) use social
networks.
 Specially Facebook and Specially Facebook and
Twitter.
 Increasing of visual Increasing of visual
contents (Instagram) and
t ki (Li k di )networking (Linkedin).
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

21. Journalists and media in the social networks,
2 ,
some of them with a big impact2.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

22. Online labs as tools to innovate and experiment
3 p
with digital contents by conventional media3.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

23. Some experimental projects: http://lab.rtve.es/p p j p
Data Journalism
Memes

24. The new career opportunities for
4 pp
communicators4.
The most demanded profiles,
b no and in the forthcomingby now and in the forthcoming
years, in the digital contents
i d tindustry:
Community Managements and…Community Managements and
online marketing and SEO experts…
the most demanded in the next yearsthe most demanded in the next years,
according in a report
(FTI y AMETIC, 2012) Source:( y , )
http://www.fti.es/sites/default/files/pafet_vii_perfiles_professionale
s_cd_fti-rooter_1.pdf
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

25. However, young generations of spanishHowever, young generations of spanish
journalists prefer conventional jobs
Two unanimous answers according digital media Spanish
professors (Palomo y Sánchez, 2014):
1)Students make a naive and superficial use of1)Students make a naive and superficial use of
social networks, but experts believe these
environments is to have 500 followers /environments is to have 500 followers./
2) Although almost all are active in social networks2) Although almost all are active in social networks,
90% want to work in traditional media
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

26. Growth of crowfunding as source of funding
5 g g
for Communication in Spain5.
First projects: film El Cosmonauta (+/-400.000 euros)/ Diagonal
newspaper (90.086 euros). Verkami/Goteo platforms.
New platforms for Journalists: Información Sensible.
El E ñ l t j t
Source: http://www.elespanol.com/tag/javier-cremades/
El Español, a recent project
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

27. In fact, young
j li t djournalists and
students in
S iSpain are
familiar with
crowdfundingcrowdfunding
And their
perception of
its potential is
positive, except for
those issues related to
the financial
independence and
viability in the medium-
term of the projects
Source: Sánchez y
Palomo (2014)
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

28. Rise of entrepreneurial and innovative
6 p
journalism in Spain6.
About 500 new media since the beginning of the
economic crisis (2008-15) Source: APM 2014economic crisis (2008 15). Source: APM, 2014.
Between professional companies and amateurs projects,p p p j ,
which economic sustainability is not guaranteed in medium or
long term (a lot end up disappearing).
Motivations for the journalistsMotivations for the journalists
job loss after closing of media companies
illusion to perform a differentiated journalismp j
easy access to new technologies
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

29. Ways and trends on audiences participation
i thi S i h diin this Spanish new media
Source: Sánchez, 2015
On contents:
Social networks and other ways to interact on content (share,y ( ,
comment…). However, low visibility and participation.
Users as drivers of the agenda (spaces for gathering input).
Users and content creators In some cases they obtain monetaryUsers and content creators. In some cases, they obtain monetary
reward (collaborative economy, “freecash”).
On funding/ financing:
Cooperative journalism with investment partners and collaborators.
Crowdfunding to create media and (specially) products.
On distribution of media:On distribution of media:
Citizen nodes.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

30. These innovations reside, rather than on strategy from the businessgy
point of view, in its editorial and participatory vision
Source: Sánchez, 2015
What are the keys of engagement users in
these media? Some clues
1. 2.0 mentality of their promoters: they are aware thaty p y
they must integrate to audiences.
2. House brand content: analysis/ positive vision ofy p
reallity/ humor
3. Partnerships and collaboration with citizens and
media organizations.
4. Social commitment and recognition of active
audiences.
5. Proximity between journalists and citizens.
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

31. dibl iMaking a close, credible, creative,
cooperative and quality journalism (Keysp q y j ( y
according to its promoters) in the middle of the
crisis is possible not just onlinecrisis is possible, not just online
Anyway this kind of journalism needs humanAnyway, this kind of journalism needs human
and economic resources
Which of these new media will survive?
Media that, in short, integrate and listen to
citizens in their practices.p
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

32. The future: training and experience of the
7 g p
Spanish young about digital culture7.
Regarding crowdfunding, Spanish students and young
professionals are training gaps and few of them have direct
experience as initiators or funders of projects (Source: Sánchez y
Palomo, 2014)
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

33. The challenge of participatory training and
t j li t
T d i ti li t hi d th
entrepreneur journalists
Today, innovation, online entrepreneurship and the
rational use of social media tools depend largely on
self-taught journalists.
Furthermore, only half of the degrees of journalism
in Spain offered in its curriculum a subject directly
related to the practice of participative journalism.
These matters still needs to be addressed
Source: Palomo y Sánchez (2014)Source: Palomo y Sánchez (2014)
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

34. The role of universities, professional
8 associations and colleges becomes crucial8.
id i f tiNot only they must provide information,
but they must also work as laboratories to enable young and
t j li t t i th d l t fnot so young journalists to experience the development of
creative projects first-hand
Source: Palomo y Sánchez (2014)
Basic Skills for journalists in a context in whichBasic Skills for journalists in a context in which
they must be trained and convinced that
t h l i d di llitechnologies and audiences can be allies
no enemies
Source: http://www.cuartopoder.es/enlazandoredes/agustin-valladolid-los-periodistas-
tenemos-que-recuperar-la-confianza-de-los-lectores/1042
SÁNCHEZ, M. (2015). ACTIVE AUDIENCES AND JOURNALISM: Innovation in the media companies
and new professional roles. SDSU, 16th Feb. 2015

35. Further information about the project
Official website: www.audienciasactivas.com
@activeaudiences

36. Many thanks
Personal blog with links to my social networks profiles:Personal blog, with links to my social networks profiles:
www.cibermarikiya.com