Inoslav Bešker & Nenad Prelog : New Media Academy (or) 21 st Century K not

1. Inoslav Bešker & Nenad Prelog:New Media Academy(or) 21stCentury Knot Information Technology and Journalism Dubrovnik, May 23, 2006

2. How to face the challenges of the new millennium?

3. Challenges and limits • Human knowledge doubles every seven years • Approximately half century passes from the beginning of high school education to the end of career for a journalist or media manager • What can we predict? For instance, in 1954…

5. What should we offer to the students for the media industry in 21st century when: • Technology explodes • Markets evolve • Trends change • Media are in (con)fusion ? ? ? ? ? ? ?

6. Journalist and Media Manager FormationGuidelines • Council of Europe principles • Bologna Process (45 signatory countriesincluding those in theSE Europe)

7. Bologna Declaration 1999 • adopt a system of easily readable and comparable degrees • adopt a system with two main cycles (undergraduate/graduate) • establish a system of credits (such as ECTS) • promote mobility by overcoming legal recognition and administrative obstacles • promote European co-operation in quality assurance • promote a European dimension in higher education

8. Prague amendments 2001 • inclusion of lifelong learning strategies • involvement of higher education institutions and students as essential partners in the Process • promotion of the attractiveness of the European Higher Education Area (EHEA)

9. Berlin amendments 2003 • quality assurance • the adoption of a system of degree structures essentially based on two main cycles • recognition of degrees • additional Action Line entitled: "Doctoral studies and promotion of young researchers" including specific mention of doctoral programmes as the third cycle in the Bologna Process.

10. Bergen amendments 2005 • Implementing the agreed standards and guidelines for quality assurance • Implementing national frameworks of qualifications • Awarding and recognising joint degrees • Creating opportunities for flexible learning paths in higher education

11. Vienna Meeting on Higher Education in the SE Europe 2006 • Growth and the creation of jobs is of the utmost urgency and action is required now if this is to be achieved. • Priority has to be given to increasing investment in higher education and research now as a key long-term strategy for the region, • in order to meet both the • current and • emerging needs of citizens.

12. COE 1994 Principle #1 The maintenance and development of genuine democracy require the existence and strengthening of free, independent, pluralistic and responsible journalism. This requirement is reflected in the need for journalism to: • inform individuals on the activities of public powers as well as on the activities of the private sector, thus providing them with the possibility of forming opinions; • allow both individuals and groups to express opinions, thus contributing to keeping public and private powers, as well as society in general, informed of their opinions; • submit the exercise of the various types of powers to continuous and critical examination.

13. Repetitio est mater… • Growth and the creation of jobs is of the utmost urgency and action is required now if this is to be achieved. • Creating opportunities for flexible learning paths in higher education • Inclusion of lifelong learning strategies

14. Higher educationhas to be… • …able to promote employability (The Sorbonne Declaration, May 25th, 1998) • …relevant to the European labour market (The Bologna Declaration, June 19th, 1999) …even for employeesin themediaindustry: • Journalists • Media managers

15. Schoolsofjournalism • On journalism - or • For journalism?

16. On journalism & society Lectures Seminaries Thesis …mostly theory For journalism in society Analysis on cases Exercises (40%) Stage …fifty-fifty Education

17. A way to illiteracy • There are faculties in Balkans where a student is allowed to earn her/his B.Sc. in journalismwriting in four years less than 162.000 characters (27.000 words, 90 pages) • …i. e. less than a Harvard student of economy is obliged to produce sometimesin three subsequentweeks

19. Full immersionneeded • College isolation • intensive learning and creativity often require withdrawal from everyday life • Modular agenda • it is better to have the best teacher for a short term instead of full time mediocre teacher • Why? Because in SE Europe nowadays • an average student begins a preparation 7 days before the exam; • he spends 5-6 years to achieve a B.Sc.

20. Evaluation Percentage of employed after • 12 months • 36 months

21. Media manager • Media literacy • Information and entertainment (infotainment) • Economy • Marketing (both analysis and promotion) • Technology • Innovation • Languages

23. Journalist • Journalism • Society • Media language(s) • Media techniques • Media organization • Innovation • Thematic specialisation

24. What Others are Doing? • More than 500 schools are offering programs in journalism, (mass) communication, media, multimedia, publishing, public relations, event management, (studies, systems, technologies, etc.) • Which topics/subjects are more frequent then others • Grouping into seven fields

25. American University, Washington D.C. Dublin City University University of California, Berkeley City University London Columbia University Stanford University CSU Fullerton Ryerson University Dundalk Institue of Technology Indiana University Dublin Institute of Technology Ohio University London School of Economics University of Helsinki University of Southern California Penn State College Rutgers University The George Washington University San José State University Fachbereich Kommunika-tionwissenschaft, Salzburg Ecole Supérieure de Journalisme de Lille Georg von Holtzbrinck-Schule für Wirtschaftsjournalisten,Düsseldorf &c Some Sources

26. I. Introduction to Journalism • Communications • Research Skills for Journalism • Technical Skills for Journalism • Introduction to the Moving Image • Introduction to Journalism • Introduction to Online Publishing • Introduction to multimedia production • Media Literacy • Beginning Magazine Writing • Beginning Visual Journalism

27. II. Fundamentals of Journalism (1) • Fundamentals of TV • Basic Photography • Media Analysis • Writing for Journalism • Documentary Photography • Reporting for Television • Investigative Reporting • The Craft of Reporting and Storytelling • Narrative Writing • News writing for TV and Radio • Evidence & Inference • History/Principles of Journalism • Theory of Communication • Public Relations Writing • Communications Technologies

28. II. Fundamentals of Journalism (2) • Principles of Public Relations • Communications Photography • Opinion Writing • Media Audience Behavior • Theoretical Approach Media & Culture • Political Economy of Culture and Communication • Critique of Everyday Culture • Philosophy of Communication • Foundations of Journalism and Mass Communication • Principles of Creative Advertising • Foundations for the Study of Entertainment, Communication and Society • Depth reporting • Fundamentals of Speaking and Listening • Fundamentals of copy editing and layout • Business and Professional Speaking

30. III. Media and Society (1) • Legal Aspects of Communication • Journalism Ethics • How the news media shaped History • Dissident Media: Voices from the Underground • Contemporary Media in a Global Society • The media and Government • Politics and the Media • Censorship and the media • Media, Culture & Society • Media Law • Global Communication • Cross Cultural Communication • Law & Ethics • Journalism and Society • Structure of Government • Media Processes and Effects • The Press and the Political Process • Analysis of Political Campaigns • Communication and Children

31. III. Media and Society (2) • Democracy and the Communication of Consent • Media Ethics and Responsibility • Mass Communications In Modern Society • Entertainment and Society • Mass Media Ethics • Media Democracy • Communication and Public Interest • Technology and Globalization • The Human and Cognitive Challenges in an Information Society • The Media as Social Institutions • Shorthand Sociology of News • Ethics and Standards in Journalism • The real World of Journalism • The Image of the Journalist in Popular Culture • Community Journalism • Globalization, Communication and Society • The mass media and the public • Communication and Human Values • Intercultural Communication • Social Construction of News • Diverse Cultures, Lifestyles, And Gender In Mass Communication

33. IV. Techniques (1) • Editorial Policies and Methods • Advanced Reporting • Feature Article Writing • Advanced Editing • In-Depth Reporting • News Writing • The Radio Newsroom • Reporting the News • Production for TV and Radio • Presentation for TV and Radio • Producing a Magazine • Reporting, Writing, and Understanding the News • Persuasive Communications • Applied Writing Skills

34. IV. Techniques (2) • Communication and Presentation of Statistical Data • Reporting, Writing and Editing • Public Relations Campaigns • Advanced Journalism and Storytelling • Print Advertising and Layout • Copywriting • Investigative Reporting • Images and Image Management • Evaluating Communication Needs • Message Design for Public Relations and Organizational Communication • Principles of Interviewing • Public Speaking • Argumentation • Communication and Learning • Nonverbal Communication • Content Analysis • Advertising Layout and Production

35. V. New Media (1) • Writing for Converged Media • Web Page Design • Computer Assisted Reporting • Media, Technology and Society • Media Technology • Authoring • Imaging • Multimedia Studies • Web • Multimedia Team Dynamics • Dramatic Authoring for the Web • E Society • Interface Design • Perspectives on the Information Society • Scriptwriting • Computer-Assisted Reporting • Introduction to Multimedia Reporting • Internet Journalism • Media Technologies, People, and Society • Digital Media in Society

36. V. New Media (2) • Digital Media in Society • Virtual People • Computers and Interfaces: Psychology and Design • Psychological Processing of Media • Digital Media in Society • Multimedia Production • Desktop Publishing • Internet Advertising & Promotional Communications • Design: Interactive Multimedia • Distributive Multimedia • Informational Graphics • Gathering and editing content for online outlets of conventional media • Translating various media formats into integrated multimedia • Building and maintaining Web sites for conventional and online media • Digital Storytelling

37. V. New Media (3) • Serving as Webmaster in businesses and other organizations • Managing online-based public relations and advertising • Serving on computer-assisted reporting teams • New Media, Communication and Peace in the Global Knowledge Society • Social consequences of Internet Use • Multimedia and Graphics in Online Publishing • The Cultures of New Media • The Arts and New Media • Information Design for Web Journalists • Information Retrieval Theory • Information Indicators • Digital Interactive And Direct Advertising • Using Media Software And Hardware • Information Gathering On The Internet • Media Writing In the Information Age

39. VI. Management and Profession (1) • Publishing as a Business • Public Relations Management • Advertising Creative Strategy and Execution • Advertising and Brand Communication Management • Event Planning and Management • The Communications Industry • Information Resources & Brokerage • Media Management • The journalist as manager • Advertising Media Planning and Buying • Online Journalism Management • Newsroom Management • Crisis Management • Strategic Corporate Communication • Communication and the International Economy

40. VI. Management and Profession (2) • Economics of Information • Media and information industries • Entrepreneurship in the information age • An interdisciplinary approach to leadership theory and practice • Administrative Communication • Global News • Knowledge Management in Organizations • Issues and Image Management • Daily Newspaper Advertising • Integrated Strategic Communications • Distribution of Recordings: Media, Retail and Online Channels

41. VII. Special Topics • Business and Economic Journalism • Foreign Policy and the Press • Crime and the Media • Literature and Journalism • Science Reporting • International Relations: World Politics and Economics • Science Journalism • The role of a foreign correspondent • Freelancing • Science, Medicine and Environment Writing • Public Relations in Entertainment