Nová a tradiční média: kam kráčí? : Směry vývoje zpravodajských serverů v době webu 2.0

• Thesis title in Czech: Nová a tradiční média: kam kráčí? : Směry vývoje zpravodajských serverů v době webu 2.0
• Thesis title in English: New and traditional media: what they lead to? : Possibilities of news sites development in the time of web 2.0
• Key words: Nová média – tradiční média - participační kultura – bulvarizace – web 2.0 – změny masové komunikace – network society – konvergence – investigativní žurnalistika
• English key words: New media – traditional media – participatory culture – web 2.0 – mass communication change – network society – convergence – investigative journalism
• Academic year of topic announcement: 2009/2010
• Thesis type: diploma thesis
• Thesis language: čeština
• Department: Department of Sociology (23-KS)
• Supervisor: PhDr. Ing. Petr Soukup, Ph.D.
• Author: hidden - assigned by the advisor
• Date of registration: 10.03.2011
• Date of assignment: 10.03.2011
• Date and time of defence: 20.06.2011 00:00
• Date of electronic submission: 23.05.2011
• Date of proceeded defence: 20.06.2011
• Opponents: prof. PhDr. Josef Kandert, CSc.

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Preliminary scope of work

Téma práce
Internet se proměnil z „horké novinky“ na standardní součást našich životů. Za pomoci moderní techniky často ani nelze rozlišit, kdy jsme off-line a kdy on-line. Posledních několik let přichází změna přístupu ke spotřebě tradičních médií a úbytku jejich důležitosti. Např. noviny si po celou dobu své existence až do poloviny 90. let udržely stejný „business model“ – my prodáváme informace. My jsme distributory, gate-keepery obsahu. Od chvíle, kdy začaly svůj obsah nabízet na internetu zadarmo, jejich čtenost a důležitost klesá. Nejen že je o jejich tištěnou podobu slabší zájem, ale uživatelé internetu si hlavně generují ten nejzajímavější obsah sami.
V práci chci kromě stručného přehledu dosavadního vývoje internetu (už bez obligátního ARPANETU apod.) na příkladu novin ukázat, jak se mění vztah čtenářů k médiím a co je kromě obsahu zadarmo vede k opouštění jejich tradiční formy. Příklad novin (resp. tištěných periodik) mi bude sloužit zejména jako vztažný bod pro popis vztahu mezi starými a „novými“ médii. Předpokládám, že pomocí nejnovějších sociologických poznatků (chci použít jen nutné minimum knih a článků starších než 3-4 roky), analytických studií (např. křivka technologických trendů Forrester) a nejnovějších služeb webu 2.0/technologických novinek budu schopen nastínit, jakým směrem se budou nová média rozvíjet dál.
Zvláštní důraz bych rád věnoval proměně marketingu, který ve své on-line podobě vždycky odráží aktuální tendence a preference spotřebitelů. Zážitek (User Experience), rozšířená realita (Augumented Reality) nebo výběr zobrazeného obsahu na základě sociálních profilů jsou jen střípky nových modelů, které budou muset tradiční média použít, aby se udržela při životě. Není od věci se při inspiraci k novým modelům obrátit i na obecně poměrně podceňovaný, nicméně vždy průkopnický a v zásadě velmi rozvinutý průmysl – pornografický. Jsem přesvědčený, že rapidně přispěl k rozvoji internetu a bude tak činit i nadále. Vždyť např. první komerční platby kreditní kartou zcela jistě nebyly za předplatné časopisu Scienfic American.
Struktura práce
1. Shrnutí dosavadního vývoje a interakce mezi starými a novými médii společně se zasazením do současných sociologických teorií (Castells, Fuchs, Cavanagh), definice pojmů apod.
2. Současný stav/aktuální trendy a problémy nových a starých médií, cesty k řešení
3. Predikce dalšího vývoje pomocí „možných scénářů“
Teze: Je pravděpodobné, že „stará“ média nezaniknou ani v budoucnu, stejně jako nezanikly knihy nástupem rozhlasu a rozhlas příchodem televize. Musí jen změnit a přizpůsobit situaci. Chci ukázat, kterým směrem.