Indrek Treufeldt ESTONIAN PUBLIC BROADCASTING

COMMUNICATING WITH STAKEHOLDERS

FOR BROADCASTERS

Sharing same space and time Same simultaneous message for large audiences

TRADITIONAL BROADCASTING

WHY DO THEY NOT HEAR OR WATCH US? SEMANTIC TRAPS: being PUBLIC OR NATIONAL

!!!!!

POWER&HOLDERS!

MEDIA&INSTITUTION!

AUDIENCE!

POWER!

CULTURE!

INTERACTIONS OF POWER AND SOCIETY

Medias role to change official-unofficial relations

Depends on the autonomy Autonomy of public sphere

“OFFICIAL” AS A GUARANTEE OF TRUTH

IDEAL BUREAUCRACY of power holders:

hierarchy and control

The autonomous public sphere itself, molded and maintained

by media is a capital

Texts remain distant, formal and do not earn

necessary trust

VALUES IN COMMUNICATION: AUTONOMY AND

TRUST

So the need to COMMUNICATE Revolut ions make JOURNALISM popular

PUBLIC SPHERE ALWAYS EXISTS

COMMUNICATION IS NOT EVENT-DRIVEN BUT PROCESS DRIVEN

MODEL OF MEDIA REVOLUTION

!!

!!IGNORED(

POWER&HOLDERS!

MEDIA&INSTITUTION!

AUDIENCE!

PROJECTED)POWER)!

POWER!

CULTURE!

COMMUNICATION AS CATALYSIS

AUTONOMY, REFLEXIVENESS

DEFINING

POWER VERTICAL SHORTENS AND OFFICIAL POWER HOLDERS END UP IN ISOLATION

Limited number of channels Same space and t ime

MARKET

CONSUMERS AND CITICENS

COMMUNICATING NEED OF TRUST AND PARTICIPATION VALUE FOR MONEY

But endless choice does not necessar i ly mean divers i ty

MODEL OF CONFRONTATION AND DISPERSION

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!! POWER&HOLDERS!

PUBLIC! COMMERCIAL!

CONSUMERS!CITIZENS!

!!!!!!!POWER!

CULTURE!PROFIT!

VAIRETY BUT FRAGMENTATION

Estonia has become the a l lowed i ts c i t i zens to cast thei r votes in the par l iamentar y e lect ions wi th thei r mobi le phones

TECHNOLOGY AS A NEW DIMENSION

VALUES IN COMMUNICATION INNOVATION, SUSTAINABILITY

MODEL OF TECHNOLOGICAL FUSION

CLICK AND CLIP-BASED COMMUNICATION

DOMINATES

LINKING ANDINTEGRATION

RULES

DATABASE MANAGEMENT METADATA INDEXING

FROM MARGINAL TO CENTRAL

Thanks to national Tiger Leap program (initiated 1996), computer skills spread quickly through society

WEB-BASED MEDIA CREATES COLLECTIVE BRAIN

Commenting articles turned to national passion (from 1995)

MARGINAL IDEA CAN QUICLY BECOME MAINSTREAM

INFRASTRUCTURE DETERMINES SUCCESS

First international links were established with Finland and Sweden

Web journalism raises questions about identity and anonymity

NEW PARADIGMS

NO CLEAR AXIS TO DETERMINE COMMUNICATION

AUDIENCE IS NOT DEPENDENT ON THE TIME, SPACE,

BROADCASTING NETWORK

MISSIONARIES, WHO SELECT INFO, BLURRING BOUNDARIES BTW.

INDIVIDUAL AND INSTITUTIONAL

NOT JUST DIVERSITY OF MESSAGES BUT ALSO DIVERSITY

OF CODES

CO-PRODUCTION OF THE CONTENT BY USERS AND PRODUCERS

BROADCAST INSTITUTIONS SHOULD SERVE AS INTERFACES,

AGGREGATORS

MODEL OF CIRCULATION

!!!

!!!

AUDIENCE

MEDIA INSTITUTIONS POWER HOLD

ERS

Indrek . t reufe ldt@err.ee

THANKS!