{"id":2900,"date":"2022-04-08T08:03:17","date_gmt":"2022-04-08T08:03:17","guid":{"rendered":"https:\/\/www1.medianet.hr\/?p=2900"},"modified":"2026-08-19T15:03:50","modified_gmt":"2026-08-19T15:03:50","slug":"novinarstvo-mediji-tehnologija-trendovi-u-2022-godini","status":"publish","type":"post","link":"https:\/\/www.medianet.hr\/en\/novinarstvo-mediji-tehnologija-trendovi-u-2022-godini\/","title":{"rendered":"Novinarstvo, mediji, tehnologija \u2013 trendovi u 2022. godini"},"content":{"rendered":"
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Novinarstvo, mediji, tehnologija \u2013 trendovi u 2022. godini<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Prema istra\u017eivanju i studiji Instituta Reuters na temu predvi\u0111anja trendova u 2022. godini u novinarstvu, medijima i tehnologiji, 2021. godina bila je godina ‘burn out-a’ kako za novinare, tako i za publiku, zbog preplavljenosti\u00a0vijestima izazvanih COVID-19 krizom, ali i rastu\u0107im polariziraju\u0107im debatama o politici, identitetu, kulturi. Prije nove krize koju je donio rat u Ukrajini, u zaklju\u010dku studije autor je iznio nadu u 2022. kao godinu konsolidacije – kada novinarstvo uzima dah, fokusira se na osnovno i vra\u0107a sna\u017enije. U svjetlu novih zastra\u0161uju\u0107ih zbivanja, ostaje nam vidjeti ho\u0107e li se predvi\u0111anja ispuniti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Vra\u0107anje povjerenja u novinarstvo, izazovi novih generacija i tehnologija<\/b><\/p>

U vrijeme pandemije, kada su to\u010dne i pouzdane informacije klju\u010dne za zdravlje i sigurnost ljudi, glavni izazov medijima, smatra autor studije, trebao bi biti povratak onog dijela publike koja je u njih izgubila povjerenje te gra\u0111enje povezanijeg i dubljeg odnosa s novim konzumentima. Tu je i izazov koji postavljaju nove generacije konzumenata, zainteresirane za teme raznolikosti i inkluzije, klimatskih promjena i mentalnog zdravlja.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Medijske ku\u0107e fokusirat \u0107e se na digitalnu transformaciju<\/b>, s obzirom na rastu\u0107e tro\u0161kove energenata i tiskanja svojih izdanja. Naplata online vijesti<\/b> je za mnoge rje\u0161enje, no i tu se mogu pojaviti pote\u0161ko\u0107e, osobito ako se pogor\u0161aju ekonomski uvjeti.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Izdava\u010di se ove godine mogu nadati boljoj zaradi od digitalnog ogla\u0161avanja nego \u0161to je do bilo do sada, kada su velike platforme uzimale najve\u0107i udio. Pomo\u0107i \u0107e im nova, stro\u017ea pravila o limitiranju podataka koji se prikupljaju od tre\u0107ih strana te sve ve\u0107a zabrinutost oko dezinformacija<\/b>, zbog \u010dega se povjerenje ponovo vra\u0107a pouzdanim medijskim brendovima. EU nastavlja s poku\u0161ajima sna\u017enije kontrole i regulacije velikih platformi<\/b>, no novi izazovi se pojavljuju u obliku novih tehnologija kao \u0161to su umjetna inteligencija, kriptovalute i metaverse<\/b> (virtualni ili polu-virtualni svjetovi) koji \u0107e omogu\u0107iti nove na\u010dine povezivanja, informiranja i zabave.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Porast prihoda u uvjetima pandemije<\/b><\/p>

Istra\u017eivanje provedeno na uzorku od 246 direktora ili urednika u razli\u010ditim medijskim kompanijama u 52 zemlje pokazuje da su se prihodi gotovo 60% ispitanih poduze\u0107a i izdava\u010dkih ku\u0107a pove\u0107ali tijekom 2021. zbog porasta digitalnog ogla\u0161avanja uslijed pove\u0107anja online kupovine. Porasli su i prihodi od pretplate na digitalna izdanja.<\/p>

\u00a0Jedan od glavnih strate\u0161kih prioriteta za pove\u0107anje prihoda medijskih ku\u0107a bit \u0107e pretplata ili neka vrsta \u010dlanstva,\u00a0 koje \u0107e imati prioritet i pred digitalnim i native ogla\u0161avanjem. Istovremeno se javlja bojazan da \u0107e model pretplate na online medije pretvoriti novinarstvo u ekskluzivni servis za bogatiju i obrazovaniju publiku. Prihodi se o\u010dekuju i od naplate sadr\u017eaja tehnolo\u0161kim platformama te od inovacija.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Podijeljena su o\u010dekivanja od vlada razli\u010ditih dr\u017eava da reguliraju dru\u0161tveni utjecaj tehnolo\u0161kih kompanija, kao i tr\u017ei\u0161ne odnose izme\u0111u tehnolo\u0161kih kompanija i medija, u korist novinarstva. 41% ispitanih smatra da bi regulacija i dono\u0161enje zakona moglo pomo\u0107i, a ostatak je podijeljen izme\u0111u onih koji smatraju da od toga ne\u0107e biti koristi, ili da \u0107e se situacija pogor\u0161ati.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Dru\u0161tvene mre\u017ee, teme u trendu, inovacije<\/b><\/p>

Od dru\u0161tvenih mre\u017ea izdava\u010dima \u0107e ove godine biti zanimljiviji Instagram, TikTok<\/b> i YouTube <\/b>\u2013 mre\u017ee popularnije me\u0111u mladim ljudima, nego Facebook i Twitter. Medijske kompanije \u0107e tako\u0111er postro\u017eiti pravila pona\u0161anja novinara na dru\u0161tvenim mre\u017eama koje bi, smatraju ispitani urednici i direktori, trebalo biti usko vezano uz izvje\u0161tavanje na Facebooku i Twitteru, jer bi izra\u017eavanje vlastitog stava novinara moglo naru\u0161iti povjerenje publike.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Medijska industrija ostaje nesigurna u tome kako se nositi s tom kompleksnom pri\u010dom klimatskih promjena<\/b> i samo tre\u0107ina ispitanika smatra da je tema medijski dobro pokrivena. Urednici smatraju da je mainstream publiku te\u0161ko zainteresirati za ovu temu koja se sporo mijenja i \u010desto ima deprimiraju\u0107i u\u010dinak.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Kad su u pitanju inovacije<\/b>, naglasak \u0107e se stavljati na unaprje\u0111enje postoje\u0107ih proizvoda, konkretno podcasta<\/b> i digitalnog radija<\/b> te email newslettera<\/b> \u2013 medija koji su dokazali u\u010dinkovitost kroz porast lojalnosti i broja pretplatnika. Samo 8% ispitanih ulo\u017eit \u0107e u razvoj novih aplikacija za metaverse kao \u0161to su VR<\/b> (virtual reality) i AR<\/b> (augmented reality).<\/p>

No, medijske ku\u0107e i dalje pola\u017eu nadu u umjetnu inteligenciju<\/b> koja \u0107e omogu\u0107iti personalizirano iskustvo<\/b> i u\u010dinkovitiju produkciju<\/b> \u2013 preko 80% ispitanih smatra da \u0107e tehnologije vezane uz umjetnu inteligenciju biti\u00a0 va\u017ene za bolju preporuku sadr\u017eaja publici te automatizaciju novinarskog posla (tagiranje, transkripcija, pronala\u017eenje vijesti, robo-novinarstvo\u2026).<\/p>

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Dodatne mogu\u0107e promjene u medijskoj industriji u 2022.<\/b><\/p>

Mo\u017eemo o\u010dekivati okrupnjivanje medijskih kompanija i akvizicije visoko profiliranih digital-born kompanija (stvorenih u digitalnoj eri) u nastojanju pove\u0107avanja dodane vrijednosti.<\/p>

Nastavit \u0107e se utjecaj celebrityja<\/b> i influencera <\/b>kao kreatora sadr\u017eaja koji odvla\u010de pa\u017enju publike od medija, dok \u0107e platforme koje omogu\u0107uju naplatu sadr\u017eaja dati priliku razvoju individualnog novinarstva<\/b>.<\/p>

Predvi\u0111a se rast streaming platformi<\/b> kao \u0161to je Twitch (gaming video live streaming) i forme kratkog social-videa<\/b> kojeg kreiraju uglavnom mladi na dru\u0161tvenim mre\u017eama, a izdava\u010di prihva\u0107aju i kopiraju takve inovativne tehnike objavljivanja sadr\u017eaja.<\/p>

Za novu dru\u0161tvenu mre\u017eu Donalda Trumpa,\u00a0Truth Social<\/span>, o\u010dekuje se da \u0107e biti agregator govora mr\u017enje, hakera i trolova.<\/p>

Ove godine tako\u0111er mo\u017eemo o\u010dekivati vi\u0161e me\u0111usobne suradnje izdava\u010da kako bi se lak\u0161e suo\u010dili s izazovima koje donose velike platforme i gubitak publike – zajedni\u010dko lobiranje, dijeljenje sadr\u017eaja i sl.<\/p>

U tehnologiji se o\u010dekuje nagli porast novih ure\u0111aja uklju\u010duju\u0107i\u00a0VR setove, pametne nao\u010dale, gra\u0111evne blokove<\/span>\u00a0za\u00a0metaverse<\/span>, kao i novih na\u010dina interakcije na poslu. Nastavit \u0107e se dizati publicitet oko\u00a0kriptovaluta i NFT-ova<\/span>. Razvoj metaversea je blisko vezan uz razvoj kriptovaluta i ideju da se digitalni objekti kupuju i prodaju na siguran na\u010din. Ovaj pomak prema novoj fazi razvoja weba dobro opisuje analiza Benedicta Evansa prikazana u shemi ispod.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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No, web se ne mora nu\u017eno razviti u tom smjeru \u2013 te\u0161ko je zamisliti da bi se velike platforme kao \u0161to je Meta odrekle svoj dijela zarade grade\u0107i nove sustave na decentraliziranom javnom blockchainu. A tu je i problem nepovjerenja u kriptovalute kod mnogih. Kod Web3 tehnologija, osim mnogih otvorenih pitanja, ve\u0107 postoje i neka prakti\u010dna rje\u0161enja kao \u0161to su NFT-ovi (non-fungible tokens), koji su u Collinsovom rje\u010dniku postali Rije\u010d godine za 2021. godinu, poraziv\u0161i i kriptovalute. Pojam opisuje jedinstveni vlasni\u010dki certifikat nad bilo kojim digitalnim proizvodom ili kreacijom, kao \u0161to je umjetni\u010dko djelo, fotografija, pa \u010dak i originalni novinarski uradak. Certifikat je pohranjen u decentraliziranom javnom blockchainu kao dokaz o vlasni\u0161tvu. Ovaj novi na\u010din poslovanja koji navodno onemogu\u0107uje korupciju otvorio je ogromni potencijal digitalnim umjetninama, od kojih je u 2021. godini jedna prodana za 69 milijuna dolara, ali i glazbenicima  – Kings of Leon zaradio je preko 2 milijuna dolara izdav\u0161i novi album kao kolekciju digitalnih NFT-ova s ekskluzivnim umjetni\u010dkim radovima i limitiranim izdanjima vinila. Medijske organizacije tako\u0111er poku\u0161avaju premostiti tradicionalne posrednike kako bi prodali direktno publici \u2013 Quartz je prvi prodao novinski \u010dlanak za skromnih 1.800 dolara, a kasnije i New York Times na sli\u010dan na\u010din za 400 puta ve\u0107i iznos koji je u kona\u010dnici doniran. NFT-ovi se \u010desto prodaju s popratnim povlasticama \u2013 u slu\u010daju New York Timesa to je bila audio poruka voditelja podcasta. Ove godine NFT-ovi mogli bi se po\u010deti koristiti i u druge svrhe \u2013 izdava\u010di bi mogli unov\u010diti arhive koje spominju \u010dlanove obitelji ili raditi aukcije kako bi se postalo povla\u0161tenim pretplatnikom. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Zaklju\u010dak <\/b><\/p>\n

Vi\u0161e nego ikad, izdava\u010di su se fokusirali na digitalno poslovanje. COVID kriza preoblikovala je pona\u0161anje kako korisnika, tako i novinara pa \u0107emo i nakon krize provoditi vi\u0161e vremena online, a manje se fizi\u010dki dru\u017eiti. U tom smislu gra\u0111enje digitalnih odnosa i veza, kreiranje odgovaraju\u0107eg sadr\u017eaja, inovativne metode u pru\u017eanju usluga i na\u010dinu naplate usluga te trgovini op\u0107enito bit \u0107e jo\u0161 va\u017enije nego do sada. Do kraja godine neke, trenutno ne posve jasne, trendove i novitete bolje \u0107emo razumjeti.<\/p>\n

Cijelu studiju mo\u017eete pro\u010ditati<\/span> o<\/a><\/span>vdje<\/a><\/span>.<\/span><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Prema istra\u017eivanju Instituta Reuters na temu predvi\u0111anja trendova u 2022. godini u novinarstvu, medijima i tehnologiji, 2021. godina bila je godina ‘burn out-a’ kako za novinare, tako i za publiku…<\/p>","protected":false},"author":1,"featured_media":3761,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ocean_front_end_style_editor":"no","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"on","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[14],"tags":[],"class_list":["post-2900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-mn","entry","has-media"],"yoast_head":"\nNovinarstvo, 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