• citations in SCIndeks: 0
  • citations in CrossRef:0
  • citations in Google Scholar:[]
  • visits in previous 30 days:8
  • full-text downloads in 30 days:4


article: 4 from 4  
Back back to result list
2012, iss. 136, pp. 237-261
Towards the management of participatory journalism: Experiences from the newsroom
Educons University, Faculty of Sport and Tourism, Novi Sad
Keywords: participatory journalism; citizen journalism; media management; convergence; new media
In hyper-complex societies in which we live today, a growing question is whether the mass-media concept of the 20th century is still applicable to the contemporary moment. The media manipulation, spinning and commercialization distance media production from its audiences. At the same time, the flood of free web-based content creates new distribution channels and markets. This new economic and social context challenges media organizations to reconfigure their social role and (re)create relationships with their audiences. However, opening the gates for the transition of the people formerly known as the audience to the production side of the media sphere, can easily create a total confusion and chaos. The solution partly lies in the management of media participation. The aim of this research is to map and analyze various models of participatory journalism used by Serbian online media. In the qualitative research process, editors of four leading online media organizations shared their practices, experiences, struggles and opinions on the topic. Four models of management of participatory practice were mapped and analysed in detail. The most commonly used model is the commentary-based one, while the classical citizen journalism model still plays an important role. The research shows that more complex models - like the integration with social media and opening specialized media spaces for audiences - offer more freedom of expression to the audiences and create new audiences (and markets) for the media. However, these models are more demanding towards the audience as well, asking for more responsibility, skills and courage to communicate delicate matters. Finally, it is important to notice that every media is trying to find its own mix of practices and procedures, which will enable them to operate in a highly difficult economic and political situation for the media in Serbia of today.
Anderson, C. (2006) The long tail: Why the future of business is selling less of more. New York: Hyperion
Banks, J., Deuze, M. (2009) Co-creative labour. International Journal of Cultural Studies, 12(5): 419-431
Benkler, Y. (2006) The wealth of networks: How social production transforms markets and freedom. Yale
Branston, G., Stafford, R. (2000) The media student's book. London - New York: Routledge
Carpentier, N. (2011) New configurations of the audience? The challenges of user-generated content for audience theory and media participation. in: Nightingale V. [ed.] The handbook of media audiences, Oxford
Carpentier, N. (2003) The BBC's Video Nation as a Participatory Media Practice: Signifying Everyday Life. International Journal of Cultural Studies, Thousand Oaks, (6): 425
Carpentier, N. (2011) The concept of participation: If they have access and interact, do they really participate?. CM - časopis za upravljanje komuniciranjem, vol. 6, br. 21, str. 13-36
Deuze, M. (2006) Liquid Journalism. Political communication report, br.16(1)
Deuze, M. (2008) Corporate appropriation of participatory culture. in: Carpentier, N.and De Cleen, B. [ed.] Participation and media production: Critical reflections on content creation, Newcastle: Scholars Publishing, str. 27-40
Domingo, D. (2011) Managing audience participation: Practices, workflows and strategies. in: Singer J., i dr. [ed.] Participatory journalism: Guarding open gates at online newspapers, str. 76; USA
Grbeša, M. (2005) Kriza javnog komuniciranja i ideja građanskog novinarstva. Političko obrazovanje, Zagreb, Vol 1, Broj 3
Heinonen, A. (2011) The journalist's relationship with users: New dimensions to conventional roles. in: Singer J., i dr. [ed.] Participatory journalism: Guarding open gates at online newspapers, str. 34; USA
Hermida, A. (2011) Mechanisms of participation: How audience options shape the conversation. in: Singer J., i dr. [ed.] Participatory journalism: Guarding open gates at online newspapers, str. 13; USA
Hermiz, Dž. (2005) Aktivna publika. in: Brigs A., Kobli P. [ed.] Uvod u studije medija, Beograd
Jenkins, H. (2006) Convergence culture: Where old and new media collide. New York: University Pres
Jenkins, H. (2002) Interactive audiences?: The collective intelligence of media fans. in: Harries D. [ed.] The new media book, London
Jenkins, H., Deuze, M. (2008) Editorial: Convergence culture. Convergence, br. 14, str. 5
Jin, H. (2011) British cultural studies, active audiences and the status of cultural theory: An Interview with David Morley. Theory Culture Society, USA, br. 28, str. 124
Kaplan, D. (1973) Psihopatologija gledanja televizije. Kultura, br. 21
Kellner, D. (2004) Medijska kultura - studije kulture, identitet i politika između modernizma i postmodernizma. Beograd: Clio
Kljajić, V. (2008) On-lajn magazini - savremene tendencije. Godišnjak Fakulteta političkih nauka, vol. 2, br. 2, str. 277-287
Krstić, A. (2011) Građansko novinarstvo - šanse i izazovi za novinarsku profesiju. CM - časopis za upravljanje komuniciranjem, 6(20): 97-115
Lăzăroiu, G. (2011) Conceptualizing gatekeeping in the digital era. Contemporary Readings in Law and Social Justice, br. 3(1), str. 152
Leadbeater, C., Miller, P. (2004) The pro-am revolution: How enthusiasts are changing our economy and society. London: DEMOS
Lessig, L. (2008) Remix: Making Art and Commerce Thrive in the Hybrid Economy. London: Penguin Books
MacQuail, D. (1996) Audience analysis. Thousand Oaks: Sage
Martinoli, A. (2010) Novi mediji i kreativne industrije - nove mogućnosti za publiku. Kultura, (128): 161-186
Martinoli, A. (2011) Transformacija radijskog auditorijuma kao posledica konvergencije tradicionalnog radija i Interneta. Zbornik radova Fakulteta dramskih umetnosti, (17): 219-235
Nah, S., Deborah, C. (2009) Rating Citizen Journalists Versus Pros: Editors' Views. Newspaper Research Journal, 2 (30): 71
Nikolić, M. (2010) Budućnost srpskog medijskog prostora - kreativno vs. komercijalno. Kultura, (128): 144-160
Paulussen, S. (2011) Inside the Newsroom: Journalists' motivations and organizational structures. in: Singer J., i dr. [ed.] Participatory journalism: Guarding open gates at online newspapers, str. 57; USA
Purcell, K., Rainie, L., Mitchell, A., Rosenstiel, T., Olmstead, K. (2010) Understanding the participatory news consumer. Washington, USA: Pew Internet
Rosen, J. (2006) The people formerly known as the audience. Press Think, 30.5.2012,
Singer, J., Hermida, A., Domingo, D., Heinonen, A., Paulussen, S., Quandt, T., Reich, Z., Vujnovic, M. (2011) Participatory Journalism: Guarding Open Gates At Online Newspapers. USA: Wiley-Blackwell
Sundet, V., Ytreberg, E. (2009) Working notions of active audiences: Further research on the active participant in convergent media industries. Convergence, Thousand Oaks, br. 15, str. 383
Terranova, T. (2000) Free labor: Producing culture for the digital economy. Social text, 18(2 63), 33-58
Terry, T. (2011) Community Journalism Provides Model for Future. Newspaper Research Journal, (32/1): 71
Tomić, B. (2008) Građansko novinarstvo na radiju i televiziji. Srpska politička misao, (3): 109-128
Tomka, G. (2011) Connecting with the Audience: Implementing Crowdsourcing in the Praxis of Serbian Cultural Organizations. Beograd: Univerzitet umetnosti, Master thesis
Vučenović, T. (2011) Građansko novinarstvo u digitalnom 21. veku. Kultura, br. 132, str. 168-186
Vujnovic, M. (2011) Participatory journalism in the marketplace: Economic motivations behind the practices. in: Singer J., i dr. [ed.] Participatory journalism: Guarding open gates at online newspapers, str. 139; USA


article language: Serbian
document type: Original Scientific Paper
DOI: 10.5937/kultura1236237T
published in SCIndeks: 12/12/2012