Promena komunikacijske paradigme u obrazovanju novinara

Abstract

In the age of a plethora of communications options caused by the invention of the Internet and numerous digital platforms, professional communicators' methods, techniques and skills have significantly changed, which requires an appropriate critical analysis of the existing curricula and practices in journalism education. The topic of the research is the transformation of information structure and meaning, in relation to the fact that media news has been remodelled into social self-promotion service, and that digital formats stimulate sensationalism and demand for tabloid content by forcing numbers regarding algorithms, likes, comments and reactions. Together with social commercialization, the romantic concept of investigating, preparing and modelling information that carries within itself true meaning has fallen apart in the spirit of possessive neoliberalist order, which has converted media contents into cheap goods, which test its value daily in the evergrowing and more banal market. The authors' aim is to prove that, with the new media, the possibility of message routing expands, whereas multichannel and multi-modal communication stimulate a persuasive process in the audience. New communication protocols based on the criteria of clickstream consumption and convergent digital technologies require new media education, but, in our academic practice, this has been slow to gain traction.