Inoslav Bešker & Nenad Prelog:
New Media Academy
st
(or) 21 Century Knot
Information Technology and
Journalism
Dubrovnik, May 23, 2006
How to face the challenges of the
new millennium?
Challenges and limits
Human knowledge doubles every
seven years
 Approximately half century passes
from the beginning of high school
education to the end of career for a
journalist or media manager
 What can we predict? For instance, in
1954…
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What should we offer to the
students for the media industry in
21st century when:
Technology explodes
 Markets evolve
 Trends change
 Media are in (con)fusion
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???????
Journalist and Media Manager
Formation Guidelines
Council of Europe principles
 Bologna Process (45 signatory
countries including those in the SE
Europe)
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Bologna Declaration 1999
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adopt a system of easily readable and
comparable degrees
adopt a system with two main cycles
(undergraduate/graduate)
establish a system of credits (such as ECTS)
promote mobility by overcoming legal recognition
and administrative obstacles
promote European co-operation in quality
assurance
promote a European dimension in higher
education
Prague amendments 2001
inclusion of lifelong learning
strategies
 involvement of higher education
institutions and students as essential
partners in the Process
 promotion of the attractiveness of
the European Higher Education Area
(EHEA)
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Berlin amendments 2003
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quality assurance
the adoption of a system of degree
structures essentially based on two main
cycles
recognition of degrees
additional Action Line entitled: "Doctoral
studies and promotion of young
researchers" including specific mention of
doctoral programmes as the third cycle in
the Bologna Process.
Bergen amendments 2005
Implementing the agreed standards
and guidelines for quality assurance
 Implementing national frameworks of
qualifications
 Awarding and recognising joint
degrees
 Creating opportunities for flexible
learning paths in higher education
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Vienna Meeting on Higher
Education in the SE Europe 2006
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Growth and the creation of jobs is of the
utmost urgency and action is required now
if this is to be achieved.
Priority has to be given to increasing
investment in higher education and
research now as a key long-term
strategy for the region,
in order to meet both the
• current and
• emerging needs of citizens.
COE 1994 Principle #1
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The maintenance and development of genuine
democracy require the existence and strengthening of
free, independent, pluralistic and responsible
journalism. This requirement is reflected in the need
for journalism to:
inform individuals on the activities of public powers as
well as on the activities of the private sector, thus
providing them with the possibility of forming
opinions;
allow both individuals and groups to express opinions,
thus contributing to keeping public and private
powers, as well as society in general, informed of
their opinions;
submit the exercise of the various types of powers to
continuous and critical examination.
Repetitio est mater…
Growth and the creation of jobs is of
the utmost urgency and action is
required now if this is to be
achieved.
 Creating opportunities for flexible
learning paths in higher education
 Inclusion of lifelong learning
strategies
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Higher education has to be…
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…able to promote employability
(The Sorbonne Declaration, May 25th, 1998)
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…relevant to the European labour market
(The Bologna Declaration, June 19th, 1999)
…even for employees in the media industry:
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Journalists
Media managers
Schools of journalism
On journalism - or
 For journalism?
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Education
On journalism &
society
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Lectures
Seminaries
Thesis
…mostly theory
For journalism in
society
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Analysis on cases
Exercises (40%)
Stage
…fifty-fifty
A way to illiteracy
There are faculties in Balkans where
a student is allowed to earn her/his
B.Sc. in journalism writing in four
years less than 162.000 characters
(27.000 words, 90 pages)
 …i. e. less than a Harvard student of
economy is obliged to produce
sometimes in three subsequent
weeks
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Full immersion needed
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College isolation
• intensive learning and creativity often require
withdrawal from everyday life
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Modular agenda
• it is better to have the best teacher for a short
term instead of full time mediocre teacher
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Why? Because in SE Europe nowadays
• an average student begins a preparation 7
days before the exam;
• he spends 5-6 years to achieve a B.Sc.
Evaluation
Percentage of employed after
 12 months
 36 months
Media manager
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Media literacy
Information and
entertainment
(infotainment)
Economy
Marketing (both
analysis and
promotion)
Technology
Innovation
Languages
Journalist
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Journalism
Society
Media language(s)
Media techniques
Media organization
Innovation
Thematic
specialisation
What Others are Doing?
More than 500 schools are offering
programs in journalism, (mass)
communication, media, multimedia,
publishing, public relations, event
management, (studies, systems,
technologies, etc.)
 Which topics/subjects are more
frequent then others
 Grouping into seven fields
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Some Sources
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American University,
Washington D.C.
Dublin City University
University of California,
Berkeley
City University London
Columbia University
Stanford University
CSU Fullerton
Ryerson University
Dundalk Institue of
Technology
Indiana University
Dublin Institute of
Technology
Ohio University
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London School of Economics
University of Helsinki
University of Southern
California
Penn State College
Rutgers University
The George Washington
University
San José State University
Fachbereich Kommunikationwissenschaft, Salzburg
Ecole Supérieure de
Journalisme de Lille
Georg von Holtzbrinck-Schule
für Wirtschaftsjournalisten,
Düsseldorf
&c
I. Introduction to Journalism
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Communications
Research Skills for Journalism
Technical Skills for Journalism
Introduction to the Moving Image
Introduction to Journalism
Introduction to Online Publishing
Introduction to multimedia production
Media Literacy
Beginning Magazine Writing
Beginning Visual Journalism
II. Fundamentals of Journalism (1)
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Fundamentals of TV
Basic Photography
Media Analysis
Writing for Journalism
Documentary Photography
Reporting for Television
Investigative Reporting
The Craft of Reporting and Storytelling
Narrative Writing
News writing for TV and Radio
Evidence & Inference
History/Principles of Journalism
Theory of Communication
Public Relations Writing
Communications Technologies
II. Fundamentals of Journalism (2)
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Principles of Public Relations
Communications Photography
Opinion Writing
Media Audience Behavior
Theoretical Approach Media & Culture
Political Economy of Culture and Communication
Critique of Everyday Culture
Philosophy of Communication
Foundations of Journalism and Mass Communication
Principles of Creative Advertising
Foundations for the Study of Entertainment,
Communication and Society
Depth reporting
Fundamentals of Speaking and Listening
Fundamentals of copy editing and layout
Business and Professional Speaking
III. Media and Society (1)
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Legal Aspects of Communication
Journalism Ethics
How the news media shaped History
Dissident Media: Voices from the Underground
Contemporary Media in a Global Society
The media and Government
Politics and the Media
Censorship and the media
Media, Culture & Society
Media Law
Global Communication
Cross Cultural Communication
Law & Ethics
Journalism and Society
Structure of Government
Media Processes and Effects
The Press and the Political Process
Analysis of Political Campaigns
Communication and Children
III. Media and Society (2)
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Democracy and the Communication of Consent
Media Ethics and Responsibility
Mass Communications In Modern Society
Entertainment and Society
Mass Media Ethics
Media Democracy
Communication and Public Interest
Technology and Globalization
The Human and Cognitive Challenges in an Information Society
The Media as Social Institutions
Shorthand Sociology of News
Ethics and Standards in Journalism
The real World of Journalism
The Image of the Journalist in Popular Culture
Community Journalism
Globalization, Communication and Society
The mass media and the public
Communication and Human Values
Intercultural Communication
Social Construction of News
Diverse Cultures, Lifestyles, And Gender In Mass Communication
IV. Techniques (1)
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Editorial Policies and Methods
Advanced Reporting
Feature Article Writing
Advanced Editing
In-Depth Reporting
News Writing
The Radio Newsroom
Reporting the News
Production for TV and Radio
Presentation for TV and Radio
Producing a Magazine
Reporting, Writing, and Understanding the News
Persuasive Communications
Applied Writing Skills
IV. Techniques (2)
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Communication and Presentation of Statistical Data
Reporting, Writing and Editing
Public Relations Campaigns
Advanced Journalism and Storytelling
Print Advertising and Layout
Copywriting
Investigative Reporting
Images and Image Management
Evaluating Communication Needs
Message Design for Public Relations and Organizational
Communication
Principles of Interviewing
Public Speaking
Argumentation
Communication and Learning
Nonverbal Communication
Content Analysis
Advertising Layout and Production
V. New Media (1)
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Writing for Converged Media
Web Page Design
Computer Assisted Reporting
Media, Technology and Society
Media Technology
Authoring
Imaging
Multimedia Studies
Web
Multimedia Team Dynamics
Dramatic Authoring for the Web
E Society
Interface Design
Perspectives on the Information Society
Scriptwriting
Computer-Assisted Reporting
Introduction to Multimedia Reporting
Internet Journalism
Media Technologies, People, and Society
Digital Media in Society
V. New Media (2)
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Digital Media in Society
Virtual People
Computers and Interfaces: Psychology and Design
Psychological Processing of Media
Digital Media in Society
Multimedia Production
Desktop Publishing
Internet Advertising & Promotional Communications
Design: Interactive Multimedia
Distributive Multimedia
Informational Graphics
Gathering and editing content for online outlets of
conventional media
Translating various media formats into integrated
multimedia
Building and maintaining Web sites for conventional and
online media
Digital Storytelling
V. New Media (3)
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Serving as Webmaster in businesses and other
organizations
Managing online-based public relations and advertising
Serving on computer-assisted reporting teams
New Media, Communication and Peace in the Global
Knowledge Society
Social consequences of Internet Use
Multimedia and Graphics in Online Publishing
The Cultures of New Media
The Arts and New Media
Information Design for Web Journalists
Information Retrieval Theory
Information Indicators
Digital Interactive And Direct Advertising
Using Media Software And Hardware
Information Gathering On The Internet
Media Writing In the Information Age
VI. Management and Profession (1)
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Publishing as a Business
Public Relations Management
Advertising Creative Strategy and Execution
Advertising and Brand Communication Management
Event Planning and Management
The Communications Industry
Information Resources & Brokerage
Media Management
The journalist as manager
Advertising Media Planning and Buying
Online Journalism Management
Newsroom Management
Crisis Management
Strategic Corporate Communication
Communication and the International Economy
VI. Management and Profession (2)
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Economics of Information
Media and information industries
Entrepreneurship in the information age
An interdisciplinary approach to leadership theory
and practice
Administrative Communication
Global News
Knowledge Management in Organizations
Issues and Image Management
Daily Newspaper Advertising
Integrated Strategic Communications
Distribution of Recordings: Media, Retail and
Online Channels
VII. Special Topics
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Business and Economic Journalism
Foreign Policy and the Press
Crime and the Media
Literature and Journalism
Science Reporting
International Relations: World Politics and
Economics
Science Journalism
The role of a foreign correspondent
Freelancing
Science, Medicine and Environment Writing
Public Relations in Entertainment