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Social Communication BASICS of MEDIA JOURNALISTS ACTIVITIES

Social Communication BASICS of MEDIA JOURNALISTS ACTIVITIES
Vykhodets Aleksander, candidate of technical sciences, associate professor

Odessa National University named after I.I Mechnikov, Ukraine

Conference participant

УДК655.5

Mediа have a different focus. There are those who specialize in the Newspapers, second on the journals, and others - on the advertising etc. Similar specialization among  journalists. In addition, both the media and journalists can work simultaneously in several directions. Thus, activities in art magazines associated with advertising activity, political overview - speech-writer. If journalists can apply to work in the newspaper, in art magazine, in advertising, on TV, in magazines - it is useful to understand the system of desired qualities and requirements

Keywords: Advertasing, journalist, communicative, life, literacy, moral,  Newspaper ,  person, process, social.
 

A newspaper journalist. Provides information, small writes articles [2] on various themes. His knowledge is very broad, but not deep. More prevalent statistics,elementary explanation, because the newspaper is written for the General reader, who rarely read, and often through the papers, evaluating information rather as a positive or a negative. The needs of the reader and depends image as a newspaper journalist. First, you need age and gender parity between the journalist and the reader. So, women's issues a better understanding of journalist woman, therefore, and lays them so that women with great interest they read them. On the contrary - for men. Young people better understand the articles written by young journalists. But while only superficially consider the qualities necessary for the total newspaper journalist. With this the purpose use 6 - way model of social.

 Fig 1. 6-way model of social communication for newspaper
journalist (developed by the author)
communication, which is shown in figure

For quality assessment using the theory of priorities, the basis of which are the data obtained with the help of the expert group, created out of 5 people of the same age, qualifications, and sex. These data are shown in table 1:

                                                                                                                  Table 1

     Communicative features for newspaper journalist (developed by the author)

Expert

Literary craft

literacy

endurance

photography

Morality

Life expirience

А

7

5

2

7

9

3

Б

7

4

4

7

8

2

В

8

6

5

8

8

7

Г

9

4

3

9

8

9

Д

6

7

3

6

9

6

Average

7,4

5,2

3,4

7,4

8,4

5,4

A number of priorities, [1]  ring the morality of newspaper journalist important characteristic, because it gained the highest average mark. We have such a number:
the morality of 8.4 points;
literary craft - 7.4;
photography - 7.4;
life experience - 5.4;
literacy - 5.2;
endurance - 3.4 points;
the total amount is 37,2 points.
To obtain the vector of factor priority to share their scores on the total amount. As a result we have a number:

                                                                                              0,22; 0,19; 0,19; 0,14; 0,13; 0,09.                                                                        (1)

The sum of the coefficient vectors priorities equal to 0.96, this indicates that the results of calculations are logical, because close to unity.
     According to the mathematical function of priorities, a simple function that establishes a dependence on non factors (characteristics), has the form:



                                                                                                          A1= αprocess Σά1                                                                                     (2)



where the value of αbe calculated by the formula that depends on non characteristics, namely              

                                                                                                                 ά1=і⁄2і-1                                                                                              (3)

When and varies within the range from 1 to 6, we obtain the following sequence coefficient of priority

                                                                                                 :Ά: 0; 0,18; 0,37; 0,48; 0,77; 1,4.                                                                       (4)

On the basis of the dependence (4) should be considered that the quality of work as a newspaper journalist most of all depends on its morality, which includes morality, honesty, truthfulness.
       Using the method of pair comparisons analyze the 3 objectives:

G1 - increase circulation,
G2 - enhance the attractiveness of the newspaper,
G3 - increase the salary of a journalist.

                                                                                                               Тable 2

Comparison goals

Goal

G1

G2

G3

Total

Coefficient importance

G1

1

1

0

2

2:5=0,4

G2

1

1

0

2

2:5=0,4

G3

0

0

1

1

1:5=0,2

 

 

 

 

5

1.0

The value of the coefficient of importance on the value coincides with the sum of the coefficient vectors of priority, which is a positive thing.
Thus, we have that qualification as a newspaper journalist affects the circulation of the newspaper and its attractiveness.
      A TV journalist. This is a very promising journalistic group that continuously extends. In overload conditions of the population in times of difficult economic and social situation readers reoriented from Newspapers to television. This has not only information sense, but is connected with artistic flair, making the information more operational and accessible. Another positive moment is that the television transmission allows while doing other things. Repeat the methodology used for newspaper journalist, first add a number of priorities. This series is obtained on the basis of table 2 using the expert assessments of the expert group on the same methodology:

Eloquence– 8,2 point;

morality - 6.8;
flexible psychology - 6,2 points;
artistic taste - 4.4;
acting skills - 4.4;
intuition - 4.0.

These qualities are shown on the 6 - way model of communication television journalist, which is shown in the Fig. 2:

                  Fig.2. 6-way model of social communication
                    TV-journalist (developed by the author)

                                                                                                              Table 3

Quantitative estimation of communicative figure journalist

Expert

Artistic taste.

Flexible psychology

Acting skills


Eloquence

 

Моrality

Intuition

А

5

6

4

8

9

5

Б

3

6

3

9

8

3

В

4

7

8

10

6

2

Г

4

8

2

7

6

4

Д

6

4

5

7

5

6

Average

4,4

6,3

4,4

8,2

6,8

4,0

The total amount of quantitative estimates is 34,0.
The vector of factor priority

                                                                                           0,24; 0,20; 0,18; 0,12; 0,12; 0,11                                                                              (5)
The amount of the priority vectors is equal to 0.97, it is satisfactory.
      Back to table 3, which shows that acting skills and artistic taste received the same grade, indicating that eloquence is part of the artistic taste and that this link is to some extent is a virtual one.
      Flexible psychology is a mandatory requirement, because television journalist must be able to quickly navigate in motion TV item, where the need to quickly react to the possible changes. To provide non-standard situations, especially live, intuition can play a very significant role.
     Refer to table. 4 and consider that for a TV-journalist is the most important eloquence, flexible psychology and honesty use the method of paired comparisons, which will illustrate the investigation of these goals

G1 - distribution of the TV audience
G2 - journalistic skills,
G3 - wage increase.
     The analysis will make with the help of the table. 4:                                                                                                                                                 

                                                                                                                     Table 4

      Comparison goals

Goal

G1

G2

G3

Total

Coefficient importance

G1

1

1

0

2

2:5=0,4

G2

1

1

0

2

2:5=0,4

G3

0

0

1

1

1:5=0,2

 

 

 

 

5

1.0

 Got a factor of importance is approximately equal to the sum of the coefficient vector priority.
         Advertising journalist. In our country this is a relatively new trend in journalism. The professional should be not only a journalist but also a designer, and the economist, and marketer. In addition, he must have a psychological orientation in the matter of philosophy advertising and policy in this direction. Often journalistic advertising activity is combined with the management of the advertising group, whose members, besides the designer, are still marketer, accountant, marketing specialist.

Advertising journalism have 2 opinions:
1 - adopted in our country, when the creation of advertising is to design a poster,   

printing, sales and distribution;
2 - adopted in Europe, when in the creation of advertising, in addition to the above, include the development of fonts, writing job descriptions, and more, which indirectly advertise.
     We hope that the European level of the Ukrainian advertising would still be able to go after domestic legislation will solve the problem of truth in advertising and responsibility.
     The basis for the analysis again we shall put 6-way model of communication.                  

                         

Fig. 3. 6-way model of social communication advertising journalist

(development of author)

Again make an expert evaluation of the properties of a journalist well-known methods. These results are presented in table 5:
                                                                                                                                                

                                                                                                              Table 5

Quantitative estimation of communicative figure for advertising journalist

Expert

Advertising taste

Philosophy of advertising

Advertising legislation

The economic orientation

knowledge psychologist

Advertasing

polituc

А

7

5

8

6

3

6

Б

8

4

7

5

4

8

В

5

7

8

7

6

8

Г

7

6

6

6

4

5

Д

6

4

8

4

7

6

Average

6,6

5,2

6,6

5,6

4,8

6,6

From this table it is visible, that the ad taste, advertising law and policy advertising the same, which indicates that the main policy of ads should be not what is written and what is created by means of art, but within the advertising legislation.
According to the materials of table 5 prepare a set of priorities, namely, we obtain:
advertising taste of 6.6 point;
advertising legislation - 6.6;
policy advertising - 6.6;
the economic orientation - 5.6;
philosophy of advertising - 5.2;
knowledge of psychology is 4.8;
                    the amount of 35.4 points.
      Then we have such a number of vectors coefficient priorities:  

                                                                                              0,18; 0,18; 0,18; 0,15; 0,14; 0,13.                                                                          (6)

       The total amount is close to unity, that is 1,1.
       We believe that the quality of the advertising of a journalist can be achieved at the expense of the objectives set out in table 6, the pair-wise comparison. We have the following objectives:
G1 - increase the attractiveness of advertising,
G2 - to broaden the circle of customers,
G3 - increase the salary of a journalist.
                                                                                                                                                       

                                                                                                                      Table.6

Comparison goals

Goal

G1

G2

G3

Total

Coefficient importance

G1

1

1

0

2

2:5=0,4

G2

1

1

0

2

2:5=0,4

G3

0

0

1

1

1:5=0,2

 

 

 

 

5

1.0

Conclusion suggests that the salary of a journalist is a secondary factor.
The sum of the coefficient vectors of priority, approximately equal to the coefficient of importance, which testifies of a satisfactory settlement.
                                        

 References:

1. Виходець О.М. Соціальні комунікації в культурі української організації. Одеса;- Олтех; 2010;-265 с.

2. Виходець О.М. Засади культури організації. – Одеса;-Олтех;-2008;-138 с.

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