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All for one and one for all? A Spanish experience of research about media convergence. Ram ón Salaverría rsalaver@unav.es. 9th International Symposyum on Online Journalism. Austin (Texas), 5th April 2008. 1 st research project.

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all for one and one for all a spanish experience of research about media convergence

All for one and one for all?A Spanish experience of research about media convergence

Ramón Salaverríarsalaver@unav.es

9th International Symposyum on Online Journalism.

Austin (Texas), 5th April 2008

1 st research project
1st research project

“The impact of the Internet on the mass media in Spain”(Funded by MCyT/MEC 2002-05)

  • 4 universities (UPV, USC, UMA, UN); 15 researchers
  • Main results:
    • National census of online media (01/2005)
    • A multidisciplinary analysis of the first decade of online media in Spain (1995-2005)
slide3

Online

1.274

TV

> 900

Radio

> 4.000

Magazines

> 7.000

media landscape in Spain

(January 2005)

Papers

135

variables of analysis
variables of analysis
  • Procedence
  • Type of content
  • Geographical distribution
  • Language
  • Timeliness
type of content by region
type of content, by region

Europe

Spain

General information

Specialized information

type of content by region8
type of content, by region

Catalonia

General information

Specialized information

type of content by region9
type of content, by region

Catalonia

General information

Specialized information

type of content by region10
type of content, by region

Catalonia

Madrid

General information

Specialized information

slide13

CIBERMEDIOSSevilla: Comunicación Social (11/2005)

PRINT AND ONLINE NEWSPAPERS IN EUROPEAmsterdam: Het Spinhuis Publishers (12/2005)

2 nd research project
2nd research project

“Digital convergence on the media” (MEC 2006-09)

  • 12 universities; 24 researchers
  • Divided into 4 thematic groups: - technology - management - professionals - content
slide15

Bilbao

Santiago de Compostela

Pamplona

Barcelona

Tarragona

Madrid

Valencia

Alicante

Elche

Murcia

Sevilla

Málaga

Europe

Spain

Technology

Management

Professionals

Content

2 nd research project16
2nd research project

“Digital convergence on the media” (MEC 2006-09)

  • Expected results:
    • A comprehensive understanding of convergence processes and a proposal of theoretical definition
    • Analysis of main media convergence cases in Spain (2009)
slide22

PROCESS

EFFECT

convergence = integration

slide23

there is a convergence process running in almost every media group

...but...

there is NOT a result of integration almost in any of these groups

slide25

content

professional

management

technology

areas of convergence

slide26

journalistic production

TECHNOLOGICAL convergence

slide27

TECHNOLOGICAL convergence

media usage & consumption

increasingportability

slide28

,

...

,

,

...

,

...

,

,

TECHNOLOGICAL convergence

Old media blurring

slide29

selfcompetition

cross -promotion

coordination

integration

still many

some

most

MANAGEMENT convergence

anyone?

slide30

Ntasks for1 medium

1 task for1 medium

N tasks forNmedia

1 task forN media

PROFESSIONAL convergence

slide37

Many media

Multimedia

Monomedia

CONTENT convergence

text + image + sound

text | image | sound

textimagesound

slide38

print

PDA

web

mobile

TV

CONTENT convergence

Section

Headline

2nd headline

Lead (paper)

Teaser (web)

Body

Links

Photo

Sound

Video

Semantic tags

slide40
Mediaconvergence is a multidimensional process which, facilitated by the implementation of digital technologies of telecommunication, involves the technological, management, professional and editorial spheres of the mass media, favouring an integration of tools, spaces, work methods and languages, so journalists produce contents that are distributed through multiple platforms, using the specific language of each one.
slide41

Now, our research question is: is this happening in Spain? To what extent?

That’s our goal for the forthcoming months

slide44

66

38

111

19

234

final thoughts
Final thoughts
  • Media convergence is inevitable
  • However, convergence is a process that consists of different spheres
  • And each sphere has different levels of development, from a minimum to a maximum
  • Media groups have to decide what is the level of convergence that they need in each sphere
  • Confusing convergence and integration may be the cause of big management mistakes
final thoughts47
Many media

Uncoordinated newsrooms (not necessarily separated)

Redundancy

Medium-ruled journalism

Final thoughts

Convergence will produce shifts like...

True multimedia

Coordinated newsrooms (not necessarily integrated)

Complementarity

Content-ruled journalism

BEFORE

AFTER

slide48

If people want information beamed directly into their minds, we will create a cerebral cortex edition.

Arthur Sulzberger Jr.

Chairman ofThe New York Times Co., 2002

contact

CONTACT

Ramón Salaverría, PhDrsalaver@unav.es

Facultad de ComunicaciónUniversidad de NavarraE-31080 Pamplona, NavarraSPAINPhone: (+34) 948 425 617

Personal info: http://www.unav.es/fcom/profesores/salaverria.htm

9th International Symposyum on Online Journalism.

Austin (Texas), 5th April 2008