The transition from the uniform party subject of mass media management in the period of
Soviet authority to multi-subjectivity in their management within market reforms
essentially has expanded the typology characteristic of press. Various presses have
appeared instead of a homogeneous Party -Soviet press.
The press has divided:
- on qualitative, so-called press of opinions for an intellectual part of a society,
and on mass, serving other population;
- on state, subsided from state treasury, and commercial, independently getting
money ;
- on semi-official, reflecting point of view of government and independent what
expresses opinion of the publisher, proprietor;
- on ruling, conducting propaganda and propagation of a political and economic line
of imperious structures and opposition, criticising an existing regime and putting forward
the own alternative projects of development of a society;
- on political, concentrated basically on reflection of political struggle,
independently conducting this struggle on the side of any party or movement, and
de-political, which contents does not mention political questions;
- on business, economic, serving for a new class of the businessmen and owners, and
on entertaining, devoted for reader's leisure time;
- on legitim, registered in the ministry of a press and non legitim, not recognising
imperious structures;
- on national, issued within the limits of republic and trans-national, issued in
borders of near and distant foreign countries.
The quantitative ratio of various kinds of the editions has changed also. If in the Soviet
time the basic place was given to Party-political press, during reforms the political
editions started to share the room with roughly growing information-commercial press,
branch press of dynamically developing sectors of the market - computer, building, oil and
gas, automobile and others.
INFORMATIONAL-COMMERCIAL PRESS
The intensive development of the information market has resulted to forming of a new type
ICE, which has quickly won reader's interest, their level were various, some editions
formed on the usual professional and material basis, others were formed by the amateurs,
another ones connected in themselves commercial structures and professional journalists.
Not all of them overcome the difficulties of the market, some were closed after the
1st-2nd numbers of issues.
In the Soviet society, the idea of manufacture was the main. Those who worked better, and
produced more, were considered as front-rank workers of manufacture. Mass media was
directed on illumination of achievement in all areas of a national economy. However, the
idea of manufacture has lost the urgency, at the market ideology of consumption (bourgeois
ideology) was replaced by communistic ideology.
The pages of newspapers have been filled with great amount of advertisements, offering
different kinds of services. Information commercial editions have started to cover all
groups of readers They do not wait when they will be bought but are delivered to the
readers doors. A advertising-reference media especially differs, their publishers are so
solvent, all expenses for manufacture and the distribution are covered. Such persevering
desire to attach the people to similar sorts of newspapers is possible to characterise as
compulsory journalism. Reckoning that someone will see and will buy.
The purpose of ICE is ideology of consumption. There direct dependence between advertising
and mass media - the advertisers play a great role in development of mass media.
The Soviet press criticised clothing, material requirements but today the spiritual life
is not visible in the newspapers, telling about fascination of financially supplied life.
GROUP OF INFORMATION-COMMERCIAL PRESS
The first is designed for an audience consisting of the owners and business people. Its
purpose is formation of an information infrastructure ensuring need of the given reader's
audience. Its best part is a qualitative press, press of opinions, deeply analysing and
operatively informing about situations in sphere of business. It is a business press.
Second, the purpose of it is reception commercial income from release of the mass
newspapers filled by the various easy information, designed on wide range of the readers,
irrespective of their age and trades. This press serves for goods, publishers make
business by publishing the advertising, reference materials, entertaining editions. Even
before the revolution there was small gutter press - newspaper - copek.
The advertising-reference media is designed for all categories of readers, they contain
the information offering generated inquiry. One of these editions is recruit press, which
purpose consists in selection of the personnel for the specialised firms. The businessmen
in the countries with the advanced market economy have realised importance of the staff
for the companies. The specialised firms have started to work (at first in USA, and then
in Europe), the selection of the staff has become the basic sphere of their business,
specialised editions have arisen together with them. Certainly, the advertising of hiring
for work doesn't always give the result that the customer expects. The specialised
editions are more effective in fulfilling this task . The main genre is advertising in
this press.
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Themes of the lecture lessons:
1. Typology changes of press in market conditions.
2. New type of MM is information-commercial press.
3. Organisation of journalist's work.
4. Scheduling edition.
5. Kinds of journalistic activity.
6. Difference of network journalism from traditional journalism.
7. Structure of editorial board, its function.
8. Duty of secretary of edition.
9. Department in system of the editorial device.
10. Work of edition under market conditions (role of a marketing service in the new
editions).
11. Work upon the number in edition.
12. Structure of edition (difference of edition structure of qualitative newspaper
from mass newspaper).
13. Representation of modelling the number (methods, used during the modelling
process, basic kinds of imposition of a strip; composite - graphic model).
14. Organisational process of number release.
15. Editorial collective in system of social communications.
16. How is MM supervised in the theory of the social responsibility.
17. Budget of edition.
18. What model of development of press prevails in Kazakhstan today.
19. Information agencies, information tapes.
Agencies "Interfax".
Themes of the seminar lessons:
1. What steps have undertaken editorial collectives at absence of sufficient
financing MM on the part of the state?
2. How is put the work with authors in Kazakhstan information-commercial newspapers.
3. Basic postulates of the libertarian theory of press.
4. Comparative analysis of work of Kazakhstan's leading MM.
5. Network journalism. What do we know about it?
Control questions:
1. Problem of planning and formation of journalistic work.
2. New forms of work of edition with an audience.
3. Heading in the newspaper.
4. Organising work of the newspaper.
5. Secretariat of the newspaper (experience of one edition).
6. Editorial board of the newspaper.
7. Target page in the newspaper (on an example of one of the newspapers).
8. Form of submission of materials.
9. Own correspondent of the newspaper.
10. The first pages of the newspapers.
11. Composition and structure of editorial collective.
12. Founder and proprietor of the newspaper.
13. Work of information agencies.
14. The number of the newspaper is as a single one.
15. Edition is as system. Problems of its management.
The literature:
1. Bulletin КаzNU. A series journalism. - Almaty: ed. The Kazakh university
(1998-1999).
2. Grabelnikov А. А. Journalist's work in press. М., 2001.
3. Lazutina G. V. Bases of creative activity of the journalist. М., 2001.
4. Voroshilova V. V. Journalism. St.-Petersburg., 2001.
5. Theory and practice of the Soviet periodic press. Under edition Pelta V. D. М.,
1980.
6. Problem of theory of press. The collection of articles under edition Pelta V. D.
М., 1973.
7. Four theories of press. Sibert F., Shram U., Piterson Т. М, 1998.
8. Shkondin М. V. Press: bases of organisation and management. М., 1982.
9. Directory of the journalist. Bogdanov N. G., Viazemskii B. А. Leninizdat., 1971.
10. Filing of the republican newspapers for 1999-2000.
11. Filing of republican magazines for 1999-2000.
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