media organizations, media managers

Alex Gorelik, Ph. D. | Tweet me: @Doc_G_

MEDIA ORGANIZATIONS,MEDIA MANAGERS


The changing roles of managers

What do managers do?


The different roles of managers

Decision-making

• Entrepreneur

• Resource allocator

• Disturbance handler

• Negotiator

Informati-onal

• Monitor

• Disseminator

• Spokesperson

Inter-personal

• Leader

• Figurehead

• Liaison

• Planning• Organizing• Leading• Controlling


The challenge of convergence"the flow of content across

multiple media platforms, the cooperation between multiple media industries, and the migratory behaviour of media audiences."

Henry Jenkins DeFlorz Professor of Humanities and the Founder and Director of the Comparative Media Studies Program at MIT.


The challenge of convergence

Trends:

cultural forms

communications systems

corporate ownership


The challenge of convergence

Levels:

Marketing alliances

job description

story telling techniques


The converged newsroom

• Converged newsroom can be described as a content production process which generates outputs disregarding news cycles, news platforms and distribution systems• This may include unified output by a unified team


The converged newsroom

Existing business models are no longer viable

Changing requirements for skill sets

Changing requirements for organizational structure

Changing market alignment Changing profile of customers


So, what do managers do?..

Decision-making

• Entrepreneur



• Negotiator

Informati-onal

• Monitor

• Disseminator

• Spokesperson

Inter-personal

• Leader

• Figurehead

• Liaison

• Planning• Organizing• Leading• Controlling


Historical perspectives

But who are these people?..


But who are these people?

Background Education Media training Demographics Recruitment Decision making Success factors


But who are these people?

The tragedy of media managers is that they tend to get promoted to managerial positions because they are “really good reporters”.


Can “a really good reporter” learn to …?

Decision-making

• Entrepreneur



• Negotiator

Informati-onal

• Monitor

• Disseminator

• Spokesperson

Inter-personal

• Leader

• Figurehead

• Liaison

• Plan• Organize• Lead• Control


Major schools of thought

Classical Scientific management (Frederic

Taylor) Bureaucratic

(Administrative) management



Behavioral Behavioral science Human relations

(Douglas McGregor) Theory of attitude

and attitude change Management as the

facilitator of development. Behaviorist vs. internalist position



Contingency school (Theory Y) Arguably, an organic

organization is more responsive to change and has more chances of survival in conditions of high environmental uncertainty.


21st Century Approaches

The clash of "the managerial" manager (economic rationalist) - theory X

• Emphasis on goal setting, processes, performance measurement, output accountability;

… and "the quiet manager" (organic manager) - theory Y

• Emphasis on education, buy-in, innovation, input accountability.


21st Century Approaches

Theory Z (Ouchi) …

• Emphasis on knowledge creation throughout the organization• + supervision and goal setting simultaneously with employee self-direction• + team approach• + communicative, holistic approach• + social guarantees

= Participative Management


Questions a media organization’s manager must answer:

What is our purpose?• Profit?..

What are our goals? What is our goal-setting

process?

What is our product?

What is our market?

What is our structure / procedure?


Convergence in action

Media organizations


Example:

Canadian public TV uses BitTorrent to distribute a hit show


Media organizations

Many typologies exist, we will approach them from the media channel POV and business model POV.


Business models

Historically: Advertising only Combination of advertising, subscription

and retail sales Subscription only Combination of sponsorship,

membership/subscription, grants/public funding


Enter participatory media

The "free - for profit"

axis

•Author / audience model•News aggregator model•News agency model


Enter participatory media

The "professional media - participatory media"

axis

• Publisher model

• Audience ecosystem model


Media Channels

Historically: Books Newspapers Magazines Radio Television


Media Channels

Internet is the meeting place of convergent media


The NextNewsroom project

Click icon to add picture

http://www.nextnewsroom.com/

http://www.nextnewsroom.com/


Chris O’Brienwww.mercurynews.com


Process


Looked outside the U.S. for innovation El Tiempo; Bogota, Columbia Nordjyske Medier; Aalborg, Denmark The Daily Telegraph; London,

England The Eleftheros Tipos; Athens, Greece


Main take-aways: the convergent newsroom is…

Integrated

Innovative

Collaborative

Adaptable

Transparent


Integrated

Embrace all platforms Go to where the audience is Understand how audience consumes media Shape journalism to fit those platforms

“Great journalism” looks different online

Different workflows Separate but equal at Le Figaro Superdesk at Daily Telegraph


Innovative

Last 150 years: static Now: constant change


Collaborative

Work with other groups Disband and reform Interact with different sectors


Adaptable

Assume everything will be constantly reconfigured

No wires Everything on wheels


Transparent

Hard to know where newsroom ends, community begins

Community at the center Physical transparency in spaces


New jobs

Data journalists Media Conductors Backpack journalists Cybrarians Content curators Online Community managers Etc…


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