{"id":17303,"date":"2025-10-20T23:10:56","date_gmt":"2025-10-20T23:10:56","guid":{"rendered":"https:\/\/presscouncil-ks.org\/?p=17303"},"modified":"2025-10-21T10:37:50","modified_gmt":"2025-10-21T10:37:50","slug":"tehnoloski-divovi-drustvene-mreze-i-novinarstvo-otici-ili-ostati","status":"publish","type":"post","link":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr","title":{"rendered":"Tehnolo\u0161ki divovi, dru\u0161tvene mre\u017ee i novinarstvo: oti\u0107i ili ostati?"},"content":{"rendered":"

Na pitanje trebamo li uop\u0161te da budemo na mre\u017eama, Victoire Rio odgovara pitanjem: ‘Moramo ostati, jer je to bojno polje. Ako odemo, ko \u0107e na njemu ostati?’<\/em><\/strong><\/p>\n

 <\/p>\n

Autor: Iljir Ga\u0161i<\/em><\/strong><\/p>\n

 <\/p>\n

\u201eNjih ne zanima da stvaraju zajednice ili da informi\u0161u ljude. Njih zanima da plasiraju reklame\u201c, nije \u017eelela da okoli\u0161a Victoire Rio, osniva\u010dica i direktorka organizacije znakovitog imena \u201eWhat to Fix<\/a><\/strong>\u201c i stru\u010dnjakinja za integritet informacija.<\/p>\n

 <\/p>\n

I zaista, ve\u0107 iz uvodnih izlaganja bilo je jasno da ovaj put ne\u0107emo pratiti uobi\u010dajene pragmati\u010dne rute panela o novinarstvu i dru\u0161tvenim mre\u017eama: kako da \u0161to uspe\u0161nije plasirate sadr\u017eaj na TikToku ili Instagramu, koja du\u017eina videa najbolje prolazi, kako da uhvatite pa\u017enju publike ve\u0107 u prvom slovu Facebook posta i sli\u010dno.<\/p>\n

 <\/p>\n

U centru diskusije, koja je nedavno organizovana na Fakultetu politi\u010dkih nauka u Sarajevu<\/strong>, u okviru konferencije\u00a0Our Media<\/em>\u00a0<\/a><\/strong>koju su organizovali SEENPM i Mediacentar<\/strong>, na\u0161la se, dakle, znatno bazi\u010dnija dilema \u2013 da li mi uop\u0161te treba da budemo na mre\u017eama?<\/p>\n

 <\/p>\n

\u201eU novinarstvu, aktivizmu i borbi za ljudska prava \u010desto se oslanjamo na dru\u0161tvene mre\u017ee da do\u0111emo do svoje publike ili da oja\u010damo marginalizovane glasove\u201c, pojasnila je kontekst Marina Grnja<\/strong> iz Novosadske novinarske \u0161kole. \u201eU isto vreme, ove platforme su izgra\u0111ene na biznis modelu u kome profitiraju od na\u0161e pa\u017enje, na\u0161ih podataka, i ponekad \u2013 i od \u0161irenja dezinformacija”.<\/p>\n

 <\/p>\n

Odnosno, da li mi zapravo hranimo zver koja nas jede?<\/p>\n

 <\/p>\n

Dilema koja je sve, samo ne jednostavna<\/strong><\/p>\n

 <\/p>\n

Za Fe\u0111u Kulenovi\u0107a<\/strong>, stru\u010dnjaka za podatke i digitalnu bezbednost, spomenuta dilema je sve, samo ne jednostavna. S jedne strane, re\u0107i da ne treba da budemo na mre\u017eama, slikovit je bio Kulenovi\u0107, bilo bi kao da smo rekli da kao novinari ili aktivisti koji poku\u0161avaju da za\u0161tite slabije, ranjive i skrajnute, treba da izbegavamo predgra\u0111a u kojima ima puno kriminala \u2013 \u010diji su oni upravo naj\u010de\u0161\u0107e \u017ertve.<\/p>\n

 <\/p>\n

Ipak, nije svaki oblik prisustva na mre\u017eama sam po sebi dobra ideja. \u201ePotrebno je da strate\u0161ki gradimo svoj pristup mre\u017eama. Ako to ne \u010dinimo, jednostavno se prepu\u0161tamo poplavi i raspirujemo vatru dezinformacija\u201c, smatra Kulenovi\u0107, priznaju\u0107i da za osiroma\u0161ene nezavisne medije u regionu jugoisto\u010dne Evrope, pa\u017eljivo promi\u0161ljen strate\u0161ki pristup kori\u0161\u0107enju dru\u0161tvenih mre\u017ea nije uvek opcija.<\/p>\n

 <\/p>\n

Najzad, smatra Kulenovi\u0107, va\u017eno je prepoznati i da se uloga medija promenila. \u201eVi\u0161e nismo \u010duvari kapija\u201c, ka\u017ee on, ukazuju\u0107i na to da nosioci mo\u0107i sada mogu\u00a0\u2013 nezavisno od medija, a posredstvom dru\u0161tvenih mre\u017ea\u00a0\u2013 samostalno do\u0107i do svoje publike, oblikovati njihove stavove i uticati na njihovo pona\u0161anje, pa i kori\u0161\u0107enjem dezinformacija. Ipak, to ne zna\u010di da mediji i dalje nemaju ulogu.<\/p>\n

 <\/p>\n

\u201ePostoji izraz u medicinskoj informatici\u00a0\u2013 apomedijacija. U situaciji u kojoj svi mogu da na\u0111u zdravstvene informacije na internetu, uloga lekara se promenila \u2013 on sada nije jedini koji je u posedu informacija i vi\u0161e nikad ne\u0107e ni biti. Ipak, on ima ulogu da stoji pored pacijenta i poma\u017ee mu da razabere koji izvori su ta\u010dni, a koji nisu. I to va\u017ei i za novinare i medije\u201c.<\/p>\n

 <\/p>\n

Medijima su ostale samo skorele mrvice od ogla\u0161avanja<\/strong><\/p>\n

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Nije posebno nova teza da je te\u0161ka ekonomska pozicija nezavisnih medija uzrokovana prevashodno nestankom ranijeg biznis modela, u kome su njihovi prihodi dolazili iz ogla\u0161avanja. Pojavom servisa koji su omogu\u0107ili do tada nevi\u0111eno precizno targetiranje publike oglasima, ovaj\u00a0kola\u010d je pre\u0161ao na astal<\/em>\u00a0tech-divova, ostavljaju\u0107i medijima\u00a0samo skorele mrvice<\/em>: primera radi, samo Meta, Google i Amazon uzimaju preko 50 odsto globalnog godi\u0161njeg bud\u017eeta za ogla\u0161avanje (i vi\u0161e od 60 odsto kada se ne ra\u010duna Kina).<\/p>\n

 <\/p>\n

Ipak, postoji i stanovi\u0161te da dru\u0161tvene mre\u017ee, borba protiv dezinformacija i finansijska odr\u017eivost medija\u00a0mogu i\u0107i ruku pod ruku<\/em>\u00a0\u2013 barem kada su u pitanju organizacije koje se bave proverom \u010dinjenica. Od 2016. godine, Meta je ulo\u017eila preko 100 miliona dolara u podr\u0161ku\u00a0fact-checkingu<\/em>. Nakon ga\u0161enja programa u SAD u januaru, ova podr\u0161ka i dalje predstavlja zna\u010dajan, mada sve manje siguran izvor prihoda brojnih organizacija u Evropi. Da li ova podr\u0161ka nadome\u0161\u0107uje \u0161tetu nanetu medijima i javnosti masovnom distribucijom dezinformacija kroz Metine platforme?<\/p>\n

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\u201eProteklih \u0161est godina, dokumentovali smo Metin program monetizacije \u2013 odnosno,\u00a0skinuli smo<\/em>\u00a0listu svih naloga na Facebooku i Instagramu kojima Meta ispla\u0107uje novac za sadr\u017eaj koji plasiraju. Jako je zanimljivo kada po\u010dnete da uvi\u0111ate da su mnogi akteri koji su predmet rada\u00a0fact-checkera<\/em>, ujedno i oni koji zara\u0111uju novac od Mete plasiraju\u0107i sadr\u017eaj na Facebook i Instagram. Dakle, imate kompaniju koja pla\u0107a\u00a0fact-checkere<\/em>\u00a0da tro\u0161e vreme na isti onaj sadr\u017eaj \u010diju proizvodnju Meta finansijski pospe\u0161uje\u201c, ka\u017ee Victoire Rio<\/strong>.<\/p>\n

 <\/p>\n

\u201ePlatforme zapravo zara\u0111uju od gomile aktera koji produkuju sadr\u017eaj koji je u potpunom kr\u0161enju njihovih politika o sadr\u017eaju. Zara\u0111uju na entitetima koji su pod nekom vrstom sankcija na mre\u017ei, na politi\u010darima, na politi\u010dkim partijama, na deci, na policiji i vojsci \u2013 dakle, rade sve ono \u0161to njihove sopstvene politike ka\u017eu da ne bi trebalo da rade, a u nekim slu\u010dajevima potencijalno kr\u0161e i zakon\u201c.<\/p>\n

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Nedostaje novinara koji razumeju ovu sferu<\/strong><\/p>\n

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Ipak, ne\u0161to je i do nas: Kulenovi\u0107 smatra da nam nedostaje novinara koji razumeju ovu sferu.<\/p>\n

 <\/p>\n

\u201eMislim da mediji moraju da se odmaknu od izve\u0161tavanja o tome \u0161ta je ko tvitovao i da po\u010dnu da obja\u0161njavaju koje su posledice svega ovoga \u2013 i ponovo postanu edukatori. Nekada, posao medija nije bio samo da prenosi informacije, ve\u0107 i da obrazuje publiku. Ali pre toga, mi moramo da obrazujemo sami sebe\u201c.<\/p>\n

 <\/p>\n

A o \u010demu ta\u010dno?<\/p>\n

 <\/p>\n

\u201eZa nezavisne medije i novinare, va\u017eno je da postoji svest, strate\u0161ka svest o eti\u010dkom kori\u0161\u0107enju dru\u0161tvenih mre\u017ea. To podrazumeva izgradnju otpornosti, odnosno da su svi u redakciji i organizaciji svesni i prepoznaju ograni\u010denja i \u0161tetu koju nanose ove platforme i da oblikuju prakse koje omogu\u0107avaju ubla\u017eavanje ili izbegavanje tih negativnih efekata\u201c, ka\u017ee Rima Sghaier,<\/strong> istra\u017eiva\u010dica i aktivistkinja za internet slobode iz Italije.<\/p>\n

 <\/p>\n

Je li izbor ba\u0161 toliko lak?<\/strong><\/p>\n

 <\/p>\n

I zaista, postoji toliko toga \u0161to bi ove prakse mogle da podrazumevaju: ispitivanje alternativnih platformi i alternativnih prostora za povezivanje sa publikom (\u201eNewsletteri su sve udavili\u201c, ubacuje se Victoire Rio, \u201eali postoje drugi na\u010dini\u201c); vi\u0161e znanja o va\u017enosti enkripcije u digitalnoj komunikaciji (\u201eKada neko ka\u017ee: ‘Skinite enkripciju’, ugrizite ga za nogu\u201c, smeje se Kulenovi\u0107, mada deluje i kao da se ne \u0161ali u potpunosti), ali i o privatnosti podataka korisnika i redakcija, i sli\u010dno.<\/p>\n

 <\/p>\n

Zaista, zvu\u010di kao lak izbor: u\u010denje i usvajanje uzbudljivih novih platformi, alata i tehnologija, naspram izbacivanja tri\u00a0fact-chekovana<\/em>\u00a0i pa\u017eljivo montirana\u00a0explaniera<\/em>\u00a0na\u00a0Instagram feed<\/em>\u00a0danas do pet popodne, kako biste se takmi\u010dili u pa\u017enji sa AI botom koji zatrpava va\u0161u publiku brzinom od 10 besmislenih videa u sekundi.<\/p>\n

 <\/p>\n

Ipak, da li su mediji i novinari, u uslovima gotovo potpune finansijske iscrpljenosti, sasvim slobodni da biraju kako \u0107e tro\u0161iti svoje vreme i druge resurse?<\/p>\n

 <\/p>\n

\u201eU bud\u017eetiranju projekata koje podnosite nekim donatorima, alociranje sredstava za promociju na dru\u0161tvenim mre\u017eama \u010desto do\u017eivljavamo kao obavezno. Ne ka\u017ee se eksplicitno da to mora biti ba\u0161 za te platforme, ali je implicirano potrebom da imamo sna\u017ene komunikacijske aktivnosti. A nama je te\u0161ko da razumemo da smo na tako siroma\u0161nom medijskom tr\u017ei\u0161tu upravo odvojili veliku koli\u010dinu novca za promociju na ovakvim platformama\u201c, ka\u017ee Maida Muminovi\u0107<\/strong>, izvr\u0161na direktorka sarajevskog Mediacentra.<\/p>\n

 <\/p>\n

Mnogi u sobi klimaju glavom, a Maida ima predlog: \u201eTreba da zagovaramo da ove prakse prosto vi\u0161e nisu prihvatljive za mnogo organizacija civilnog dru\u0161tva, posebno one kojima su ljudska prava u sr\u017ei njihovog rada\u201c.<\/p>\n

 <\/p>\n

\u201eZaista je vreme, i dugo je ve\u0107 tako, da donatori i drugi donosioci odluka po\u010dnu da ula\u017eu novac u osposobljavanje organizacija i medija da uspostave sopstvene kanale koji su nezavisni i decentralizovani, umesto da ula\u017eu u promociju sadr\u017eaja na platformama koje nas eksploati\u0161u\u201c, dodaje Rima Sghaier.<\/p>\n

 <\/p>\n

Za kraj \u2013 da se vratimo na pitanje sa po\u010detka: ostati ili oti\u0107i sa dru\u0161tvenih mre\u017ea?<\/p>\n

 <\/p>\n

Victoire Rio nema sumnju: \u201eMoramo ostati na toj platformi, jer je to bojno polje. Ako odemo, ko \u0107e na njemu ostati?\u201c<\/p>\n

 <\/p>\n

\"\"<\/p>\n

Regionalni projekat “Na\u0161i mediji: Inicijativa za unapre\u0111enje medijske pismenosti, dijalog i aktivizam borbu protiv polarizacije i promoviranje dijaloga\u201c<\/em> implementiraju partnerske organizacije SEENPM<\/a>,\u00a0Albanski medijski institut<\/a>,\u00a0MediaCentar Sarajevo<\/a>,\u00a0Savet za \u0161tampu Kosova<\/a>,\u00a0Makedonski institut za medije<\/a><\/strong>,\u00a0Medijski institut Crne gore<\/a><\/strong>,\u00a0Novosadska novinarska \u0161kola<\/a>,\u00a0Mirovni institut<\/a><\/strong>\u00a0i\u00a0Bianet <\/a><\/strong>uz finansijsku podr\u0161ku Evropske unije.<\/a><\/i><\/p>\n

 <\/p>\n

Ovaj \u010dlanak je produciran uz finansijsku podr\u0161ku Evropske unije. Sadr\u017eaj je isklju\u010divo odgovornost SEENPM-a i ne odra\u017eava nu\u017eno stavove Evropske unije.<\/em><\/p>\n

 <\/p>\n

Sufinansira:\u00a0<\/em><\/p>\n

 <\/p>\n

\"\"<\/em><\/p>\n

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 <\/p>\n","protected":false},"excerpt":{"rendered":"

Na pitanje trebamo li uop\u0161te da budemo na mre\u017eama, Victoire Rio odgovara pitanjem: ‘Moramo ostati, jer je to bojno polje. Ako odemo, ko \u0107e na njemu ostati?’   Autor: Iljir Ga\u0161i   \u201eNjih ne zanima da stvaraju zajednice ili da informi\u0161u ljude. Njih zanima da plasiraju reklame\u201c, nije \u017eelela da okoli\u0161a Victoire Rio, osniva\u010dica i […]<\/p>\n","protected":false},"author":2,"featured_media":17301,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135],"tags":[],"class_list":["post-17303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vesti"],"acf":[],"yoast_head":"\nTehnolo\u0161ki divovi, dru\u0161tvene mre\u017ee i novinarstvo: oti\u0107i ili ostati? - K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tehnolo\u0161ki divovi, dru\u0161tvene mre\u017ee i novinarstvo: oti\u0107i ili ostati? - K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale\" \/>\n<meta property=\"og:description\" content=\"Na pitanje trebamo li uop\u0161te da budemo na mre\u017eama, Victoire Rio odgovara pitanjem: ‘Moramo ostati, jer je to bojno polje. Ako odemo, ko \u0107e na njemu ostati?’   Autor: Iljir Ga\u0161i   \u201eNjih ne zanima da stvaraju zajednice ili da informi\u0161u ljude. 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- K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr","og_locale":"en_US","og_type":"article","og_title":"Tehnolo\u0161ki divovi, dru\u0161tvene mre\u017ee i novinarstvo: oti\u0107i ili ostati? - K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale","og_description":"Na pitanje trebamo li uop\u0161te da budemo na mre\u017eama, Victoire Rio odgovara pitanjem: ‘Moramo ostati, jer je to bojno polje. 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Njih zanima da plasiraju reklame\u201c, nije \u017eelela da okoli\u0161a Victoire Rio, osniva\u010dica i […]","og_url":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr","og_site_name":"K\u00ebshilli i Mediave t\u00eb Shkruara t\u00eb Kosov\u00ebs | P\u00ebr nj\u00eb gazetari etike dhe profesionale","article_publisher":"https:\/\/www.facebook.com\/KMSHKosove","article_published_time":"2025-10-20T23:10:56+00:00","article_modified_time":"2025-10-21T10:37:50+00:00","og_image":[{"width":1068,"height":668,"url":"http:\/\/presscouncil-ks.org\/wp-content\/uploads\/2025\/10\/rrjetet-sociale-dhe-gazetaria.png","type":"image\/png"}],"author":"Editor","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Editor","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr#article","isPartOf":{"@id":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr"},"author":{"name":"Editor","@id":"http:\/\/presscouncil-ks.org\/#\/schema\/person\/b79d30c61264caeb733239c16cc4d673"},"headline":"Tehnolo\u0161ki divovi, dru\u0161tvene mre\u017ee i novinarstvo: oti\u0107i ili ostati?","datePublished":"2025-10-20T23:10:56+00:00","dateModified":"2025-10-21T10:37:50+00:00","mainEntityOfPage":{"@id":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr"},"wordCount":1553,"commentCount":0,"publisher":{"@id":"http:\/\/presscouncil-ks.org\/#organization"},"image":{"@id":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr#primaryimage"},"thumbnailUrl":"http:\/\/presscouncil-ks.org\/wp-content\/uploads\/2025\/10\/rrjetet-sociale-dhe-gazetaria.png","articleSection":["Vesti"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["http:\/\/presscouncil-ks.org\/?p=17303&lang=sr#respond"]}]},{"@type":"WebPage","@id":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr","url":"http:\/\/presscouncil-ks.org\/?p=17303&lang=sr","name":"Tehnolo\u0161ki divovi, dru\u0161tvene mre\u017ee i novinarstvo: oti\u0107i ili ostati? 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