Aprēķina draudzība - žurnālistu vērtējums par mediju attiecībām kā publicitātes instrumentu
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Date
2024
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Aprēķina draudzība – žurnālistu vērtējums par mediju attiecībām kā publicitātes instrumentu” mērķis ir noskaidrot un salīdzināt žurnālistu, redaktoru un sabiedrisko attiecību speciālistu viedokļus par mediju attiecību veidošanu, kā to uzturēšanu ietekmēja Covid pandēmijas radītie ierobežojumi un kādas sekas tas atstājis uz šā brīža praksi.
Mediju attiecības ir salīdzinoši jauns termins, kurš, lielākoties, ticis pētīts no žurnālistu skatupunkta, tomēr nav ticis veikts neviens padziļināts pētījums, kurā tiktu apvienota gan mediju pārstāvju, gan sabiedrisko attiecību speciālistu perspektīve. Šis darbs sniegs iespēju abu nozaru jaunajiem speciālistiem padziļināti izprast mediju attiecību nozīmi un pielietojumu praksē, ņemot vērā profesiju specifikāciju, ētikas normas un abpusēji veiksmīgas komunikācijas priekšnosacījumus.
Lai sasniegtu darbā izvirzīto mērķi, tiek uzstādīts pētāmais jautājums, uz kuru atbildes tiek meklētas, analizējot pieejamo teorētisko bāzi un veicot daļēji strukturētas intervijas ar dažādu Latvijas mediju pārstāvjiem – žurnālistiem un redaktoriem, kā arī trim sabiedrisko attiecību speciālistiem, pārstāvot gan valsts iestādi, gan sabiedrisko attiecību uzņēmumu, gan komerciālu uzņēmumu.
Par pētījuma mērķi tiek izvirzīta padziļināta mediju attiecību uzturēšanas prakses izpēte no abām iesaistītajām pusēm – mediju pārstāvjiem un sabiedrisko attiecību speciālistiem, salīdzinot darbošanos Covid pandēmijas ierobežojumu laikā un šobrīd, kā arī rasti ieteikumi no nozaru speciālistiem nākotnē abpusēji veiksmīgu mediju attiecību veidošanai.
Atslēgvārdi: žurnālisti, redaktori, mediji, sabiedriskās attiecības, mediju pārstāvji, mijiedarbība, komunikācija, ētika.
The aim of the bachelor's thesis "Estimating friendship - journalists' assessment of media relations as a publicity tool" is to find out and compare the opinions of journalists, editors and public relations specialists about the shaping of media relations, how their maintenance was affected by the restrictions created by the Covid pandemic and what consequences it has had on current practice . Media relations is a relatively new term that has mostly been studied from the perspective of journalists, however, no in-depth research has been conducted combining the perspectives of both media representatives and public relations specialists. This work will provide an opportunity for young specialists of both branches to deeply understand the importance and application of media relations in practice, taking into account the specification of professions, ethical norms and prerequisites for mutually successful communication. In order to achieve the goal that has been set, the research question is raised in the work, the answers to which are sought by analyzing the available theoretical base and conducting semi-structured interviews with representatives of various Latvian media - journalists and editors, as well as three public relations specialists, representing both the state institution and public relations enterprise and commercial enterprise. The purpose of the study is to conduct an in-depth study of the practice of maintaining media relations from both parties involved - media representatives and public relations specialists, comparing the activities during the restrictions of the Covid pandemic and now, as well as recommendations from industry specialists for building mutually successful media relations in the future. Keywords: journalists, editors, media, public relations, media representatives, interaction, communication, ethics.
The aim of the bachelor's thesis "Estimating friendship - journalists' assessment of media relations as a publicity tool" is to find out and compare the opinions of journalists, editors and public relations specialists about the shaping of media relations, how their maintenance was affected by the restrictions created by the Covid pandemic and what consequences it has had on current practice . Media relations is a relatively new term that has mostly been studied from the perspective of journalists, however, no in-depth research has been conducted combining the perspectives of both media representatives and public relations specialists. This work will provide an opportunity for young specialists of both branches to deeply understand the importance and application of media relations in practice, taking into account the specification of professions, ethical norms and prerequisites for mutually successful communication. In order to achieve the goal that has been set, the research question is raised in the work, the answers to which are sought by analyzing the available theoretical base and conducting semi-structured interviews with representatives of various Latvian media - journalists and editors, as well as three public relations specialists, representing both the state institution and public relations enterprise and commercial enterprise. The purpose of the study is to conduct an in-depth study of the practice of maintaining media relations from both parties involved - media representatives and public relations specialists, comparing the activities during the restrictions of the Covid pandemic and now, as well as recommendations from industry specialists for building mutually successful media relations in the future. Keywords: journalists, editors, media, public relations, media representatives, interaction, communication, ethics.
Description
Sabiedriskās attiecības
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Public Relations
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
žurnālisti, redaktori, mediji, sabiedriskās attiecības, mediju pārstāvji, mijiedarbība, komunikācija, ētika., journalists, editors, media, public relations, media representatives, interaction, communication, ethics.