media literacy conference about the responsibilities of content providers and users prague ♦ 18...

Media Literacy Conference

About the responsibilities of content providers and users

PRAGUE ♦ 18 – 20 March 2009

Who are we ?

• The European Newspaper Publishers’ Association is an international non-profit organization

• ENPA represents over 5 200 national, regional and local newspaper titles from across the 25 European countries

• 150 million newspapers are sold and read by over 300 million Europeans every day, in addition to the millions of unique daily visits to online newspapers websites

• Publishing industries are employing more than 750 000 people in 64 000 companies

MEDIA LITERACY CONFERENCE ♦ PRAGUE ♦ 18 -20 MARCH 2009

What about Newspapers in Media Literacy in a digital world

• In the EC communication of November 2007, the written press is featuring only marginally

• In response, ENPA decides to establish a Media Literacy Working Group

• ENPA becomes member of the consortia which is in charge of the study about the definition of criteria to assess media literacy levels in the member states



• In December 2008, during a lunch with European Publishers, Mrs Reding says : «By media literacy, I mean media literacy in relation to the Information Society rather than publishers’ activities to promote children’s reading or newspapers in schools. These activities are better addressed at national level. European policy should focus on empowering children and adults to take responsibility for how they consume media in the global information society, including advertising. »

• Strange sentence if we consider the digital revolution inside the newspaper companies



• In 2009, Newspaper publishers have to be considered as journalistic content producers, no matter which distribution platform is used (paper, internet, mobile,…)

• In 2009, all media companies are blending all types of content (texts, images, sounds, …) and are available on all the digital platforms

BUT• The newspaper websites remain the most visited and the

references for journalistic content on Internet


7

THE NEWSPAPER WEBSITES : THE MOST VISITED ON THE INTERNET NEWS

Newspaper websites TELCO Television websites

CIM - november 2008

1.443.535 1.546.612

655.315

318.488

MSN HOTMAIL

INTERNATIONAL BELGIUM

The purpose of Media Literacy in a digital world

• The report of the European Parliament of November 2008 says : « …the purpose of media literacy is to enable people to use media and their content in skilled and creative ways, critically analyze media products, understand how the media industry works, and produce media content by their own efforts. »

• Newspaper publishers fully share this goal. That’s why they are and will remain key contributors in the Media Literacy landscape in the digital world.


The role of the newspapers in a digital world

• To promote the freedom of expression and the freedom of the press

• To be the “watchdogs” of democracy• To provide professional, reliable journalistic content• To empower individual citizens in their efforts to

inform themselves about and actively participate in their community

• To hold authorities accountable for their actions• …and much more


Media Literacy in a digital world

• Media education also refers to the distinction between advertising and editorial content.

• ENPA has many concerns regarding product placement

• ENPA’s position is clearly to oppose any disrespect for the separation between advertising and editorial content



• The report of the European Parliament of November 2008 also recommends that : « …media education should shed light on copyright aspects of media use and on the importance of respecting intellectual property rights, in particular regarding Internet… »

• Piracy is not only a problem for the music or the film industry but also for the Newspaper industry. Except that the pirates are not the same

• The biggest copyright infringements on newspapers’ content occur on a wider scale (commercial companies, public bodies, news aggregators, …)



• Another difference with the music and film industries is that newspaper publishers only have a few hours every day to monetize their content while producing the content for the next day !

• How to build a business model, if we remain with the costs and a third party takes the revenues !


Le Monde, Jeudi 19 juin 2008

World Newspaper Congress

Göteborg, Sweden

June 3, 2008

My most important source for news is…

A question of responsibilities

So, in addition to the responsibilities of the content providers and the users, the responsibilities of access providers, telecom operators, content aggregators, search engines should also be questioned !

After all, it is a question of diversity! Access, fair share of revenues from value

chain.


To conclude

Newspapers on all platforms are at the heart of media literacy objectives

- Extensive experience in media education

- Reliable sources for citizens

- Evolving with society (technologies, challenges).

To end this presentation, a few examples of media literacy programs provided by newspaper publishers in Europe…….


A FEW EXAMPLES

GERMANY

"News to Use" for young employees

NEWSPAPER: Rheinische Post (Düsseldorf, circulation 404,744 daily)WHAT THEY DID: This project targeted a transitional sector of the population often forgotten in editorial outreach. The paper reached out to young trainees (16-25) in companies that wanted them to improve reading comprehension and enhance current affairs knowledge. The project included daily delivery of the newspaper and regular test questions on news coverage to monitor the trainees' knowledge and understanding.


A FEW EXAMPLES

FINLAND

A completely renovated Junior Journalist online degree programme has been launched in 2005 (the first one already in 1997). It is a game-like site, which familiarises children with the making of a newspaper and opens their eyes to reading papers in a new way. Junior Journalist requires registration, after which participants can try their hands at various tasks related to the making of a newspaper. Once these have been completed, the junior journalists can start editing their own titles on set layouts that can be printed with their PCs. Junior Journalist is aimed mostly at 8-13-year-olds and its address is: www.edu.fi/oppimateriaalit/juniorijournalisti and

also in Swedish: www.edu.fi/svenska/laromedel/juniorjournalisten/ .


A FEW EXAMPLES

POLAND "Campaign: Solidarity with Tibet"

NEWSPAPER: Gazeta Wyborcza (circulation 448,142 daily)

WHAT THEY DID: In this effort, readers, non-governmental organizations and the newspaper came together to move beyond traditional editorial approaches to stand up to injustices taking place in Tibet. The newspaper placed a Tibetan flag on the front page of the paper and encouraged readers to cut it out and post it in a visible place in protestation for Chinese policy in Tibet. 500,000 people bought the edition! Readers then posted more than 1000 photos within the first week on the newspaper's website of them holding the flag. The movement was especially popular among young readers and schools, as seen by the colossal number of photos and collages from youth.


A FEW EXAMPLES

FRANCE

'Envie d'Agir' – French regional press association SPQN and ARPEJ (active from 2003)

Description: Envie d'Agir is a project of the French regional press association in partnership with the Youth Ministry whose goal was to engage young people in arenas of social life that they might otherwise consider as belonging only to adults. The young people were encouraged to accomplish projects in four main areas: humanitarian, cultural, sports and economic. Reports on their activities and the organisations they worked with in order to meet their objectives were published in special supplements published across 37 newspaper titles in France.

.


A FEW EXAMPLES

GERMANY

'The Saarland Web Award for School Website Design' produced by Saarbrücker Zeitung (newspaper)

Description: The Saarland Web Award was a competition that aimed at teaching students how to design a website with high usability and quality. All schools in the area were eligible to submit their school websites for the contest.

Audience: Students

Age group: Secondary- 13, 14, 15,16, 17, 18 year olds.


A FEW EXAMPLES

DENMARK

"Redaktionen" youth journalism experience

NEWSPAPER: Ekstra Bladet (Copenhagen, circulation 95,000 daily)

WHAT THEY DID: In this project the multi-step process of creating and distributing a newspaper was brought to Danish classrooms through a unique internet editorial platform. From picking a target audience, selecting and writing content to designing layout and uploading pictures the students were at the forefront of creating a classroom edition of the paper for a larger audience. Upon completion the newspaper printed one thousand copies of their edition for the students to sell or distribute freely.



Thank you for your attention.

media literacy conference about the responsibilities of content providers and users prague ♦ 18...

Documents

media content

purpose of media literacy

media literacy levels

media literacy landscape

media companies

media products

media industry

digital world