Алтернативните медии в интернет – формиране на нова професионална перспектива
The Alternative Media on the Internet – Forming a New Professional Perspective

Author(s): Maria Popova
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: alternative media; journalism; journalism theory; internet; virtual man
Summary/Abstract: The changes that are taking place in the essence of journalism as a social and professional activity are caused by the mixing of the practice of professional and citizen journalists, the ability of media products to be distributed through a variety of media and digital channels, by the audience’s commitment not only to consume them through the multiple technological devices but also personally to participate in their creation. The traditional norms of what journalism is and what its functions, meaning, and influence are the subject of continuous metamorphosis. The new types of journalism increase in the social, professional, and empirical fields of media production. The journalism theory is enriched, and the analysis of specific models and professional standards is stimulated. The familiar notion of journalism as centralized around news production is expanded and it allows the description of new practices, which have been assessed as peripheral, hybrid, and alternative. The journalism research evaluates new media practices produced by alternative media or those in the field of specialist journalism. The journalists in such start-up media have a sense of the mission of their activity, of being at the forefront of technological, social, and cultural transformations in society, of forming a community culture of exchange between them as content creators and their audience as consumers, but also as participants in the content creation, verification, and distribution. Such media can be evaluated as the “agents of media innovation” in relation not only to the professional and social standards in journalism but also to the influence that technology and social environment have on the contemporary virtual man.

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