Old Media in New Media

“OLD MEDIA” IN “NEW MEDIA” ERA – ABOUT ADJUSTMENT STRATEGIES OF TRADITIONAL MEDIA TO NEW MEDIA REALITY

Institute of Journalism and Social Communication, University of Warmia and Mazury, Olsztyn, Poland, 2-3.06.2014

Despite the creation and appearance of new forms of media, the so-called “old media” – such as printed and broadcast media – still play a crucial role and it is hard to imagine that they could disappear one day. Future Exploration, a company specializing in drawing up marketing strategies, published in 2011 a report stating when traditional newspapers will go “extinct” in the countries around the world. 2025 is predicted to be the last year of Polish newspapers. However, media researchers seem to agree that total annihilation of traditional media is very unlikely to happen. Yet, undoubtedly, they must adapt to the new reality which is strongly influenced by the World Wide Web. Just like when television appeared, radio had to go through a process of significant transformation. Now all the media face a new challenge – adapt to new reality, find your own niche or be condemned to marginalization. The adaptation of the “old media” to new Internet conditions is an ongoing process and the changes are very important because we experience the existence of media that mix and merge into each other, the creation of hybrid media, and the blurring of borders among different types of media. Metamorphosis is happening on many levels and it brings us, as researchers, to rethink issues as the selection of technological platforms, the media content production and its management, the methods of audience reception, and, last but not least, the participation and role of receivers in the creation of media.

Extremely fascinating, and not yet researched sufficiently, seems to be the question of strategy and tools used by the “old media” in the new media reality. Our conference is dedicated to discuss this problem. We would like to invite both – those who want to present theoretical reflections about the issues mentioned above and the authors of studies who are willing to analyse specific examples of media metamorphosis influenced by new technologies and new media.

The themes of the conference include, but are not limited to:

– clash of titans or peaceful coexistence: old and new media approaches to message transmission

– case studies of media metamorphosis influenced by the new technologies

– strategies and tools used by the old media in new media reality

– participation and role of receivers in creation of media

– changes in media culture

– prognosis for the future of old media

The discussion will be divided into subsections concerning specific types of media for both printed and broadcast media (as press, radio, television, film and books). Beside the presentations we plan to organize panels, where participants could engage in discussions about potential cooperation among individuals researching the same subjects or the creation of common study groups. This will be a time to exchange experiences, to consult one another, and to discuss scientific problems encountered during research, and so on.

An unquestionable asset of our conference, besides the splendid location – Kortowo (where Faculty of Humanities is located) is sometimes called the most beautiful campus in Poland – is the presence of world-known scientists. Participation in the conference has been confirmed by:

Prof. John Storey – Professor of Cultural Studies, Director of Centre for Research in Media and Cultural Studies at University of Sunderland, UK; author of excellent books translated into many languages, including Polish. The most important are: Culture and Power in Cultural Studies: The Politics of Signification (2010), Edinburgh University Press; Cultural Theory and Popular Culture, (reissued frequently, last time in 2009), Pearson Education; Cultural Studies and the Study of Popular Culture: Theories and Methods (reissued repeatedly, last time in 2010), Edinburgh University Press and University of Georgia Press, From Popular Culture to Everyday Life (2013), Routledge.

Prof. Guy Starkey – Professor of the University of Sunderland, UK; author of several books about radio. The most important are: Local Radio, Going Global (2011), Palgrave Macmillan; Radio Journalism (2009), Sage (co-authored with Andrew Crisell); Balance and Bias in Journalism: Representation, Regulation & Democracy (2007), Palgrave Macmillan and Radio in Context (2004), Palgrave. He is currently Sections Representative on the Executive Board of the European Communication Research and Education Association (ECREA) and Chair of the ECREA Radio Research Section. He is a member of the Steering Committee of the Radio Studies Network within MeCCSA and of the Comite Scientifique of the Groupe de Recherches et d’Etudes sur la Radio (GRER). A former practitioner in radio and magazine journalism who still broadcasts daily on two internet radio stations.

Prof. Stanisław Jędrzejewski – sociologist, media expert, former member of National Broadcasting Council, chairman of Board of Supervisors of Polish Radio, professor at Leon Kozminski Academy, founder of section of research on radio in European Communication Research and Education Association (ECREA) and radio section of Polish Communication Association. Author of notable publications from the range of radio and new media i.e. Radio Renaissance. From Monopoly to Competition (1997), Akt Press, Radio in Social Communication. Role and Developmental Tendencies (2003), Profi-Press, European Public Radio Broadcasting in Digital Era (2010), Universitas.

Dr Salvatore Scifo – currently Assistant Professor at the Faculty of Communication, at Istanbul’s Maltepe University, Turkey, and post-doctoral researcher on social media and crisis management at Koc University, Istanbul, Turkey. Dr Scifo has been also a board member of Media, Communication and Cultural Studies Association (MeCCSA) (2008-2010) and the European Communication Research and Education Association (ECREA) (2008-2012). He was also a Secretary (2007-2011) and Vice President (2011-12) of the Community Media Forum Europe (CMFE). He has published on community media practice and policies, alternative media and student media practice and the role of social media in crisis management.

One of the conference’s accompanying events will be a special jubilee meeting with Krzysztof Zanussi celebrating the 45th anniversary of his feature film debut and 75th birthday. Zanussi is an author of movies that were an example of constructive usage of innovative tendencies in modern cinema, precursor of international co-productions in Polish cinematography and one of the first creators of original television films, where he showed how an artist-filmmaker can adapt to a new situation, resulted from a greater popularity of television. Krzysztof Zanussi is also a producer who safely executed transformation of film studio “TOR” through the time of change in film production system during political transformation – briefly speaking of classic of old media, but also the master of adaptation to changing situations in Polish and international media markets. Audio-visual presentations of the most interesting movies will be a starting point to discussions with experts in works of Zanussi, critics and cinema lovers.

During the conference we will celebrate ten years of the Institute of Journalism and Social Communication. The tenth jubilee issue of “Media – Culture – Social Communication” – a journal edited by the employees of the Institute of Journalism and Social Communication, will be promoted.

An after-conference monograph concerning discussed issues will be published. Papers for publication may be submitted in Polish or English. Proposals should be sent by the end of June 2014. Feedback information to authors of accepted chapters will be sent by 15th of September 2014. Planned time of publication – December 2014.

Deadlines

Submissions Due: 31 March 2014

Notification: 10 April 2014

Reduced fee, ‘Early Bird’ registration ends: 30 April 2014

Full Papers Submissions: 30 June 2014

Publication of the book: December 2014


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