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CAMBIO GENERACIONAL EN LAS REDACCIONES Y CÓMO ATRAER A NUEVAS AUDIENCIAS

ByVentanillaTv

29/10/2022

El mundo ha cambiado de manera vertiginosa durante las últimas tres décadas, originando que todas las profesiones encuentren puntos de convergencia con la tecnología, especialmente con las tecnologías de la información y comunicación (TIC). Estas herramientas han modificado la forma cómo se realizan las actividades laborales.

El periodismo, disciplina ligada a las Ciencias de la Comunicación, ha experimentado una serie de cambios que han originado una modificación del ecosistema en el que se produce y difunde la información. Así, hoy, más del 80 % de los lectores consumen noticias en internet, utilizando para ese propósito tanto redes sociales como servicios de mensajería instantánea.

En ese contexto, los medios tradicionales (periódico, radio y televisión) se han incorporado a estas plataformas, ya que su contenido difundido en los soportes tradicionales ha perdido audiencia, ingresos y atención. La digitalización de su actividad los ha obligado a comprender a las nuevas audiencias y a su comportamiento. Del mismo modo, los medios tradicionales en la actualidad comparten y compiten por captar la atención de su público con medios alternativos y de actores que sin ser periodistas difunden información de manera libre.

Uno de los principales cambios producidos en el periodismo gira en torno al concepto de inmediatez. Hoy, la posibilidad de transmitir sucesos en vivo y en directo han generado una vorágine en la que resulta muy importante ser el primero en compartir una información. Sin embargo, ese afán por difundir la primicia debe estar acompañado de una rigurosidad que detecte fake news y que evite la desinformación en todas sus modalidades.

Las herramientas y plataformas digitales brindan oportunidades de difusión de contenidos ilimitados, ya que la cantidad de información que se puede considerar en los medios electrónicos permite que temáticas, cuyo interés se reduce a pequeñas audiencias, hoy encuentren la posibilidad de ser abordadas en la prensa tradicional alternativa. De esta manera, la primigenia función del periodismo, relacionada a la necesidad de dar a conocer los hechos que suceden a nivel local, nacional o internacional, amplifica sus posibilidades de cobertura. Así, la big data permite a los medios identificar intereses, de tal manera que se logre cubrir las expectativas de información atendiendo incluso intereses individuales, donde ya no se busque la información, sino que se presente al público interesado.

Otra importante oportunidad que la tecnología genera en el periodismo es la posibilidad de compartir información en una gran variedad de formatos y soportes. Así, se puede acceder a una misma información a través de videos, podcasts, textos, infografías, fotorreportajes, etc. Del mismo modo, se puede acceder a información desde una computadora, laptop, tablet y principalmente desde el celular. Este contenido, en sus inicios, circuló de manera libre, pero ahora las empresas periodísticas se han visto en la necesidad de cobrar por la suscripción digital a sus contenidos, para dar sostenibilidad financiera al medio.

Al presentarse estas modificaciones en el ecosistema periodístico, los profesionales vinculados a esta labor también han visto la necesidad de fortalecer sus competencias informacionales, mediáticas y digitales. De esta manera, muchos periodistas experimentados se han alfabetizado en estas competencias, pero también se ha permitido el ingreso de profesionales cada vez más jóvenes, debido a que se encuentran más familiarizados con el entorno digital y con las necesidades de las nuevas audiencias.

Mario Vargas Llosa realiza una reflexión en torno a esta situación, dejando en claro que, si bien ha cambiado la dinámica del ejercicio periodístico, este mantiene su importancia social: “(El periodismo) era una actividad más bien romántica y bohemia y el periodista era un actor de la bohemia que por la noche salía a pecar, en el límite de lo decente e indecente. Yo he conocido un periodismo que es prácticamente el de la prehistoria, el de las pequeñas imprentas en las que un periódico se iba montando con tipos móviles, uno a uno, durante horas, para ser después impreso. Una época en la que la línea divisoria entre el periodismo y la literatura se desdibujaba en muchas ocasiones. Ahora, las cosas han cambiado. La tecnología ha dado un giro y el periodista se ha ido especializando. Pero el periodismo sigue siendo fundamental para alimentar el espíritu crítico de una sociedad. No hay mejor manera de medir el grado de libertad de un país que consultando su prensa”.

Ciertamente, vivimos en un mundo en donde los periodistas reciben a diario cientos de notas de prensa. Sin duda ninguna, los tiempos han cambiado, ya que cada generación innovó su manera de escribir a causa de la era digital; paradójicamente esto conllevo más al acercamiento del ser humano a la escritura. Un claro ejemplo de ello somos nosotros mismos, cada uno de nosotros llegamos a ser redactores, pues a diario publicamos lo que hacemos y compartimos experiencias en las redes sociales u otras plataformas. En ese sentido, todo esto originó la brevedad de cada mensaje, haciéndolo más sencillo de entender, es como hablar en el mismo idioma.

Hoy, una actividad clave en el periodismo es la experimentación, ya que resulta necesario explorar nuevas formas de narración y nuevos formatos, con videos en vertical o coberturas de eventos en directo. En ese sentido, irrumpe la red social Tik tok, cuyo principal atributo es el soporte del video. Las imágenes y la brevedad de contenido son cada vez más importantes en las coberturas informativas y Tik Tok presenta justamente esos atributos.

La red social Twiter también abre nuevos escenarios de desarrollo del periodismo. Esta plataforma permite confluir en un mismo ecosistema a líderes de opinión y a ciudadanos, con lo que el debate y la opinión encuentran una mayor cantidad de actores. Con esa red, la difusión va acompañada de reflexiones y críticas, más cercanas al periodismo de opinión que al informativo.

La presencia de los medios de comunicación en las redes sociales constituye una ruta necesaria para captar nuevas audiencias y esto trae consigo la necesidad de atender nuevas temáticas e innovadores formatos.

ByVentanillaTv

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