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Я не учёный, а эта статья не автореферат диссертации. Для научной работы нужны обзоры, ссылки на работы других учёных, факты и доказательства. И когда‑нибудь они будут собраны — собраны исследователями, для которых первые десятилетия XXI века станут предметом изучения.
«Нельзя оценить покрой пиджака, сидя в его кармане», — говорил один из героев Стругацких. Почти невозможно осознать эпоху, в которой ты живёшь, не имея возможности заглянуть в будущее. И тем не менее давайте попробуем это сделать, потому что в небольшом событии, связанном с журналом «Смена», можно разглядеть отражение процессов, ежесекундно меняющих нашу действительность и будущее.
Этот номер «Смены» — последний, в котором есть журналистские материалы. C июля журнал становится чисто литературным изданием, обслуживающим библиотеки и своих преданных подписчиков, остающихся с журналом десятилетия.
И ничего оригинального в этом нет. Количество изданий, потерявших читателей, рекламодателей и закрытых в период кризиса, насчитывает десятки только в России. Среди них нишевые, общественно-политические, ориентированные на бизнес и потребительские.
Два десятилетия назад ситуация была прямо противоположной. Закон «О средствах массовой информации», принятый сначала в СССР, а потом — в России, был едва ли не первым официальным актом, узаконившим свободу слова как реально действующий принцип. Этот закон привёл к тому, что в первое десятилетие после его принятия в стране появились тысячи новых медиа, в первую очередь печатных — для газет «порог входа» на рынок был самым низким.
Ряд появившихся в тот момент медиакомпаний представлял собой реорганизованные советские издания или отпочковавшиеся от них проекты, за некоторыми стояли вновь организованные структуры местных администраций или экономические группы. Очень немногие СМИ изначально задумывались как бизнес. Им пришлось тяжелее всего, ведь бизнес требует постоянных доходов.
И тогда случилась удивительная вещь. Информация, которая традиционно является источником доходов и читательского интереса для печатных медиа (частные объявления, классифицированная реклама, телепрограмма), обрела собственные носители. За объявлениями о продаже квартиры читатели обращались в «Из рук в руки» или «Всё для Вас», за телепрограммой — в «Антенну» или «Семь дней», а телефоны всех фирм города, вставляющих пластиковые окна, без труда можно было найти в «Экстре» или «Ва-Банке». Лишь единицы информационных изданий, как местных, так и федеральных, смогли сформировать аудитории, достаточные для конкуренции с «утилитарными» газетами, как правило, за счёт сенсационности в подаче материала и заигрывания с читателями.
Однако проблема простых проектов в том, что их легко скопировать, особенно если появляется фактор, который делает порог входа ещё ниже. Таким фактором для «утилитарной» прессы становится Интернет. Классифайдные проекты, интернет-каталоги и сайты телекомпаний отбирают и в конечном итоге отберут всю их аудиторию.
Давайте скажем честно. Время, когда подшивки газет и журналов аккуратно переплетались и штабелями хранились на антресолях или в дачных домиках, ушло. Время, когда в пыли библиотек можно было отыскать редкий манускрипт или неизвестную монографию, больше не вернётся. Книги будут покупать не из‑за красивых обложек или множества страниц, с огромными полями и гигантским шрифтом, а только для того, чтобы прочитать текст — с помощью e-book.
И хорошо ещё, если прочитать. Новости будущего — это фото- и видеосъёмки очевидцев события, с комментариями или без, выложенные на видеохостинг или в соцсеть, а вовсе не ленты агентств.
Но это только симптомы тех процессов, которые происходят или вот-вот произойдут.
Да, наша медийная история коротка и специфична. Отчего же про кризис медиа и журналистики как профессии говорят в странах, где эта индустрия имеет традиции существования в качестве устойчивого бизнеса?
Благодаря эволюционной теории Дарвина естественные науки имеют возможность более объективно описывать процессы изменений, чем гуманитарные. Их методы здорово подходят для современного маркетинга, поскольку описывают приспособления организмов с точки зрения потребностей, выдвигаемых новой средой обитания. Например, для освоения суши нашим далёким предкам потребовались новые органы дыхания, кожный покров, который сохраняет влагу, способ размножения, не требующий воды. Такие «приобретения» называют ароморфозами.
Главными «социальными ароморфозами» в истории развития человека стали способность изготавливать орудия труда (и войны) и членораздельная речь. Именно последнее «приобретение» позволило нашим пращурам вытеснить с лица земли не менее умелых, но менее коммуницирующих «кузенов».
С точки зрения биологии за последние 40 тысяч лет человек практически не изменился. Намного более поздним «даром», который практически во всех культурах приписывается богам, стала письменная речь. Во многом наше трепетное до сих пор отношение к книге связано с сакральным характером первых текстов, которые переписывались в ограниченном количестве экземпляров. Неслучайно первым объектом массового тиражирования после изобретения печатного станка стала наиболее сакральная из всех книг — Библия.
Очень скоро, однако, печатать стали и другие книги. А вскоре появились и газеты — сначала как коммерческие сводки, а затем и как «фабрики новостей». Нужно сказать, что современникам серийное производство новостей казалось обманом, ведь до появления газет люди тоже получали новости, только не массово и не регулярно.
Новые технологии передачи новостей — радио и телевидение — по прогнозам, должны были уничтожить прессу ещё в XX веке. Этого не произошло главным образом потому, что каждая новая технология «задирала» планку для входа на рынок выше и выше: начальные инвестиции в издание газеты ещё недавно были в разы ниже, чем для начала радиовещания, и на порядки меньше, чем для запуска телестанции.
Говоря языком биологии, в экологической нише массмедиа просто появлялись всё новые и новые виды.
То, что мы наблюдаем сегодня, — явления совершенно другого уровня.
Из глубин информационного океана поднялся целый цифровой континент, на котором обитают 4,3 миллиарда пользователей сотовых телефонов и 2 миллиарда пользователей Интернета.
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