Ольга Романова, профессор кафедры деловой и политической журналистики НИУ ВШЭ
Высшей школе экономики скоро не будет отделения деловой и политической журналистики. И я этому очень рада. Потому что журналистика исчезает, хотим мы этого или нет, это профессия двух предшествующих веков. На этом месте стоило бы забубенить отрывок из песни Утёсова про извозчика: «Встань, Маруська, в стороне». Журналист стал извозчиком XXI века: хочешь выживать — овладевай профессией таксиста, машиниста, лётчика и доставляй своих седоков (то есть информацию к потребителю) другим транспортом. У нас в НИУ ВШЭ отделение журналистики станет факультетом коммуникаций. Для начала будем изучать «двигатель внутреннего сгорания» — мультимедийность и конвергентность, а там и новые песни придумает жизнь.
Кризис классической журналистики — явление общемировое. Трактор идёт на смену крестьянской лошадке, деваться от него некуда. Но в России, как обычно, свой путь и свои запечные тараканы, устойчивые к дихлофосу. Наш профессиональный кризис усугубляется ощущением ненужности, ведь одна из главных функций медиа — коммуникация между обществом и властью. Но это пройдёт, ибо никакое общество без такой коммуникации в исторической перспективе долго не протянет. Любая профессия рано или поздно оказывается в кризисе, что всегда иллюстрирует чёткий гендерный показатель — девочки. Как только в профессию идут в основном девочки, можно смело констатировать кризис. Когда я поступала в финансовый институт, в группе были в основном девочки, выделялись разве что мальчик Прохоров и мальчик Хлопонин. А сейчас — сами понимаете, финансовая профессия давно поменяла статус и гендерный состав, и вовсе не потому, что изменились финансы — изменилась страна. Дальновидные люди идут получать профессию именно в тот момент, когда она в кризисе, ибо к моменту окончания вуза кризис может и закончиться, вечных кризисов не бывает.
Совсем недавно профессия преодолела проблемы, связанные с появлением блогеров и соцсетей. Влиятельные блогеры не стали журналистами, но стали ньюсмейкерами, как и положено ярким людям. Ведь чем берут блогеры? Тремя вещами: оперативностью, сжатым изложением (современный потребитель информации имеет видоизменённый мозг, явление получило определение «твиттеризация сознания») и обратной коммуникацией. Профессионалы нашли адекватный и естественный ответ, понятный публике.
1. На блогерскую оперативность ответили факт-чекингом (проверка фактов): быстро не означает точно и правдиво, к тому же блогер за свои слова не отвечает, а СМИ можно закрыть за диффамацию.
2. Профессионалы научились писать коротко и сжато — невелика хитрость. К тому же вернулся спрос на длинные качественные тексты — надо только прилепить к ним «твит-контент», то есть краткое содержание.
3. Блогеры милы публике тем, что вступают с ней в дискуссию. Ну, теперь это делают и профи — те, кто хочет остаться в профессии.
В общем, как говорил в другом веке человек, который мог бы стать хорошим блогером, но стал плохим профессионалом, «цели определены, задачи поставлены — за работу, товарищи».
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