Banca de DEFESA: ALIX DEL CARMEN HERRERA HERRERA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ALIX DEL CARMEN HERRERA HERRERA
DATE: 24/11/2021
TIME: 15:00
LOCAL: UFBA
TITLE:

Become a member: reciprocity with members and restructuring of digital journalism with membership models

KEY WORDS:

Memberships. Reciprocity. Audiences. Digital Journalism.

PAGES: 212
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Jornalismo e Editoração
SPECIALTY: Organização Comercial de Jornais
SUMMARY:

This dissertation is about the audience. Not just as those whom journalism has to inform, but also as participants of a social relationship. In this sense, reciprocity as an essential concept for the establishment and maintenance of social relationships recognizes a series of characteristics that are interesting for the study of business models focused on the public, for this matter, memberships. The main purpose of this research was to determine the strength of reciprocity –with members– as a theoretical concept and as a journalistic practice in the study and building of memberships in digital journalism. Thereby, the idea developed by The Membership Puzzle Project was taken as a starting point in which journalistic memberships are distinguished by the existence of a ‘social contract’ or ‘value offer’  as opposed to other forms of journalism. During the development of this work the aim was to identify journalism’s commitments to the idea of this new social contract, as well as to verify the process by which memberships were adapted into a business model in digital journalism. Then, it proposes a schematization of the key elements of memberships and how they are related in each medium investigated. For that reason, this research used the case study as its main methodology, studying the membership models of La Silla Vacía (Colombia) and Agência Pública (Brazil). It was also necessary to understand the experimental status of this business model in journalism, something that does not allow general criteria that apply to all media, but does establish some cross-cutting points. Other quantitative research tools such as content analysis (speeches, images, websites, social media), observations (at member meetings), and semi-structured interviews were also used. Additionally, the study includes an ethnographic experience as a member of each medium analyzed. This means participating as a "súper amigo" (La Silla Vacía) and an "aliado" (Agência Pública), contributing monetarily and attending the activities proposed by both media. Although the implementation of memberships in smaller media and niche audiences turns out to be more viable given the possibility of establishing common values, some challenges are pointed out in the final part of this text (e.g the distinction from other models focused on the public, the attraction of new members and the constant need for innovation). Finally, reciprocity is seen not only as a possibility but also as a key to think about conversation, contribution, participation and accountability that mediate the relationship between journals and members who are committed to the relevance of journalism in a social environment.

BANKING MEMBERS:
Presidente - 319.524.025-49 - MARCOS SILVA PALACIOS - UFBA
Externa à Instituição - ELIZABETH NICOLAU SAAD CORRÊA - USP
Externo à Instituição - GONZALO PRUDKIN - UFSM