Media and reality - allies or opponents ISSUE 2

was a great opportu-nity to show the stu-dents that they are very similar and to point out that have the equal possibilities for learning. At the meet-ing we discussed about our web site, is the web site good enough, what can we add … and which are the next

steps in our project.

At the end off our meeting we also went to city center, where we show our guests the most important cul-tural points in Ljubl-jana and we also take a picture in front of statue of France Prešeren.

Date: 04.12.2012 to 06.12.2012,

The second official meeting of all partner school took place in Ljubljana, Slovenia. At first we prepare cogni-tive evening for the students, where they knew each other by the presentation and pan-tomime.

The main event on the meeting was debate on topic: "Is there a differ-ence between the real-ity and media stories?« where students can express their way of thinking. We also pre-pared the visit on na-tional TV station RTV Slovenia for the stu-

dents. There they saw how the TV station prepares the program, where they store all the equipment, the place where TV report-ers read the news and many other things. Katja Pečaver, is the lady who show as the TV station. She work in agency for a public relations and she was so polite that she also explain the students how they communicate with the journalist and how they the work with media. The stu-dents had also opportu-nity to be in the class, where they can see how the Slovenians students learn. This

VIS IT TO LJUBLJANA, SLOVENIA - THE OFFIC IAL MEETING OF THE PARTNER SCHOOLS

INS IDE THIS ISSUE:

Visit to Ljubljana 1

Research: modern over traditional media

2

Training 3

Monitoring event 4

Debate 7

Visit of an agency for public relations and TV station

8

Visiting the depart- 9

The path of informa- 10

Visit of ministry of education

12

Research journal-ism/agency for public relation

13

Bus iness Name

JANUAR, 2013 ISSUE 2, 3

Students on Zmajski most.

Students in the city center.

Media and reality: friends or two sides of the world (Do reality and media stories distinguish?)

In order to qualify the students to be responsi-ble and creative authors of media products, a poll was carried out at the beginning of the project ‘Media and reality-aliens or opponents’ on representative example of the students who were mobilized on vol-untary basis to partici-pate in the project. Through the analyses of the questionnaire it was determined that the ma-jority of the students were informed about the ACES activities. This is a result of the previous activities of our school and students stated that they wanted to take part in projects supported by this or-ganization.

In this phase of the pro-ject we can confirm that the results of the analy-ses are objective due to previous participation, showing enthusiasm of the students.

Analyses of traditional over modern media was carried out to analyze the opinion of the stu-dents, teachers and par-ents concerning the positive and negative aspects of modern and traditional media, in all three partner schools. The research was imple-mented on representa-tive example of 50 stu-dents, 10 teachers and

10 parents, of different age, sex, social, profes-sional, ethnical and reli-gious background. Gen-eral conclusions are drawn concerning the approach and the opin-ion of students, parents, and teachers about the modern and traditional media.

The students of the three schools have al-most similar opinion concerning the modern and traditional media. They consider that the media can be divided in modern and traditional.

Based on the analyses on the student’s opinion we can notice that ma-jority of them use mod-ern media, such as internet and TV and part of them feel a kind of ‘addiction’ to the me-dia.

In majority cases the students interpret the positive aspects of mod-ern media, and only few can determine the posi-tive aspects of tradi-tional media.

The research also cov-ered the parents’ opin-ion since they have a large influence over the creation of the youth opinion. The aim of par-ents involvement in this research is a compara-tive analyses with the results of the students believes and attitudes.

The analyses of the questionnaires imple-mented within the par-ents’ population gave different opinions in

comparison with the stu-dent’s opinion. These differ-ences were ex-pected, but still they don’t only depend on the age, but as well as on the social and profes-sional structure of the adults. In this case, most of the parents don’t feel media ‘addiction’. They often receive the information through TV and define it as the modern media. It can be no-ticed that this group of the respondents rarely use the Internet and this is the cru-cial difference between the parents and students. This can be pre-sented as a gap in the commu-nication and the way of understanding between these two categories of people.

The research was also carried out among the teachers, a psychologist, social worker and peda-gogue. The analyses and results showed the dif-ference between the parents and professors, who unlikely the par-ents consume the infor-mation through internet and often read, which makes most of them feel

RESEARCH: MODERN OVER TRADIT IONAL MEDIA

REALITY

‘addicted’. It can be no-ticed that most of the teachers use the Inter-net as the modern me-dia, due to the specific-ity of their profession since they must keep updated on the events and news. This implies that the difference in opinion does not come from the different age, but different social and professional structure of the respondents.

Recearch in Kragujevac

Recearch in Skopje

Recearch in Ljubljana

TRAINING “HOW THE JOURNALIST RECEIVE AND CHECK THE RECEIVED INFORMATION”

were discussed - local, major events and hu-man stories of everyday life. Journalists often inquire, ask questions and listen in search of the answer and truth. Thus it is especially im-portant to know that there are the primary sources available – true information, as well as the secondary sources –

experts, archival mate-rial…

The journal-ist gather infor-mation trough differ-ent

»information channels«. The channels are:

ROUTINE CHANNEL: Journalist receives in-formation on events or-ganized (Parliamentary sessions, court hearings, visiting statesmen), event, where they report about another event (press releases, press conferences, pre-announced demonstra-tion) and through news agencies.

INFORMAL CHAN-NELS: Informal opportunities for journalists, reporters personal contacts, news from background, glow-ing information.

PRESS ACTIVE CHAN-NELS

Infor-mation came from journal-istic ac-tive search, stimu-lated by the edi-tor or the jour-nalist himself. The journalist can get information on event (accident, flood, fire). The reporters accept findings and conclusions from obtained informa-tion.

It was found that most of the information jour-nalist get from routine journalism.

The next project activity will check and show stu-dents’ understanding of the basic steps in qual-ity journalism through monitor-ing - monitor-ing a public event and re-porting on the same objec-tively. After-wards a contras-tive analysis will be con-ducted in order to notice how different media in different ways under-stand and present the information and news.

Based on the joint agreement of the part-ner schools, teacher-coordinators continue to work intensively on training and educating students on journalism. This time a subject of the lecture was "Journalists vs. infor-mation". Project team members wanted to know how journalists

receive and check the information received, so they talked about the role of journalists and the way the information is checked and used.

Journalists create the public - they add and select information, de-termine their value and credibility and publish them. The first and fore-most duty of journalists is the truth, and be-cause of this news story must be true. Journal-ists should always fol-low and report on the events objectively and get the right informa-tion, they should be neutral and not mix facts with opinions. Given that journalism is a profession of curiosity, important media events

ISSUE 2 , 3

Running to find information! Training in Skopje

Training in Kragujevac

Training in LJubljana

MACEDONIA

A research was carried out within the interna-tional project “Media and reality - allies or opponents” in order to establish whether the media transfer the in-formation authentically when reporting on cer-tain social events.

Event: Opposition blames the govern-ment for planning election forgery

Period of the research: 5-9 of November 2012

After following an event we have determined that the journalists who reported on the event did a professional job, but also published some information with no particular importance or connection to the event. Majority of the written media didn’t publish the

information at all, one media published the information in the sec-tion “Actuality”, but it was stifled by the other texts because it was written in small letters size and not visible. Only one newspaper published the news in details and in objective way, the disclaimer was also published.

Speaking about the TV stations we could say that those that broad-casted the video inserts did it averagely. The broadcast was accurate, factual and the dis-claimers were broad-casted briefly.

Court decree will follow up in the next period and we will find out if the media cover the in-formation concerning this event professionally and factually.

My opinion is that the media, at least in this case, did not give a full picture of the event, ne-glecting the information and following the edi-tor’s politics of the me-dia, rather than reality.

KristijanAn-geleski, IV/2

printed media. Students have studied different types of newspapers and magazines and ob-served their contents, headings, covers, sto-ries, target readers... In the conclusion of the research, students wrote subjective re-ports on the perceived strengths and weak-nesses in the monitor-ing of the media con-tent. Monitoring a sport event While working on analysis of the media,

SRBIA

Monitoring – printed media Due to development of critical thinking throughout recent pro-ject activities, students wanted to check on reality presented on daily basis through the mass media. By method of analysis and evaluation, some of the team members in all three partner schools conducted a monitor-ing of the media, in particular – a research on content of the

students monitor an event and afterwards write an objective text of their own. In Politehničkaškola, thus, some of the team members were given an opportunity to try themselves in the role of sport reporters. The idea of students attend-ing a public event, and objectively, reporting on their observations, led them to water polo quarter-finals match of the European Cup played by Serbian ‘Radnički’ and Spanish

MONITORING EVENT

REALITY

Monitoring event in Kragujevac

Path of information

SLOVENIA

Monitoring event: Strike in Gorenje company

In this activity we com-pared different articles about strike in Gorenje Company. At first we watched three video ar-ticles which were from

the next web sites: tvslo.si, siol.net and 24ur.com. Then we com-pared them. The stu-dents said that news on 24ur.com were the best for them, because the reporter included many statements of workers. But then we discussed and we discovered that the best one was on tvslo.si. They gave us a lot of objective informa-tion, statements of workers and director and the article was in general the most objec-tive.

In the second part of this activity we divided students in three groups, where they com-pared video articles with articles in the

news papers. We used the next news papers Dnevnik, Finance and Delo. And we find out that Dnevnik had the most subjective article, Finance represented the all history of this story and Delo had the most objective article, be-cause they represented opinion of director and workers. It means that they represented the both sides of the story. But the comparison be-tween news paper and video articles show us that news paper had tittles which draw our attention. We also find out that a lot of articles where were subjective.

ISSUE 2 , 3

Analyzing the sto-ries.

Monitoring event in Ljubljana

‘Mataro’, on 24th No-vember in the Sports Centre ‘Park’ in Kra-gujevac. Representa-tives of the project team were Alek-saRašković, II-10 and Nikola Bogdanović, III-11, accompanied by a representative of the Students' Parliament Nikola Jovanović, III-3. Impressions of re-

porting from the field are great, especially since the match ended in victory and domina-tion of the host (14:5).

After the match a con-versation was held with the rest of the project team about the experi-ence of young journal-

ists, as well as discus-sion about the media coverage of this same event - how different media differently un-

derstand a story, from the heading to the de-tails in the text.

On a press conference

Monitoring a sport event

REALITY

In that spirit we also complete our discussion. And once again we em-phasized that we need to be careful how we read the news and that we can’t be influenced by a subjective text.

1. GROUP

Milan Mrazić, Mladen Janevski, Gašper Nicoletti

Both TV reports and newspaper article talk and write about strike in factory Gorenje. Workers didn't receive Christmas bonus so they decided to strike. Finally a manager promised them bonus. The will be rewarded with 300 euros for their hard work.

All TV reports focused on workers. The report on informative show SVET was among all three the most detailed about what workers think and feel. They showed workers' anger, fear, frustrations and their fight to get what they believe they are entitled too. All three TV reports were objective. This can not

be said about newspaper article. We think the article was subjective. Newspaper journalist didn't just report about the action in Gorenje like TV reports, he strongly expressed his opinion which we believe was not appropriate. Articles should be objective.

2. GROUP

Julijana Ovsenik, Vid Žabjek

We watched three tv reports about strike in factory Gorenje where they make appliances for kitchen. Workers struck because a factory will be moved in Serbia and because they want better salaries for their work. We think TV reports were all more or less subjective. The least subjective was report on TV SLOVENIJA. First they very shortly described what was happening in Gorenje, then they interviewed workers and a manager and they finished with clear message for viewers. If the report on TV SLOVENIJA wasn't the

most objective, it was the most detailed about the action at the factory among all three reports.

Newspaper arcticle gave the reader a lot more information about the strike, they didn't focused just on the action that day, they gave us a lot of information about brought to this unfortant situation in factory. In the article there wasn't room for angry workers' comments which made the article in our opinion a lot more objective than TV report.

3. GROUP

Blaž Lužar, Žiga Klun

We were watching and reading about a strike in factory Gorenje. People were unsatisfied with their payment so they organized a spontainus strike which resulted in director giving them Christmas bonus (300 €). Both - TV reports and newspaper article – were objective. Difference was only in more detailed observation on strike in newspaper article.

Monitoring event in Gorenje company

The debate

A debate is something we see on daily basis and we are all very well familiar to it. There are numerous debates on TV stations, in schools, at universities and in our homes. Debates are also held in schools, es-pecially on the classes of social and human sci-ences. On television we often witness debates on political and economic topics, topics on protec-tion of the environment, sport and culture. Be-sides the fact that through debate we learn about certain contents, we also manage certain processes and skills - skills for researches, critical reading, infor-mation analyses, its se-lection and systematiza-tion, construction of ar-guments, active listen-ing, team work skills, public speaking skills etc.

One of the planned ac-tivities of the project ‘Media and reality - al-lies or opponents’, was a debate held in Ljubl-jana. The students, as the members of the pro-ject teams, debated on the topic ‘Reality and media stories distin-guishes’.

In order to debate there must be a certain topic to be discussed. This topic is actually a theme of every speech, discus-sion or written work. The most essential part of every discussion is based on arguments. The arguments are ele-ments for the debating and as such they are the strongest tools for affir-mation and denial of the thesis.

The students, organized in mixed teams of three - affirmative and nega-tive team, debated on

the following thesis:

1.The influence of the information published by the media on the public conscience of the young population

2.Published information - truth or lie

3.Broadcast of series, cartoons and movies -addiction or entertain-ment

DEBATE ON THE TOPIC ”REALITY AND THE MEDIA STORIES DIST INGUISHES

ISSUE 2 , 3

Speakers from three partners schools

Listeners, who make questions for speakers.

VIS IT OF AN AGENCY FOR PUBLIC RELATIONS AND TV STAT ION

REALITY

The students of Secondary vocational and technical school Bežigrad and students from abroad (School from Srbia and Macedonia) visited the national television and their agency for public relations. At the beginning of our visit the students get some information how service of public relations work on TV. Later they saw following facilities on television. At first they went to place, where they explained how make a perfect make up. Then they continued with the room where the clothes are stored. They also saw several studios. The most of the students was interested for the studio, where the report read the news. At the same time Mrs. Katja Pečaver, the lady how lead the student’s trough the TV station, presented how they

make a new show. At the end they saw a large room with props, where they saw huge variety of things. Students told that they were very excited about the visit. For them it was very interesting to had the opportunity to see all these different studios and rooms on television. Our student Vid Žabjek told us that it was very interesting to see very dynamic work on television and that he was very impressed. For the students werw also very interesting to sit on a chair, where they read the news. At the end of this article we would like to thank to RTV Slovenija, who received us. Especialy, we wish to thank Katja Pečaver, who presented us work on television and services for public relations.

Students on TV station

ISSUE 2 , 3

VIS IT ING THE DEPARTMENT OF PUBLIC AFFAIRS , THE CITY COUNCIL OF KRAGUJEVAC

Implementation of the planned project activi-ties on media literacy continues, this time with the support of lo-cal government - the City of Kragujevac and the Department of Pub-lic Relations. Ms. Aleksandra Tijanić, as head of the Depart-ment, gave the repre-sentatives of our pro-ject team an opportu-nity to attend a media conference, held in a grand salon of the City council. Thus, the stu-dents got to learn about an official course of a press conference, the

role of a spokesperson, the questions and atti-tude of TV reporters and journalists in such situations. Afterwards our representatives were invited to the premises of the Depart-ment, where they met with a team of young people responsible for informing the citizens of Kragujevac and re-porting on all events of importance to our com-munity. This group of ambitious and dynamic people was willing to answer all the ques-tions of the students about the work of pub-

lic relations team, and in terms of reference to media vs. reality check, on this occasion it was concluded that they work as allies, not op-ponents. In addition to being PR representa-tives individually these professionals often work as a team and give statements live, following all local af-fairs, as well as report-ing on the news and governing official Web site of the city of Kra-gujevac: www.kragujevac.rs

Visiting the City Cuncil of Kragujevac

The world is flooded with information. Al-though we receive it free of charge, still we pay for it. But his doesn't always refers to money. There is “something” invested – energy, time, effort, intellect – in or-der to gain a certain information. On the other hand, there is always a source presenting the informa-tion for us. It sorts the most important infoma-tion according to our needs and embellishes it in accordance with our expectations – only to make us “buy” it. Most often, this source of in-formation is the media. Those who consume the presented information without the content check are the youth. Due to their inexperi-ence and youthful en-thusiasm, they instantly venture into nicely packed and served “lunch” of information. Being curious and won-dering how the informa-tion are “bought” by me-

dia, “presenteded” and later “sold”, we decided to visit the Public Rela-tions Agency called “Chapter 4”. The visit was part of interna-tional project “Media and reality – allies or opponents” provided by Academy of Central European Schools (ACES), implemented in three partnership high schools: ASUC “BoroPetrushevski” from Skopje, Macedonia, Polytechnic school from Kragujevac, Serbia and Technical and Craft-work High school “Bezigrad”, Ljubljana from Slovenia.

We were given an op-portunity to learn about the whole working proc-ess of the Agency in Ma-cedonia, but also about activities in other states around Southeast Europe. “Every com-pany needs a PR” or “We build the PR sky-scraper” are only some of the headlines re-leased in public by the chairman of the Agency, MCs TodorStojchevski. He explained that the main function of the Agencies is to build con-fidence between the cli-ent and the public as the ground for great communication and un-derstanding. Regardless of whether the client is an individual, institu-tion, organization, a company or a state or whether it is about com-munication with entire public or with seg-mented, targeted pub-lics it is essential for the client. Based on these indica-tors, a strategy concern

THE PATH OF INFORMATION

REALITY

Meeting agency for public relations in Macedonia

ISSUE 2 , 3

ing clients’ performance for the targeted public is build. Except relations established with media, other tools are used here too, such as re-searches, organizing events, social–corporative responsibil-ity of the company, PR for crises and other ser-vices offered by Agen-cies. But, however, the relation with media, which the Agency build in the name of the client is one of the most used and complicated tools for communication es-tablishment. The Agency as “organism” invests its confidence and profes-sionalism among the media and is always available for the jour-nalists’ requirements. On the other side, be-cause of the mutual con-fidence, journalists more often turn to the Agency in the process of realization of the given tasks. These mutual symbioses enable the Public Relation Agen-cies to “sell” and the media to “buy” the infor-mation. Although it is not about classical fund-ing, still ones are get-ting visibility because of what satisfies readers, listeners or viewers. The Agency is the source of the informa-tion in public. But, its role continues with fol-lowing the path of the information to the final message recipients and is always ready to re-spond in accordance with “road conditions”. Naturally, in the clients’ name, it is important

that the information reaches the final desti-nation and also to con-vey trust, reaction, in-fluence action in order to cause change of cer-tain behavior or habit. For a successful journey of the information to the final destination a team of good writers, great strategists, inventive and creative minds, de-signers, logisticians and technicians is needed. The team also hires in-dividuals who reacting if “something goes wrong”, known as crises PR expert. The report-ers’ sense is a search for “dark” information, tickling data, scandals. However, the PR agen-cies’ aim is to manage it, if the information ap-pears in public - not let-ting the audience know about it. This entire group of in-tellectual individuals, working as a single or-ganism, is in charge of accomplishing the cli-ents’ requirements. If the client is satisfied, it means good, positive atmosphere, normal communication and a success for the Agency. KristijanAngeleski, IV² class, ASUC “BoroPetrushevski”, Skopje

times is hard to make an answer so quickly, be-cause, they have to collect a lot of information to give a correct answer.

The job of department of public relation is also ad-vising to minister. They prepare him a material about a certain matter and help him with an-swers, which are suitable. But in the end is the min-ister the one, who decided, how he will answer to me-dia or public.

ISSUE 2 , 3

VIS IT THE MINISTRY OF EDUCATION MACEDONIA

Information are bought and sold 24/7

In the frame of the in-ternational project “Media and reality-aliens or opponents” insured by ACES Acad-emy, implemented by ASUC “Boro Petrusevski” in Mace-donia, the students from this school visited the Ministry of Education and science.

The function of the spokes person is to in-form about all informa-tion related to the Min-istry of education and science and to ensure the information reach the public, stated Goran Galevski, spokes person of the Ministry of Edu-cation and science.

The information are be-ing carefully prepared by the sector for public information in the min-istry in cooperation with the other sectors. Invi-tation is needed for the press or direct informa-tion which needs to be published in the media. However, the spokes person should be in close connection with the journalist, available for 24 hours and have all the information re-lated to the Ministry of Education and science. Each time the minister is not in the possibility to answer the question it is done by the sector for information or more correctly by the spokes person. The sector for information prepares and completely organ-izes the events and the

speech by previously prepared scenario and in accordance with the rules. However if there is some inappropriate information published for the Ministry there should be reaction or denial published in the media.

„The information are sent in all media simul-taneously. The possibil-ity for publishing the information is faster for the electronically media, that publish the infor-mation first, while the daily newspapers pub-lish the information the next day” stated Goran Galevski, spokes person on Ministry of Educa-tion and science.

SLOVENIA

Students of Secondary vocational and technical school Bežigrad – Ljubl-jana visited Ministry of education, science, cul-ture and sport in con-text of ACES project.

At the ministry we met Mr Bojan Brezigar, who is responsible for de-partment of public rela-tions on ministry. He was so kind that the explain us how they work as a department of public relations, espe-cially how they inform media and why.

Mr. Brezigar presented us his job as informing journalist with correct information and he make a special note on giving correct informa-tion to media. He also

told us that they give information to journal-ist, but they also give information to citizens, although this is not their obligation. Of course they can give only information which is public. A department for public relation gets a lot of questions from journalist every day. It is very important to an-swer to all questions as soon as possible. By the law they have 7 days to answer the media, but usually they give infor-mation in 24 hours. They said that some-

In Macedonia

In Slovenia

ISSUE 2 , 3

Published by:

ASUC “Boro Petrushevski” bul. Aleksandar Makedonski 26b,

1000 Skopje Macedonia Phone: +389 2 3115 819 School Email: info (at) asuc.edu.mk School homepage: www.asuc.edu.mk

Polytechnical school Kosovska 8,

34000 Kragujevac Serbia Phone: +381 34 335175 School Email: sekretar (at) politehnicka.kg.edu.rs School homepage: www.politehnicka.kg.edu.rs

Srednja poklicna in strokovna šola Bežigrad-Ljubljana Ptujska 6,

1000 Ljubljana Slovenia Phone: +386 1 280 53 00 School Email: fani.al-mansour (at) guest.arnes.si School homepage: http://www.s-spssb.lj.edus.si/index.htm

Page 13

ISSUE 2 , 3

RESEARCH: RELATIONS BETWEEN JOURNALISM AND AGENCIES FOR PUBLIC RELATIONS-DO THEY HELP EACH OTHER The students of Secon-dary vocational and technical schools Beži-grad had on 20th De-cember 2012 conducted a study on the relation-ship between journalists and agencies for public relations. In cooperation with the agency Fu-tura , we came to the information how agency cooperate with journal-ist. Then we discussed with students what do they think about that.

Mrs. Sara Muzga pre-sented their work as co-operation with different media, which conducted two-way information. Initially, an agency must get the client and sign a cooperation agreement. Then, an agency must find jour-nalists who are suitable for reporting about their organization. They in-form journalist by mail or telephone, but they are trying to work on the individual level. The

agency has provided us, that they are building relationships with jour-nalists and that this is a lengthy process, which is based on trust and two-way communica-tion. And this is also their key to success.

Students were very in-terested for this topic. They were especially interested in coopera-tion between agencies and journalists. It was something new for them to hear that agencies and journalist are so connected to each other. They think that agen-cies just give the infor-mation to journalist.

http://www.asuc.edu.mk

http://www.politehnicka.kg.edu.rs

http://www.s-spssb.lj.edus.si/index.htm




Media and reality - allies or opponents ISSUE 2

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