Cross–platform student media in the context of journalism students’ professional media image
Keywords:
cross–media, cross–platform media, media image, project–based education, productive communicationAbstract
This article analyses the experience of cross–platform student media development and functioning within the framework of journalism educational program in the Siberian Federal University. The purpose of the work is to describe the students’ media as a project that could answer to issues of effective professional education and professional image constructing. This research contributes to the study of the problems of imagology, as well as to the methodology of professional media education. The theoretical foundations of the study are the crossmedia model developed by J. Erdal, the concept of productive communication by A. A. Kiseleva, the structural levels of media image described by D. P. Gavra; the methodological basis of the work is case method. Within the framework of the study, cross-platform media are defined as the distribution of media content using various channels and various formats; it includes two components: cross-media communication as content adaptation to distribution channels and cross-media production as a process of organizing the editorial work. The authors highlight the stages of launching students’ media: from concept development to the making up of content plan. They also describe the transition of the publication to the stage of sustainable operation and demonstrate that strategies for adapting content, attracting and engaging the audience are being implemented in the process. Also, the educational tasks of the students’ media are determined, among which the main is to reduce the gap between theoretical knowledge and practical skills. In conclusion, it has been established that the students’ activity within such type of media include all stages of the implementation of a professional media image: subjective, objective and modeled. It also implements the nominative, address-rational, communicative- interactive, emotional functions of the media image. It is concluded that the practice of educational media may be interpreted as a way of socialization of a young specialist in a professional environment.
Acknowledgments: The paper prepared with financial support of Krasnoyarsk regional science foundation as a research project No 020021006022
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