The effect of social networks as a source of news for public and commercial televisions (HRT, Nova TV and RTL)

U ovom radu razmatra se utjecaj društvenih mreža, koje su postale globalni fenomen, na kreiranje vijesti u informativnim programima nacionalnih televizija. Cilj ovog istraživanja bio je razmotriti sve veći utjecaj objava na društvenim mrežama na središnje informativne emisije javne televizije i komercijalnih televizija, ispitati u kojoj mjeri društvene mreže utječu na njihov rad te služe li kao izvor relevantnih, prvenstveno političkih poruka u središnjim informativnim emisijama nacionalnih televizija (HTV, RTL, Nova TV). Također, nastojalo se ispitati koje se društvene mreže najviše koriste te koje televizije prednjače u prenošenju poruka s društvenih mreža. S obzirom na specifičnosti televizije kao vizualnog medija u radu se nastojalo ispitati i na koji način prenošenje društvenih objava utječe na promjene unutar same televizije kao medija. Istraživačkim je nacrtom predviđena upotreba dviju empirijskih metoda istraživanja – kvantitativna metoda istraživanja putem pismene ankete te metoda analize sadržaja kroz 306 priloga u kojima su pronađene ključne riječi (Facebook, Twitter, Instagram, You Tube, društvene mreže). Kroz korištenje anketnog upitnika, u drugoj fazi ispitivanja, ispitano je 73 novinara za koje se smatralo da adekvatno predstavljaju populaciju novinara koji rade u redakcijama informativnih emisija triju televizija. Iz dobivenih rezultata istraživanja vidljivo je da je prenošenje informacija i objava s društvenih mreža u središnjim informativnim emisijama javne televizije i komercijalnih televizija postalo – imperativ, a pri tome najčešće korištena mreža jest Facebook. No, hipoteza da javna televizija u manjoj mjeri koristi društvene mreže od komercijalnih televizija – nije potvrđena. Naime, iako prema percepciji anketiranih novinara komercijalne televizije u većoj mjeri koriste društvene mreže od javne televizije, među njima nije utvrđena statistički značajna razlika u učestalosti korištenja društvenih mreža. Ipak, potrebno je napomenuti da je tijekom analiziranog perioda na komercijalnim televizijama emitirano statistički, više takvih priloga (Nova TV – 102 priloga, RTL Danas – 89) nego na javnoj TV postaji (75 priloga). Druga pretpostavka, da novinari u većini slučajeva ne provjeravaju autentičnost objava i izvora na društvenim mrežama (od kojih je prema rezultatima najčešće korišten Facebook) odbačena je odnosno potvrđena je alternativna hipoteza prema kojoj novinari u većini slučajeva provjeravaju autentičnost objava i izvora na društvenim mrežama. No s obzirom na to da je riječ o tvrdnjama novinara, u anketnom upitniku postavlja se pitanje - jesu li novinari ispitivaču željeli ponuditi socijalno prihvatljive odgovore. Društvenim mrežama najčešće se utvrđeno je, služe domaći političari iz izvršne i parlamentarne vlasti, tj. njihove se poruke s društvenih mreža najčešće prenose u središnjim emisijama javnih i komercijalnih televizija. Postavljena hipoteza prema kojoj se televizija kao klasični audiovizualni medij odmiče od svoje medijske prirode i specifičnosti te gubi na autentičnosti i profesionalnosti je, pokazuju rezultati istraživanja, potvrđena. No kako sve navedeno indicira da je u pozadini negativnog odnosa pojedinih novinara prema društvenim mrežama neodgovoran način korištenja društvenih mreža (prenošenje informacija bez dodatne provjere), a u manjoj mjeri teorija o odmicanju televizije od svoje medijske prirode prenošenjem objava s društvenih mreža, hipoteza se ne može niti potvrditi niti odbaciti. S obzirom na to da je potvrđena alternativna hipoteza prema kojoj novinari u većini slučajeva provjeravaju autentičnost objava i izvora na društvenim mrežama, može se zaključiti da televizija korištenjem društvenih mreža ne gubi na svojoj autentičnosti i profesionalnosti. Uz činjenicu da televizija mora ostati ukorak s novim medijskim trendovima, bitno je da uz novinarske (nužnost provjere informacija) zadrži i svoje specifične audiovizualne postulate – inzistiranje na vizualnoj kvaliteti.This paper deals with the impact of social networks that have become a global phenomenon and a growing trend of communication on creating news in information programs of national televisions. The aim of this study was to consider the growing influence of releases on social networks in central information broadcasts of public and commercial televisions, to examine to what extent social networks affect their work and whether they serve as a source of relevant, primarily political messages in the central information programs of national televisions (HTV, RTL, NOVA TV). It was also sought to explore which social networks are most used, and which television lead in transmitting messages from social networks. Given the specificity of television as a visual media, the paper seeks to examine how the transmission of social releases affects changes within the television itself as media. The exploration plan encompasses the use of two empirical research methods: a quantitative research method through a written survey, and a method of analyzing the content through 306 entries in which keywords were found (Facebook, Twitter, Instagram, You Tube, social networks). Through the use of the questionnaire survey, in the second phase of the survey, 73 journalists were considered to be adequate to represent the population of journalists working in the news broadcasts of the three televisions. It is clear from the results of the research that the disclosure of information from social networks in the central informative news of public and commercial television has become imperative, and the most commonly used network is Facebook. But the hypothesis that public television uses social networks to a lesser extent than commercial television - has not been confirmed. Namely, although according to the perception of surveyed journalists of commercial television, they use social networks more widely than public television, and there is no statistically significant difference among them in the frequency of use of social networks. However, it should be noted that, during the analyzed period on commercial televisions (Nova TV - 102 TV reports, RTL today 89), there were statistically significantly more such TV reports than on the public TV station (75 reports). Other hypothesis is that journalists mostly do not check the authenticity of social media releases and sources (Facebook being the most commonly used) have been rejected or an alternative hypothesis has been confirmed according to which journalists in most cases check the authenticity of social networking and sources. However, given the journalists' claims, the questionnaire raises the question - are there any journalists who want to offer socially acceptable answers to the interviewer. Furthermore, it is found, through the third hypothesis, that social networks are used by local politicians - executive and parliamentary authorities, ie their messages from social networks are most commonly transmitted in central broadcasts of public and commercial television. The hypothesis that television as a traditional audio-visual media moves away from its nature and specificity and loses its authenticity and professionalism, the research results show, is confirmed. However, as all the above indicates that in the background of the negative relationship of individual journalists to social networks - the irresponsible way of using social networks (transferring information without further verification) and to a lesser extent the theory of abandoning television from its media nature by transmitting social network relases - the hypothesis is neither confirmed nor dismissed. Given that, as stated earlier, an accepted hypothesis is the one in which journalists in most cases check the authenticity of the sources on social networks - we can conclude that television does not lose its authenticity and professionalism by using social networks. In addition to the fact that television must keep up to date with new media trends, it is important that aside from journalism (the necessity of checking information), it also retain its specific audiovisual postulates - insisting on visual quality