{"id":15667,"date":"2018-12-16T17:32:30","date_gmt":"2018-12-16T17:32:30","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/?p=15667"},"modified":"2018-12-16T17:32:30","modified_gmt":"2018-12-16T17:32:30","slug":"turk-medyasinin-dijital-donusumle-imtihani","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2018\/12\/16\/turk-medyasinin-dijital-donusumle-imtihani\/","title":{"rendered":"T\u00fcrk Medyas\u0131n\u0131n Dijital D\u00f6n\u00fc\u015f\u00fcmle \u0130mtihan\u0131"},"content":{"rendered":"

Bir \u201cmedyada dijital d\u00f6n\u00fc\u015f\u00fcm\u201d tart\u0131\u015fmas\u0131d\u0131r gidiyor. Tabii sorun art\u0131k herkesin burnunun dibine kadar geldi. Hele y\u0131l\u0131n bu d\u00f6nemleri b\u00fct\u00e7eleri oturtmaya \u00e7al\u0131\u015f\u0131rken b\u00fct\u00fcn b\u00fcy\u00fck gruplar\u0131n patronlar\u0131n\u0131n can\u0131 burnunda.
\n\u00c7ok net hat\u0131rl\u0131yorum, b\u00fcy\u00fck bir medya grubundaki y\u00f6neticilerden birine Youtube\u2019un televizyonlar\u0131 tehdit edece\u011fini s\u00f6yledi\u011fimde, \u201cbi\u015fey olmaz gerekirse sat\u0131n al\u0131r\u0131z, hele bir r\u00fc\u015ft\u00fcn\u00fc ispatlas\u0131n demi\u015fti\u201d. Alamad\u0131\u2026 Daha da k\u00f6t\u00fcs\u00fc \u015firketini satt\u0131.
\n\u015eimdi bak\u0131yorum 90\u2019lar\u0131n ba\u015flar\u0131nda ba\u015f\u0131na gelen tehlikeyi anlamay\u0131p, interneti medya olarak tan\u0131mlayan ve heyecanla onu patronlara anlatmaya \u00e7al\u0131\u015fan b\u00fct\u00fcn gazeteciler i\u015fsiz. Sebebi ise hep ama hep yanl\u0131\u015f analiz. O d\u00f6nemde \u00fczerlerine gelen kar y\u0131\u011f\u0131n\u0131n\u0131 g\u00f6sterip, internetin medyalar\u0131 da i\u00e7ine alan bir platform oldu\u011funu s\u00f6yledi\u011fimizde, k\u00fc\u00e7\u00fcmsedikleri alan\u0131n asl\u0131nda ne kadar b\u00fcy\u00fck oldu\u011funu eminim \u015fimdi g\u00f6r\u00fcyorlard\u0131r. O d\u00f6nemde konuyu k\u00f6ye gelen fil hikayesi ile anlat\u0131yordum. \u015eimdi bakal\u0131m medya d\u00f6n\u00fc\u015fmezse (\u00f6zellikle dijital demiyorum) ne hale gelecek birka\u00e7 y\u0131l sonra onu da yazar\u0131m.
\nDedim ya tart\u0131\u015fma uzay\u0131p gidiyor. Millliyet gazetesinden Mehmet Soysal bir s\u00fcredir yaz\u0131yor. Gazete yerine sitelerden yazmak zorunda kalanlar da cevap veriyor. Ama yanl\u0131\u015f analizler yine havalarda u\u00e7uyor.
\nYanl\u0131\u015f 1. New York Times dijital d\u00f6n\u00fc\u015f\u00fcm\u00fcn\u00fc ger\u00e7ekle\u015ftirmi\u015f.
\nY\u0131llard\u0131r dan\u0131\u015fanlar\u0131ma iki konudan bahis ederim. Birincisi dijital d\u00f6n\u00fc\u015f\u00fcm, dijital bir konu de\u011fildir. Bunu uzun uzun anlataca\u011f\u0131m ama ikinci konu ise ad\u0131 ne olursa olsun bu d\u00f6n\u00fc\u015f\u00fcm\u00fcn bitmesi ihtimali olmad\u0131\u011f\u0131. Yani ya bu yola girer hayat\u0131n\u0131z\u0131n sonuna kadar ko\u015fturursunuz yada son on y\u0131lda Fortune 500\u2019den d\u00fc\u015fen ve yok olan \u015firketlerin CEO\u2019lar\u0131n\u0131n \u015fa\u015fk\u0131nl\u0131\u011f\u0131n\u0131 ya\u015fars\u0131n\u0131z. Tan\u0131yanlar bilirler hi\u00e7bir zaman korkutarak \u00f6\u011fretmetmedim, satmad\u0131m, pazarlamad\u0131m. Bir grup \u00e7apulcu gibi korkuyla sayg\u0131 elde etmedim. Korkutmuyorum! \u0130\u015fin sonu ciddi. D\u00f6n\u00fc\u015f\u00fcm \u015fart. Ama yapt\u0131m bitti durumu yok!
\nYanl\u0131\u015f 2. Sosyal medya ile kendilerini farkl\u0131 g\u00f6rmek
\nMatrix\u2019in en sevdi\u011fim sahnelerinden biri Morpheous\u2019un Neo\u2019yu ilk sanal d\u00fcnyaya g\u00f6t\u00fcrd\u00fc\u011f\u00fc ve orada kung-fu yapt\u0131klar\u0131 and\u0131r. Neo yedi\u011fi hamlelerin etkisi ile h\u0131zl\u0131 h\u0131zl\u0131 solurken, Morpehous yakla\u015f\u0131r ve ger\u00e7ekten \u201csoludu\u011funu hava m\u0131 zannediyorsun?\u201d der. \u0130\u015fte o andaki ayd\u0131nlanmay\u0131 medya patronlar\u0131na ya\u015fatmak i\u00e7in \u00e7ok enerji harcad\u0131m ama \u00e7ok az\u0131 fark\u0131 anlad\u0131. Ne zaman dokunulsa sosyal medya rekabetinden bahseden medya patronlar\u0131na sormak istiyorum. Facebook madem rakibiniz peki sizin gibi i\u00e7erik mi \u00fcretiyor? Siz i\u00e7erik \u00fcreterek ona nas\u0131l rakip olabilirsiniz. Gelecek on y\u0131lda size i\u00e7erikten, veriden ve bunlar\u0131n de\u011ferinden bahseden varsa sizi kand\u0131r\u0131yordur. Veri saklanacak, para edecek bir\u015fey de\u011fil. Facebook veri \u00fcretmiyor, algoritma \u00fcretiyor. Ben i\u00e7erik \u00fcreterek, algoritma \u00fcretenlere laf edenleri m\u0131zrakla tanka sald\u0131ranlara benzetiyorum. \u0130nan\u0131n bu taraftan \u00f6yle komik g\u00f6r\u00fcn\u00fcyorsunuz.
\nYanl\u0131\u015f 3 . Telif haklar\u0131n\u0131 almal\u0131y\u0131z!
\nTabii i\u00e7eri\u011fin de\u011feri olmay\u0131nca telif haklar\u0131n\u0131n da \u00f6nemi kalm\u0131yor. Baz\u0131 \u015feyler elinizden akar, veri i\u00e7erik gibi. As\u0131l de\u011ferler bunun arkas\u0131ndaki algoritmad\u0131r. As\u0131l saklanmas\u0131 gereken, payla\u015f\u0131lmayan budur. Coca Cola\u2019n\u0131n form\u00fcl\u00fc gibidir algoritmalar.
\nYanl\u0131\u015f 4. Hala gelir kayna\u011f\u0131 reklam san\u0131l\u0131yor
\nTabii i\u00e7erik \u00f6nemsizle\u015fince, pazarlama profesyonellerinin zaten ucuzlatt\u0131\u011f\u0131 reklam, art\u0131k tamamen de\u011fersizle\u015fti. Dolay\u0131s\u0131yla kazanc\u0131 art\u0131k bu alanlarda aramak bo\u015fa k\u00fcrek sallamaktan farks\u0131z.
\nYanl\u0131\u015f 5: Hala i\u015fi kanunlarla ve devletle \u00e7\u00f6z\u00fclece\u011fi san\u0131l\u0131yor
\nSon olarak bilinmeli ki; yeni d\u00fcnyan\u0131n sorunlar\u0131n\u0131 eski d\u00fcnyan\u0131n g\u00fc\u00e7 kaynaklar\u0131 ile \u00e7\u00f6zemezsiniz. Bo\u015funa enerjinizi kanunla, devletle harcamay\u0131n. O insanlar\u0131n da zamanlar\u0131n\u0131 harcamay\u0131n. Zaten EC yeni telif yap\u0131lar\u0131 daha sert kararlar yerine, \u00e7ok yumu\u015fak kararlar ald\u0131. Telif art\u0131k lokasyonlara de\u011fil insana ba\u011fland\u0131. Yani EC telif mevzuatlar\u0131 dijital d\u00f6n\u00fc\u015f\u00fcm\u00fc sa\u011flad\u0131.
\nAnlat\u0131p duruyorum, bu dijital d\u00f6n\u00fc\u015f\u00fcm, dijital ara\u00e7larla olmuyor. Bak\u0131\u015f a\u00e7\u0131n\u0131 de\u011fi\u015ftirmiyorsan bo\u015funa masraf yapma. Durumun zaten \u201cdoktor ne yerse yesin dedi\u201d hali. Bunu s\u00f6yleyince nedense b\u00fct\u00fcn patronlar, hemen hedef kitlesine bak\u0131yor. Bu konu her a\u00e7\u0131ld\u0131\u011f\u0131nda rakip g\u00f6rd\u00fc\u011f\u00fcn facebook, twitter hedef kitle planlamas\u0131 yap\u0131yor mu? O zaman bana Facebook\u2019un dilini, dinini, \u0131rk\u0131n\u0131, sosyo ekonomi grubunu s\u00f6yler misin? He bir de aman mobil diyenler var. Facebook sadece mobilde de benim mi haberim yok?<\/p>\n","protected":false},"excerpt":{"rendered":"

Bir \u201cmedyada dijital d\u00f6n\u00fc\u015f\u00fcm\u201d tart\u0131\u015fmas\u0131d\u0131r gidiyor. Tabii sorun art\u0131k herkesin burnunun dibine kadar geldi. Hele y\u0131l\u0131n bu d\u00f6nemleri b\u00fct\u00e7eleri oturtmaya \u00e7al\u0131\u015f\u0131rken b\u00fct\u00fcn b\u00fcy\u00fck gruplar\u0131n patronlar\u0131n\u0131n can\u0131 burnunda. \u00c7ok net hat\u0131rl\u0131yorum, b\u00fcy\u00fck bir medya grubundaki y\u00f6neticilerden…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[39],"tags":[],"class_list":["post-15667","post","type-post","status-publish","format-standard","hentry","category-businessweek"],"yoast_head":"\nT\u00fcrk Medyas\u0131n\u0131n Dijital D\u00f6n\u00fc\u015f\u00fcmle \u0130mtihan\u0131 - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2018\/12\/16\/turk-medyasinin-dijital-donusumle-imtihani\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"T\u00fcrk Medyas\u0131n\u0131n Dijital D\u00f6n\u00fc\u015f\u00fcmle \u0130mtihan\u0131 - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"Bir \u201cmedyada dijital d\u00f6n\u00fc\u015f\u00fcm\u201d tart\u0131\u015fmas\u0131d\u0131r gidiyor. Tabii sorun art\u0131k herkesin burnunun dibine kadar geldi. 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Tabii sorun art\u0131k herkesin burnunun dibine kadar geldi. 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