El periodismo del porvenir: algunos deseos a modo de previsiones

Abstract

Democracy is impossible if citizens are not well informed, and today's media are mediocre. Freedom and the search for truth are insufficient; quality, based on technique and on an ethical approach, is a prime requisite for serving the public well. In the near future, the media will be radically transformed: newspapers will be replaced by the telemedia; there will be less confusion between information and entertainment; "pseudo-events" will no longer be published; pressures and taboos will be abandoned; the concept of information will be broader; news will be of higher quality, based on reality rather than on appearances, more interesting and intelligible. Information will be at the service of science, foster the public debate, favor reform and be more respecfull of ethical codes. This will be achieved by internal and external quality-control mechanisms based on critique, observation and public access. In this process the university community has a vital role to play.

Publicidad y nuevos medios

“…Como agudamente ha señalado Llano, el panorama interactivo no establece un verdadero diálogo: "No puedo dialogar realmente con mi televisor interactivo: necesito un grupo de amigos" [11] . Para que la participación del público sea plena -aparte de esa elección trascendental que supone dedicar el propio tiempo a determinado título o programa -, debe también implicar la posibilidad de participar activamente, más allá de los menús que se le ofrecen de antemano, como ha explicado recientemente Bertrand [12] . De lo contrario, las tecnologías de libertad pueden tornarse tecnologías de creciente tiranía para el público.…”