M Wirtfffe) 4fe dm vi|c t^ chuc cua T6nt iiAng f Rcchard Nixon vio nAm
G U^ gh^ faykm hrc khi c6n dkMng nhiem chi vl dk Mi b*o ate hti ky gii Bob
3.3.2 Mo hinh truyen thong mo'
Khi khoa hgc ky thuat phat trien, ciing vdi su ra ddi ciia internet ndi
chung, va cac mang xa hdi (nhu Facebook, Twitter...) ndi rieng, thi cac mo thirc
truyen thong mdi dugc thilt lap. Lich su bao chi chi ra ring su hinh thanh va
phat trien cua mgt loai hinh bao chi thudng gin liln vdi nhung phat minh cdng nghe. Bao in ra ddi dau the ky XVII sau khi phat minh ra may in bing khuon diic; Phat thanh ra ddi nam 1920 sau khi nhan loai phat minh ra den phat song; "Bao hinh" dau tien tir thap nien 1940 cung nhd nhung phat minh cdng nghe truyen dan trudc dd. Nam 1983, ngudi My sang tao ra thuat ngu "intemet" sau khi phat kien mang loan cau nay. Sau dd 4 nam, vdi su ra ddi ciia cdng nghe "world wide web"' , Internet mdi thuc sir phat trien manh tren loan the gidi va bao chi intemet (bao chi phat hanh tren mang) da ra ddi. Ljch su truyen thdng cung chirng minh rang khi hinh thuc truyen thdng thay ddi thi ban chat ciia truyen thdng ciing thay ddi theo.
B5o chi true tuyen - loai hinh bao chi phat hanh tren inang - da dan dan lam thay ddi ihdi quen dgc bao, nghe dai, xem tru\ en hinh theo each cu va do dd tac ddng din each thu thap. phan phdi thdng tin ciia nhieu loai hinh bao chi truyin thdng. Iheo mgt nghien ciru ve bao mang cua PEW Intemet Project (tien hanh tu thang 2/2009 din thang 2/2010) d My. thi 92*^i) ban dgc tham gia vao cac tru> In thdng da phuang tien, \ a chi cd 7% ban dgc chi dgc tren mgt loai hinh.
Xu thi lich hgp cac loai hinh truyin thdng dai chimg va xu the hdi tu cdng nghe dang la dac dilm ndi bat ciia bao chi trong k\ ngu>en Intemet. Va yeu cau cua cdng chiing hdm nay ddi vdi bao chi la: "rdi mudn (dgc. xem, nghe) nhung
gi tdi mudn, vao thdi dilm tdi lira chgn \ a theo each thirc ciia tdi" (/ want: what I
want, when I wont it, the way I want it). Cdng chung/ngudi su dung bao chi hien
dai khdng chi dan IhuAn tilp nhan ndi dune ma cdn gdp phan xay dung va giri ndi dung cho ca quan bao chi, la chii the chung ciia lac pham bao chi. Chiing ta
dang dan cd mgt md hinh truyin thdng mdi, md hinh truyen thdng dan chii han.
' Tim Bemcrs-Lce duqc coi la '*cha dc" cua he th^ne World Wide Web
Moi ca nhan trong ky nguyen thdng tin nay cd the thda man nhu eSu truvin thdng theo y muon ngay cang nhieu hom.
Co ngudi cho rang dac trung ca ban cua truyen thong tnjc tuyen la tinh tuong tac. Toi khong dong tinh voi quan diem nay. Boi phat thanh. truyen hinh va bao in co cung tuang tac. Nhung kha nang ca nhan hoa (customize) la dac trung chi co a bao true tuyen.
Tat nhien. ca nhan hoa khong chi la kha nang cho phep cong chung truyen
thong tiep nhan thong tin khong dong bo ma con hang loat kha nang khac. Kha
nang dja phuang hoa, kha nang thay doi mau sac. giao dien... chang han. Cac ta bao true tuyen Ian tren the giai nhu www.bbc.co.uk (cua tap doan BBC) hoac www.voanews.com (cua Dai Tieng noi Hoa ky) da xay dijng nhieu phien ban cho cac quoc gia khac nhau vai noi dung phij hgp cho cac quoc gia do. tat nhien. bang ngon ngu chinh ciia quoc gia do. VOAnews true tuyen phat hanh 62 phien ban dia phuang hoa vai 62 ngon ngir. con so nay vai BBC la 33.
Dac trung ca nhan hoa thong tin cua bao true tuyen. con la kha nang cung
cap cho nguoi sir dung tir trinh hay hinh thuc "to bao". Cung theo nghien cuu \e
bao mang cua PEW Intemet Project, thi "xuat hien" mo hinh "^P": [I] Personalised: 28% ban doc bao .nang muon tu> bien trang chu (Personalised) theo y ciia minh; |2] Personalised: 33% nguoi dung sir dicing cac thiet bi co the di chuyen dugc (Portable); [3] Participatory: 37% nguoi dung intemet chia se cac tin tire minh dgc dugc, binh luan va ph6 bien tren cac mang xa hgi nhu Facebook, Twitter...
Ve ly thuya, sir tiiy bi^n (ca nhan hoa) cho phep nguai sijr dijng tu thay ddi cac module cua bao thong qua .not ph5n m^.n co nhieu tiiy chgn. Nguai sir duna thich doc tin th^ thao. hg co the sSp x^p lai trang chu de dua muc tin the thao^vao vi tri ho thich trCMi trang chu. hoac co the tu thiet ke lai website cua .not to bao true IUVCMI nao do sao cho vua y hg: thay doi kieu chu. ca chu. mau nen cua trang bao 'true tuv^n. mau cua manchette... Tru> en thong h.en nay phat tr.en dcMi muc ma. nuh6 bao khong phai la nghe "dgc qu>en" nua. ma bat cu a. cung CO tha tham eia hoat dgng na>. Khai niem "bao chi cong dan (c.t.zen journalism) duac cac nha ly luan bao chi My de ra de chi cac hoat dgng truyen "thons ciia nhimg nguai khong phai .iha bao chuyen nghiep. Hieu mgt each rong. bao chi cong dan la hoat dgng thu thap. phan tich ^ a ch.a se tho.ig tm tren cac phuang ticMi truyen thong dai chiing cua nhung ngua. khong pha. nha bao.
Hien nav K luan bao chi (V Viet Nam hi\u nhu chua co nhung t6ng kdt ro rane hoac du biio'dSN'du v^ dac tnn.g nay cua H«b mang'do Intemet npa> cang h X l e n VA ph.^t trien qi.^ ..hanh. Nhimg tu g6c do ph^n t.ch ly thuyeU co the t h t nhftng v L t6 the hie., kha nSng ca nhan hoa thong t,n ti.a rtot bao tryc
tuven ph, thugc vAo \\] kha nSng sang tao ciia bno vA [21 kha nang cong nghe cho phep. 1 k , il«« ^ » 4 Mi « i i >* ^ * ^ ^^
VW^*^eo nh* bio Phan VS.. Tii. Pb6 Ch^ tic^ ^ T^hf^V^rnJ^t^Ahg Nai' mc trung cd nhan hda thong fin cua tn.ven thong trirc tu^•en co the h.eu 1^ nhom
kha ndng d^c bi?t cua logi hinh bao chi nay trong vi^c cho phep n^&i sir dung CO thi tu do lua chqn thong tin minh cdn, vao dung luc minh cdn (tiip nhan CO thi tu do lua chqn thong tin minh cdn, vao dung luc minh cdn (tiip nhan thong tin khong ddng bo), theo each thirc minh mong mudn... Die trung nay the