초록색 부분은 "프로그램 꾸미기 Programmgestaltung" 파란색 부분은 "함께하기 Mitmachen" 빨간색 부분은 "베를린 Berin"입니다.
1. 프로그램 꾸미기 Programmgestaltung 1.1. 프로그램 08 Programm08:
행사 시작 전에는 주제/소주제 및 발표 제안 등의 서브페이지로 이동, 현재는 확정된 프로그램만이 나타납니다 (행사가 이미 끝났으니까요), 여기서는 전체 프로그램의 윤곽을 볼 수 있습니다. 1.2. 세부 테마 제안: 제안된 테마 읽고 댓글 달기 Themen vorschlagen, vorgeschlagene Themen lesen und das Programm kommentieren:
행사가 끝났기 때문에 현재는 소개글이 있고요. 여기에 제가 댓글에서 말씀드렸듯, 5개 큰 주제와 이 주제별 소주제에 대한 '발표 희망자'들의 글이 올라옵니다. 그럼 이에 대한 평가/수정제안 등이 댓글 형식으로 달리고요. 그럼 이것-수정된 발표안 포함-을 준비팀에서 모아서 최종 (인기)투표에 붙입니다. 그리고 주제가 확정되죠. 만약 발표할 사람이 부족하다면 발표자를 찾는다는 포스팅을 날립니다 (보통 행사 준비사이트들을 블로거들이 RSS 구독하고요). 1.3. 강연들 Vorträge:
행사 주체측에서 초청 강연주제와 강연자를 결정합니다. 이건 주체측 고유권합입니다. 보통 2박 3일 전체에 걸쳐 2-3명. 그러나 '누구를 초청했으면 좋겠다'는 의견을 먼저 수렴합니다. 그리고 발표 요약문을 미리 올리고, 행사 이후에는 전체 발표문을 올리고... 1.4 워크샵 Workshops:
2008년 행사 (총 2박 3일)의 경우 총 5개 테마, 23개 워크샵. 즉 워크샵은 소주제들로 구성되었고요. 23개 각 워크샵에 또 발표자 2-3명씩. 1.5 음식 Verpflegung:
행사기간 동안 어디서 저렴하게 식사할 수 있는지, 주체측이 간식을 판매할 경우(보통 음료수 판매) 그 메뉴와 가격표, 물론 여기에서 후원자도 받고요. 1.6. 개선 제안 Verbesserungsvorschläge:
전체 행사와 관련해서 개선 제안을 받는 곳입니다. 현재 여기를 클릭하면, 당시 개선 제안을 몇가지로 정리해서 '이러 이러한 제안들이 있었다', 그리고 그 제안들은 '이렇게 이렇게 반영했다'라고 기록되어 있습니다. 1.7 2007년 자료 1.8 2008년 자료
2. 함께하기 2.1 참가자 Teilnehmer:
참가자들의 이름, 블로그 주소 등이 공개되어 있고요 (물론 공개 희망자에게 한해서요). 그리고 언론취재를 위해 참가자 중 그래도 유명한 사람들을 공개해서, 따로 인터뷰 일정 잡고 싶으면 그렇게 하라고... 2.2 참가하겠다고 알린 사람들 Kommen ankündigen 2.3 chat/twitter 2.4 1일 티켓 tageskarten:
댓글에서 말씀드렸듯이 미리 미리 행사참가티겟(2박 3일 전체)을 판매하며 시기별로 할인, 그리고 여기서는 '하루 티켓'을 판매했습니다. 2.5 게시판 Schwarzes Blatt
의견 게시판이라기 보다는, '난 남쪽에 사는데 베를린에 같이 차다고 갈 사람' 구하기, '호텔은 너무 비싸니 내게 숙소 제공할 사람' 등 이런 정보들이 오가는 곳입니다. 2.6 인터넷 Netzwerkzugang
2008년까지는 대학시설을 이용해서 행사했기에,,, 인터넷 하는 방법, 트릭 등 소개 2.7 탁아소:
이거 중요하죠... 세심한 배려. 과거 녹색당이 이렇게 했죠. 정당대회때면 항상 임시 탁아소 부터 운영합니다. 블로거 컨퍼런스도 그렇고요. 당근 탁아소 자원봉사자도 모집하고요.
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온라인 저널리즘의 현재와 미래를 분석/예측하는 수많은 글들이 쏟아지고, 다양한 토론 행사들이 끊임없이 진행되고 있다 -이건 지극히 일반적인 이야기다-. 그런데 ‘바로 이거야’할 만한 글들을 만나보지 못했다. 답답하고 갈증이 난다. 이유가 뭘까? 이 세상에는 수만 명(?)의 언론학자들이, 수백만 명(?)의 언론종사자들이 존재하는데... 혹 언론학자/언론종사자 사이에는 이른바 ‘집단지성’이 없는 것일까? 아니면 내 지식이 턱없이 모자라 이미 존재하는 ‘답안지-이론이던 현실 형태이던-’를 엿보지 못한 것일까? 아니면 보고도 깨닫지 못하는 우둔함을 탓해야 하나? 아니면 현 경제학계를 지배하고 있고, 그 숫자가 수십만 명에 이르는 신고전학파 수리경제학자들이 이번 세계경제위기를 예측하지 못했던 것 처럼 그리고 재발 방지책을 내놓고 있지 못하고 있는 것 처럼 인터넷/웹이라는 새로운 매체의 출현 앞에 주류 언론학과 언론계는 ‘이론의 공백’ 또는 ‘전략의 부재’를 보이고 있는 것일까?
다양한 분석틀, 다양한 시각들의 뒤섞임 (온라인) 저널리즘을 분석/진단하는 다양한 이론적 흐름이 존재한다. 그 원인은, 분석의 대상이 ‘개별 신문사’냐 ‘신문산업’이냐에 따라 또는 ‘기자’냐 ‘독자(소비자)’냐에 따라 또는 분석의 학술적 틀이 언론학이냐, 사회학이냐, 경제학이냐 또는 조직학(경영학)이냐 따라 서로 다른 결과물들이 나오고 있고 또 그 결과물들이 서로 경쟁하고 있기 때문이다. 이러한 상황에서 어떤 분석틀이 가장 옳다고 이야기하는 것은 무의미하다.
이러한 서로 다른 시각들을 구별/정리하면서 ‘온라인 저널리즘’의 길을 찾는 짦은 여행을 시작해 볼까 한다 (약 1개월 예정).
첫번째 글: ‘(온라인) 공론장(Öffentlichkeit/public sphere)과 새로운 저널리즘 모델’ 두번째 글: ‘길목 관찰자(Gatewatching) 모델 사례 분석' 세번째 글: ‘온라인 뉴스 시장, 시장의 실패와 공적 규제의 필요성’ 네번째 글: ‘(미정) 길을 떠나자: 블로그래픽’
첫번째 글에서는 하버마스(Habermas)의 공론장 이론을 기초로 인터넷이 없었던 과거의 공론장과 인터넷이 주요 전달매체(media)로 떠오른 최근의 공론장을 간략하게 비교하면서 저널리즘의 새로운 역할을 브룬스(Bruns)의 ‘길목 관찰자(Gatewatching)’ 이론에서 찾아보겠다. 솔직히 이야기하면 이 부분은 오는 6월에 있는 비학술적인 행사의 개인 발표문(예정)을 기초로 한다.
두번째 글에서는 온라인에서 ‘중계자/매개자/길목 관찰자’의 역할 유형을 분석해 보고, 그 사례를 소개할 계획이다. 개인적으로 첫 시도다.
세번째 글에서는 (미디어) 경제학의 관점에서 온라인 뉴스의 소비자 가격이 0이 되는 경향성을 분석해 보고, 온라인 뉴스산업에 공적 규제/지원의 필요성을 주장할 계획이다. 이 부분은 학위논문(‘온라인 뉴스의 가치창출 과정과 가격구조’)의 문제의식을 아주 조금 발전시킨 부분이다.
네번째 글에서는 개인적(!)으로 생각하는 ‘블로그래픽’에 대한 기대를 담아볼 생각이다. 이론적 배경은 Barabàsi의 ‘힘의 법칙 (Power Law)’과 Granovetter의 ‘약한 연결 (weak ties)’이 될 예정이다.
끝으로 생뚱맞지만 약 100여년 전 쓰여진 ‘시구절’을 인용해 본다- 나의 절친한 친구가 좋아하는 시구다.
Two roads diverged in a wood, and I-- I took the one less traveled by, And that has made all the difference. (Robert Frost, 1920) 숲으로 향하는 두개의 길이 내 앞에 놓여져 있는거야. 그래서 난 그 중에 사람들이 덜 지나간 길 하나를 선택했지. 이 선택이 다른 많은 사람들과 졸라 다른 내 인생을 만들어 버린거야 (개인 의역)
그 속을 쉽게 내다볼 수 없는 온라인 저널리즘으로 향하는 두 갈래길-네번째 글에서 묘사 예정-이 놓여져 있다. 그 중 한 길을 택하려 한다. 가능하다면 많은 ‘동인’들과 함께. 다수의 (한국) 언론종사자들은 다른 길을 택할지도 모르지만 말이다.
Tracked from 고민하고 토론하고 사랑하고 2009/04/24 16:50
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다시 하버마스를 얘기하려고 합니다. 그가 그토록 갈망하는 ‘부르주아 공론장’이 과연 블로그세상에서 복원될 수 있을까라는 질문을 던져보려 합니다. 읽고 또 읽어도 어쩌면 불가능할지도 모르겠다는 회의에 빠지게 됩니다. 하버마스가 바라는 그 부르주아 공론장의 원형에 가깝게는 말이죠. 하버마스는 TV와 같은 미디어가 공론장을 파괴했다고 설명합니다. “뉴미디어들이 방송하는 프로그램들은 인쇄된 전달방식과는 달리 수신인들의 반응을 독특하게 제거한다. 그것들은...
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아래에서는 지난 3월말부터 시작된 영미권 신문사들과 구글의 공방전, 그리고 4월초에 있었던 미국신문협회 정기총회를 매개로 진행된 신문의 위기극복에 대한 논의들을 개인적 시각에서 정리, 분석해 보겠다.
이렇게 시간을 들여 논쟁 지점을 정리하려는 이유 중 하나는, 영미권 논쟁들이 한국에 미치는 영향이 작지않기 때문이다. 가장 우려되는 것은, 싸움의 한쪽 입장을 빌려와 개별 신문사-신문산업 전체가 아니라-에 대한 지원책을 이끌어내려는 시도 또는 네이버나 다음에 대한 일방적 규제를 강요하려는 시도들이 생길 수 있다는 점이다.
1. 신문의 위기, 구글의 '도둑질'과 소비자의 '공짜 심리' 때문인가?
이번 미국신문협회 정기총회는 미국신문산업 붕괴의 주적을 명확히 했다. 그 하나가 구글의 '지적재산 도둑질'이고 나머지 하나가 소비자의 '공짜 심리'다. 먼저 전자부터 살펴보자.
2. 구글과 미국신문협회의 대립전선: '공정이용 fair use'냐 '도둑질'이냐 이른바 미디어 황제라는 머독(Murdoch)의 말을 들어보자.
Should we be allowing Google to steal our copyrights? If you have a
brand like the New York Times or the Wall Street Journal, you don't
have to. 구글이 우리의 저작권을 계속 훔쳐가도록 가만두어야 하나? 당신이 만약 뉴욕타임즈나 WSJ 같은 언론사를 소유하고 있다면 결코 가만있지 않을것이다 (출처보기)
WSJ의 편집장 Robert Thomson의 이야기도 들어보자.
There is a collective consciousness among content creators that they
are bearing the costs and that others are reaping some of the revenues. 언론사들은 콘텐츠 생산 비용을 떠맡고 있다. 그런데 다른 이들이 그 이윤의 일부를 (슬쩍) 거둬가고 있다 (출처보기).
여기서 다른 이들(others)은 Google News를 말한다. Thomson 편집장은 감정적으로 한 발짝 더 나간다. 그는 구글 뉴스를 인터넷의 "tapeworms(기생충)"이라 칭하고 있다. 그가 누군가? WSJ의 편집장이다. 결코 단순하게 내뱉은 말이 아니다.
AP 통신사 대표 Dean Singleton은 이번 미국신문협회 총회에서 구글 뉴스를 비롯한 온라인 뉴스 매개/중계자 (online news aggregators)의 불법적인(?) 콘텐츠 사용을 더 이상 용납하지 않겠다는 전의를 불태웠다.
We can no longer stand by and watch others walk off with our work under
some very misguided, unfounded legal theories. We are mad as hell, and we are not going to
take it anymore. 우리는 더 이상 방관만 할 수 없다. 우리는 다른 이들 -구글 뉴스 등-이 저작권 법을 잘못 해석하고 이를 통해 우리의 성과물에서 이익을 취하는 것을 더 이상 지켜만 볼 수 없다. (다같이 일어나 창문을 열고 외치자!) 우린 정말 미치도록 화가났다! 더 이상 견딜 수가 없다!-이 마지막 구문은 매우 유명한 영화대사다- (출처보기)
이쯤되면 구글과 신문사들의 갈등 수위가 '전쟁 직전'까지 이른 것이다. 여기서 논쟁지점은 하나다!
구글 뉴스가 '아웃링크'에 기반하여 온라인 뉴스-제목+한 두 문장의 요약문+출처-를 소비자들이 사용하게끔 도와주는 서비스가 영미법 체계에서 보장되는 공정 이용 (fair use)의 범위 내인가 밖인가이다.
당연히 Singleton은 구글의 뉴스 서비스가 '공정 이용'의 범위를 넘어서는 행위라는 입장이다 (그의 근거는 여기를 참조). 구글은 반대로 자사의 뉴스 서비스는 '공정 이용'이며 '소비자들의 편의/이익'을 위한 것이라고 강변한다. 구글은 각 신문사가 자사의 온라인 뉴스가 이렇게 '공정 이용'되는 것을 원치 않는다면 스스로 '뉴스 링크'를 차단할 수 있다고 친절하게(?) 알려주고 있다 (아래의 구글 대표의 연설 동영상 참조). 이렇게 팽팽한 긴장감 속에서 구글 대표는 지난 미국신문협회(NAA) 총회에서 과감하게 그리고 차분하게 연설을 한다. 적진 한 가운데에서 말이다.
3. 구글 대표 Eric Schmidt의 NAA 연설과 질의응답: 구글의 한판 승! Schmidt의 NAA 총회 연설과 질의응답 동영상을 보자. 매우 긴 동영상이다. Schmidt의 연설을 애써 모두 들을 필요는 없다. 다만 기술혁신과 이 기술혁신이 가져다줄 뉴스 유통의 변화라는 '일반론'에 관심있으신 분들은 시간을 내서 그의 연설을 들어보면 좋을 듯 하다.
그의 연설과 질의응답을 간단히 평가해보겠다.
3.1. 적진(?) 한가운데서 Schmidt 대표는 지나칠 정도로 차분하다 (원래 차분한 성격인 것 같다). 그는 구글이 신문사의 '적'이 아님을 강변하고 있다. 그는 (미래) 기술혁신에 신문사들이 구체적으로 어떻게 대응해야할지를 알고있는 것 처럼 말하지 않는다. '소비자 이익'을 강조할 뿐이다. 구글은 '소비자 편'이라는 것, 즉 구글의 논리적 무기가 무엇인지 명확히 하고 있다. 명장이다. 한편으로 적(?)의 격한 감정을 다독거리고, 다른 한편으로는 자신의 무기가 무엇인지 알려주고 있다.
3.2. 37분 정도 그의 기조연설은 끝나고, 질의응답이 시작된다. 여기서부터 미국 신문사 경영진들의 안타까운 애원(?)이 시작된다. "micropayment나 정기구독 모델의 가능성"을 Schmidt가 어떻게 평가하는지 묻는 질문 등이 이어진다. 이러한 일렬의 질문들에서 개인적으로 느낀 것은 신문사 경영진들은 과거에 집착하고 있다는 점이다. 그들은 종이신문의 비즈니스 모델이 웹/인터넷에서도 계속 통용되기를 간절히 바라고 있고, 이를 웹/인터넷을 잘 알고 있는 구글 대표가 동의해 주길 바라고 있다. 그러나 Schmidt는 이에 동의하지 않고 "광고모델"이 해결책이다라고 답한다.
3.3. 신문사 경영진들은 웹/인터넷 환경에서 뉴스/언론의 시장 메커니즘이 무엇인지 나름의 입장을 가지고 있었어야 했다. 그리고 그 입장에서 광고모델로도 '생산비용'이 전혀 회수되고 있지 못함을, '소비자 이익'을 위해서 이대로는 안된다는 것을, '공생의 길'을 찾자라고 Schmidt에게 주장했어야 옳다. 온라인 뉴스가 살아남기 위한 자신들의 혁신적인 방안을 제시하고 구글이 이를 위해 협력할 것을 주장했어야 했다.
4. 방어전략으로는 신문사 살아남을 수 없다: 시장의 변화를 읽어야 개인적으로 가지고 있는 선입견이 있다. 기자들은 일반적으로 자신들을 '자유로운 영혼의 미술가'쯤으로 생각하고 있다. 그리고 '돈 문제'는 자신들의 과제가 아니고 회사 경영진-갤러리스트-의 일로 치부한다. 자신들의 노력으로 탄생시킨 뉴스/기사를 대가도 지불하지 않고 이용/사용하는 구글이 밉고 소비자들이 싫을 뿐이다. 미국 신문사 경연진이 고작 생각해 낸 것은 유료 온라인 뉴스 프로젝트인 ''Journalism Online"이다.
시장(성격)이 변했다. 서울에만 살았던 사람들은 이해 못할 수도 있다. 그런데 경남 진주나 강원 삼척에 살았던 사람들이 과거 '구입'할 수 있었던 신문의 종류가 몇개 정도될까? 지역 신문 1-2개, 그리고 전국신문 조선, 중앙, 동아, 한국 정도일 것이다. 제품 비교도 쉽지 않다. (무가지 배포를 제외한다면) 일단 구입을 해서 읽어봐야 한다. 그러다보니 일반 소비자는 동시에 2-3개 신문을 구입하지 않는다. 즉 시간이 경과하면서 1개의 신문만을 소비하게 된다. 그런데 인터넷은 1. 시장의 '지역성'이 사라지게 하고, 2. 소비자가 추가비용 없이 다수의 신문사들이 만들어낸 다수의 뉴스/기사를 '동시'에 비교할 수 있게 한다. 여기서 주목할 것은, '제품 비교'가 시장에서 무서운 결과를 낳는다는 점이다. 특히 '비교 비용'이 0에 가까울 경우 '제품의 차별성'은 급격히 줄어들게 되고 '차별성' 없는 제품에 대한 소비자의 '지불의사'는 급감하게 된다.
이렇게 시장이 변하면, 과거 작동했던 게임의 규칙이 무의미해질 수도 있다. 이러한 변화를 받아들이고 뉴스/기사의 새로운 생산 및 소비전략을 짜는 것은 언론 종사자 모두의 과제이다. 새로운 시장에 맞춰 새로운 전략을 짜고 차별화된 뉴스/기사 또는 정보서비스를 제공해도 구글과 같은 매개/중계자가 계속 문제인가? 그럼 공적 규제/조정의 목표-소비자 이익 증대와 생산 동기 부여 등-를 공론화하고 '공생의 길'을 찾기위해 노력해야 한다.
뉴스 소비자를 파렴치범이라 하고, 낡은 저작권법(Copy-!!!-right)으로 검색 서비스업체를 몰아세우는 방법으로는, 즉 '방어적 전략'으로는 종이신문사들이 웹/인터넷에서 살아남기 힘들 것이다.
닫힌 창문을 열고 소비자들에게 크게 소리쳐야 한다. '지금/현재'의 언론/신문사가 생산하는 뉴스/기사의 가치가 얼마나 소중한지, 뉴스/기사가 소비자 개인뿐 아니라 사회 전체에도 얼마나 값진지 외쳐야 한다.
동감합니다. 신문사를 비롯한 언론은 새로운 '도구'를 사용하기 위해 노력하거나 새로운 도구의 가능성을 모색하기 보다 기존에 해 오던 '익숙한 방식'을 그대로 '추가 비용/투자/시간/노력'없이 적용해서 자기들이 가지고 있던 권력과 수익을 유지하려고 하는 듯 합니다. 모두가 변해가고 적응하는 이 때에 자신들의 장점을 찾아서 부각시키고, 단점을 고칠 생각은 하지 않으면서 징징대는 모습을 보면 뉴스 소비자의 입장에서...그리고 인터넷에 익숙한 세대로서 '질려버립니다'.
그리고 아무리 생각해도 이해가 안되는 것이;;;
왜 신문사 등 언론 매체가 구글을 '경쟁자'로 보는지 모르겠습니다. 제가 생각할 때에는 아주 좋은 파트너가 될 수 있을 것 같은데 말이죠.
그렇죠. 소비자 입장에서는 '왜 위기인지'라는 의문이 들겠죠. 과거 어느 때보다 미디어가 다양해지면서 즐기고 소비할 내용은 더욱 풍부해지고 있으니까요.
시장에서는 원래 오늘의 동지가 내일의 적이고, 어제의 적이 오늘의 동지... 아닐까요. AP도 대표가 저런 강경 발언하기 직전 구글과 기사공급 계약 맺었잖아요. 수억만 달러 상당의....
개인적으로 종이신문의 위기는 신문사 스스로 자초한 부분이 많다고 생각합니다. '온라인'이라는 외계인이 갑자기 나타나 잘 나가던 종이신문사를 깨부순 것은 아니니까요. 온라인에서는 대동소이한 기사/뉴스를 많이 접하게 됩니다. 온라인에서는 각 신문사들이 벌거벗은 임금님 꼴이랄까요.
수익모델... 쉽지않은 문제죠. 계속 고민하고 토론하다 보면 실마리를 찾을 수 있지 않을까요?
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