Matriz de competências para o jornalismo em mídias sociais e repercussões na formação do jornalista

Abstract

With the incorporation of social media by journalistic activity for the production, propagation and measurement of news on platforms such as Instagram, Facebook, Twitter, among others, communication vehicles choose professionals with the most diverse competences to achieve the goal of a digital presence in these environments. The definition of profiles, however, is marked by constant experimentation when composing the Social Media Editorials, structures created for exclusive performance with the aforementioned media. These teams are sometimes made up only of journalists, sometimes made up of professionals from areas such as Marketing, Design, Advertising and Advertising and Communication in Digital Media. Editorials have the responsibility to plan, produce and distribute content for social media, especially news previously published on websites and newspapers (in print and digital versions), as well as to measure the information they propagate. These activities demand knowledge that goes beyond journalistic practices, such as professional photo and video editing, data management, metrics and people, etc. Given this context, the present research asks: What competences, knowledge, skills and attitudes should the journalist working with social media have in view of the changes in the profile of this professional? The main purpose of the research was to compose a competency matrix for Journalism on social media. To this end, the methodological path employed semi-structured interviews with the main responsible for the editorials and analyzed the content produced and shared by the teams in three reference vehicles in the Northeast region: O Povo and Diário do Nordeste, in Ceará, and Jornal da Paraíba, in the state of Paraíba, in which the Professional Master in Journalism at the Universidade Federal da Paraíba (UFPB) is based. The results indicate the adoption of social media for news distribution and, mainly, the elaboration of the Competence Matrix for Journalism in Social Media, resulting from four categories: 1) Performance centered on Journalism, 2) Hybrid editorials, 3) Culture of Social Media and 4) Complementary and self-directed training.