The effective functioning of a democratic social order depends on the presence of knowledgeable, competent journalists who are conscious of their responsibilities. For this reason, it is of great importance not only to develop a multidimensional understanding of the role and impact of journalism in modern societies, but also to acquire the ability to structure information and news in accordance with the requirements of the journalistic profession. Journalism is also influenced by the dynamics of the media sector, which has become a rapidly developing industry, encompassing nearly every field from broadcasting and media planning to financial management and product marketing, and shaped by the permeability between local, national, and global levels.
Today, it is crucial for a media manager to be aware that the media organization itself is a brand, and that protecting and enhancing the value of this brand takes precedence over all other objectives. In matters of branding and advertising, a media manager should be capable of contributing to the organization’s marketing policy with the expertise of a marketing specialist and exercising authority over advertising strategies with the insight of a professional advertiser. In addition, the ability to apply managerial knowledge that ensures the effective use of human resources and other material assets within the organization is of vital importance for media managers; because contemporary media management, shaped by speed and competition, can only be realized by managers and manager candidates who are able to integrate modern marketing and management techniques with the political economy of the media, rather than relying solely on traditional methods.
General Journalism is an interdisciplinary program that focuses on institutional and administrative issues specific to the media, drawing upon perspectives, techniques, and methods from other disciplines. However, despite its interdisciplinary nature, the program is neither an alternative to nor an extension of any single discipline.
The target audience of this program consists of managers and manager candidates working at all levels of media institutions and organizations; graduates of communication studies or other undergraduate programs who wish to establish a place for themselves in the field of communication; and professionals working in departments such as marketing, business administration, and public relations who are, in one way or another, engaged with the media sector.
