Yeni Medya Gelir Kaynakları ve Türkiye’de Dijital Medya: İş Modelleri, Sorunlar ve Öneriler

Yıl 2019, , 555 - 572, 21.01.2019

Selda Bulut , Serpil Karlıdağ

https://doi.org/10.17680/erciyesiletisim.459829

Öz

Türkiye’de basın gerek ekonomik gerekse siyasi nedenlerle bir süredir sorunlarla
karşı karşıya bulunmaktadır. Bunun yanı sıra internet çağının getirdiği satış ve
reklam gelirlerindeki düşüş, gazetecilerin yeni mecralara yönelmesine yol açmıştır.
Ticarî medya kuruluşlarında işlerini kaybeden birçok gazeteci, dijital ortamın
mümkün kıldığı yeni üretim alanına yönelmiş ve böylece farklı medya kuruluşları
faaliyete geçmiştir. Amaç kamusal yarar özellikleri gösteren içeriğin üretimi, dağıtımı
ve tüketimi içinyeni modeller bulmaktır. Kitlesel fonlama da kâr amacı gütmeyen
medyanın finansmanı bir için uygun seçenektir. Gelir yaratmanın yanı sıra gazeteciliğin
giderlerinin azaltılması da uygulanan modeller arasında bulunmaktadır. İçerik,
küçük bir editörlük kadrosu, web tasarımcısı ve vatandaş gazeteciler yoluyla internet
üzerinden dağıtılabilir. Devlet desteği hükümetin tercihleri yönünde kullanıldığından
hükümeti eleştiren basın sıklıkla cezalandırılmaktadır. Basın İlan Kurumu tarafından
gazetelere dağıtılan resmi ilanların yanı sıra devletin kurumlarına ait reklamlardan
pay alamamak bu cezaların başında gelmektedir. Bu bağlamda, diğer ülkelerde ana
akımın dışında medyaya uygulanan devlet desteği, Türkiye’de zor görünmektedir.
Dijital medyaya, ulusal ve uluslararası vakıflar ve hükümet dışı örgütler ve diğer bazı
kuruluşlar tarafından yapılan bağışlar da bulunmaktadır. Bu nedenle, bu çalışmanın
amacı T24, Bianet, P24, Diken ve Medyascope gibi dijital gazete ve haber sitelerinin
gelir kaynaklarını ve gelişmelerini incelemektir. Bu amaçla, bu kuruluşların mülkiyet
yapıları, gelir kaynakları ve uyguladıkları iş modelleri ele alınacaktır.

Anahtar Kelimeler

Medyanın Gelir Kaynakları, İş Modelleri, Dijital Gazete

New Media Income Sources and Digital Media in Turkey: Business Models, Issues and Suggestions

Öz

In Turkey, the commercial press is faced with problems both economically and
politically. Besides, the decline in sales and advertising revenues due to the influence
of internet has led journalists to turn to the new fields. Many journalists lost their job in
the commercial media organizations, have turned to the new field of production that
digital media makes possible, consequently new different media organizations have
started to operate. The goal is to find new models for production, distribution and
consumption of content that show public good characteristics. Crowdfunding is also a
viable option for financing non-profit media. In addition to creating income, reducing
the expenses of journalism is also among the applied models. A small editorial staff,
web designer and citizen journalists can distribute the content over the internet.
Since the public support has been used in favor of governmental preferences, the
press has often been punished for criticizing the government. Not being able to get a
share of the advertisements distributed by the Press Advertisement Agency as well
as the official advertisements of the state institutions are some of the main fines.
In this context, state support, which is applied for the outside of the main stream
media in other countries, seems difficult in Turkey. There are also donations made
by national and international foundations and non-governmental organizations and
some other resources. Therefore, the aim of this study is to examine the sources and
expansions of digital newspapers and news sites such as T24, Bianet, P24, Diken,
and Medyascope. For this purpose, the ownership structures and income sources of
these organizations and the business models they apply will be discussed.

Anahtar Kelimeler

Media Income Sources, Business Models, Digital Newspaper

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