“It is a problem of ´journalist´s notepads´. There is a certain group of experts who are willing to communicate with media and they are the part of that journalistic list that every editorial board or journalist has. It is easier to contact these people.“
Jaromír Volek is a senior lecturer at the Department of Media Studies and Journalism, at the Faculty of Social Studies of the Masaryk University in Brno. He is focusing on the studies of television, theory of media audiences and sociology of mass media. He is often invited into Czech media as an expert on the media realm.
He determined the expert term, gave us an explanation of experts figure in Czech media and clarified why Czech media work with limited circle of opinion leaders. According to him man expert´s figure is used two times more often in media contents than woman expert´s figure. He interprets this fact as a consequence of demanding journalistic work – quick decision making, certain idea about required media content, availability and communication skills of a guest (expert).