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master's thesis
Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu
2021. urn:nbn:hr:251:228435
Živković, Katarina
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Živković, K. (2021). Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:228435

Živković, Katarina. "Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:228435

Živković, Katarina. "Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:228435

Živković, K. (2021). 'Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 04 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:228435

Živković K. Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 December 04] Available at: https://urn.nsk.hr/urn:nbn:hr:251:228435

K. Živković, "Novi val influencera i (pro)aktivno građanstvo u digitalnom svijetu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:228435

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Metadata
TitleNovi val influencera i (pro)aktivno građanstvo u digitalnom svijetu
Title (english)New Wave of Influencers and (Pro)Active Citizenship in the Digital World
AuthorKatarina Živković
MentorTatjana Ileš (mentor)
Committee memberMarina Đukić (predsjednik povjerenstva)
Committee memberIgor Gajin (član povjerenstva)
Committee memberTatjana Ileš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Pojmovi poput virtualnog identiteta, virtualne komunikacije, influencer marketing su samo neki od glavnih obilježja koje opisuju današnje tehnološko i informacijsko društvo. Cilj diplomskog rada „Novi val influencera i (pro) aktivno građanstvo u digitalnom svijetu“ jest analizirati i prikazati na koji način influenceri postaju glavno središte na društvenim mrežama te kako svojim djelovanjem utječu na stvaranje željene reakcije društva u digitalnom svijetu. Prije svega, rad opisuje nastanak medija, uključujući njihov utjecaj na društvo te nastanak cyber kulture koja postaje neizbježna unutar društvenih mreža. Daljnji razvoj interneta dovodi do pojave influencera – utjecajnih osoba koje svojim sadržajima oblikuju mišljenja i stavove društva te tako postaju novi uzori adolescentima. Njihov doprinos u svijetu medija, uvelike olakšava raznim tvrtkama za promoviranje svojih brandova i postizanje krajnjeg cilja za pridobivanje većeg broja potrošača. Isto tako, može se reći da suradnja influecnera i sponzoriranih sadržaja stvara jedan oblik manipulacije u društvu, zbog čega društvena inteligencija postaje upitna, a jednako tako ovisna o digitalizaciji u modernom svijetu. Kako bi se postigli rezultati istraživanja utjecaja influencera na (pro) aktivno građanstvo, provedena je anketa na 226 ispitanika unutar Hrvatske. Glavni cilj istraživanja je uvidjeti stavove društva na utjecaj influencera te njihovo djelovanje na (pro) aktivno ponašanje.
Abstract (english)
Terms such as virtual identity, virtual communication and influencer marketing are just some of the main features that describe modern technological and information society. The thesis "New Wave Of Influencers And (Pro) Active Citizenship In The Digital World" aims to analyze and present how the influencers have become the main centres on social networks and how their actions affect the desired behaviour of society in the digital world. Firstly, the paper describes the emergence of media, its impact on society and the appearance of cyberculture which is becoming inevitable on social networks. Further development of the Internet has led to the emergence of influencers- influential people who create content that shape societal opinions and attitudes and who has become new adolescents’ idols. Their contribution to the world of media greatly facilitates various companies to promote their brands and achieve their end goal of gaining more consumers. Moreover, we could say that the collaboration between influencers and sponsored content creates a form of societal manipulation, which makes social intelligence questionable and equally dependent on digitization in the modern world. To get the results of the research on the impact of influencers on (pro) active citizenship a survey was conducted on 226 respondents from Croatia. The main goal was to ascertain attitudes towards the impact of the influencers on society and (pro) active behaviour.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:228435
Study programmeTitle: MA in Media and Public Relations (single major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra medija i odnosa s javnošću (magistar/magistra medija i odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-10-28 14:10:30