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master's thesis
Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću
2019. urn:nbn:hr:233:374385
Uzelac, Sanja
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Uzelac, S. (2019). Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:374385

Uzelac, Sanja. "Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću." Master's thesis, Edward Bernays University of Applied Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:233:374385

Uzelac, Sanja. "Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću." Master's thesis, Edward Bernays University of Applied Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:233:374385

Uzelac, S. (2019). 'Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću', Master's thesis, Edward Bernays University of Applied Sciences, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:233:374385

Uzelac S. Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2019 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:233:374385

S. Uzelac, "Uloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:233:374385

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Metadata
TitleUloga kreatora javnoga mišljenja u digitalnim odnosima s javnošću
AuthorSanja Uzelac
MentorIvan Pakozdi (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2019-06-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Diplomski rad obrađuje i istražuje sadržaj komunikacije na društvenim medijima kroz javne istupe kreatora javnog mišljenja. Novi mediji koji nastaju razvojem digitalnih medija stvorili su nove društvene uloge. Te nove društvene uloge – influenceri i opinion makeri često su vrlo popularni na društvenim mrežama. Kreatori javnog mišljenja u svakom slučaju utječu na javnost i njihove stavove. Pitanje je može li se uloga „kreatora javnog mišljenja“ podijeliti na „specijalizirane“ podskupine kreatora javnog mišljenja koje se nazivaju „influenceri“ i „opinion makeri“. Dok influenceri svoju popularnost i utjecaj nastoje iskoristiti kako bi ostvarili marketinšku suradnju sa subjektom kojega promoviraju, opinion makeri tu istu popularnost koriste za davanje vlastitog mišljenja o određenom društvenom događaju ili političkom djelovanju pojedinaca ili političke stranke, bez obzira na postojanje ili izostanak ikakvog marketinškog angažmana. Takav pristup i jednima i drugima donosi financijsku korist koja se očituje na različit način. U diplomskom radu analizirani su odabrani novi društveni akteri prema zajedničkim elementima što je poslužilo kao istraživački dio diplomskog rada.
Abstract (english)
Graduate thesis deals with and researches the topic of social media through public opinion makers. New media emerging from the development of digital media have created new social roles. These new social roles - influencers and opinion makers are often very popular on social networks. The creators of public opinion in any case affect the public and their attitudes. The question is whether the role of the "creator of public opinion" can be divided into "specialized" subgroups of public opinion makers called "influencers" and "opinion makers". While influencing their popularity and influence to make use of marketing co-operation with the subject they promote, opinion makers use this same popularity to give their own opinion of a particular social event or the political action of individuals or political parties, regardless of the existence or absence of any marketing engagement. This approach and to one and the other brings financial gain that is manifested in a different way. In the graduate thesis, selected new social actors were analyzed according to common elements which served as a research part of the graduate thesis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:374385
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-12-28 11:14:04