Ovaj diplomski rad bavi se prikazom subjekata bankarske industrije – šest banaka u Hrvatskoj: HAAB, RBA, PBZ, ZABA, ERSTE i SG-SB kroz analizu sadržaja njihova pojavljivanja/zastupljenosti u interaktivnim online medijima i na društvenim mrežama – Facebooku, Twitteru, internetskim forumima i internetskim portalima – u rujnu 2015. godine. Za razdoblje analize medijskog sadržaja odabran je rujan 2015. s obzirom na to da se radi o najnovijim dostupnim podacima u početku izrade rada i primjera medijske analize šest odabranih banaka u online interaktivnim medijima i na internetskim društvenim mrežama. Promatrani subjekti najviše su puta spominjane bankarske institucije u mjesecu rujnu 2015. te je to ujedno i razlog izbora navedenih subjekata. Izbor subjekata temeljen je na računalnoj pretrazi dostupne Media Netove agencijske baze medijskih objava. Agencija Media Net za mjerenje učinaka komunikacije posluje od 1996. godine i stoga je relevantan izvor podataka, a njezin alat za praćenje i analizu društvenih medija Metricom temelji se na hrvatskom jezičnom modelu, što je vrlo važno za analizu provedenu u ovome radu. Naime, Metricomom su pretraživane odgovarajuće ključne riječi koje su sadržavale imena bankarskih institucija u Hrvatskoj. Jedno od Načela iz Barcelone (Barcelona principles) nalaže onima koji se bave odnosima s javnošću da u 2016. godini prate i mjere društvene medije (blogove, forume, Twitter) uz pomoć platformi i alata za praćenje i analitiku društvenih medija, dok bi uloga ljudskog faktora bila nadopuniti upotrebu takvih alata u analizama društvenih medija (AMEC, 2015). Ta je metoda upotrijebljena u ovom radu kombiniranjem rezultata dobivenih alatom za praćenje i analizu medija Metricom i kvalitativne analize. Provedena analiza pokazuje kako određene kontekstualne specifičnosti utječu na razlike u frekvenciji pojavljivanja pojedinih banaka međusobno, prema tipovima medija te u kvalitativnom smislu kada se analizira tonalitet spominjanja i komunikacije banaka te specifična tematika medijskih objava. Najviše puta bile su spominjane teme poput aktualizacije afere Hypo koja povećava broj pojavljivanja HAAB u negativnom kontekstu, dok je odluka Vlade o konverziji otplate kredita u švicarskim francima povećala prisutnost analiziranih banaka u tom mjesecu, ali bez negativnog ili pozitivnog publiciteta. Analiza rada pokazala je i utjecaj specifičnih medijskih aktivnosti analitičara zaposlenih u RBA, stoga i pozitivan publicitet te banke.

This thesis deals with the six largest banks operating in the Croatian market – HAAB, RBA, PBZ, ZABA, ERSTE i SG-SB – through an analysis of their visibility in interactive online media and social networks (Facebook, Twitter, web forums, and web portals) during September 2015. This particular month was selected as the period for the media content analysis because this were the latest data available in the initial stages of this thesis and the examples of media analysis of the six selected banks in online interactive media and social networks. The selected banks are those that were mentioned most frequently in the period of the analysis presented hereby. In 2015. one of the Barcelona principles requires those who are involved in public relations, should follow measures of social media (blogs, forums, Twitter) with the help of the platforms and tools for monitoring and analysis of social media while in the 2016. role of the human factors should be completed with the use of such tools in the analysis of social media (AMEC, 2016). This is the method used in this paper by combining the results obtained by tool for monitoring and analyzing media Metricom and qualitative analysis by human factor. The analysis shows that certain contextual specificities affect the differences in the frequency of occurrence of certain banks to each other, according to media types in qualitative terms analyzing the tonality of mentions and communication banks and specific topics of media releases. Analized subjects are the most times mentioned banking institutions in September 2015. and this i san also the reason for the selection of those entities. The choice of subjects is based on a computer search available dana base by agency named Media Net. Media Net is an mesurement agency witch measure the effects of communication since 1996. and therefore is a relevant source of data. Metricom - tool for monitoring and analyzing social media metric is based on the Croatian language model, which is very important for the analysis conducted in this paper. The Metricomom searched appropriate keywords that contained the names of banking institutions in Croatia. The analysis shows how certain specific traits in the context impact the media presence frequency of each of the banks, according to media type, tonality towards a bank, and the topic that is being covered. For example, the topicality of the Hypo Bank scandal resulted in this bank receiving increased negative tonality, and the Government’s decision on the conversion of loans denominated in the Swiss franc caused the media presence of all banks to increase in general, but without any impact on their tonality. The analysis has further shown the influence of specific media activities of RBA analysts on this bank’s positive publicity.