Brendiranje osobe u američkoj glazbenoj industriji - utjecaj razvoja virtualnog prostora kao platforme za oblikovanje identiteta

master's thesis

• Title (english): Branding a Person in the American Music Industry - the Impact of the Development of Virtual Space as a Platform for the Creation of Identity
• Author: Katja Kliman
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Committee member: Helena Popović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2017-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U ovom radu istražuje se uloga društvenih medija na kreiranje identiteta u američkoj popularnoj industriji glazbe te kakvu ulogu kultura slavnih i njihovo kreiranje trendova uz aktivnost na društvenim medijima ima na društvo. Virtualni svijet postao je nova dimenzija življenja, a njegov razvoj je tek u začetku. U radu su objašnjeni pojmovi relevantni za razumijevanje brendiranja osobe, uključujući pojam identiteta, online identiteta, uloga imidža i reputacije, pojam brenda i brendiranja osobe. U radu se analizira način na koji se osoba može brendirati, kako se slavni služe medijima da bi promovirali sebe te koju ulogu ima publika u kreiranju imidža slavnih. Kao primjer slučaja postizanja slave prije razvoja društvenih medija i nakon, uspoređene su karijere Michaela Jacksona i Justina Biebera kako bi se mogle uočiti eventualne promjene u tranziciji tehnološkog razvoja koje su preoblikovale kulturu slavnih i društvo.

Abstract (english)

This paper explores the impact of social media on identity creation in the American popular music industry, and how culture of celebrities and their creation of trends with social media activity affects society. The virtual world has become a new dimension of living, and its development is just at the beginning. The key terms that are explained are identity, online identity, the importance of image and reputation, brand and personal branding. This paper explains the ways in which a person can become a brand, how celebrities use the benefits of social media to promote themselves and what is the role of the audience in creation of celebrity's image. As an example of achieving fame before the development of social media and after, the career of Michael Jackson and Justin Bieber have been compared, in order to be able to perceive possible changes in the transition of technological development that had transformed the culture of fame and the society.

• Keywords: pop kultura; brendiranje; imidž; identitet; selebrity; društveni mediji
• Keywords (english): pop culture; branding; image; identity; celebrity; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:114:909798
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2017-10-26 13:52:38