Stavovi studenata o influenserima na društvenim medijima

master's thesis

• Title (english): Students' Attitudes toward Influencers on Social Media
• Author: Jelena Mihojević
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Smiljana Leinert-Novosel (član povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2019-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj rad istražuje stavove mladih prema influenserima, fokusirajući se na njihovu vjerodostojnost, prikaz njihovog života preko društvenih mreža i na efekt trećeg. Istražuje se pretpostavka da mladi imaju pretežito negativan stav prema influenserima. Prikazano je da mladi ne vjeruju influenserima i njihovim objavama o svom životu, proizvodima i uslugama koje koriste. Izražen je efekt trećeg u odnosu na utjecaj influensera na druge pri odabiru proizvoda, usluga ali i stila odijevanja te mišljenja. Stavovi mladih istraženi u ovom radu su suprotni onima razrađenim u teoriji medija, posebice u teoriji o utjecaju predvodnika mnijenja, a influenseri se u današnjem svijetu, pogotovo među mlađom populacijom, smatraju kao jako utjecajni i sposobni učvrstiti, promijeniti ili postaviti mišljenja i ponašanja.

Abstract (english)

This paper examines the attitudes of young people towards influencers, focusing on credibility, the representation of influencers' life on social media and the third-person effect. The premise of the paper is that the attitudes of younger people towards the influencers are predominantly negative. This was confirmed through the research by the shown mistrust and lack of credibility young people feel when observing the posts of influencers on Instagram regarding their life and the products and services that they promote. The third-person effect is shown through the influence on the decision-making process regarding the products, services, personal style, and opinions. The attitudes that were shown in this research are contrary to the media theory regarding the influence of opinion makers, which in this case, are the influencers on social media who are considered to be capable of affirming, changing or creating opinions and behaviors among young people.

• Keywords: instagram; influenseri; micro-celebrity; efekt treće osobe; vjerodostojnost; mladi; studenti
• Keywords (english): Instagram; influencers; micro-celebrity; third.person effect; credibility; young people; students
• Language: croatian
• URN:NBN: urn:nbn:hr:114:188881
• 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: Closed access
• Created on: 2019-12-12 09:30:04