Upravljanje komunikacijom Formule 1 na društvenim mrežama nakon Bernieja Ecclestonea

master's thesis

• Title (english): Managing Formula 1 Communication on Social Media after Bernie Ecclestone
• Author: Matea Elena Jelušić
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Gordana Vilović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-06-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Formula 1, punog naziva Formula One World Championship, sport je najviše klase u automobilizmu koji je određen vrlo strogim pravilima. Osim što ima sve odlike sporta, ljepota Formule 1 krije se i u napretku tehnologije koja se tada očituje na tehničkim promjenama bolida. Utrke se održavaju diljem svijeta te se broj fanova ovog sporta konstantno povećava. Era koja je znatno obilježila Formulu 1 bila je u vrijeme kada je na čelu Formule 1 bio Bernie Ecclestone. Tada vrlo uspješan poduzetnik, bio je prvi koji je prepoznao da je vrijeme da se utrke F1 prenose na televiziji. Međutim, osim ugovora s televizijskom kućom Liberty Media, Ecclestone nije bio otvoren za druge vrste promocije sporta te ju je držao zatvorenom. Odjel za odnose s javnošću gotovo da i nije postojao te su mnogi aspekti sporta bili skriveni od javnosti. U ovom radu primarni je cilj bio predstaviti koje su se promjene događale u Formuli 1 nakon odlaska Bernieja Ecclestonea 2017. godine, te u istraživačkom dijelu rada prikazati kako Formula 1 vodi komunikaciju na svoje dvije vrlo praćene društvene mreže – Instagram i Facebook. Autorica zaključuje kako je komunikacija postala vrlo otvorena te se Formula 1 približila svojim fanovima. Više nema tajni te se Formula 1 na različite načine pokušava približiti svojoj bazi obožavatelja. Napredak komunikacije Formule 1 je vrlo značajan te je od 2017. Godine uslijedio čitav niz promjena.

Abstract (english)

Formula 1, full name being Formula One World Championship, is a sport of the highest class in automobilism which is determined by very rigid rules. Apart from having all the features of a sport, the beauty of Formula 1 lies in the advancement of technology, which is then reflected in the technical changes of the formula car. Races are held all over the world and the number of the fan base is constantly growing. The era which marked Formula 1, was being led by Bernie Ecclestone. Then, a very successful entrepreneur, he was the first to recognize that the time for televised races has come. However, besides the contractual relationship with Liberty Media, he was never open to any other type of sports promotions. The public relations department was almost non-existent and many aspects of the sport were kept from the public. In this paper, the primary goal was to present the changes that took place in Formula 1 after the departure of Bernie Ecclestone in 2017, and in the research part of the paper the goal was to showcase how Formula 1 interacts with fans on its two highly followed social networks - Instagram and Facebook. The author concludes that communication has become quite open and Formula 1 has come closer to its fans. No secrets are kept anymore and Formula 1 is trying to approach its fan base in various ways. The progress of Formula 1 communication is very significant and since 2017 a number of changes have taken place.

• Keywords: F1; odnosi s javnošću; Bernie Ecclestone; Instagram; Facebook; analiza sadržaja
• Keywords (english): F1; public relations; Bernie Ecclestone; Instagram; Facebook; content analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:114:169149
• 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: 2022-08-11 12:17:33