Strateško komuniciranje Koncertne dvorane "Vatroslav Lisinski" prema mladima

master's thesis

• Title (english): Strategic Communication of the Vatroslav Lisinski Concert Hall towards Young People
• Author: Nika Jelavić
• Mentor: Božo Skoko (mentor)
• Committee member: Božo Skoko (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Marina Mučalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Poput drugih umjetničkih i kulturnih institucija, i Koncertna dvorana Vatroslava Lisinskog suočava se s izazovima digitalizacije i starenjem publike. Mlađa publika u malom broju odlazi na programske sadržaje u dvoranu Lisinski. U ovom radu nastoji se istražiti koji su razlozi otuđenosti mladih od klasične glazbe ili nezaintersiranosti za istu, koliko često i s kime mladi najčešće odlaze u Lisinski i što bi ih potaknulo da češće posjećuju Lisinski. Nastoje se razviti taktike i strategija komunikacije Koncertne dvorane Vatroslava Lisinskog prema mladima koje idejno mogu pomoći i drugim kulturnim institucijama u dopiranju do mlađe publike.

Abstract (english)

Like other art and cultural institutions, the Vatroslav Lisinski Concert Hall faces the challenges of digitalization and its aging audience. According to this paper, younger people rarely go to concerts and plays in the Lisinski Hall. Furthermore, this paper tries to explore the reasons for young people's detachment from classical music or lack of interest in it, as well as how often and with whom young people most often go to Lisinski and what would encourage them to visit Lisinski more often. It also tries to develop communication tactics and strategies for the Vatroslav Lisinski Concert Hall towards young people, which can functionally help other cultural institutions in reaching a younger audience.

• Keywords: Lisinski; koncertna dvorana; klasična glazba; mladi; komunikacijska strategija
• Keywords (english): Lisinski; concert hall; classical music; young people; communication strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:114:080869
• 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 authenticated users
• Created on: 2023-01-16 12:49:35