Autobiografski diskurs u funkciji osobnog brendiranja Darija Srne

professional thesis

• Title (english): Autobiographical discourse in the funciton of Darijo Srna's personal branding
• Author: Larisa Trošić
• Mentor: Boris Beck (mentor)
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Smiljana Leinert-Novosel (predsjednik povjerenstva)
• Committee member: Dražen Lalić (član povjerenstva)
• Committee member: Boris Beck (član povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-03-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Cilj ovog specijalističkog rada bio je prikazati ključnu ulogu autobiografije Zašto te zovu Srna u kontekstu osobnog brendiranja Darija Srne. Istraživački zadatak obuhvaćao je analizu autobiografskog diskursa kojim se Srna služi u rekonstrukciji svoje životne priče, a zatim to povezanosti s procesom izgradnje, odnosno u njegovu slučaju 'nadogradnje' osobnog brenda. U sklopu analize sadržaja autobiografije, posebna pažnja pridana je elementima djetinjstva i ratnog diskursa, ključnim temama u Srninom pripovijedanju koje se protežu kroz knjigu, ali i kroz njegov život. Radom odgovara na pitanje kako Darijo Srna koristi autobiografski tekst, ne samo kroz opisivanje svoje nogometne karijere i prepričavanje životnih izazova, već i kao instrument za stvaranje i jačanje vlastitog identiteta. Takav pristup ima značajan utjecaj na percepciju čitatelja i stvaranje dugoročnog brenda. Osim toga, rad se proširuje analizom objava na službenom Instagram profilu Darija Srne, kako bi se sadržaj na društvenim mrežama povezao s konceptom osobnog brendiranja. Očito je da se ratni diskurs, kao ključan element njegove autobiografije, reflektira i nadograđuje putem Instragrama, na kojem Srna aktivno sudjeluje u promociji humanitarnih akcija za pomoć Ukrajini i promicanju društvenih vrijednosti.

Abstract (english)

The goal of this specialized thesis was to depict the crucial role of the autobiography Zašto te zovu Srna (Why They Call You Srna) in the context of Darijo Srna's personal branding. The research task encompassed the analysis of the autobiographical discourse that Srna used in reconstructing his life story and subsequently connecting it to the process of building, or in his case, 'upgrading' his personal brand. Within the content analysis of the autobiography, special attention was given to elements of childhood and the discourse related to war, key themes in Srna's narrative that extend throughout the book and into his life. This paper addresses how Darijo Srna uses the autobiographical text not only to describe his football career and his life challenges but also as an instrument for creating and strengthening his own identity. This approach significantly influences the perception of readers and the establishment of a long-term brand. Additionally, the paper extends its analysis to posts on Darijo Srna's official Instagram profile to connect social media content with the concept of personal branding. It is evident that the discourse of war, a crucial element in his autobiography, is reflected and enhanced through his Instagram, where Srna actively engages in promoting humanitarian actions to aid Ukraine and promoting social values.

• Keywords: autobiografija; Darijo Srna; autobiografski diskurs; ratni diskurs; nogomet; osobno brendiranje
• Keywords (english): autobiography; Darijo Srna; autobiographical discourse; war discourse; football; personal branding
• Language: croatian
• URN:NBN: urn:nbn:hr:114:225015
• Study programme: Title: Public Relations; Study programme type: university; Study level: postgraduate specialist; Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2024-08-31
• Created on: 2024-04-12 11:12:29