Učinkovitost kampanja društveno odgovornog poslovanja za unaprjeđenje medijske pismenosti djece i mladih

professional thesis

• Title (english): The effectiveness of social responsibility campaigns for the improvement of children and youth media literacy
• Author: Snježana Smerdel
• Mentor: Igor Kanižaj (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Goroslav Keller (član povjerenstva)
• Committee member: Igor Kanižaj (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-03-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Konceptom društveno odgovornog poslovanja, razvijenim iz sintagme održivog razvoja, tvrtke pokušavaju komunicirati prihvaćanje odgovornosti za neželjene učinke svojih aktivnosti na društvo i okoliš. Važna odrednica društveno odgovornog poslovanja jest uspostavljanje dijaloga i suradnje između tvrtki i neprofitnih organizacija koja doprinosi unaprjeđenju medijske pismenosti. Internet i društvene mreže su postali novi oblik socijalizacije i povezivanja djece i mladih, često nesvjesnih opasnosti na koje mogu naići njihovim korištenjem. Razni oblici elektroničkog nasilja, ovisnost o internetu i društvenim mrežama, kao i sigurnost na internetu važni su sadržaji koji trebaju biti obuhvaćeni medijskim opismenjavanjem. Cilj ovog istraživanja je steći uvid u specifičnosti društveno odgovornih inicijativa za unaprjeđenje medijske pismenosti djece i mladih. Svrha je istražiti motive organiziranja društveno odgovornih kampanja, kao i percepcije organizatora o utjecaju tih kampanja na povećanje razine svijesti o zaštiti djece i mladih na internetu, uključujući stavove o učinku tih kampanja na reputaciju i poslovnu uspješnost tvrtke. Za empirijski dio rada korištena je kvalitativna metodologija istraživanja studije slučaja za četiri kampanje. Predstavljeni podatci ukazuju kako je društveno odgovorno poslovanje integrirano u poslovanje tvrtki na strateškoj razini i temelji se na proaktivnom pristupu sa svim potrebnim aktivnostima iskazanima u operativnim dokumentima. Kroz aktivnosti kampanja provedena je edukacija korisnika, čijoj učinkovitosti su značajno pridonijeli edukativni programi i digitalne platforme, a važni pokazatelji uspješnosti kampanja su podatci o broju uključenih obrazovnih institucija i educiranih korisnika. Organizatori kampanja smatraju kako društveno odgovorne inicijative zasigurno imaju pozitivan utjecaj na povećanje razine svijesti o zaštiti djece i mladih na internetu, kao i na reputaciju i poslovnu uspješnost tvrtke.

Abstract (english)

With the concept of corporate social responsibility (CSR), which was developed from the syntagm of sustainable development, companies try to communicate the acceptance of responsibility for the undesirable effects of their activities on society and the environment. An important determinant of corporate social responsibility is the establishment of dialogue and cooperation between companies and non-profit organisations that contributes to the improvement of media literacy. The Internet and social networks have become a new form of socialisation and connecting of children and young people, who are often unaware of the dangers they may encounter when using them. Various forms of digital violence, the Internet and social network addiction, as well as online safety are important content that should be covered by media literacy. The aim of this research is to gain insight into the specifics of socially responsible initiatives to improve media literacy of children and young people. The purpose is to explore the motives for organising socially responsible campaigns, as well as the perception of organisers about the impact of these campaigns on increasing awareness regarding the protection of children and young people online, including views on the impact of these campaigns on the reputation and business performance of the company. For the empirical part of the research paper, a qualitative methodology of case study research for four campaigns was used. The presented data indicate that CSR is integrated into the operation of companies at the strategic level and is based on a proactive approach with all the necessary activities expressed in the operational documentation. Through the activities of the campaigns, the education of users was carried out, the effectiveness of which was significantly contributed by educational programs and digital platforms, and important indicators of the success of campaigns are data regarding the number of educational institutions and educated users involved. Campaign organisers believe that socially responsible initiatives certainly have a positive impact on raising awareness regarding the protection of children and young people online, as well as regarding the reputation and business performance of the company.

• Keywords: društveno odgovorno poslovanje; medijska pismenost; održivi razvoj; sigurnost na internetu; studija slučaja
• Keywords (english): corporate social responsibility; media literacy; sustainable development; online safety; case study
• Language: croatian
• URN:NBN: urn:nbn:hr:114:660780
• 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: 2024-09-20
• Created on: 2024-04-12 11:22:13