Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena

master's thesis

• Title (english): The Role of Advertisements in Yugoslav Women's Magazines in Empowerment of Women
• Author: Tara Šitum
• Mentor: Marijana Grbeša-Zenzerović (mentor)
• Committee member: Marijana Grbeša-Zenzerović (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-07-03, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Cilj ovog diplomskog rada je definirati na koji način su oglasi u najtiražnijim jugoslavenskim ženskim časopisima – Svijetu i Praktičnoj ženi, mijenjali društvenu percepciju žena te razumjeti na koji su se način oglasi i mediji u Jugoslaviji podudarali u osnaživanju žene u društvu. U radu je analiziran uzorak od šezdeset oglasa, kvalitativnom analizom sadržaja, čiji je uzorak uzet iz navedenih časopisa te radi jednostavnije sistematizacije podijeljen u tri kategorije na temelju najčešćih tema u oglasima – žena u kućanstvu, provođenje slobodnog vremena, te ljepota i moda kao zajednički segment. Ove teme su promatrane kroz četiri desetljeća prošlog stoljeća – pedesete, šezdesete, sedamdesete i osamdesete, radi komparacije oglasa koji su mijenjali sliku žene kroz vrijeme. Ovaj rad na primjeru jugoslavenskih ženskih časopisa, doprinosi podizanju svijesti o važnosti oglasa i medija na samopercepciji žena koja se mijenja usporedno s društvenim promjenama te tematizira povezanost društva i medija.

Abstract (english)

The aim of this thesis is to define how advertisements in the most widely circulated Yugoslavian women's magazines - Svijet and Praktična žena - changed the social perception of women, and to understand how advertisements and the media in Yugoslavia coincided in the empowerment of women in society. In the paper, a sample of sixty ads was analyzed through qualitative content analysis, the sample of which was taken from the mentioned magazines and, for the sake of easier systematization, divided into three categories based on the most common topics in the ads - women in the household, spending free time, and beauty and fashion as a common segment . These topics were observed through four decades of the last century - the fifties, sixties, seventies and eighties, in order to compare the ads that changed the image of women over time. This work, based on the example of Yugoslav women's magazines, contributes to raising awareness of the importance of advertisements and media on the self-perception of women, which is changing in parallel with social changes, and thematizes the connection between society and the media.

• Keywords: ženski časopisi; oglasi; Jugoslavija; žena; emancipacija; neofeminizam; sloboda
• Keywords (english): women's newspapers; ads; Yugoslavia; woman; emancipation; neofeminism; freedom
• Language: croatian
• URN:NBN: urn:nbn:hr:114:274829
• 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: Open access
• Created on: 2024-07-26 10:07:00