Analiza kultivacijskog utjecaja društvenih mreža na samoobjektivizaciju žena

master's thesis

• Title (english): An Analysis of the Cultivation Effects of Social Media on the Self-Objectification of Women
• Author: Klara Rogulj
• Mentor: Dina Vozab (mentor)
• Committee member: Dina Vozab (predsjednik povjerenstva)
• Committee member: Kosta Bovan (član povjerenstva)
• Committee member: Davorka Vidović (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Moderno je društvo gotovo nezamislivo bez društvenih mreža Postale su neizostavni dio naše svakodnevnice, a posebice svakodnevnice mladih. Među njima se danas ističe TikTok čija je enormna popularnost među mladima postavila mnoga pitanja o njegovom utjecaju. Cilj ovog rada jest primijeniti teoriju kultivacije, koja se bavila istraživanjem utjecaja televizije na njene gledatelja, na TikTok te istražiti njegov utjecaj na njegove korisnike. Istraženo je postoji li pozitivna korelacija između učestalosti korištenja TikToka i samoobjektivizacije žena. Osim toga, istraživanjem smo saznali utječe li učestalost korištenja TikToka na nezadovoljstvo vlastitim izgledom, potrošnju na kozmetičke proizvode te želju za estetskim zahvatima. Prema rezultatima istraživanja zaključeno je kako učestalost korištenja TikToka utječe na samoobjektivizaciju i nezadovoljstvo izgledom te da korisnice TikToka u većoj mjeri troše na kozmetičke proizvode i imaju želju za estetskim zahvatima u odnosu na žene koje ne koriste TikTok. Prema rezultatima istraživanja i pregledom relevantne literature zaključeno je kako je utjecaj medija i samoobjektivizacija žena veoma važna tema, posebno uzimajući u obzir ozbiljne psihološke, emocionalne i bihevioralne posljedice koje ona ima za žene.

Abstract (english)

Modern society is almost unimaginable without social media. They have become an indenspensable part of our everday life, especially the everyday life of young people. Among them, TikTok stands out today, whose enormous popularity among young people has raised many questions about its influence. The aim of this paper is to apply the cultivation theory, whose main concern was researching the influence of television on its viewers, to TikTok and to investigate its influence on its users. It was investigated whether there is a positive correlation between the frequency of use of TikTok and the self-objectification of women. In addition, through research, we found out whether the frequency of using TikTok affects dissatisfaction with one's own appearance, spending on cosmetic products and the desire for aesthetic procedures. According to the results of the research, it was concluded that the frequency of using TikTok affects self-objectification and body-esteem and that TikTok users spend more on cosmetic products and have a higher desire for aesthetic procedures compared to women who do not use TikTok. According to the results of the research and the review of the relevant literature, it was concluded that the influence of the media and the selfobjectification of women is a very important topic, especially taking into account the serious psychological, emotional and behavioral consequences it has for women.

• Keywords: društvene mreže; TikTok; teorija kultivacije; samoobjektivizacija; zadovoljstvo izgledom
• Keywords (english): social media; TikTok; cultivation theory; self-objectification; body-esteem
• Language: croatian
• URN:NBN: urn:nbn:hr:114:473378
• Study programme: Title: Political Science; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra politologije (magistar/magistra politologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-10-15 06:46:00