Promocija neprofitnog kazališta u Republici Hrvatskoj na društvenim mrežama

master's thesis

• Title (english): Online promotion of non-profit theaters in the Republic of Croatia
• Author: Ena Bebek
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Tena Perišin (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2017-06-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Kazalište i društvene mreţe dva su temeljna pojma kojima se bavi ovaj rad. Iako je kazalište institucija u kulturi koja djeluje već stoljećima, a društvene su se mreţe pojavile prije nešto više od deset godina, upravo su društvene mreţe kanal koji je omogućio kazalištima da promijene svoje poslovanje te postanu suvremenija i dostupnija svojoj publici.
Cilj ovog rada bio je prikazati kako se neprofitna kazališta u Republici Hrvatskoj koriste društvenim mreţama u promotivne svrhe. Teorijski dio rada kroz stručnu literaturu tematizira kazalište kao instituciju u kulturi te društvene mreţe kao marketinšku online platformu, dok se u istraţivačkom dijelu rada analiziraju dva odabrana neprofitna kazališta – Ludens teatar i Teatar Exit. Odabrane jedinice analize istraţivane su kroz studiju slučaja koja je pokazala kakvim se sadrţajima neprofitna kazališta koriste na društvenim mreţama poput Facebooka, Instagrama i Twittera, kao i ulaze li u interakciju sa svojim publikama.
Analizirajući neprofitna kazališta, istraţivanje je pokazalo kako je svaki odabrani slučaj specifičan u korištenju online platformi poput društvenih mreţa. Dok Ludens teatar kao lokalno kazalište rjeĎe objavljuje sadrţaj na društvenim mreţama, u svojoj je prezentaciji kreativniji i raznolikiji. S druge strane, Teatar Exit svoje poslovanje gradi na autorskim objavama koje se koriste isključivo za promociju na društvenim mreţama. TakoĎer, uočeno je kako neprofitna kazališta u Republici Hrvatskoj nemaju jednak pristup svojim korisnicima. Dok se manja neprofitna kazališta fokusiraju na izgradnju zajednice, ona veća svoje poslovanje temelje na prodaji i promociji, a publika okupljena oko društvenih mreţa tek se rijetko poziva na djelovanje.

Abstract (english)

Theater and social media are two basic terms of this research. Although theater is one of the institutions in culture and has been working for centuries whereas social media have emerged just over a decade ago, social media are the main platform that has allowed theaters to change their management and become more accessible to their audience.
The main goal of this master thesis was to explore how non-profit theaters in the Republic of Croatia use social media for promotional purposes. Theoretical part of the paper, based on expert literature, deals with theater as an institution in culture and social media as a marketing online platform, while in the research part two selected non-profit theaters - Ludens Theater and Exit Theater are analyzed. Selected units of analysis were investigated through a case study that showed what content non-profit theaters use on social media such as Facebook, Instagram and Twitter, and how they interact with their users.
Analysis of non-profit theaters in the research has shown that every selected case is specific in their use of online platforms such as social media. Ludens Theater, as a local theater, uses more creative and diverse content in its presentation. On the other hand, Exit Theater builds its business on copyright content that is used mostly for promotion on social media. During the research, it has also been noted that non-profit theaters in the Republic of Croatia do not have equal access to their audiences. While smaller non-profit theaters focus on building a community, larger ones tend to base their management on sales and promotion, and audience gathered around social media are rarely called for action.

• Keywords: kazalište; društvene mreže; Ludens teatar; Teatar Exit; Facebook; Instagram; Twitter; studija slučaja
• Keywords (english): theater; social media; Ludens Theater; Exit Theater; Facebook; Instagram; Twitter; Case Study
• Language: croatian
• URN:NBN: urn:nbn:hr:114:104997
• 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: 2017-10-24 12:27:37