Novi imidž radija pod utjecajem Instagrama i Tik Toka: primjer Narodnog, Otvorenog, Antene Zagreb i Radija Dalmacije

master's thesis

• Title (english): A New Image of Radio under the influence of Instagram and TikTok: The Case of Narodni, Otvoreni Radio, Antena Zagreb and Radio Dalmacija
• Author: Mihaela Dragičević
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Stela Lechpammer (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Popularnost društvenih mreža, interneta i digitalizacije dovela je do velikih promjena u kulturi – nekada su mediji bila prva stvar koju mladi ujutro „otvaraju“, danas su to društvene mreže. One nemaju granica, stoga su ih tvrtke i poduzeća brzo prepoznala kao jedinstven, jeftin i brz način za doprijeti do svojih klijenata (kupaca). Novine su se prilagodile na način online izdanja, televizijske kuće na njima objavljuju video sadržaje vezane uz vijesti, a radijske postaje ih koriste kao alat kojim sežu dalje od svojih frekvencija i stvaraju nove slušatelje izvan granica svog dometa. Radio, iako jedan od najstarijih medija, je još uvijek i medij kojem se najviše vjeruje, a ukoliko radijske postaje uspiju prepoznati kakav sadržaj plasirati, one im mogu pomoći u kreiranju imidža i prepoznatljivosti njihovog brenda. Cilj ovog rada je dobiti uvid u to koliko su najslušanije radijske postaje – nacionalne: Otvoreni i Narodni (bravo!) i lokalne – Antena Zagreb i Radio Dalmacije, uspješne u korištenju najpopularnijih društvenih mreža Instagrama i TikToka te jesu li prepoznale njihovu važnost u kreiranju vlastitog imidža, a što je važno pogotovo danas kada radijskim postajama konkurencija nisu samo one međusobno i ostali mediji, već i aplikacije putem kojih se može slušati glazba (i to točno pjesma koju želiš). Stoga su društvene mreže i alat da se slušatelja privuče da se poveže s određenom radijskom postajom i odabere nju prije nego neki streaming servis u kojem on sam bira sadržaj, bez da mu ga nameće glazbeni urednik, odnosno radijski voditelj i DJ.

Abstract (english)

The popularity of social networks, the Internet and digitalization has led to major changes in culture - before the media was the first thing young people "looked at" in the morning, today the first thing people look are social networks. They have no borders, so companies and enterprises quickly recognized them as a unique, cheap and fast way to reach their clients (customers). Newspapers have adapted to online editions, television networks publish news-related video content on them, and radio stations use them as a tool to reach beyond their frequencies and make new listeners beyond the limits of their reach. Radio, although one of the oldest media, is still the most trusted medium, and if radio stations manage to recognize what kind of content to market, it can help them create an image and recognition of their brand. The aim of this work is to get an insight into how the most listened to radio stations - national: Otvoreni i Narodni (bravo!) and local - Antena Zagreb and Radio Dalmacija, are successful in using the most popular social networks Instagram and TikTok, and have they recognized their importance in creating their own image, and what is especially important today when radio stations compete not only with each other and other media, but also with applications through which you can listen to music (and pick exactly the song you want). Therefore, social networks are also a tool to attract the listener to connect to a certain radio station and choose it, rather than a streaming service in which listener chooses the content himself, without being imposed on him by a music editor, that is, a radio host and DJ.

• Keywords: društvene mreže; radio; Instagram; TikTok; radio postaje; imidž; brend; Narodni; bravo!; Otvoreni; Antena Zagreb; Radio Dalmacija
• Keywords (english): social media; radio; Instagram; TikTok; radio stations; image; brand; Narodni; bravo!; Otvoreni; Antena Zagreb; Radio Dalmacija
• Language: croatian
• URN:NBN: urn:nbn:hr:114:099884
• 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: 2023-10-10 10:48:57