Učinci informativno-edukativne kampanje "Misli na druge - cijepi se"

master's thesis

• Title (english): The Effects of the Informative-Educational Campaign "Think of Others - Get Vaccinated"
• Author: Sara Vučilovski
• Mentor: Hrvoje Jakopović (mentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Zlatan Krajina (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U kontekstu odgovora na izazove pandemije COVID-19, provedena je analiza o učinkovitosti informativno-edukativne kampanje "Misli na druge – cijepi se", koju je pokrenuo Hrvatski zavod za javno zdravstvo. Cilj istraživanja je bio utvrditi je li, i u kojoj mjeri kampanja potaknula hrvatske građane na cijepljenje. Kroz metodu analize sadržaja analizirano je 450 komentara na Facebook stranici HZJZ-a i kroz metodu ankete koju je ispunilo 135 građana, analizirane su reakcije građana na kampanju. Iako je cilj kampanje bio poticanje građana na cijepljenje, rezultati istraživanja su pokazali njezinu nedjelotvornost. Zaključeno je da kampanja nije proizvela željeni učinak te da je značajan broj građana kritičan prema cijepljenju, s posebnim osvrtom na razlike temeljene na spolu. Obzirom da je učinak kampanje dosad istraživan na limitiranom uzorku, buduća istraživanja mogla bi se fokusirati na širi uzorak građana i usporednu analizu kampanje u drugim državama Europske Unije.

Abstract (english)

In addressing the challenges of the COVID-19 pandemic, this analysis was conducted on the effectiveness of the informational and educational campaign "Think of Others – Get Vaccinated," initiated by the Croatian Institute of Public Health. The research aimed to determine if, and to what extent, the campaign has motivated Croatian citizens to get vaccinatated. Through a content analysis method which includes 450 comments from the Facebook page of the CIPH, and through a survey completed by 135 citizens, the public's reactions to the campaign were studied and analyzed. Although the campaign's objective was to encourage citizens to get vaccinated, the research findings indicated its ineffectiveness. It was concluded that the campaign did not achieve the desired impact and that a significant number of citizens hold critical views on vaccination, with a particular focus on gender-based differences. Given that the campaign's effects have only been studied on a limited sample, future research might focus on a broader sample of citizens and do a comparative analysis of the campaigns in other European Union countries.

• Keywords: COVID-19; informativno-edukativna kampanja; Hrvatski zavod za javno zdravstvo; krizno komuniciranje; strateško komuniciranje; Misli na druge-cijepi se; pandemija
• Keywords (english): COVID-19; informational and educational campaign; Croatian Institute of Public Health; crisis communication; strategic communication; Think of Others-Get Vaccinated; pandemic
• Language: croatian
• URN:NBN: urn:nbn:hr:114:156597
• 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: 2023-10-25 08:47:41