Newsjacking iz perspektive novinarske profesije

master's thesis

• Title (english): Newsjacking from the Perspective of Journalistic Profession
• Author: Ivana Matkov
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Committee member: Petra Kovačević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj ovog rada je doznati kako novinari i urednici hrvatskih informativnih i lifestyle portala gledaju na praksu newsjackinga, budući da je riječ o relativno novom marketinškom fenomenu koji nije dovoljno istražen u Hrvatskoj. Svrha rada je prikazati koje posljedice ova tehnika donosi novinarskoj profesiji te kakva su stajališta novinara i urednika u Hrvatskoj glede tog marketinškog alata. Rad ističe i važnost korištenja web analitike u svakodnevnom radu novinara. U istraživanju je korištena kvalitativna metoda polustrukturiranih intervjua. Kroz razgovore sa šest novinara i urednika u Hrvatskoj utvrđeno je da ispitanici dijele različita mišljenja o ovoj tehnici, no jednoglasno potvrđuju da ne donosi negativne posljedice na novinarstvo, budući da su marketing i novinarstvo dva različita zanimanja. Također, ispitanici smatraju kako će se tehnika u budućnosti i dalje razvijati, no nisu sigurni u kojem smjeru će se kretati.

Abstract (english)

The aim of this research is to find out how journalists and editors of Croatian informative and lifestyle portals view the practice of newsjacking, since it is a relatively new marketing phenomenon that still has not been researched in Croatia. The purpose of this research is to show what consequences this technique brings to the journalistic profession and what are the opinions of Croatian journalists and editors regarding this marketing tool. This research also highlights the importance of using web analytics in the daily work of journalists. During the research, the qualitative method of structured interviews was used. Through interviews with six Croatian journalists and editors it was revealed that respondents share different opinions on this technique, but they unanimously confirm that newsjacking does not bring negative consequences to journalism, because marketing and journalism are two different professions. Also, respondents believe that newsjacking will continue to develop in the future, but they are not sure in which direction it will move.

• Keywords: newsjacking; novinarska profesija; web analitika; oglašavanje; marketing
• Keywords (english): newsjacking; journalistic profession; web analytics; advertising; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:114:021404
• 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: 2023-11-30 13:18:43