Analiza rodnih uloga na primjeru YouTube videa za mlade kreatora JoomBoos

master's thesis

• Title (english): Analysis of gender roles on the example of YouTube videos for young people created by JoomBoos
• Author: Maja Kovačić
• Mentor: Milica Vučković (mentor)
• Committee member: Milica Vučković (predsjednik povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Committee member: Nensi Blažević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2024-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Ideje o muškosti i ženskosti prisutne su u svakodnevnoj interakciji, pa tako i u medijima. Plasirane su kao oprečne ideje koje se međusobno isključuju i rezerviraju određene stvari i ponašanja za pripadnike grupa. Moderno doba s naglim razvojem tehnologije, posebice društvenih mreža, podrazumijevaju naglu promjenu aktera na medijskoj sceni u kojoj digitalni kreatori preuzimaju vodstvo. Predmet analize ovog rada je platforma JoomBoos koja je poznata po praćenju trendova i razvijanju sadržaja medijske kuće u skladu s njima. Koristeći in-house influencere kao promotore njihovih vrijednosti zaslužni su za stvaranje mišljenja i spoznaja o svijetu kod mlade publike. Metoda korištena u istraživanju je multimodalna analiza diskursa jer se bavi analizom video sadržaja jednog kreatora. Za analizu je odabrano pet najgledanijih videa iz serijala Pidžama Talks i pet najgledanijih serijala #nemozes. Istraživanje je za ciljk imalo saznati ima li razlike u prikazivanju muškosti i ženskosti u video sadržaju te na koji način. Zaključno, rad uviđa kako doista ima razlike u prikazivanju ideja muškosti i ženskosti. Mediji kao izvor informacija i spoznaja o svijetu imaju veliku ulogu u formiranju mišljenja mladih ljudi koji konzumiraju taj sadržaj, stoga je ključno istražiti koje se to ideje o muškosti i ženskosti plasiraju mladima te na koji način.

Abstract (english)

Ideas about masculinity and femininity are present in everyday interaction, including in the media. They are marketed as conflicting ideas that are mutually exclusive and reserve certain things and behaviors for members of groups. The modern age with the rapid development of technology, especially social networks, implies a sudden change of actors on the media scene in which digital creators take the lead. The subject of this paper's analysis is the JoomBoos platform, which is known for following trends and developing the media company's content in accordance with them. Using in-house influencers as promoters of their values, they are responsible for creating opinions and knowledge about the world among the young audience. The method used in the research is multimodal discourse analysis because it deals with the analysis of the video content of one creator. The five most viewed videos from the series Pidžama Talks and the five most viewed from the series #nemozes were selected for analysis. The research intends to showcase whether there is a difference in the portrayal of masculinity and femininity in video content and in what way. In conclusion, the paper recognizes that there are indeed differences in the presentation of the ideas of masculinity and femininity. The media, as a source of information and knowledge about the world, play a major role in forming the opinions of young people who consume this content, so it is crucial to investigate what ideas about masculinity and femininity are being marketed to young people and in what way.

• Keywords: joomboos; muškost; ženskost; društvene mreže; youtube; multimodalna analiza; rodne uloge; stereotipi
• Keywords (english): joomboos; masculinity; femininity; social networks; youtube; multimodal analysis; gender roles; stereotypes
• Language: croatian
• URN:NBN: urn:nbn:hr:114:165448
• 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: Embargoed access; Embargo expiration date: 2025-03-16
• Created on: 2024-10-10 06:03:14