Komparativna analiza video objava na TikToku tri najčitanija portala u Engleskoj i Republici Hrvatskoj

master's thesis

• Title (english): A Comparative Analysis of Video Posts on TikTok of the Three Most-Read Read Portals in England and in the Republic of Croatia
• Author: Karla Lemaić
• Mentor: Igor Kanižaj (mentor)
• Committee member: Igor Kanižaj (predsjednik povjerenstva)
• Committee member: Dunja Majstorović Jedovnicki (član povjerenstva)
• Committee member: Boris Beck (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

U ovom radu analizirat će se sadržaj TikTok video objava najčitanijih portala u Engleskoj i Hrvatskoj u svrhu razvoja i napretka TikTok profila obje države, ali s većim naglaskom na razvoj hrvatskog digitalnog tržišta. Usporedba Hrvatske sa zemljom s vodećim medijskim tržištem omogućit će uočavanje dobre prakse te smjera napretka na najbrže rastućoj društvenoj mreži. Indikatori dobre ili loše prakse u istraživanju bit će uspostavljeni na temelju teorijskog okvira, a istraživanje će se provesti metodom kvantitativne i kvalitativne analize sadržaja videa objavljenih u periodu od 1. do 7. svibnja s posebnim fokusom na video objave posvećene Eurosongu 2024. koji povezuje obje države. Na kraju, ovim radom, utvrđuje se da portali obje države objavljuju sadržaj koji ima za cilj informirati publiku o aktualnostima, ali istovremeno je i zabaviti. Također, što se tiče produkcije videa te korištenja TikTok alata koji obogaćuju video, nema velikih razlika. Najveće razlike utvrđene su u poštivanju dobre novinarske prakse te pojavi sponzoriranih videa. Dakle, doprinos ovog rada je uvidjeti prostor za kreativnu iskoristivost TikToka kao platforme, ali u duhu novinarske etike.

Abstract (english)

This paper will analyze the content of TikTok video posts from the most-read portals in England and Croatia with the aim of developing and advancing the TikTok profiles of both countries, but with a greater emphasis on the development of the Croatian digital market. A comparison between Croatia and a country with a leading media market will allow the identification of best practices and directions for progress on the fastest-growing social meadia platform. Indicators of good or bad practices, in the research, will be established based on a theoretical framework, and the study will be conducted using quantitative and qualitative content analysis methods of videos posted from May 1st to May 7th, with a special focus on video posts dedicated to the Eurovision Song Contest 2024, which connects both countries. Finally, this paper establishes that the portals of both countries publish informative content about current events while also entertaining content. Furthermore, in terms of video production and the use of TikTok tools that enrich the videos, there are no significant differences. The greatest differences were found in the adherence to good journalistic practices and the occurrence of sponsored videos. Therefore, the contribution of this paper is to highlight the potential for creative use of TikTok as a platform, but in the spirit of journalistic ethics.

• Keywords: TikTok; Engleska; Hrvatska; portali; analiza sadržaja; vertikalan video
• Keywords (english): TikTok; England; Croatia; portals; content analysis; vertical video
• Language: croatian
• URN:NBN: urn:nbn:hr:114:238817
• 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: 2024-10-10 06:29:23