Vlogeri između kulturalnih posrednika i medijskih poduzetnika

master's thesis

• Title (english): Vloggers between cultural intermediaries and media entrepreneurs
• Author: Ana Marija Kostanić
• Mentor: Zlatan Krajina (mentor)
• Committee member: Dina Vozab (predsjednik povjerenstva)
• Committee member: Dunja Majstorović (član povjerenstva)
• Committee member: Zlatan Krajina (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; (Department of Journalism and Media Production); Zagreb
• Defense date and country: 2017-06-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

U ovom radu se analiziraju promjene i oblikovanje novih medijskih uloga koje nastaju kao
posljedica razvoja tehnologija i društvenih medija. Revolucija Weba 2.0. omogućila je pojavu
takozvanih produsera (proizvođača/korisnika), što je dovelo medijsku industriju do novog
kulturalnog pomaka. Cilj rada je istražiti novi pomak u medijskom krajoliku na primjeru
vlogera s YouTubea koji svojim radom preuzimaju uloge medijskih poduzetnika i kulturalnih
posrednika. Kroz metodu Kulturalnog kružnog toka istražuje se ukupan kulturalni proces
objavljivanja sadržaja na YouTubeu te obilježja koja vlogeri u tom procesu preuzimaju od
medijskih publika i medijskih proizvođača. Metoda je primijenjena kontekstu YouTube
platforme, a fenomen vlogera i njihovog rada je analiziran uzimajući u obzir teoretske okvire
pojmova kulturalnih posrednika i medijskog poduzetništva. Istraživanje je odrađeno kroz dvije
analize slučaja koje su potvrdile nove promjene u medijskom krajoliku te se dolazi do zaključka
o evoluciji novih medijskih uloga i njihovom utjecaju na poimanje tradicionalnih medijskih
publika i proizvođača.

Abstract (english)

This paper deals with the issues of changing media roles and shaping new ones as the
result of the development of technology and social media. Revolution of the Web 2.0. has led
the media industry to a new cultural shift with the emergence of so-called produsers
(producers/users). This shift in the media landscape is analyzed in the example of the two case
studies of YouTube vlogers. The aim of the research was to present how vloggers take on the
roles of media entrepreneurs and cultural intermediaries and how this shift in media roles
require new definitions within the media theory. With the use of the Cultural Circuit method,
paper explores the overall cultural process of publishing content on YouTube and the features
that the vloggers in this process take over from media audiences and media producers. The
method is applied to the context of the YouTube platform as the phenomenon of vloggers and
their work is researched through the theoretical frameworks of the cultural intermediaries and
media entrepreneurship. The paper concludes on the evolution of new media roles and their
impact on the perception of traditional media audiences and media producers.

• Keywords: vlogeri; kulturalni posrednici; medijski poduzetnici; YouTube; kulturalni kružni tok
• Keywords (english): vloggers; cultural intermediaries; media entrepreneurs; YouTube; the Cultural Circuit
• Language: croatian
• URN:NBN: urn:nbn:hr:114:197419
• 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: Closed access
• Created on: 2017-10-26 12:48:44