Brend kao sredstvo masovne komunikacije

master's thesis

• Title (english): Brand as a mean of mass communication
• Author: Martina Martinović
• Mentor: Danijel Labaš (mentor)
• Mentor: Dijana Kobas Dešković (sumentor)
• Committee member: Lana Ciboci (predsjednik povjerenstva)
• Committee member: Dijana Kobas Dešković (član povjerenstva)
• Committee member: Danijel Labaš (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2020-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U ovom radu istražena je tema brenda kao jednog od sredstava masovne komunikacije. U
teorijskom okviru razlučeni su pojmovi masovne komunikacije i masovnih medija te se iznosi
povijesni prikaz istraživanja provedenih na temu utjecaja medija masovne komunikacije.
Pojam i uloga brenda obrađeni su u nastavku rada, a u fokusu je njihova komunikacija koja se
odvija kroz brojne komunikacijske kanale, ali i elemente brenda. Navedeno je pobliže
objašnjeno na primjeru brenda Barbie, jednog od najsnažnijih brendova koji već više od šest
desetljeća uspješno komunicira svoje poruke. Nadalje, prikazana je povijest brenda Barbie te
njegovi utjecaji kroz vrijeme, a zatim smo propitivanjem utjecaja izloženosti medijima
masovne komunikacije i brendu Barbie u mlađoj dobi istražili kako utječe na samopouzdanje
te formiranje nezadovoljstva vlastitim izgledom, i to uz pomoć istraživanja na uzorku
studentica i studenata Sveučilišta u Zagrebu. Istraživanje je pokazalo da su studentice i studenti
većinom zadovoljni svojim tijelom i izgledom te da u maloj mjeri prihvaćaju sociokulturalne
standarde o idealnom tjelesnom izgledu koji su projicirani kroz medije kao i da izloženost
brendu Barbie u mlađoj dobi nije utjecala na njihovo formiranje nezadovoljstva vlastitim
izgledom.

Abstract (english)

Brand as a mean of mass communication
This thesis explores the topic of a brand as a mean of mass communication. In the theoretical
framework, the concepts of mass communication and mass media are distinguished, and a
historical overview of research conducted on the topic of the influence of mass communication
media is presented. Continuing, the concept and role of the brand are discussed focusing on
their communication, which takes place through numerous communication channels as well as
through elements of the brand. Furthermore, their communication is explained using the
example of the brand Barbie, one of the most powerful brands that has been successfully
communicating its messages for more than six decades. In addition, the history of the Barbie
brand and its influences over time are presented, after which, guided by the issue of the impact
that exposure to mass media and the Barbie brand at a younger age have on one's selfconfidence and forming dissatisfaction with one's own appearance, a study was conducted on
a sample of University of Zagreb students. The research showed that the students are satisfied
with their body and appearance, and that they, to a lesser extent, accept sociocultural standards
about the ideal physical appearance projected through the media, as well as that exposure to
the Barbie brand at a younger age did not affect the formation of dissatisfaction with their own
appearance.

• Keywords: masovni mediji; utjecaji masovnih medija; brend; komunikacija brenda; Barbie brend
• Keywords (english): mass media; mass media effects; brand; brand communication; Barbie brand
• Language: croatian
• URN:NBN: urn:nbn:hr:111:506337
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-11-16 14:59:38