Fenomen video sadržaja na društvenim medijima i njegova uloga u kreiranju komunikacijskih navika kod mladih

master's thesis

• Title (english): The Phenomenon of Video Content on Social Media and its Role in Creating Communication Habits in Young People
• Author: Ivana Vukša
• Mentor: Ivan Burić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Committee member: Tamara Kunić (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

U ovom je radu kroz teorijski okvir objašnjen video sadržaj kao format komunikacije na
društvenim mrežama. U prvom dijelu rada su navedena općenita obilježja društvenih
mreža te su predstavljene najznačajnije platforme za dijeljenje video sadržaja. U drugom
dijelu rada su se proučavale promjene u medijskim navikama mladih te je zaključeno da
mlađe generacije korisnika društvenih mreža (Milenijalci i generacija Z) imaju veću
tendenciju aktivnom stvaranju sadržaja na internetu, za razliku od starijih generacija koje
su više pasivni korisnici. Također, zaključeno je da kratki formati video sadržaja
preuzimaju dominantu ulogu na društvenim mrežama, što dokazuje i nagli porast broja
korisnika TikTok platforme koja je postala globalni digitalni fenomen, naročito kod
mlađe populacije korisnika.

Abstract (english)

In this paper, video content as a format of communication on social networks is explained
through a theoretical framework. The first part of the paper lists the general features of
social networks and presents the most important platforms for sharing video content. In
the second part of the paper, changes in the media habits of young people were studied
and it was concluded that younger generations of social network users (Millennials and
Generation Z) have a greater tendency to actively create content on the Internet, as
opposed to older generations who are more passive users. It was also concluded that shortformat video content is taking over the dominant role on social networks, as evidenced
by the sharp increase in the number of users of the TikTok platform, which has become
a global digital phenomenon, especially among the younger user population.

• Keywords: društveni mediji; komunikacijske navike; YouTube; TikTok; influenceri; video sadrža
• Keywords (english): social media; communication habits; YouTube; TikTok; influencers; video content
• Language: croatian
• URN:NBN: urn:nbn:hr:111:596785
• 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: Access restricted to students and staff of home institution
• Created on: 2021-10-12 06:45:49