Promoviranje estetske medicine na društvenim medijima i utjecaj na samopercepciju kod žena

master's thesis

• Title (english): Promotion of Aesthetic Medicine on Social Media and Influence on Women's Self-Perception
• Author: Ana Peričić
• Mentor: Danijel Labaš (mentor)
• Mentor: Dražen Maleš (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Društveni mediji svojevrstan su fenomen masovne komunikacije, a znanstvenici ih opisuju kao
skupinu internetskih platformi koje se nadovezuju na ideološke i tehnološke temelje Weba 2.0
te omogućavaju stvaranje i razmjenu korisničkog sadržaja. Nastankom Facebook-a, započela
je revolucija društvenih medija. Ubrzo nakon, nastaju Instagram, TikTok, Snapchat, Tumblr i
mnoge druge mreže koje su prilagodljivim načinom poslovanja uspjele zadržati svoju publiku.
Razni autori primjećuju kako moderno društvo kroz društvene medije mitologizira,
standardizira i objektivizira ljepotu i tjelesni izgled, a ljudi se sve češće suočavaju s problemom
neprilagodbe vlastitom tijelu. Cilj ovog rada bio je istražiti koliko zapravo navike korištenja
društvenih medija utječu na nezadovoljstvo vlastitim izgledom i odluke o estetskim zahvatima.
Rezultati istraživanja pokazali su kako korištenje društvenih medija nema utjecaj na stupanj
zadovoljstva vlastitim izgledom. Također, unatoč sveprisutnim društvenim medijima i
informacijama dostupnim na njima, ovo je istraživanje potvrdilo kako ispitanice još uvijek
najviše pouzdanja imaju u liječnike i struku u kontekstu informiranja o estetskoj medicini.

Abstract (english)

Social media is a phenomenon of mass communication, and scientists describe it as a group of
Internet platforms that are built on the ideological and technological foundations of Web 2.0
and enable the creation and exchange of user-generated content. With the emergence of
Facebook, the social media revolution began. Soon after, Instagram, TikTok, Snapchat, Tumblr
and many other networks emerged and managed to retain their audiences through a flexible
way of doing business. This paper showed how social media has an extremely strong influence
on women’s self-perception. Various authors note that modern society mythologizes,
standardizes, and objectifies beauty and body appearance, and people are increasingly faced
with the problem of not adapting to their own body. The aim of this paper was to investigate to
what extent the habits of using social media actually influence dissatisfaction with one's own
appearance and decisions about aesthetic procedures. The results of the research showed that
the use of social media does not affect the degree of satisfaction with one's own appearance.
Also, despite the ubiquitous social media and information available on them, this research
confirmed that the respondents still have the most confidence in doctors and the profession in
the context of informing about aesthetic medicine.

• Keywords: društveni mediji; estetska medicina; digitalni marketing; samopercepcija
• Keywords (english): social media; aesthetic medicine; digital marketing; self-perception
• Language: croatian
• URN:NBN: urn:nbn:hr:111:960462
• 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: 2021-10-18 09:37:04