Komunikacija skandinavskih veleposlanstava u Hrvatskoj na Facebooku

master's thesis

• Title (english): Communication of the Embassies of the Scandinavian Countries in Croatia on Facebook
• Author: Ivan Huzanić
• Mentor: Ljubica Josić (mentor)
• Committee member: Tamara Kunić (predsjednik povjerenstva)
• Committee member: Ana Marija Dunaj (član povjerenstva)
• Committee member: Ljubica Josić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2024-07-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Korištenjem društvenih mreža u diplomatske svrhe nastala je digitalna diplomacija koja
je promijenila način komunikacije diplomatskih aktera s ciljanim javnostima. Budući da
su društvene mreže odlične platforme za brzu i efikasnu komunikaciju s velikim brojem
ljudi, brojna veleposlanstva koriste ih kako bi promovirali svoj rad, izgradile pozitivan
imidž te širile svoju kulturu i običaje. Cilj ovog rada bio je istražiti na koji način
veleposlanstva skandinavskih država komuniciraju sa svojim pratiteljima na Facebooku
u Hrvatskoj te koji čimbenici ponajviše utječu na ostvarivanje engagementa. Istraživanje
je provedeno s pomoću metode analize sadržaja, a promatrani period objava
veleposlanstva Švedske, Danske i Norveške iznosi dvanaest mjeseci, od 1. travnja 2023.
do 1. travnja 2024. Rezultati istraživanja pokazali su da veleposlanstva navedenih zemalja
na svojim Facebook profilima vješto koriste ovu društvenu mrežu za promociju brojnih
teme vezane uz njihovu zemlju, ali prije svega kao platformu za promociju svojega rada.
Također, utvrđeno je pet različitih tematskih područja u koje je moguće svrstati sve
objave navedenih veleposlanstava. Ta područja su: politika i gospodarstvo, kultura i
prirodne znamenitosti, sport i obrazovanje, rad veleposlanstva te obilježavanje blagdana,
međunarodnih i nacionalnih dana. Rezultati među ostalim pokazali su da je jezik
komunikacije jedini čimbenik koji značajno utječe na engagement pratitelja na
Facebooku, pa tako švedsko i norveško veleposlanstvo imaju značajno veći engagement
od danskog veleposlanstva jer je njihov jezik komunikacije hrvatski, dok dansko
veleposlanstvo komunicira na engleskom jeziku.

Abstract (english)

The use of social networks for diplomatic purposes has created digital diplomacy, which
has changed the way diplomatic actors communicate with target audiences. Since social
networks are great platforms for fast and efficient communication with a large number of
people, many embassies use them to promote their work, build a positive image and
spread their culture and customs. The aim of this paper was to investigate how the
embassies of the Scandinavian countries communicate with their followers on Facebook
in Croatia and which parameters are necessary to achieve engagement. This research was
carried out using the method of content analysis, and the observed publication period of
the embassies of Sweden, Denmark and Norway is twelve months. The research results
showed that the embassies of the mentioned countries skillfully use this social network
on their Facebook profiles to promote numerous topics related to their country, but above
all as a platform for promoting their work. Also, five different thematic areas have been
determined into which all the announcements of the mentioned embassies can be
classified. These areas are: politics and economy, culture and natural sights, sports and
education, the work of the embassy and the celebration of holidays, international and
national days. The results of the research showed that the language of communication is
the only parameter that significantly affects the engagement of followers on Facebook,
so the Swedish and Norwegian embassies have significantly higher engagement than the
Danish embassy because their language of communication is Croatian, while the Danish
embassy communicates in English.

• Keywords: komunikacija na Facebooku; engagement; skandinavska veleposlanstva; digitalna diplomacija; analiza sadržaja
• Keywords (english): communication on Facebook; engagement; Scandinavian embassies; digital diplomacy; content analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:111:087340
• Study programme: Title: Communication Studies (Single Major, Science Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra komunikologije (sveučilišni/a magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-07-17 11:59:07