Uloga i učinci društvenih mreža u informiranju javnosti o aktivnostima hrvatskih sportskih plesnih klubova

master's thesis

• Title (english): The role and effects of social media in informing the public about activities of Croatian dance sport clubs
• Author: Helena Sambol
• Mentor: Krešimir Dabo (mentor)
• Mentor: Dražen Maleš (sumentor)
• Committee member: Davor Trbušić (predsjednik povjerenstva)
• Committee member: Ivana Jeleč (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: 2024-07-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Ovaj rad bavi se ulogom društvenih mreža u informiranju javnosti o aktivnostima hrvatskih
sportskih plesnih klubova. Cilj rada je utvrditi na koji način društvene mreže oblikuju percepciju
i stavove ciljane publike o aktivnostima hrvatskih sportskih plesnih klubova te na koji način ih
publika doživljava i koliko se mogu s objavama poistovjetiti. Kroz teorijski dio rada uvodi se u
temu prikazom općenitih informacija o odnosima s javnošću, njihovom razvoju i pojavi sportskih
odnosa s javnošću. Odnosi s javnošću doživjeli su velike promjene popularizacijom i učestalom
primjenom društvenih mreža. One su postale neizostavan alat za komunikaciju s publikom i
promociju proizvoda ili usluga bilo da je riječ o sportu ili bilo kojoj drugoj domeni. Nadalje, u
radu se opisuju danas najpopularnije društvene mreže i njihova uporaba u odnosima s javnošću u
sportu. Za kraj teorijskog dijela rada, predstavljen je sportski ples, sport koji spaja umjetnost, sport
i kulturu, njegovo stanje i popularnost u Hrvatskoj. Središnji dio rada sastoji se od dva istraživanja
– analize sadržaja društvenih mreža hrvatskih sportskih plesnih klubova kao službenih digitalnih
kanala za informiranje javnosti i anketnog upitnika koji ispituje utjecaj na javnost, odnosno
informiranost o sportskom plesu i aktivnostima sportskih plesnih klubova u Hrvatskoj. Uzorak
ispitanika dobiven je metodom snježne grude, ispitanici su anketi pristupili putem poveznica
poslanih u Whatsapp i Telegram grupu te su zamoljeni da ju proslijede dalje. Istraživanje je
pokazalo da se većina ispitanika o aktivnostima hrvatskih sportskih plesnih klubova informira
putem društvenih mreža, ali i da one nisu jedini način informiranja. Međutim, društvene mreže
kao alat komunikacije i promocije sporta nude mnogo više od onog što klubovi trenutno koriste,
a njihov pun potencijal može se ostvariti boljom edukacijom i slušanjem vlastite publike.

Abstract (english)

This paper examines the role of social media in informing the public about the activities of Croatian
sports dance clubs. The aim of the study is to determine how social media shapes the perceptions
and attitudes of the target audience towards the activities of Croatian sports dance clubs, how the
audience perceives these activities, and the extent to which they can relate to the posts. The
theoretical section introduces the topic by presenting general information on public relations, their
development, and the emergence of sports public relations. Public relations have undergone
significant changes with the popularization and frequent use of social media. Social media has
become an indispensable tool for communicating with the audience and promoting products or
services, whether in sports or any other domain. Furthermore, the paper describes today's most
popular social media platforms and their use in sports public relations. At the end of the theoretical
section, sports dance is presented as a sport that combines art, sport, and culture, along with its
status and popularity in Croatia. The central part of the paper consists of two studies: a content
analysis of the social media of Croatian sports dance clubs as official digital channels for informing
the public, and a survey that examines the impact on the public, specifically their awareness of
sports dance and the activities of sports dance clubs in Croatia. The sample of respondents was
obtained using the snowball sampling method, where respondents accessed the survey through
links sent in WhatsApp and Telegram groups and were asked to forward it further. The research
showed that the majority of respondents get information about the activities of Croatian sports
dance clubs through social media, but also that these are not the only sources of information.
However, social media as a tool for communication and sports promotion offers much more than
what clubs currently utilize, and their full potential can be realized through better education and
listening to their audience.

• Keywords: društvene mreže; sportski ples; hrvatski sportski plesni klubovi
• Keywords (english): social media; dancesport; Croatian dancesport clubs
• Language: croatian
• URN:NBN: urn:nbn:hr:111:124968
• 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: Open access
• Created on: 2024-07-17 12:20:38