Uvjeravanje, manipulacija i propaganda u televizijskim serijama. Slučaj političke drame "Kuća od karata"

master's thesis

• Title (english): Persuasion, manipulation and propaganda in television series. Case of political drama House of Cards
• Author: Marko Ezgeta
• Mentor: Irena Sever Globan (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Vine Mihaljević (član povjerenstva)
• Committee member: Irena Sever Globan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2016-09-06, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

„Prijateljstvo“ između publike i televizijskih serija traje više od 50 godina. Generacije gledatelja uživale su u televizijskim serijama koje su mijenjale načine razmišljanja, ponašanja i stavove. Uslijed promjene načina života, koji je puno složeniji nego prije, promijenile su se i televizijske serije. Svjedočimo pojavi likova antiheroja koji se unutar fiktivnog narativa izravno obraćaju gledateljima, čime se stvara čvršća povezanost likova i gledatelja, što pridonosi popularnosti televizijske serije, a samim time i veću financijsku isplativost. Gledatelji često imitiraju ono što vide u narativu, a tako i korištenje metoda uvjeravanja koje svjesno ili nesvjesno upotrebljavaju u svakodnevnom životu. Ovaj rad istražio je prikaze metoda uvjeravanja, manipulacije i propagande u narativu političke drame Kuća od karata. Analizom sadržaja kvantificirane su metode uvjeravanja, manipulacije i propagande te se na taj način potvrdila hipoteza kako su prikazi uvjeravanja, manipulacije i propagande u televizijskoj seriji Kuća od karata realno prikazani te se mogu koristiti kao pomagalo pri učenju o navedenim temama. Dokazano je i kako se prilikom meta-referenca (izravnog obraćanja gledateljima) koriste metode uvjeravanja, a te metode su povezane s transportacijskom teorijom uvjeravanja.

Abstract (english)

„Friendship“ between the audience and the television series has been lasting for more than 50 years. Generations of viewers enjoyed watching television series that have changed ways of thinking, behaviour and attitudes. Due to changes in the way of living, which is more complex than it used to be, television series have also changed. We are witnessing phenomena of anti-hero characters who are addressing the audience directly from within the fictional narrative, causing tighter bond between the characters and the viewer, which contributes to the popularity of the television series, and therefore greater cost effectivness. Viewers often imitate what they see in the narrative, including the usage of methods of persuasion which they consciously or unconsciously use in everyday life. This thesis examined the depiction of methods of persuasion, manipulation and propaganda in the narrative of the political drama House of Cards. Using content analysis, the methods of persuasion, manipulation and propaganda were quantified and thus confirmed the hypothesis that the depictions of persuasion, manipulation and propaganda on the television series House of Cards are realistically shown and can be used as an aid in learning about these topics. It was also proven that during the usage of meta-reference (directly addressing the audience) methods of persuasion, manipulation and propaganda were used and those methods were associated with the transportation theory of persuasion.

• Keywords: mediji; televizijske serije; uvjeravanje; manipulacija; propaganda; meta-referenca; Kuća od karata
• Keywords (english): media; television series; persuasion; manipulation; propaganda; meta-reference; House of Cards
• Language: croatian
• URN:NBN: urn:nbn:hr:111:688908
• 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: 2016-10-06 12:44:07