Online komunikacija kulturnih institucija na primjeru kazališta Gavella

master's thesis

• Title (english): Online communication in cultural Institutions on the example of Gavella Theater
• Author: Stela Vukojević
• Mentor: Nada Zgrabljić Rotar (mentor)
• Committee member: Ljubica Josić (predsjednik povjerenstva)
• Committee member: Nina Ožegović (član povjerenstva)
• Committee member: Nada Zgrabljić Rotar (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Online komunikacija postala je nezaobilazan način komunikacije u razdoblju digitalne ere, a društvene mreže postale su virtualni prostor u kojem online komunikacije postaje dvosmjerna. Model jednosmjernog komuniciranja u marketinškoj komunikaciji na društvenim mrežama gubi svoju vrijednost. Interakcija postaje neophodna u uspostavljanju odnosa između brenda i potrošača. Važnost online komunikacije prepoznale su i kulturne institucije koje sve više uz svoj osnovni komunikacijski plan uključuju i plan komunikacije na društvenim mrežama. Rad se bavi online komunikacijom kazališta Gavella, a istražuje načine komuniciranja s ciljanom skupinom putem društvenih mreža i službene internetske stranice kazališta. Metodom analize sadržaja provelo se kvantitativno istraživanje interakcije kazališta i korisnika putem objava na društvenim mrežama Facebook, Instagram i Twitter. Potvrđeno je da kazalište Gavella najčešće objavljuje informativan sadržaj koji uključuje osnovne informacije o predstavi ne potičući korisnike na nikakav oblik interaktivnosti koji bi uključivao, dijeljenje sadržaja, komentiranje ili neki drugi oblik interakcije. Kvantitativnim istraživanjem publike potvrdili smo da je ciljanoj publici najbitniji sadržaj predstave koji se u objavama na društvenim mrežama gotovo i ne spominje. Provedenom fokus grupom potvrdili smo svoj zaključak s kojim smo krenuli u istraživanje kako je interaktivnost objava najbitniji faktor online komunikacije.

Abstract (english)

Online communication has become an inevitable way of communicating in the era of digital era, and social networks have become a virtual space where online communication becomes bidirectional. One-way communication in marketing communications on social networks loses its value. Interaction becomes indispensable in establishing the relationship between the inside and the consumer. The importance of online communications has also been recognized by cultural institutions that increasingly include, along with their basic communication plan, a social communication plan.
The research focuses on online communication of the Gavella Theater, and explores ways of communicating with the target group through the social networks which theatre uses and the theatre’s official website. The content analysis method was used to quantitatively investigate the interaction between the theatre and the users via the social networks Facebook, Instagram and Twitter. It was confirmed that the Gavella Theatre most frequently publishes informative content that includes basic information about the show, without encouraging users to any form of interactivity that would involve sharing content, commenting or any other form of interaction. By quantitative audience research, we have confirmed that the target audience finds the content of the play the most important, which is almost unpublished in social networks. The focus group confirmed our initial conclusion that the interactivity of disclosures is the most important factor in online communication.

• Keywords: Komunikacija; online; kazalište; društvene mreže; Internet; interakcija
• Keywords (english): Communication; Online; Theatre; Social Networking; Internet; Interaction
• Language: croatian
• URN:NBN: urn:nbn:hr:111:620641
• 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: Closed access
• Created on: 2017-10-20 12:19:27