Važnost društvenih mreža u fitness industriji

master's thesis

• Title (english): The importance of social Media in fitness industry
• Author: Sanja Kočiš
• Mentor: Jelena Jurišić (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Matilda Kolić Stanić (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2017-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences

Abstract

Društvene mreže su po svemu sudeći postale globalni komunikacijski fenomen. U radu se opisuje pojam fitnessa, kao i prednosti i nedostaci društvenih mreža kako bi se prikazalo kakav utjecaj one imaju na fitness industriju. U Republici Hrvatskoj danas su najzastupljenije mreže Facebook i Instagram, koje su i bile predmet proučavanja. Iščitavanjem predmetne literature, kao i analizom slučajeva, pokazano je kako se putem njih može doprijeti do ciljane skupine ljudi, te su one odličan kanal promocije zdravog načina života. To dokazuju i osobna iskustva istaknutih fitness trenera koji su svoju komunikaciju premjestili na društvene mreže i u svojoj interakciji s pratiteljima komuniciraju važnost redovite fizičke aktivnosti i zdrave prehrane. Naravno, njima društvene mreže služe i za samopromociju i prodaju vlastitih Planova prehrane i treninga. Zapravo su fitness treneri zahvaljujući vlastitoj popularnosti postali edukatori zdravog života, boreći se protiv predrasuda, „brzih“ dijeta i drugih samoprozvanih stručnjaka koji putem društvenih mreža daju lažna obećanja o brzom mršavljenju uz pomoć raznih suplemenata. Oni smatraju kako su najveće prednosti komunikacije putem Facebooka i Instagrama sloboda govora i dvosmjerna komunikacija s pratiteljima, a tim putem njihovi stavovi mogu doprijeti do velikog broja ljudi u kratkom vremenu. Također, nove funkcionalnosti društvenih mreža donose i nove mogućnosti promocije, što je jedan od razloga zašto se svakodnevno pojavljuje sve više sadržaja vezano uz fitness industriju – sve sa ciljem da se korisnici odluče na redovitu fizičku aktivnost, balansiranu i zdravu prehranu, te naposljetku, budu „fit“.

Abstract (english)

Social networks become a global communication phenomenon. The paper describes the term "fitness" and discusses the advantages and disadvantages of using social networks. The main goal was to show the impact they have on the fitness industry. In the Republic of Croatia, Facebook and Instagram are the most widely used, which is the main reason why those have been subjects of the study. It has been shown that social networks are an excellent channel for promoting a healthy lifestyle because the preferred audience is using them. Apart from reading literature, this is also proven by the personal experience of prominent fitness trainers who have relayed their communication to social networks. They can interact with fans and highlight the importance of regular physical activity and healthy eating on Facebook and Instagram. Of course, social networks are also used for self-promotion and sale of their Nutrition and Training Plans. In fact, fitness trainers become, thanks to their own popularity, educators of healthy living. They are trying to fight against prejudice, "fast" diets and self-employed experts who usually give false promises about fast weight loss. Fitness trainers believe that the greatest advantages of communication through Facebook and Instagram are the freedom of speech and two-way communication with their fans. Also, their opinions can reach a large number of people in a short time. New functionalities on social networks are bringing new ways for promotion - those are the reasons why more and more content related to the fitness industry is emerging every day. All this is happening with the aim of making users choose regular physical activity, balanced and healthy nutrition, and to become ultimately "fit".

• Keywords: fitness; društvena mreža; Facebook; Instagram; zdrava prehrana; fizička aktivnost; fitness treneri
• Keywords (english): fitness; social network; Facebook; Instagram; healthy lifestyle; psychical activity; fitness trainers
• Language: croatian
• URN:NBN: urn:nbn:hr:111:384209
• 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: 2017-11-09 11:13:42