Izloženost djece reklamnim kampanjama i analiza stavova roditelja i djece o utjecajima reklama na djecu

master's thesis

• Title (english): Exposure of Children to advertising campaigns and analysis of parents and Children's views on the effects of advermsing on Children
• Author: Petra Šelem
• Mentor: Ivan Burić (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Committee member: Ivan Burić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Izloženost djece reklamnim kampanjama i posljedice koje ona može imati na mlade primatelje masovnih poruka, glavna je tema rasprava u svijetu. Mnogi stručnjaci svojim istraživanjima dokazali su da je utjecaj medija na djecu prisutan te da medijski sadržaji oblikuju našu stvarnost. Živimo u vremenu kada smo podložni promijeniti svoje ponašanje i stavove te ih prilagoditi društvu, ponekad ne razmišljajući kako je društvo pod svakodnevnom regulacijom medija.
Cilj ovog istraživanja bio je ispitati u kojoj mjeri osnovnoškolci koriste medije te smatraju li oni da su pod utjecajem medijskog sadržaja. Pošto je riječ o maloljetnim ispitanicima koji još uvijek izgrađuju svoj identitet, anketno istraživanje provedeno na mladima, potkrijepili smo dvosatnom fokus grupom s roditeljima čija djeca pohađaju osnovnu školu. Dobiveni rezultati prikazuju koliko izloženost medijima utječe na ponašanje i stvaranje potrošačkih navika kod djece te povećava li se utjecaj reklama kada je učestalost korištenja medija veća. Nadalje, zanimali su nas dječji stavovi o tržišnoj komunikaciji i posvećuju li pažnju reklamama koje vide. Uzorak istraživanja činila su djeca od 13 godina koji pokazuju kako u toj dobi kritički razmišljaju tijekom gledanja sadržaja reklamnih kampanja. Također, mladi ne pridaju veliku pozornost sadržajima koje vide, a ukoliko ih reklamna kampanja zainteresira, najčešći razlog je glazba koja se pojavljuje u pozadini oglasa. Svjesnost o negativnim posljedicama učestalog korištenja medija, djeca su stekla medijskim obrazovanjem kroz godine odrastanja, a naučeno znanje primili su od roditelja ili specijaliziranih stručnjaka čija je zadaća naučiti kako treba koristiti medije i kako se zaštiti od utjecaja istih.

Abstract (english)

Children's exposure to advertising campaigns and the consequences it can have on young children, is a topic of major debate in the world. Many experts have proven through their research that the impact of media on children is present and that media content shapes our reality. We live in a time when we are susceptible to change our behavior and attitudes, and adapt them to society, sometimes without thinking that society is under daily media regulation.
The aim of this study was to examine the extent to which primary school students use the media and whether they consider themselves to be influenced by media content. Because these are underage respondents who are still building their identities, a survey conducted on young people has been further elaborated through a two-hour focus group with parents whose children attend primary school. The results show how much media exposure influences behavior and children’s habits, and whether the impact of advertising increases when the frequency of media use is higher. Furthermore, we were interested in children's views on market communication and whether they pay attention to the advertisements they see. The survey sample consisted of young children, age 13, who show that at that age, they are thinking critically while viewing the content of advertising campaigns. Also, young people do not pay much attention to the content they see, and if they are interested in the advertising campaign, the most common reason is the music that appears in the background of the ad. Awareness of the negative consequences of frequent use of the media, children gained through media education through the years of adulthood. Learned knowledge was received from parents or specialized professionals who were tasked with learning how to use the media and how to protect themselves from their influence.

• Keywords: reklamna kampanja; utjecaj medija na djecu; medijska pismenost; tržišna komunikacija; oglasi; društvene mreže; internet
• Keywords (english): advertising campaign; media impact on children; media literacy; marketing communication; ads; social networks; internet
• Language: croatian
• URN:NBN: urn:nbn:hr:111:235382
• 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: 2020-01-15 10:34:55