Uloga novih medija u suvremenom životu djece i mladih: važnost Youtubea

master's thesis

• Title (english): The role of new media in the contemporary life of children and young people: the importance of Youtube
• Author: Matea Rubil
• Mentor: Lana Ciboci (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Lana Ciboci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Djeca i mladi odrastaju u eri pametnih telefona, tableta i računala, a većina djece aktivna je na društvenim mrežama već od desete godine života. Sukladno navedenom, središte istraživanja ovog diplomskog rada su djeca od 10 do 14 godina, kao publika novih medija, te uloga novih medija u njihovom svakodnevnom životu s naglaskom na YouTube. Imajući u vidu nalaze inozemnih istraživanja, a koja pokazuju da je YouTube najpopularnija društvena mreža među djecom, ovim radom nastojalo se provjeriti vrijedi li ta teza i u Hrvatskoj, a rezultati su pokazali da gotovo svi ispitanici svakodnevno koriste YouTube, uglavnom u zabavne svrhe, a pritom u podjednakoj mjeri prate rad domaćih i inozemnih YouTubera. YouTuberi su influenceri današnjice u kojima djeca i mladi vide uzore i idole i s kojima se mogu povezati više nego što je to slučaj s tradicionalnim zvijezdama, zbog čega je više od polovice ispitanika odgovorilo da se u budućnosti vidi u profesiji YouTubera. Istraživanje je pokazalo kako se djeca polako odmiču od klasičnih profesija te se više okreću onim suvremenim kao što je profesija online influencera.

Abstract (english)

Nowadays, children and young people are raised in the era of smartphones, tablets and computers, and most children are active on social networks since the age of 10. So, the focus of this thesis is on children from 10 to 14 years, as new media audience, and on the role of new media in their everyday life, specifically on YouTube. According to global researches YouTube is the most popular social network among children, so the main goal of this research was to determine if this thesis can be confirmed in Croatia as well, and the results showed that almost every examinee use YouTube daily, mainly for entertainment and recreation, while they follow, to the same extent, work of Croatian and foreign YouTubers. YouTubers are today's influencers, and children find YouTube influencers more relatable than traditional celebrities. They are seen as role models which is why more than half of the respondents answered they want to pursue a professional career on YouTube. Reserch showed that children are slowly moving away from classical professions and turning to more contemporary ones, such as the online influencer's profession.

• Keywords: osnovnoškolci; publika; društvene mreže; novi mediji; influenceri; YouTube
• Keywords (english): primary school students; audience; social networks; new media; influencers; YouTube
• Language: croatian
• URN:NBN: urn:nbn:hr:111:601767
• 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: 2020-01-30 10:40:04