Self-help: analiza ključnih riječi i tehnika persuazije na YouTube kanalima

master's thesis

• Title (english): Self-help: Analysis of Keywords and Persuasion Techniques on YouTube Channels
• Author: Mihaela Matijević
• Mentor: Luka Šikić (mentor)
• Committee member: Andreja Sršen (predsjednik povjerenstva)
• Committee member: Marica Marinović Golubić (član povjerenstva)
• Committee member: Luka Šikić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Sociology); Zagreb
• Defense date and country: 2024-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology

Abstract

Rad istražuje fenomen self-helpa i upotrebu persuazivnih tehnika na platformi YouTube.
Istraživanje uključuje kombinaciju kvantitativne i kvalitativne analize te je strukturirano u tri
razine: 1) identifikacija hrvatskih self-help YouTube kanala, 2) analiza tekstualnog metasadržaja
na izabranim kanalima i 3) analiza persuazivnih tehnika na najpopularnijim videozapisima
odabranih kanala. Analizirani uzorak uključuje pet najpopularnijih self-help kanala: Safari duha,
Anita Luis Osobni razvoj, Bojana Svalina, Put u središte sebe i SuperNaturals. Rezultati
istraživanja upućuju na povezanost self-help sadržaja s odrednicama New Age duhovnosti poput
manifestiranja, zakona privlačnosti i meditacije kao i općenito snažnu povezanost između selfhelpa
i New Agea. Istraživanjem je potvrđena prisutnost persuazije te povezanost persuazije i
popularnosti kanala.

Abstract (english)

The paper explored the the phenomenon of self-help and the use of persuasive techniques on the
YouTube platform. The research includes a combination of quantitative and qualitative analyses
and is structured into three levels: 1) identification of Croatian self-help YouTube channels, 2)
analysis of textual meta-content on selected channels, and 3) analysis of persuasive techniques on
the most popular self-help channels: Safari duha, Anita Luis Osobni razvoj, Bojana Svalina, Put u
središte sebe, and SuperNaturals. The research results indicate a connection between self-help
content and New Age spirituality elements such as manifestation, the law of attraction, and
meditation, as well as a general strong link between self-help and New Age. The research
confirmed the presence of persuasion and the relationship between persuasion and the popularity
of the channels.

• Keywords: self-help; analiza persuazije; YouTube kanali; New Age duhovnost; analiza ključnih riječi
• Keywords (english): self-help; persuasion analysis; YouTube channels; New Age spirituality; keyword analysis
• Language: croatian
• URN:NBN: urn:nbn:hr:111:465186
• Study programme: Title: Sociology (Double major, Teaching Stream); Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra edukacije sociologije / sveučilišni/a magistar/magistra sociologije (sveučilišni/a magistar/magistra edukacije sociologije / sveučilišni/a magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-25 11:02:26