prikaz prve stranice dokumenta Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci
Access restricted to authenticated users
master's thesis
Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:750870
Pavičić, Ana
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Pavičić, A. (2020). Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:750870

Pavičić, Ana. "Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:750870

Pavičić, Ana. "Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:750870

Pavičić, A. (2020). 'Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:750870

Pavičić A. Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:750870

A. Pavičić, "Analiza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:750870

Metadata
TitleAnaliza stavova roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci
Title (english)Analysis of parent's attitudes about gender stereotypes in child-centered advertising
AuthorAna Pavičić
MentorRužica Brečić (mentor)
Committee memberAna Tkalac Verčič (predsjednik povjerenstva)
Committee memberIrena Pandža Bajs (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnjem suvremenom društvu djeca odrastaju okružena različitim medijima, pritom medijske sadržaje konzumiraju od svoje najranije dobi. Utjecaj medija na djecu može biti pozitivan ili negativan, a ishod ovisi o konzumiranom sadržaju i dobi djeteta. Jedan od negativnih utjecaja medija odnosi se na prikazivanje onih sadržaja koji potiču rodnu diskriminaciju i rodne stereotipe. Rodni se stereotipi u velikom opsegu koriste u oglašavanju dječjih igračaka. Shodno tome, cilj je istraživanja bio ispitati stavove roditelja o rodnim stereotipima u oglašavanju usmjerenom djeci. Istraživanje je provedeno na uzorku od 132 roditelja. Pokazalo se da većina roditelja potvrđuje prisutnost rodnih stereotipa u oglašavanju usmjerenom djeci, a čak 70,5% roditelja vjeruje da oglašavanja za dječje igračke jačaju rodne stereotipe. Iako se s tvrdnjom da oglašavanje jako utječe na izbor igračaka kod njihovog djeteta slaže ili u potpunosti slaže samo 27% roditelja, pokazalo se da su djeci najdraže igračke upravo one koje se tradicionalno pripisuju njihovom spolu.
Abstract (english)
In a contemporary society, children grow up surrounded by different media consuming media content from an early age. The influence of media on children can be positive or negative, and the outcome depends on the content consumed and the child's age. One of the negative influences of media is the presentation of those contents which encourage gender discrimination and gender stereotypes. Gender stereotypes are widely used in toy advertising. Accordingly, the aim of the study was to examine parents' attitudes about gender stereotypes in child-centered advertising. The study was conducted on a sample of 132 parents. The study showed that the majority of parents confirm the presence of gender stereotypes in child-centered advertising, and 70.5% of parents believe that toy advertising reinforces gender stereotypes. Although only 27% of parents agree or completely agree with the statement that advertising strongly influences the choice of their child's toys, it has been shown that the children's favorite toys are those which are traditionally attributed to their gender.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:750870
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2020-09-28 18:48:36