| Abstract | U ovom radu provodi se komparativna analiza kreativnih industrija i događaja u Zagrebu i
Londonu. Kulturne i kreativne industrije posljednjih godina postale su popularan smjer
lokalnog razvoja gradova i njihovog brendiranja. Ulaskom Hrvatske u Europsku uniju,
otvorile su se mogućnosti za jačanje konkurentnosti u navedenom sektoru, poticanjem
razvoja korištenjem EU fondova. Kreativne industrije javljaju se u područjima oglašavanja,
arhitekture, tržišta umjetnina i antikviteta, zanata, dizajna, mode, filma, interaktivnog
zabavnog softvera, glazbe, izvedbenih umjetnosti, izdavaštva, TV i radio programa. Iz
spomenutih industrija razvio se model kreativnih gradova, koji uključuje kreativne četvrti,
događaje i klastere. U sinergiji s turizmom, kreativne industrije mogu pretvoriti arhitektonska
rješenja, filmske lokacije, ulična događanja, te kulturne institucije i njihove edukacije u
turističke atrakcije s kojima se razvija kreativni turizam. Kreativne industrije imaju poseban
značaj u stvaranju dodatne vrijednosti koja uključuje gospodarski rast, ekološku osvještenost,
zapošljavanje, te sociokulturni razvoj stanovništva. Zagreb je nedavno pogođen potresom i
posljedicama pandemije Covid 19 virusa, u svim područjima i sektorima prevladava velika
neizvjesnost, a kulturni i kreativni događaji koriste online platforme za prijenos sadržaja i
komunikaciju s izoliranom publikom. Svugdje u svijetu, pa tako i u Hrvatskoj, teško je ostati
optimističan, ali kultura i kreativnost ponovo su pokazali veliku snagu, pozitivu i podršku
koja je društvu potrebna više nego ikad. Stoga se na kraju rada daje kritički osvrt na aktualne
teme u zemlji i na temelju vlastitog istraživanja pokazuje kako dio građana vidi i ocjenjuje
kreativnu ponudu Zagreba i Londona, koje online aktivnosti provode za vrijeme izolacije, te
koji su njihovi prijedlozi u vezi poboljšanja kreativne ponude. Za potrebe izrade rada
korišteno je sekundarno istraživanje iz različitih izvora, te je provedeno primarno istraživanje
u obliku online upitnika. |
| Abstract (english) | This master thesis conducts a comparative analysis of creative industries and events in Zagreb
and London. In recent years, the cultural and creative industries have become a popular
direction in the local development of cities and their branding. With the accession of Croatia
to the European Union, opportunities have opened up for strengthening competitiveness in
this sector, by encouraging development through the use of EU funds. Creative industries
occur in the areas of advertising, architecture, art and antiques markets, crafts, design, fashion,
film, interactive entertainment software, music, performing arts, publishing, TV and radio
programs. From the mentioned industries, a model of creative cities has been developed,
which includes creative neighborhoods, events and clusters. In synergy with tourism, creative
industries can turn architectural solutions, film locations, street events, and cultural
institutions and their education into tourist attractions with which creative tourism develops.
Creative industries have a special significance in creating added value, which includes
economic growth, environmental awareness, employment, and socio-cultural development of
the population. Zagreb has recently been hit by an earthquake and the consequences of
pandemic caused by Covid-19 virus, great uncertainty prevails in all areas and sectors, and
cultural and creative events use online platforms to transmit content and communicate with
isolated audiences. Everywhere in the world, including Croatia, it is difficult to remain
optimistic, but culture and creativity have once again shown the great strength, positivity and
support that society needs more than ever. Therefore, at the end of the thesis, a critical review
of current topics in the country is given and based on primary research it is emphasized how
some citizens see and evaluate the creative offer of Zagreb and London, which online
activities are carried out during isolation, and what are their suggestions for improving
creative offer. For the purposes of preparing the master thesis, secondary research from
various sources was used, as well as primary research in the form of an online survey. |
