| Abstract | U radu se nastoji prikazati konzumerizam kao društveni fenomen i potrošački mentalitet suvremenog društva i mogući utjecaj slavnih osoba na povećanje kupovine kao suvremene ovisnosti. Suvremeni potrošači nastoje biti u trendu kupujući proizvode koji im zapravo ne trebaju, no povećanu potrošnju i zaokupljenost potrošačkim dobrima shvaćaju kao paradigmu uspješnog života. U pojavi i razvoju konzumerizma veliku ulogu ima razvoj tehnologije i usavršavanje masovnih medija, što je kulminiralo u 21. stoljeću. Mediji, od samih začetaka, koriste poznate i slavne osobe u svrhu promidžbe materijalnih dobara. U počecima su to bili tradicionalni mediji (tiskani mediji, televizija i radio), a razvoj tehnologije donio je nove, suvremene oblike i kanale komunikacije. S razvojem medija i pojavom društvenih mreža jača i utjecaj slavnih osoba, no sada se odvija kroz druge kanale. Razvoj medija i brojnih komunikacijskih kanala donio je sa sobom i negativne konotacije- pojavio se ogroman broj informacija i izvora informacija što posljedično dovodi do manjka povjerenja potrošača. Tu na scenu stupaju influenceri- osobe koje utječu na mišljenje svoje publike. U početku su influenceri bili slavne osobe i profesionalci u svijetu medija, no s vremenom su „utjecajnici“ postali „obični“ ljudi koji imaju specifičnu ciljnu skupinu. Iako je utjecaj influencera najviše usmjeren na mlađu generaciju, koja ima specifičan životni stil, sve više potrošača različitih generacija okreće se novim vrstama medija i komunikacije. Ono što je nekad bio zadatak poznatih i slavnih- promocija različitih dobara- sada je povjereno „običnim“ osobama koje imaju velik broj sljedbenika. |
| Abstract (english) | The paper tries to show consumerism as a social phenomenon and the consumer mentality of modern society, as well as the possible influence of celebrities on increasing shopping as a modern addiction. Modern consumers try to be in trend by buying products that they don't really need, but they understand increasing consumption and preoccupation with consumer goods as a paradigm of a successful life. The development of technology and the improvement of mass media, which culminated in the 21st century, play a major role in the emergence and development of consumerism. The media, from the very beginning, have used famous people for the purpose of promoting material goods. In the beginning, these were traditional media (printed media, television and radio), and the development of technology brought new, modern forms and channels of communication. With the development of the media and the emergence of social networks, the influence of celebrities also strengthens, but now it takes place through other channels. The development of the media and numerous communication channels also brought with it negative connotations - a huge number of information and sources of information appeared, which consequently leads to a lack of consumer trust. This is where influencers come into play - people who influence the opinion of their audience. In the beginning, influencers were celebrities and professionals in the world of media, but over time, "influencers" became "ordinary" people who have a more specific target group. Although the influence of influencers is mostly focused on younger generation, which has a specific lifestyle, more and more consumers of different generations are turning to new types of media and communication. What used to be the task of the famous - the promotion of various goods - is now entrusted to "ordinary" people who have a large number of followers. |
