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master's thesis
Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena
Zagreb: University of Zagreb, The Faculty of Political Science, 2024. urn:nbn:hr:114:274829
Šitum, Tara
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Šitum, T. (2024). Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:274829

Šitum, Tara. "Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena." Master's thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:274829

Šitum, Tara. "Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena." Master's thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:274829

Šitum, T. (2024). 'Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:274829

Šitum T. Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2024 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:114:274829

T. Šitum, "Uloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:114:274829

Metadata
TitleUloga oglasa u jugoslavenskim ženskim časopisima u osnaživanju žena
Title (english)The Role of Advertisements in Yugoslav Women's Magazines in Empowerment of Women
AuthorTara Šitum
MentorMarijana Grbeša-Zenzerović (mentor)
Committee memberMarijana Grbeša-Zenzerović (predsjednik povjerenstva)
Committee memberHrvoje Jakopović (član povjerenstva)
Committee memberMilica Vučković (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2024-07-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Journalism
Abstract
Cilj ovog diplomskog rada je definirati na koji način su oglasi u najtiražnijim jugoslavenskim ženskim časopisima – Svijetu i Praktičnoj ženi, mijenjali društvenu percepciju žena te razumjeti na koji su se način oglasi i mediji u Jugoslaviji podudarali u osnaživanju žene u društvu. U radu je analiziran uzorak od šezdeset oglasa, kvalitativnom analizom sadržaja, čiji je uzorak uzet iz navedenih časopisa te radi jednostavnije sistematizacije podijeljen u tri kategorije na temelju najčešćih tema u oglasima – žena u kućanstvu, provođenje slobodnog vremena, te ljepota i moda kao zajednički segment. Ove teme su promatrane kroz četiri desetljeća prošlog stoljeća – pedesete, šezdesete, sedamdesete i osamdesete, radi komparacije oglasa koji su mijenjali sliku žene kroz vrijeme. Ovaj rad na primjeru jugoslavenskih ženskih časopisa, doprinosi podizanju svijesti o važnosti oglasa i medija na samopercepciji žena koja se mijenja usporedno s društvenim promjenama te tematizira povezanost društva i medija.
Abstract (english)
The aim of this thesis is to define how advertisements in the most widely circulated Yugoslavian women's magazines - Svijet and Praktična žena - changed the social perception of women, and to understand how advertisements and the media in Yugoslavia coincided in the empowerment of women in society. In the paper, a sample of sixty ads was analyzed through qualitative content analysis, the sample of which was taken from the mentioned magazines and, for the sake of easier systematization, divided into three categories based on the most common topics in the ads - women in the household, spending free time, and beauty and fashion as a common segment . These topics were observed through four decades of the last century - the fifties, sixties, seventies and eighties, in order to compare the ads that changed the image of women over time. This work, based on the example of Yugoslav women's magazines, contributes to raising awareness of the importance of advertisements and media on the self-perception of women, which is changing in parallel with social changes, and thematizes the connection between society and the media.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:274829
Study programmeTitle: Journalism
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-07-26 10:07:00