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master's thesis
Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa
Zagreb: University of Zagreb, The Faculty of Political Science, 2024. urn:nbn:hr:114:890630
Matjašec, Nina
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

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Matjašec, N. (2024). Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa (Master's thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:890630

Matjašec, Nina. "Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa." Master's thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:890630

Matjašec, Nina. "Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa." Master's thesis, University of Zagreb, The Faculty of Political Science, 2024. https://urn.nsk.hr/urn:nbn:hr:114:890630

Matjašec, N. (2024). 'Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa', Master's thesis, University of Zagreb, The Faculty of Political Science, accessed 27 March 2025, https://urn.nsk.hr/urn:nbn:hr:114:890630

Matjašec N. Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa [Master's thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2024 [cited 2025 March 27] Available at: https://urn.nsk.hr/urn:nbn:hr:114:890630

N. Matjašec, "Reprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa", Master's thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:114:890630

Metadata
TitleReprezentacija pripadnika LGBTQ+ zajednice u reklamama - analiza narativa
Title (english)Representation of Members of the LGBTQ + Community in Commercials - A Narrative Analysis
AuthorNina Matjašec
MentorZrinjka Peruško (mentor)
Committee memberZrinjka Peruško (predsjednik povjerenstva)
Committee memberDomagoj Bebić (član povjerenstva)
Committee memberĐana Luša (član povjerenstva)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2024-09-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract
Pripadnici LGBTQIA+ zajednice (eng. Lesbian, Gay, Bisexual, Transgender, Queer, Intersex and Asexual) oduvijek su bili prisutni u društvu i doprinijeli su njegovu razvoju. No, usprkos tome, društvo ih je kroz povijest često marginaliziralo, pa čak i isključivalo. Kako se mediji često smatraju odrazom društva, sve veća inkluzivnost medijskog prostora prati promjene u željama i potrebama potrošača. U tom kontekstu, realističniji prikazi života LGBTQIA+ zajednice igraju ključnu ulogu u borbi... More protiv socijalnih stereotipa, te doprinose povećanom prihvaćanju i razumijevanju te zajednice. Jedan od prvih primjera inkluzivnog oglašavanja dolazi od tvrtke Absolut Vodka početkom osamdesetih godina, dok je švedska tvrtka IKEA sredinom devedesetih predstavila prvog istospolnog muškog para u svojoj reklami, čime se smatra jednim od začetnika u promoviranju inkluzivnijeg pristupa oglašavanju. S obzirom na to da reklame s prikazom pripadnika LGBTQIA+ zajednice još nisu bile predmet istraživanja u hrvatskom akademskom kontekstu, ovaj diplomski rad odlučuje se baviti tom tematikom. Temeljni je cilj ovoga rada bio ispitati kako su pripadnici LGBTQIA+ zajednice prikazani u reklamama te na koji je način prikazana njihova ljubav. Analiza narativa pokazala je da se inkluzivnost izražava na različite načine, od humorističnih scena i ilustracija do ozbiljnijih poruka. Utvrđeno je da su najčešće reprezentirani kroz stereotipično prikazivanje. Iako se rezultati istraživanja ne mogu generalizirati na širi uzorak od onoga koji je bio obuhvaćen analizom, oni mogu potaknuti medijske potrošače da dublje razmišljaju o sadržaju i porukama koje im mediji svakodnevno nude. Istraživanje može poslužiti kao polazišna točka za buduća istraživanja, ali i kao poticaj oglašivačima na inkluzivnije prikaze pripadnika LGBTQIA+ zajednice u reklamama. Less
Abstract (english)
Members of the LGBTQIA+ community (Lesbian, Gay, Bisexual, Transgender, Queer, Intersex and Asexual) have always been present in society and have contributed to its development. However, despite this, society has often marginalized and even excluded them throughout history. Since media is often considered a reflection of society, the increasing inclusivity of the media landscape aligns with shifts in consumer desires and needs. In this context, more realistic portrayals of the LGBTQIA+... More community play a crucial role in combating social stereotypes, while also fostering greater acceptance and understanding of the community. One of the earliest examples of inclusive advertising comes from Absolut Vodka in the early 1980s, while in the mid-1990s, Swedish company IKEA featured the first same-sex male couple in one of its commercials, marking it as a pioneer in promoting a more inclusive approach to advertising. Since advertisements featuring members of the LGBTQIA+ community have not yet been analyzed within the Croatian academic context, this thesis aims to address that topic. The primary aim of this study was to explore how members of the LGBTQIA+ community are portrayed in advertisements and how their love is depicted. The narrative analysis revealed that inclusivity is expressed in various ways, ranging from humorous scenes and illustrations to more serious messages. It was found that they are most often represented through stereotypical portrayals. Although the results of study cannot be generalized to a larger sample than the analyzed one, they may encourage media consumers to think more deeply about the content and messages that the media presents to them daily. The study may serve as a starting point for future research, as well as an incentive for advertisers to incorporate more inclusive images of LGBTQIA+ community members in advertisements. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:890630
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 on2024-10-02 08:47:59
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