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master's thesis
Brendiranje formatiranog radija na društvenim mrežama
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2023. urn:nbn:hr:111:661698
Jovica, Luka
University of Zagreb
Faculty of Croatian Studies
Department of Communication Sciences

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

Cite this document

Jovica, L. (2023). Brendiranje formatiranog radija na društvenim mrežama (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:661698

Jovica, Luka. "Brendiranje formatiranog radija na društvenim mrežama." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2023. https://urn.nsk.hr/urn:nbn:hr:111:661698

Jovica, Luka. "Brendiranje formatiranog radija na društvenim mrežama." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2023. https://urn.nsk.hr/urn:nbn:hr:111:661698

Jovica, L. (2023). 'Brendiranje formatiranog radija na društvenim mrežama', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 13 September 2024, https://urn.nsk.hr/urn:nbn:hr:111:661698

Jovica L. Brendiranje formatiranog radija na društvenim mrežama [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2023 [cited 2024 September 13] Available at: https://urn.nsk.hr/urn:nbn:hr:111:661698

L. Jovica, "Brendiranje formatiranog radija na društvenim mrežama", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:111:661698

Metadata
TitleBrendiranje formatiranog radija na društvenim mrežama
Title (english)Branding of formatted radio on social media
AuthorLuka Jovica
MentorDanijel Labaš (mentor)
MentorIvana Jeleč (sumentor)
Committee memberIvana Greguric (predsjednik povjerenstva)
Committee memberDavor Trbušić (član povjerenstva)
Committee memberIvana Jeleč (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
(Department of Communication Sciences)
Zagreb
Defense date and country2023-09-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Konvergencija i digitalizacija uzrokovale su velike promjene u medijima i načinu na koji publika koristi medijski sadržaj. Simon McPhilips i Omar Merlo (2008) prepoznali su nekoliko trendova konvergencije, a to su demokratizacija sadržaja, publika koja stvara sadržaje, personalizacija rasporeda, društveno povezivanje te raznolikost grupa u publici. Jedna od promjena su i formatirane radijske postaje koje su komercijalizirane i usmjerene na profit. Takvih radijskih postaja danas u Hrvatskoj ima više od stotinu (Agencija za elektroničke medije, 2022). Rezultat formatiranja radijskih postaja je fragmentiranje publike, optimiziranje sadržaja koji se emitira i interaktivna komunikacija s publikom, a jedan od najvažnijih načina na koji komuniciraju su profili na društvenim mrežama. Tako radijske postaje, koristeći jednostavan, brz i direktan kanal komunikacije, uspijevaju ostvariti dvosmjernu komunikaciju s publikom. Kako bi što učinkovitije komunicirale s publikom i izgradile odnosno dodatno osnažile imidž, formatirane radijske postaje se brendiraju (Kohli i sur., 2015). Na primjeru hrvatskih radijskih postaja, ovaj rad donosi prikaz brendiranja formatiranog radija na društvenim mrežama s posebnim osvrtom na određene trendove u komunikaciji.
Abstract (english)
Media convergence and the digital age brought up many changes in the media and the way audience consumes content. Simon McPhillips and Omar Merlo (2008) recognized a few media convergence trends: content democratization, audience that creates content, personalized schedule, social connecting, and audience diversity. One of these changes are formatted radio stations which are commercialized, and profit driven. There more than a hundred formatted radio stations in Croatia (Agency for electronic media, 2022). These formatted radio stations have resulted in a more fragmented audience, optimizing the broadcasted content and interactive communication with the audience, and one of the important ways which they communicate is using social media. Like that, by using simple, fast, and direct channel of communication, they manage to engage their audience and achieve two-way communication. To communicate as efficiently as possible with their audience and reinforce their image, formatted radio stations are branding themselves (Kohli et al., 2015). Using the example of Croatian radio stations, this paper presents the branding of formatted radio stations on social networks with special reference to certain trends in communication.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:661698
Study programmeTitle: Department of Communication Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-20 12:52:10