Utjecaj virtualnog identiteta na stvarni identitet

master's thesis

• Title: Utjecaj virtualnog identiteta na stvarni identitet : prezentacija pojedinaca na Instagramu
• Author: Hrvoje Petrinjak
• Mentor: Krunoslav Nikodem (mentor)
• Committee member: Ivan Landripet (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2020-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology; Sociological Methodology

Abstract

Društvene mreže zadobivaju sve veći značaj u svakodnevnom životu pojedinaca. Osim prilike za iskazivanje vlastita identiteta u virtualnom svijetu, društvene mreže služe i u svrhu zabave, edukacije, pa čak i stjecanja ekonomske dobiti. Virtualni svijet tako postaje sastavni dio svakodnevnog načina života, svakodnevne radnje postaju nešto što pojedinac objavljuje na društvenim mrežama kao dio potvrde ili izgrađivanja svog identiteta. Istraživanje je provedeno na 10 sudionika klasificiranih „influencerima“, kako bi se dobio značajniji uvid u ulogu društvenih mreža u životima sudionika. Fokus je stavljen na Instagram, s obzirom da je ta mreža jedna od najpopularnijih i najzastupljenijih društvenih mreža u Hrvatskoj, te jer se on čini kao najpogodnije mjesto za influencer marketing. Stvarni i virtualni identitet su međusobno isprepleteni i komplementarni, te predstavljaju značajan dio svakodnevnog života i identiteta ispitanika.

Abstract (english)

Social networks are gaining more and more importance in the daily life of individuals. In addition to the opportunity to express their identity in the virtual world, social networks also serve the purpose of entertainment, education, and even gaining economic profit. The virtual world thus becomes an integral part of the everyday life, everyday actions become something an individual posts on social media as part of affirming or building their identity. The research was conducted on 10 participants classified as "influencers", in order to gain a more significant insight into the role of social networks among participants everyday lives. The focus is on Instagram, given that this network is one of the most popular and most represented social networks in Croatia, and because it seems to be the most suitable place for influencer marketing. Real and virtual identities are intertwined and complementary, and represent a significant part of the everyday life and identity of the respondents.

• Keywords: društvene mreže; Instagram; influencer; influencer marketing; identitet
• Keywords (english): social networks; Instagram; influencer; influencer marketing; identity
• Language: croatian
• URN:NBN: urn:nbn:hr:131:748345
• Study programme: Title: Sociology (single major); specializations in: Research; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-29 20:25:58