Kritička analiza društvenih mreža i fenomena influencera

master's thesis

• Title (english): Critical Analysis of Social Networks and Influencer Phenomena
• Author: Ivana Šabić
• Mentor: Ankica Čakardić (mentor)
• Committee member: Ivana Zagorac (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Philosophy); Zagreb
• Defense date and country: 2021-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: HUMANISTIC SCIENCES; Philosophy; Social Philosophy

Abstract

Nagli razvoj novih medija, pojava i utjecaj interneta, kao i činjenica da su mediji postali interaktivni, izmijenio je ponašanje ljudi i kulturu na globalnoj razini. Cilj ovog rada uvid je u strukturu novih medija te utjecaj novih medija na društvo u cjelini, s naglaskom na razumijevanje medija u sklopu ekonomskih odnosa. Globalna komunikacijska mreža izmijenila je načine poslovanja i omogućila nastanak velikih korporacija. Najbogatija su na svijetu upravo industrijska društva koja ulažu mnoge resurse u razvoj tehnologije, kako će se to argumentirati u radu. Ona prenose svoju ideologiju preko vlastitih medija s ciljem akumulacije što većeg bogatstva. Društvene mreže bitan su socijalno-filozofski fenomen koji je vrijedan proučavanja i analiziranja jer se nameće u suvremenom dobu kao jedan od glavnih oblika socijalizacije. Na društvenim se mrežama pomoću razrađenih algoritama postavljaju predviđanja, primjerice, o tome kakve sadržaje korisnici žele gledati, gdje žele putovati i na koje će emocije najviše reagirati. Svaku aktivnost na društvenoj mreži algoritam bilježi i mjeri, a podatci omogućuju točnija predviđanja budućih ponašanja ljudi, što je osnova tehnologije nadziranja u kapitalizmu. Kako ćemo to pokušati prikazati u radu, neki od ciljeva koje novi mediji pred sebe postavljaju su: što veća uključenost ljudi, konstantni rast publike na društvenim mrežama i oglašavanje. Jedna od najpopularnijih platformi za oglašavanje danas je Instagram, koja stvaranjem novog fenomena – influencera, reproducira i učvršćuje svoju poziciju na tržištu. Algoritmi kojima se Instagram služi detektiraju potrebe do čijeg zadovoljenja možemo doći preko reklame koje plasiraju influenceri.

Abstract (english)

The sudden development of new media, the emergence and influence of the Internet, as well as the fact that the media has become interactive, has changed people's behaviour and culture globally. This paper wants to see the structure of new media and the influence of new media on society and understand the media as part of economic relations. The global communications network has changed the ways of doing business and enabled the emergence of large corporations. The richest in the world are technology companies, as we will argue in more detail in our work. They convey their ideas and values through their ideology has the aim of accumulating as much wealth as they can. Social networks are an essential social-philosophical phenomenon that is worth studying and analyzing because it is becoming one of the most important forms of socialization. With elaborate algorithms on social networks, predictions are made, for example, about what kind of content users want to watch, where they want to travel, and which emotions they will react to the most. Each activity on the social network is recorded and measured by the algorithm, and the data allow for more accurate predictions of people's future behaviors, which is the basis of the technology of supervisory in capitalism. The goals that new media set for themselves: as much involvement of people as possible, constant audience growth and advertising. One of the most popular advertising platforms is Instagram, which uses influencers to reproduce and strengthen its position in the market. The algorithms used by Instagram serve to detect the needs that can be met through advertisements placed by influencers.

• Keywords: novi mediji; društvene mreže; kritika; društvo; influencer
• Keywords (english): new media; social networks; critique; society; influencer
• Language: croatian
• URN:NBN: urn:nbn:hr:131:973231
• Study programme: Title: Philosophy (double major); specializations in: Teaching, Research; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra filozofije (magistar/magistra filozofije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-27 19:55:37