Komunikacija s korisnicima arhiva u kontekstu društvene mreže Instagram

master's thesis

• Title (english): Communication with archives users in the context of the Instagram social media
• Author: Stella Maria Varga
• Mentor: Hrvoje Stančić (mentor)
• Committee member: Željko Trbušić (predsjednik povjerenstva)
• Committee member: Arijan Rajh (član povjerenstva)
• Committee member: Hrvoje Stančić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Archives and Documentation Studies

Abstract

Današnji se suvremeni arhivi smatraju informacijskim i uslužnim javnim ustanovama
dostupnim svima, koji aktivno sudjeluju u oblikovanju identiteta zajednice, otvoreni su za
istraživanja i suradnje te razvijaju odnose sa svojom zajednicom. Od njih se očekuje da prate
trendove i održavaju korak s tehnološkim i potrebama suvremenog društva, s naglaskom na
prilagodljivost i fleksibilnost. Zato je arhivima važna komunikacija s korisnicima te širenje
korisničke baze i rast utjecaja „drugih“ korisnika, pogotovo u trenutnoj svakodnevici
uzrokovanoj pandemijom Covid-19, gdje se ne mogu oslanjati na one klasične komunikacijske
kanale. Kako bi ostvarili komunikaciju u kriznim situacijama arhivi se mogu koristiti
društvenim mrežama. U ovom radu obrađuje se društvena mreža Instagram. Instagram je nastao
kako bi njegovi korisnici mogli dijeliti fotografije i video zapise preko mobilne aplikacije.
Slično kao i ostale društvene mreže (npr. Facebook ili Twitter) koristi se određenim funkcijama
kako bi njegovi korisnici mogli međusobno komunicirati u mrežnoj sredini. Kod korištenja
društvene mreže Instagram potrebno je imati određeni cilj i motivaciju koja proizlazi iz
ustanove, identificirati korisnike (engl. target market), locirati i baviti se korisnicima te ih
poticati na smislenu aktivnost (korisnici žele participaciju) te je potrebno stvoriti strateški
sadržaj koji će se objavljivati. Potrebno je poznavati određena znanja o marketingu, društvenim
mrežama te znanja o analitikama na društvenim mrežama. U novije doba pojavljuju se tzv. nova
pravila marketinga i odnosa s javnošću, koja djeluju ujedinjeno u mrežnom okruženju. Stoga
se u radu prikazuju primjeri u praksi Hrvatskih arhiva te međunarodni primjeri profila na
Instagramu. U radu se daje prikaz rezultata istraživanja koje uključuje vođenje službenog
Instagram profila Katedre za arhivistiku i dokumentalistiku Odsjeka za Informacijske i
komunikacijske znanosti Filozofskog Fakulteta Sveučilišta u Zagrebu te analitiku prikupljenih
podataka

Abstract (english)

Today's modern archives are seen as information and service public institutions. They
are accessible to all who actively participate in shaping the identity of the community, open to
research and collaborations, and focused on development of relationships with their
community. They are expected to follow trends and keep up with the technological progress
and needs of modern society, with an emphasis on adaptability and flexibility During the Covid19 pandemic, it is of utmost importance for archives to communicate with the users, expand
their user base and increase the influence of „other“ users, since the classic communication
channels are no longer as efficient as they used to be. In times of crisis, archives can use social
media to set up communication channels. This thesis discusses the Instagram social media.
Instagram was created with the aim to provide a photo and video sharing service for the users
of its mobile application. Similar to the other social media (e.g. Facebook or Twitter) it also
uses certain functions to enable communication between users inside the network environment.
While using the Instagram social media platform, it is necessary to have a certain goal and
motivation determined by the institution. It is necessary to identify target market (users), locate
and engage with them and encourage meaningful activity among them (users want to
participate) all the while maintaining a steady and consistent flow of strategic content which is
to be published. To achieve those goals, one must necessarily be knowledgeable of marketing,
social media analytics and social media in general. A recent novelty in the social media sphere
are the so-called new marketing and public relations rules, which apply to every network
environment. This thesis shows examples in practice of Croatian archives and international
examples of Instagram profiles. The thesis shows results of the research that includes
maintaining the official Instagram profile of the chair of archival and documentation sciences
at Department of Information and Communication Sciences, Faculty of Humanities and Social
Sciences, University of Zagreb and its data analytics.

• Keywords: Instagram; društvene mreže; arhivi; marketing; analitike društvenih mreža
• Keywords (english): Instagram; social media; archives; marketing; social network analytics
• Language: croatian
• URN:NBN: urn:nbn:hr:131:026984
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; Course: Archivistics Study; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra informacijskih znanosti (magistar/magistra informacijskih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-10-04 15:08:50