Medijsko umijeće uvjeravanja prezentacijom vizualne poruke

master's thesis

• Author: Maja Grgurinović
• Mentor: Maja Brozović (mentor)
• Committee member: Miroslav Mikota (član povjerenstva)
• Committee member: Jesenka Pibernik (član povjerenstva)
• Committee member: Maja Brozović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2011-5-2, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Medijska sposobnost persuazivnog djelovanja vizualnom porukom poprilično se razvila s vremenom i to u smjeru s negativnim posljedicama za publiku.

Takva problematika je razvila potrebu za analizom teme i provođenjem istraživanja, na temelju kojega bi se dobio uvid u odnos medija i publike. Cilj istraživanja je bio ispitati svijest ispitanika o utjecaju medijske manipulacije, mogućnost njezina prepoznavanja, kao i utjecaj medijske manipulacije na stav i postupke ispitanika. Istraživanje je provedeno pod pretpostavkom da su ispitanici svjesni medijske manipulacije i da ju ponekad mogu prepoznati. Također, pretpostavilo se da nisu svjesni djelovanja koje ulazi u osobni prostor pojedinca i oblikuje ga po vlastitoj potrebi. Sljedeća pretpostavka je da je utjecaj medijske vizualne poruke na stavove i djelovanja ispitanika, značajan.

Anketa je provedena putem interneta među mladom populacijom ispitanika. Oni su odabrani kao ciljana skupina, jer su najaktivniji korisnici medija.

Rezultati istraživanja su potvrdili hipoteze i dokazali značajan utjecaj medija u svakodnevnom životu pojedinca.

Potvrdivši hipoteze, istraživanjem se želi prenijeti poruka korisnicima, da obrate više pozornosti na pokušaje zavaravanja od strane medija, te da reklami ne pridaju više važnosti nego što ona to svojom ulogom, prezentiranje proizvoda, zaslužuje.

Abstract (english)

The persuasive ability of media when using visual message has developed significantly over the last decades. Unfortunately, it seems that this ability has taken directions that appear to have negative consequences for the audience receiving these messages.

This kind of development has created a need for a detailed analysis of the topic and for the survey that could help us to analyse the connection between media and the receivers of their messages.

Aim of this research is to poll the awareness of the examinees being influenced by media, their ability to recognize the manipulation when it occurs as well as the influence of media's manipulation on the attitudes and the behaviour of the examinees.

The survey was undertaken based on a hypothesis that examinees are aware of media's manipulation and that on occasion they are able to recognize it. But also that they are not aware of media's influence invading their personal space and adjusting it based on it's own needs.

Furthermore, it was assumed that the influence of media's visual message is significant towards the attitudes and behaviour of the individual.

Survey was conducted via Internet. Target group was a young population, which is considered to be the most active users of the media.

Results have confirmed the hypothesis and once again proved the significant influence of media in people's everyday life.

This survey can be considered as a warning to the consumers to pay more attention to media and not to be deceived by its message. Purpose of the commercial should be solely presentation of the product itself.

• Keywords: mediji; uvjeravanje; manipulacija; vizualna poruka; vrijednosti
• Keywords (english): media; persuasion; manipulation; visual message; values
• Language: croatian
• URN:NBN: urn:nbn:hr:216:405584
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 18:00:06