master's thesis
Communication strategy for promotion of social responsibility on the example of independent media portal

Josip Gamberožić (2017)
University North
University centre Varaždin
Department of Communicology and Public Relations
Metadata
TitleKomunikacijska strategija za promicanje društveno odgovornog djelovanja na primjeru nezavisnog medijskog portala
AuthorJosip Gamberožić
Mentor(s)Darijo Čerepinko (thesis advisor)
Abstract
Posljednjih tridesetak godina svjedoci smo velikih promjena u komuniciranju na svim razinama društva, što je izravna posljedica razvoja digitalne tehnologije, informacijske industrije i medija. Zahvaljujući Internetu komunikacija je postala intenzivnija i izravnija, a njegovi korisnici dobili su priliku donekle formirati javno mnijene. No osim određenih dobrobiti, nove tehnologije novinarskoj profesiji donijele su i nove izazove, osobito kad je riječ o društveno odgovornom djelovanju novinara. Ovaj rad donosi pregled promjena koje su dovele do takve situacije te, analizom rezultata ankete, kompariranom s uvidima iz studije slučaja, na primjeru nezavisnog portala TRIS pronalazi smjernice za kvalitetnije društveno odgovorno djelovanje neovisnih internetskih medija. Nezavisni novinarski portal TRIS u tri je godine djelovanja uspio pridobiti stalnu publiku od otprilike 60000 čitatelja mjesečno, i to bez ulaganja u distribuciju i promociju sadržaja. Budući da na portalu prevladavaju društveno odgovorni, a izostaju zabavni sadržaji, taj je rezultat zadovoljavajući. No, da bi portal dosegao širu publiku potrebno je učiniti neke promjene. Studija slučaja, kao i rezultati ankete, ukazuju na potrebu prilagodbe strategije djelovanja na društvenim mrežama, i to prvenstveno većim angažiranjem njihovih korisnika. Iz istraživanja također proizlazi da je u istu svrhu potrebno koristiti komercijalne usluge Google-a i Facebook-a, budući da se današnja komunikacija na Internetu odvija primarno na njihovim platformama, što znatno ograničava mogućnosti organskog (neplaćenog) dosega, odnosno distribucije medijskog sadržaja.
KeywordsIndependent Journalism Internet Platforms Social Networks Social Responsibility Engagement Reach Self-Communication
Parallel title (English)Communication strategy for promotion of social responsibility on the example of independent media portal
Committee MembersAnita Jeličić (committee chairperson)
Tvrtko Jolić (committee member)
Darijo Čerepinko (committee member)
GranterUniversity North
Lower level organizational unitsUniversity centre Varaždin
Department of Communicology and Public Relations
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Study programme typeuniversity
Study levelgraduate
Study programmePublic Relations
Academic title abbreviationmag. rel. publ.
Genremaster's thesis
Language Croatian
Defense date2017-04-27
Parallel abstract (English)
In last thirty years we have witnessed major changes in communication at all levels of society, which is a direct consequence of the development of digital technology, the information industry and the media. Thanks to the Internet, communication has become more intense and straightforward, and its users have been given a chance to form public opinion to certain degree. But apart from all these advantages, new technologies have also brought new challenges for journalists, especially when it comes to socially responsible journalism. This paper presents an overview of the changes that have led to such a situation. By analyzing the results of the survey, compared to the case studies, on the example of an independent portal TRIS, the paper highlights guidelines for more socially responsible independent Internet media. Independent journalist portal TRIS has managed to attract a permanent audience of about 60000 readers per month, without investing in distribution and promotion of its content. Since the portal mostly relies on socially responsible, and not entertainment contents, this result issatisfactory. But for portal to reach wider audience, it is necessary to make some changes. The case study, as well as the results of the survey, point to the need to adapt the strategy for social media acting, primarily through greater engagement of their users. Research also suggests that commercial use of Google and Facebook should be used for the same purpose, since communication on the Internet takes place primarily on their platforms, which significantly limits the possibilities of organic (unpaid) reach or distribution of media content.
Parallel keywords (Croatian)neovisno novinarstvo internetske platforme društvene mreže društvena odogovrnost angažman doseg samokomuniciranje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:423330
CommitterJasna Kosić