Title DJECA KAO POTROŠAČKI DIONICI U DRUŠTVU Title (english) Children as consumeristic participans in society Author Dragan MIlanović Mentor Mane Medić (mentor)Committee member Silvija Ručević (predsjednik povjerenstva)Granter Josip Juraj Strossmayer University of Osijek Defense date and country 2019-12-20, Croatia Scientific / art field, SOCIAL SCIENCES Universal decimal classificationUDC ) 304 - Social questions. Social practice. Cultural practice Abstract Moderno kapitalističko društvo u velikoj je mjeri obilježeno potrošnjom koja ima ključnu
ulogu u današnjim potrošačkim post-industrijskim i post-modernim društvima. Ta potrošnja
danas prožima sve sfere i aspekte ljudskog postojanja i funkcioniranja. Unutar tog aspekta
značajnu ulogu ima marketing i marketinška komunikacija kao proces komuniciranja, ali i
konzumerizam kao dominantan ideal suvremenog potrošačkog načina života. U svom
prodoru do što većeg broja potrošača, marketing
... More kontinuirano smanjuje dobnu granicu
populacije kojoj su marketinške poruke plasirane. Iz tog razloga sve veći broj mlađe djece
biva izloženo plasiranim marketinškim sadržajima i potrošačkom utjecaju. Disertacija
obrađuje ulogu koju utjecaji medija, marketinga i konzumerizma imaju na djecu. S jedne
strane (često i manipulativni) karakter, koji ima za cilj maksimiziranje profita, a s druge strane
potencijalnu društveno-humanističku ulogu te komunikacije u smislu prevencije značajnih
problema današnjeg društva kao što su održiva potrošnja, pretilost i ovisnost o potrošnji.
Posebna pozornost u radu posvećena je utjecaju današnje medijske i potrošačke kulture kao i
utjecaju obitelji na potrošačke navike djece i njihovu potrošačku socijalizaciju. Teorijski dio
istraživačkog rada analizira utvrđene činjenice o položaju marketinga unutar potrošačkog
društva, konzumerističkoj kulturi kao dominantnom stilu života suvremenog čovjeka kao i
izloženosti djece medijskoj i potrošačkoj komunikaciji. Empirijski dio istraživačkog rada
analizira ranije navedene aspekte na uzorku djece i roditelja koji žive u pet slavonskih
županija. Rad zaključuje kako Hrvatska, barem kada se radi o dominantnim obrascima dječje
potrošnje, ne zaostaje puno za ekonomski i industrijski razvijenim društvima u kojima djeca
kao potrošački dionici već imaju svoju utvrđenu tržišnu poziciju Less Abstract (english) Modern capitalist society is highly marked by consumption which has the key role in a current
post-industrial and postmodern societies. Consumption pervades all fields and aspects of
nowdays human existence and human functioning. Marketing and marketing communication
play significant role in the communication process. Also, consumerism is a part of that
process as dominant ideal of modern consumerist culture. During the breakthrough to larger
number of consumers, marketing
... More continuously decreases age limit of population who receives
those marketing messages. That is the reason why young children are exposed to the direct
marketing contents and consumers' influence. A study describes how do media, marketing and
consumerism impact children. On the one hand, it is focused on profit maximization. On the
other hand, it is about potential social and human role in a way to prevent main problems such
as sustainable consumption, obesity and shopping addiction. Special attention is dedicated to
the impact of media on consumers' habits and on their consumption styles. Theoretical part of
the research analyze facts by mentioning marketing position inside consumption society,
consumerism culture as dominant lifestyle of a modern man and a media and consumpting
impact on children. Empirical part analyzes those aspects and the study sample consists of
children and parents who live in five Slavonian counties. When we talk about dominant form
of consumption among children, Croatia is not so far behind from developed societies where
children already have their own market position as a real consumers. Less Keywords
djeca
potrošnja
mediji
marketing
konzumerizam
Keywords (english)
children
consumption
media
marketing
consumerism
Language croatian URN:NBN urn:nbn:hr:236:436207 Promotion 2022 Study programme Title: University Postgraduate Interdisciplinary Doctoral Study Cultural Studies; specializations in: Culture, Art and Literature in the European context, Information and Communication in Culture, Management of Culture, Art and Education, Culture, Art and literature in the European context, Management in culture, Arts and Education Type of resource Text File origin Born digital Access conditions Open access Terms of use Repository Repository of Doctoral School, Josip Juraj University in Osijek Created on 2022-03-03 11:48:36
