20.500.12556/DKUM-40211 DRUŽBENO ODZIVNO KOMUNICIRANJE V PRAKSI SOCIALLY RESPONSIVE COMMUNICATION IN PRACTICE V diplomskem delu smo raziskovali razvoj potrošniške kulture in vpliv tržnega diskurza na javni prostor. Pod tržnim diskurzom pojmujemo komunikacijo, katere končni cilj je prodaja izdelka. Ker se ta diskurz zdi nasičen, smo obravnavali komuniciranje, katerega posledica je skupno dobro in ne zgolj prodaja izdelkov. S tem mislimo na komunikacijo, ki spaja komunikacijsko učinkovitost in družbeno odgovornost – dve ravni komuniciranja, ki v praksi redko najdeta skupni jezik. Kot odgovor na to je v diplomskem delu obravnavan pomen nekomercialnega angažiranja kulturnih posrednikov, kot so oblikovalci, ki so sicer eni izmed ključnih akterjev komercializacije javnega prostora. Socialni marketing in družbeno odzivno komuniciranje obravnavamo na teoretičnem in praktičnem nivoju – prikazani so primeri teh oblik komuniciranja v slovenskem prostoru. V drugem, praktičnem delu predstavimo in grafično oblikujemo lastno blagovno znamko Quotelife, ki odgovarja kriterijem družbeno odzivnega komuniciranja. In my diploma thesis we explore the development of the consumer culture and how market discourse affects the public space. Market discourse stands for communication with the ultimate goal of selling the product. This discourse seems saturated and therefore we explore the communication which results in common good and not just selling the product. By that we mean communication that combines efficiency and social responsibility – two levels of communication that rarely find common language in reality. As a response to that we explore the meaning of non-commercial engagement of the cultural agents as they are designers who are normally one of the key factors of the commercialization of the public good. We explore the social marketing and socially responsive communication on a theoretic and practical level – we demonstrated the examples of that forms of communication in Slovenia. In second part which is practical we introduce and graphically design our own trademark »Quotelife« which serves the criteria of the socially responsive marketing. oblikovanje socialni marketing družbeno odzivno komuniciranje Memefest Loesje Quotelife. design social marketing socially responsive communication Memefest Loesje Quotelife. true true false [N. Ferš] Slovenski jezik Angleški jezik Diplomsko delo 2013-04-21 08:57:41 2013-05-15 12:21:39 2022-05-12 23:30:42 2021-04-23 03:23:06 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 316.77:659.126(043.2) 17057814 URN:SI:UM:DK:TQKWXW34 UNI_Fers_Nika_2013.pdf UNI_Fers_Nika_2013.pdf 1 AD11F39691405FE3879012DC4A5B636A 9d77b6407aec16a5f3d48724acd0914774ac1d7909db96a00e75ee630e6ae51d 4f28e824-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/60d7e703-52b1-439a-ac01-f01af440481f https://dk.um.si/Dokument.php?lang=slv&id=54939 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0