20.500.12556/DKUM-98780 Medijska podoba, lastništvo in marketinške kampanje v glasbeni industriji: primer Taylor Swift primer Taylor Swift Media image, ownership, and marketing campaigns in the music industry: the case of Taylor Swift the case of Taylor Swift V teoretičnem delu smo predstavili kulturne in kreativne industrije ter pomen lastništva umetniških del in osebne blagovne znamke. Lastništvo je pomembno za umetnike v glasbeni industriji, kakor tudi osebno blagovno znamko, ki vpliva na prepoznavnost in uspešnost umetnika. Poudarili smo vlogo digitalnih medijev za promocijske namene ter vlogo občinstva. V empiričnem delu smo proučevali primer glasbenice Taylor Swift. Primerjali smo marketinški kampanji dveh albumov. Ugotovili smo, da je pridobitev lastništva nad njenimi umetniškimi deli pomembno prispevala k njeni rasti samostojne umetnice. Razlike in podobnosti med marketinškima kampanjama so pokazale ključni pomen digitalnih medijev v glasbeni industriji, saj omogočajo širše doseganje občinstva in povezovanje z oboževalci. In the theoretical section, we presented the cultural and creative industries and the importance of ownership of artistic works and personal branding. Ownership is important for artists in the music industry, as is personal branding, which influences an artist’s recognition and success. We emphasized the role of digital media for promotional purposes and the role of the audience. In the empirical section, we examined the case of musician Taylor Swift. We compared the marketing campaigns for two of her albums. We found that gaining ownership of her creative works significantly contributed to her growth as an independent artist. The differences and similarities between the marketing campaigns highlighted the crucial importance of digital media in the music industry, as they enable broader audience reach and connection with fans. kulturne in kreativne industrije lastništvo umetniških del osebna blagovna znamka marketinške kampanje Taylor Swift cultural and creative industries ownership of artistic works personal branding marketing campaigns Taylor Swift true true false [K. Čarni] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-07-07 18:45:05 2026-08-18 13:40:36 2026-08-29 03:10:00 0000-00-00 00:00:00 2026 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VIII, 37 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8:78.071(043.2) 289227011 UN_Carni_Katja_2026.pdf UN_Carni_Katja_2026.pdf 1 AD22C5690ADF2675231689751DC943F8 71d1b7560477ff128cd4040a8a16fae8ba5993bd3076da1f81d8b1fe460901b1 9e691a6a-7aae-11f1-8a43-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=208058 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0