Percepcija hrvaških uporabnikov socialnih omrežij o spletnih vplivnežih glede na spol in spolne stereotipe : magistrsko delo

Cilar, Ena

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Title:	Percepcija hrvaških uporabnikov socialnih omrežij o spletnih vplivnežih glede na spol in spolne stereotipe : magistrsko delo
Authors:	ID Cilar, Ena (Author) ID Košir, Suzana (Mentor) More about this mentor...
Files:	MAG_Cilar_Ena_2023.pdf (2,12 MB) MD5: 3B50E1514D6522CE33F82E586F63FF4F
Language:	Slovenian
Work type:	Master's thesis/paper
Typology:	2.09 - Master's Thesis
Organization:	FF - Faculty of Arts
Abstract:	Na podlagi naraščajoče priljubljenosti digitalnih vplivnežev in močne prisotnosti spolnih stereotipov na Hrvaškem je namen magistrskega dela bil ugotoviti, v kolikšni meri in na kakšne načine se spolni stereotipi odražajo v kontekstu percepcije digitalnih vplivnežev med hrvaškimi uporabniki socialnih omrežij. Izvedli smo kvantitativno raziskavo, saj smo podatke zbrali s pomočjo anketnega vprašalnika ter jih statistično obdelali in interpretirali v skladu s hipotezami in raziskovalnimi vprašanji. Čeprav se med respondenti lahko opazi postopen odmik od spolne stereotipizacije, zlasti med ženskami in nereligioznimi posamezniki, smo ugotovili, da se spolni stereotipi med respondenti še vedno zmerno ohranjajo ter pomembno vplivajo na njihovo dojemanje vplivnežev. Glavna ugotovitev je bila ta, da se spolni stereotipi odražajo tako v sledenju vplivnežem kot v dojemanju njihovih vsebin in priporočil, poleg tega pa je močnejše strinjanje s spolnimi stereotipi bilo povezano z bolj stereotipno percepcijo vplivnežev. Najbolj zaskrbljujoč izsledek raziskave je ta, da med mlajšimi posamezniki ni bil opazen močnejši odmik od spolnih stereotipov kot pri pripadnikih starejših generacij. Na podlagi rezultatov bi na Hrvaškem bilo smiselno spodbujati odpravo spolnih stereotipov že v vrtcih ter na vseh ravneh izobraževanja, poleg tega pa bi tudi vplivneži kot pomembni oblikovalci javnega mnenja lahko osvetlili podano problematiko v svojih vsebinah.
Keywords:	spol, spolni stereotipi, usmerjenost po spolu, socialna omrežja, spletni vplivneži
Geographic coverage:	Hrvaška;
Place of publishing:	Maribor
Place of performance:	Maribor
Publisher:	E. Cilar
Year of publishing:	2023
Number of pages:	1 spletni vir (1 datoteka PDF (XI, 134 str.))
PID:	20.500.12556/DKUM-86426
UDC:	316.472.4(043.2)
COBISS.SI-ID:	187554307
Publication date in DKUM:	04.03.2024
Views:	1977
Downloads:	91
Metadata:
Categories:	FF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	29.11.2023

Secondary language

Language:	English
Title:	Perception of Croatian Social Media Users Towards Digital Influencers in Relation to Gender and Gender Stereotypes
Abstract:	Considering the growing popularity of digital influencers and the strong persistence of gender stereotypes in Croatia, the purpose of this master's thesis was to explore the degree and ways in which gender stereotypes were reflected in the perception of digital influencers among Croatian social media users. A quantitative survey was conducted, as data were gathered through a questionnaire, statistically analyzed and interpreted in accordance with hypotheses and research questions. While a gradual departure from gender stereotyping could be observed among respondents, especially among women and non-religious individuals, the results indicated that gender stereotypes were maintained among respondents and had a great impact on their perception of digital influencers. The key finding was that gender stereotypes were reflected both in following influencers and the perception of their content and recommendations, while stronger agreement with gender stereotypes was associated with a more stereotypical perception of influencers. The most concerning observation was that younger respondents did not express more negative attitudes towards gender stereotypes in comparison to older respondents. On the basis of our results, it would be sensible to promote the elimination of gender stereotypes from an early age in Croatia, starting from kindergartens and continuing across all levels of education, whereas digital influencers, as important public opinion shapers, could also draw attention to the given issue in their content.
Keywords:	gender, gender stereotypes, gender homophily, social media, digital influencers

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