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undergraduate thesis
Kreativnost u različitim aspektima suvremenog konzumerističkog društva
2024. urn:nbn:hr:186:334464
Radiković, Anamarija
University of Rijeka
Faculty of Humanities and Social Sciences
Department of Cultural Studies

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Radiković, A. (2024). Kreativnost u različitim aspektima suvremenog konzumerističkog društva (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:186:334464

Radiković, Anamarija. "Kreativnost u različitim aspektima suvremenog konzumerističkog društva." Undergraduate thesis, University of Rijeka, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:186:334464

Radiković, Anamarija. "Kreativnost u različitim aspektima suvremenog konzumerističkog društva." Undergraduate thesis, University of Rijeka, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:186:334464

Radiković, A. (2024). 'Kreativnost u različitim aspektima suvremenog konzumerističkog društva', Undergraduate thesis, University of Rijeka, Faculty of Humanities and Social Sciences, accessed 13 November 2024, https://urn.nsk.hr/urn:nbn:hr:186:334464

Radiković A. Kreativnost u različitim aspektima suvremenog konzumerističkog društva [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Humanities and Social Sciences; 2024 [cited 2024 November 13] Available at: https://urn.nsk.hr/urn:nbn:hr:186:334464

A. Radiković, "Kreativnost u različitim aspektima suvremenog konzumerističkog društva", Undergraduate thesis, University of Rijeka, Faculty of Humanities and Social Sciences, Rijeka, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:186:334464

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Metadata
TitleKreativnost u različitim aspektima suvremenog konzumerističkog društva
Title (english)Creativity in Various Aspects of Contemporary Consumerist Society
AuthorAnamarija Radiković
MentorHajrudin Hromadžić (mentor)
Committee memberBrigita Miloš (predsjednik povjerenstva)
Committee memberToni Prug (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Humanities and Social Sciences
(Department of Cultural Studies)
Rijeka
Defense date and country2024-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Interdisciplinary Humanistic Studies
Abstract
Kreativnost se je ispostavila presudnim faktorom uspjeha na suvremenom konzumerističkom tržištu, uslijed izloženosti društva sve izraženijoj hiperprodukciji sadržaja, proizvoda i usluga. Potrošač dvadeset prvog stoljeća preuzima aktivnu ulogu iz potrebe za osobnim izražavanjem te pronalaskom vrijednosti koja se ne može pronaći u bespuću standardiziranih proizvoda, stoga postaje protrošačem (spoj uloga potrošača i proizvođača) ili craft consumerom. Razvoj digitalne informacijske tehnologije otvorio je mogućnost suradnje s korisnicima i budućim potrošačima u virtualnom prostoru u svrhu generiranja ideja za nove inovativne proizvode i usluge. Komunikacija između brendova proizvođača i potrošača nastavlja se na društvenim mrežama, gdje su kreativne metode oglašavanja ključno sredstvo privlačenja pozornosti, bilo da se radi o marketinškim kampanjama, prijateljskom oglašavanju ili angažmanu indosanata. Konačno, ovaj rad uz pregled literature kroz područja kreativne potrošnje, kreativne proizvodnje i kreativnog oglašavanja, sadrži i analizu rezultata provedene anonimne ankete o konzumerističkim navikama i mišljenju o spomenutim temama među hrvatskim potrošačima.
Abstract (english)
Creativity has turned out to be a crucial success factor in the modern consumerist market, due to society's exposure to increasingly pronounced hyperproduction of content, products and services. The twenty-first century consumer takes upon an active role out of the need for personal expression and finding value that cannot be found in the void of standardized products, therefore becoming a prosumer (simultaneously intertwining the roles of consumer and producer) or a craft consumer. The development of digital information technology has opened the possibility of cooperation with users and future consumers in virtual space for the purpose of generating ideas for new innovative products and services. Communication between producer's brands and consumers continues on social media, where creative advertising methods are the key means of attracting attention, whether it is marketing campaigns, friendly advertising or endorsement engagement. Finally, this paper, in addition to the review of the literature in the areas of creative consumption, creative production and creative advertising, also contains the analyzed results of an anonymous survey on consumer habits and opinion on the mentioned topics among Croatian consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:186:334464
Study programmeTitle: Cultural Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulturologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) kulturologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-09-05 20:42:17