Title Mogućnosti za korištenje društvenih medija kao PR alata lokalnih samouprav Title (english) Possibilities in using social media as PR tools in local governments Author Petra Rukavina Mentor Đani Bunja (mentor)Committee member Goran Pavelin (predsjednik povjerenstva)Committee member Đani Bunja (član povjerenstva)Committee member Vlado Sušac (član povjerenstva)Granter University of Zadar Defense date and country 2019, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Temeljni pojam medija odnosi se na svaki kanal komunikacije koji je posrednik nekog znaĉenja. Pod pojmom masovnih medija podrazumijevaju se svi mediji koji su osmišljeni tako da ih moţe konzumirati šira javnost. Prema svojoj kategorizaciji, internet, a time i društveni mediji, pripada novijim medijima koje odlikuje interaktivnost, digitaliziranost i multimedijalnost.
Zahvaljujući tehnološkome napretku, društveni su se mediji uvukli u sve sfere društva pa tako i u politiku. Njihov je znaĉaj
... More osobito vaţan na razini lokalnih samouprava budući da se na njihovoj razini operativno upravlja cjelokupnim financijskim i nefinancijskim potencijalima lokalne zajednice, stoga je lokalna razina ona u kojoj graĊani osjećaju veću mogućnost direktnog pristupa i potencijalnu vaţnost u upravljanju. Društveni mediji otvaraju kanal dvosmjerne komunikacije. U svrhu istraţivanja mogućnosti korištenja društvenih medija kao PR alata lokalnih samouprava provedeno je kvalitativno i kvantitativno istraţivanje na podruĉju Zadarske ţupanije.
Kvalitativno istraţivanje obuhvatilo je dva grada – Benkovac i Biograd na Moru te osam općina – Pašman, Polaĉa, Preko, Sukošan, Sveti Filip i Jakov, Tkon, Vir i Zemunik Donji. Metodom dubinskog intervjua s predstavnicima lokalne vlasti i stvarateljima sadrţaja koji su predmet objava na društvenim mreţama, istraţivanje je pokazalo da su sluţbenu Facebook stranicu lokalne samouprave prvenstveno pokrenule radi boljeg informiranja javnosti pa su tako kao glavnu prednost sluţbenih društvenih stranica naveli lakše i brţe informiranje javnosti te uvid u javno mnijenje. Kvantitativno istraţivanje provedeno je anketnim upitnikom putem društvene mreţe u kojem su sudjelovali 92 ispitanika, a koji su odgovorili na niz pitanja s ciljem utvrĊivanja mišljenja lokalnih duţnosnika koji vode sluţbene Facebook stranice u odnosu na dojmove graĊana.
Na temelju provedenih istraţivanja odreĊene su prednosti i rizici korištenja društvenih medija pri lokalnim samoupravama. Prednosti su pritom brzo i jednostavno informiranje graĊana, ĉinjenica da je Facebook besplatan alat za poboljšanje uĉinkovitosti, ĉešći odnosi s javnosti, uvid u javno mnijenje, povećanje transparentnosti podataka te ukljuĉivanje graĊana u donošenje odluka. S druge strane, rizik predstavljaju negativni komentari, mogući pravni problemi i nedostatak resursa, poglavito u vidu vremena i osoblja. Less Abstract (english) The basic term of the media refers to any communication channel that is a mediator of some meaning. Under the concept of mass media are conceived all media that are conceived to be consumed by the "wider" public. According to its categorization, the Internet, and thus the social media, are among the new media that are characterized by interactivity, digitization and multimedia. Thanks to the technological advancements, social media came into all spheres of society, and so in politics. Their
... More significance is especially important at the level of local government as it manages the overall financial and non-financial potentials of the local community at their level, hence the local level is the one in which citizens feel greater possibility of direct access and the potential importance of governance. Social media open a two-way communication channel. Qualitative and quantitative research in the area of Zadar County was carried out for the purpose of exploring the possibilities in using social media as PR tools for local governments.
Qualitative research included two cities (Benkovac and Biograd na Moru) and eight municipalities (Pašman, Polaĉa, Preko, Sukošan, Sv. Filip i Jakov, Tkon, Vir and Zemunik Donji) using a method of a deep interviews with representatives of local authorities and creators of contents on social networks. The research has shown that the official Facebook sites of local governments were primarily initiated for the purpose of providing general public with more information, hence the main advantages of official social sites reported were an easier and faster way of informing the public and an easier and faster way of getting an insight into public opinion. Quantitative research was conducted through a social network survey questionnaire involving 92 respondents who answered a number of questions to determine how much the opinions of local officials who run official Facebook sites deviate from the impressions of citizens.
Based on the conducted investigations, the advantages and risks of using social media at local governments were determined. The advantages would be quick and easy citizen information, a free tool for efficiency gains, more frequent public relations and insight into public opinion, increased transparency of the data, and citizen involvement in decisionmaking. On the other hand, risks would be negative comments, possible legal problems and lack of resources (especially in terms of time and staff). Less Keywords
društveni mediji
lokalne samouprave
odnosi s javnosti
Keywords (english)
social media
local governments
public relations
Language croatian URN:NBN urn:nbn:hr:162:475142 Study programme Title: Journalism and Public Relations Type of resource Text File origin Born digital Access conditions Access restricted to students and staff of home institution Terms of use Created on 2019-01-24 13:45:40
