Konzumerizam u medijskim tekstovima na primjeru animiranog filma "Frozen"

undergraduate thesis

• Title (english): Consumerism in media texts exemplified in the animated film "Frozen"
• Author: Katarina Krnčević
• Mentor: Astrid Nox (mentor)
• Committee member: Marina Gabelica (predsjednik povjerenstva)
• Committee member: Marko Gregurić (član povjerenstva)
• Committee member: Astrid Nox (član povjerenstva)
• Granter: University of Zagreb; Faculty of Teacher Education; Zagreb
• Defense date and country: 2021-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Pedagogy; Early Childhood and Preschool Pedagogy

Abstract

Ovaj rad bavi s dva fenomena – fenomenom konzumerizma i fenomenom filma Frozen. Konzumerizam je ideologija koja zagovara potrošački način života te pretpostavlja da je sreća pojedinca proporcionalna njegovoj potrošnji i posjedovanju. Konzumerizam zahvaća sve dobne skupine, pa tako i djecu, koja zbog utjecaja medija vrlo rano postaju masovni potrošači. Djeca su svakodnevno izložena promidžbenim porukama koje ih nagovaraju da kupuju njihove proizvode i usluge. Marketinški stručnjaci prepoznali su kako su djeca najosjetljivija skupina i kako je iznimno isplativo marketing usmjeriti prema njima. Jedan od najunosnijih marketinga ovakvog tipa je onaj u animiranim filmovima. Najbolji primjer toga je produkcijska kuća Walt Disney Company te njihov film Frozen koji je oborio sve rekorde i zaradio velike količine novca na osnovu svoje franšize. Djeca se poistovjećuju s likovima iz filma te žele posjedovati bilo što vezano uz njihove najdraže likove. Roditelji najčešće udovoljavaju njihovim željama jer kupnjom nastoje kompenzirati nedovoljnu količinu zajednički provedenog vremena. Na taj način djeca od malih nogu postaju „robovi“ konzumerizma te kupuju samo kako bi zadovoljili svoje hedonističke želje. Kako bi se djecu zaštitilo od konzumerizma, potrebna je suradnja između roditelja i odgojno-obrazovnih djelatnika. Potrebno je djeci ukazati na pozitivne strane medija te kod djece razvijati kritičko mišljenje, kako ne bi postali lake mete medijskih manipulacija.

Abstract (english)

This paper deals with two phenomena – the phenomenon of consumerism and the phenomenon of the film Frozen. Consumerism is an ideology that negotiates a consumerist way of life and assumes that an individual’s happiness is proportional to his consumption and possession. Consumerism affects all age groups, including children who, due to the influence of the media become mass consumers very early. Children are exposed daily to promotional messages urging them to buy their products and services. Marketing experts have recognized that children are the most vulnerable group and that it is extremely profitable to direct marketing towards them. One of the most lucrative marketing of this type is that in animated films. The best example of this is the production company Walt Disney and their film Frozen, which broke all records and earned large amounts of money based on its franchise. Children identify themselves with character from the film and want to own anything related to their favorite characters. Parents usually satisfy their wishes as an attempt to compensate for the insufficient amount of time spent together. In this way, children from an early age become “slaves” of consumerism and buy only to satisfy their hedonistic desires. In order to protect children from consumerism, cooperation between parents and educators is needed. It is necessary to point out the positive sides of the media to children and help them develop critical thinking in order for them not to become easy targets of media manipulation.

• Keywords: konzumerizam; medijski tekstovi; animirani film; Frozen; potrošačka kultura; djeca – potrošači
• Keywords (english): consumerism; media text; animated movie; Frozen; consumer culture; children – consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:147:122444
• Study programme: Title: Undergraduate University Study of Early and Preschool Education; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica odgojitelj/odgojiteljica djece (sveučilišni/a prvostupnik/ prvostupnica odgojitelj/odgojiteljica djece)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-07-07 10:56:10