20.500.12556/RUL-101728 Prepoznavanje spletnega izvornega oglaševanja med digitalnimi domorodci Recognition of online native advertising among digital natives Digitalni domorodci so generacija mladih, ki so se rodili in odraščali v dobi novih komunikacijsko-informacijskih tehnologij. Uporaba spleta in mobilnih telefonov jim je naravna, posledično so pridobili spremenjene vzorce in razmišljanje glede na ostale generacije. Obkrožajo jih predvsem spletni mediji, zaradi odsotnosti rednega stika s tradicionalnimi mediji niso pridobili kompetenc za ločevanje plačanih in uredniških vsebin. To je najbolj opazno pri zaznavanju spletnih izvornih oglasih. Ti so vkomponirani v medij ter ga želijo čim bolj posnemati in dajati občutek, da je njihova postavitev naravna. V magistrskem delu sem se osredotočila na odgovore na vprašanja, ali digitalni domorodci prepoznajo spletno izvorno oglaševanje, kateri so tisti elementi, ki jih prepoznajo kot oznake, ki ločijo plačane vsebine od uredniških ter kakšen je njihov odnos do izvornega oglaševanja. Z izvedbo metode glasnega razmišljanja sem ugotovila, da digitalni domorodci takšnih oglasov ne prepoznajo takoj. Čeprav izvorni oglasi sledijo smernicam označevanja, digitalni domorodci teh oznak ne prepoznajo. Prepoznajo pa izvorne oglase zaradi prisotnosti imena oglaševalca, logotipa ali pa prodajne naravnanosti naslova izvornega oglasa. Odgovori nestrukturiranega intervjuja so pokazali, da imajo do spletnih izvornih oglasov v večini negativen ali nevtralen odnos, s svojimi odgovori pa so pustili še nekaj prostora za raziskave s področja izvornega oglaševanja. Digital natives are a generation of young people, which are born and raised in the era of new communication and information technologies. The use of internet and mobile phones is natural to them and consequently they have acquired modified patterns of thinking in relation to other generations. They are mainly surrounded by online media and due to the absence of the regular use of traditional media they did not acquire competences for separating paid and editorial content. This is mostly noticeable at recognising online native ads. Those are incorporated into media contents which they want to mimic ad much as possible and give feeling that their place there is native. In my master's thesis I focused on answering following questions: do digital natives recognize online native advertising, which elements they recognize as disclosure that separate paid from editorial content and what is their opinion about online native advertising. With method think aloud protocol I found that digital natives do not immediately recognize native advertising. Although online native ads follow guidelines for disclosure digital native do not recognize them. They recognize native ads because of the presence of the advertiser's name, logo or because of obvious selling titles of content. Answers of unstructured interviews showed that digital natives have in most cases negative or neutral opinion about online native advertising, and they also left some more ground for studies in the future. digitalno oglaševanje izvorno oglaševanje digitalni domorodci digital advertising native advertising digital natives true false false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2018-06-30 07:47:12 2018-06-30 07:47:14 2022-08-15 03:38:05 0000-00-00 00:00:00 2018 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 95373 35697501 80.pdf 80.pdf 1 160127B594EAD087246D5EF2E2BD966F ae00c80518bafa9e359a7664d06627153bfde3892457929572185396e87f66fd 5f2cd0eb-a1b5-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=111877 81.docx 81.docx 1 CD94FBC837F6D281F48F4D3CD9D7A31C 871bf8013a572c00e02a8faa9b38b359d37d49123b29d394e00215488aca9bd0 5f3fdda6-a1b5-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=111878 Fakulteta za družbene vede 0 0 0