20.500.12556/RUL-119463 Komodifikacija manjšin v korporativni promociji: primer skupnosti LGBT primer skupnosti LGBT Commodification of minorities in corporate promotion: LGBT case study diplomsko delo V nalogi bomo s pomočjo relevantne literature najprej razložili pomen, ki ga ima za korporacijo znamka in skozi njo znamčenje ter kako znamka pridobiva na pomenu. Eden od načinov je oglaševanje. Poskušali bomo ugotoviti, ali si korporacija z znamčenjem pripisuje določene vrednote, ki so v družbi zaželene, in domneven vpliv na korporacijo. Glavna od teh vrednot je raznolikost. Raziskali bomo domnevno dobičkonosnost raznolikosti in njeno povezavo z vključevanjem manjšin v oglasih ter apropriacijo njihovega stila. To bomo poskušali povezati s pojmom komodifikacije. Nadaljevali bomo z raziskovanjem korporativne kulture. Korporativna kultura predstavlja vrednote korporacije. Poskušali bomo pokazati, če in kako korporacije s korporativno kulturo zaposlene nadzirajo in si prilastijo njihovo identiteto. Obravnavan koncept bomo ponovno poskušali povezati s pojmom komodifikacije. V nalogi bomo nato raziskali, ali je takšno delovanje etično sporno zaradi domnevnega izkoriščanja ranljivega dela družbe za dobiček. Koncept komodifikacije bomo nato predstavili bolj specifično z dvema primeroma znamčenja skozi oglaševanje: z zgodovinskim primerom v ZDA in s sodobnim primerom v Sloveniji. Raziskali bomo pozitivne in negativne učinke takšnega ravnanja. In the thesis, we will start by explaining the importance of a brand and branding to the corporation and the means for a brand to gain its meaning, with the help of relevant literature. One of these means is advertising. We will try to find out whether a corporation uses branding to attribute itself with certain values which are desired in society, and the supposed effect it has on the corporation. The main such value is diversity. We will research the alleged profitability of diversity and its connection to the inclusion of minorities in advertisements and the appropriation of their style. We will try to link this to the concept of commodification. We will continue with research of corporate culture. Corporate culture represents the values of a corporation. We will try to show if and how corporations use corporate culture to govern the employees and appropriate their identity. We will once again try to connect the presented concept to the concept of commodification. In the thesis, we will continue by exploring whether such action is ethically questionable due to the supposed exploitation of a vulnerable part of society for profit. We will then present the concept of commodification more specifically with two case studies of branding through advertising: a historic case in the USA and a modern case in Slovenia. We will discover the positive and negative effects of such behaviour. komodifikacija manjšine znamčenje korporativna kultura raznolikost commodification minorities branding corporate culture diversity true true false [A. Debevec] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-09-09 08:31:35 2020-09-09 08:31:41 2022-08-31 03:53:12 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 38 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:316.022.4(043.2) 120043 29575683 3696.pdf 3696.pdf 1 DB3A991485DC8C0672ADF55691DDA392 0f6e0552f87d846647ddd5e1cc3a4606f31057ced87035736a4795fb41478809 d580efff-a1b9-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=134173 Fakulteta za družbene vede 0 0 0