20.500.12556/RUL-155413 Komodifikacija športnikov v medijih: analiza diskurza medijskih objav o Luki Dončiću magistrsko delo Commodification of athletes in the media: critical discourse analysis of media reports about Luka Dončić magistrsko delo Moderen šport je kot družbeni in kulturni fenomen globoko prepleten z družbeno institucijo medijev. Predstavlja pomemben element množične kulture in kolektivne nacionalne identitete. Z vzponom medijev se je šport v procesu komercializacije spremenil v industrijo, ki presega športna tekmovanja. Mediji, predvsem televizija, so okoli športa ustvarili spektakel, šport in športniki pa so postali pomembno sredstvo trženja. Spektakularizacija športa producira kult slavnih, vrhunski športniki pa zaradi medijske prepoznavnosti postanejo zvezdniki.V nalogi sem se osredotočila na fenomen športa in preoblikovanje športnika v blagovno znamko. Zanimalo me je, na kakšen način mediji komodificirajo športnike ter na kakšen način nacionalizem pripomore k vzponu športnika kot medijske zvezde. V teoretičnem delu sem opredelila šport kot družbeni in kulturni fenomen, utemeljila proces spektakularizacije športa in vlogo televizije pri športnih dogodkih ter pojasnila koncept zvezdništva v športu. Raziskala sem tudi koncepta nacionalizma in komodifikacije ter opredelila spektakel lige NBA. V empiričnem delu sem s kritično analizo diskurza v obdobju med 16. marcem in 16. aprilom 2023 analizirala medijske objave o Luki Dončiću v rubriki Šport na Pop TV. Iskala sem elemente nacionalizma in komodifikacije, ki sem jih opredelila v teoretičnem delu in na primeru Luke Dončića pokazala proces preoblikovanja športnika v zvezdnika. Analiza je pokazala, da mediji umetno konstruirajo podobo športnika kot zvezdnika. Na ta način prihaja do komodifikacije Dončića, ki istočasno deluje kot slovenski nacionalni simbol in povezovalni člen kolektivne nacionalne identitete. As a social and cultural phenomenon, modern sport is deeply intertwined with the social institution of the media. It represents an important element of mass culture and collective national identity. With the rise of the media and the process of commercialization sport has turned into an industry that goes beyond sports competitions. The media, especially television, created a spectacle around sports, therefore sports and athletes became an important means of marketing. Spectacularization of sports produces a celebrity cult, and top athletes become stars due to media recognition. In the assignment, my focus was on the phenomenon of sports and the transformation of an athlete into a brand. I was interested in how the media commodifies athletes and how nationalism contributes to the rise of athletes as media stars. In the theoretical part, I defined sport as a social and cultural phenomenon, justified the process of spectacularization of sport and the role of television in sports events, and explained the concept of stardom in sport. I also explored the concepts of nationalism and commodification and defined the spectacle of the NBA. In the empirical part, I used a critical discourse analysis in the period between March 16 and April 16 2023 to analyze the media reports about Luka Dončić in the Sports section of Pop TV. I was looking for elements of nationalism and commodification, which I defined in the theoretical part and showed the process of transforming an athlete into a star using the example of Luka Dončić. The analysis showed that the media artificially constructs the image of the athlete as a star. This leads to commodification of Dončić, who simultaneously serves as a Slovenian national symbol and a connecting link of collective national identity. šport medijski spektakel nacionalizem komodifikacija zvezdništvo sport media spectacle nationalism commodification stardom true true false L. Grošelj Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-03-30 08:30:01 2024-03-30 08:30:06 2024-04-03 12:21:52 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (72 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 07:796.071.2(043.2) 161249 191240195 13734.pdf 13734.pdf 1 D92061BFCCAB7B9111E69C24356770E6 3a180aa3fc8f767aea1fdf2229f28e3c21720032e480dd242eadb03fa46ac02d 58ce6910-ee67-11ee-8505-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=182281 Fakulteta za družbene vede 0 0 0