20.500.12556/RUL-162877 Umeščanje oglasnih vsebin v uporabniško kreiranih vsebinah za otroke diplomsko delo Placement of advertising content in user-generated content for children Razvoj digitalnih tehnologij in široka dostopnost interneta sta povzročila vse večjo uporabo spletnih vsebin med otroki. Uporabniško kreirane vsebine so ustvarjene na dinamičen in barvit način, ki posebej privlači otroke, kar so uspešno izkoristili tudi oglaševalci. V zadnjem času je priljubljena predvsem platforma Youtube, ki omogoča hitro ustvarjanje in deljenje uporabniško ustvarjene vsebine. Z naraščajočim številom uporabnikov ter priljubljenostjo spletnih vplivnežev je postalo prikrito oglaševanje pogosta praksa. V pričujočem delu sem na podlagi kvalitativne analize 30 videov, namenjenim otrokom, s pomočjo teorije o obdelavi informacij in trženjske strategije umeščanja izdelkov, razvila kodirno shemo za namen analize netransparentnosti umeščanja oglasov v vsebinah za otroke. Rezultati analize kažejo, da videi v veliki meri vsebujejo oglase, ki niso jasno označeni, kar vzbuja etična vprašanja glede vloge oglaševanja na otroke. Meja med vsebinami in oglasi postaja vse bolj zabrisana, saj oglaševalci z umeščenimi oglasi izkoriščajo omejen kognitivni razvoj otrok, ki jim onemogoča, da bi prepoznali oglase. Poseben poudarek sem namenila analizi obstoječih ukrepov za zaščito otrok ter predlogom za izboljšanje zaščite otrok na spletnih mestih. The development of digital technologies and the widespread internet use have led to increased use of online content among children. User-generated content is usually made in a dynamic and colorful way that is specifically appealing to children, which is something that advertisers have been exploiting. With the growing popularity of Youtube platform, which allows users to quickly create and share content, a growing number of users, and the increasing popularity of online influencers, hidden advertising has become a common practice. In this thesis, based on qualitative analysis of 30 videos aimed at children, I developed a coding scheme to analyze transparency in placements of ads within content aimed at children. In doing so I connected information processing theory and product placement marketing strategy as a theoretic framework. The analysis shows that a significant portion of these videos had included ads that were not clearly labelled which raises ethical concerns about the role of advertising on children. The line between advertisements and content is increasingly blurred as advertisers exploit children's limited cognitive development, making it difficult to recognize advertisements. I placed special emphasis on analyzing existing measures to protect children and provided recommendations for improved children's safety on online platforms. oglaševanje otroci uporabniške vsebine prikrito oglaševanje Youtube advertising children user-generated content hidden advertising Youtube true true false T. Čargo Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-09-28 08:31:24 2024-09-28 08:31:27 2024-11-07 14:01:08 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (48 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1-053.2(043.2) 168295 214086403 16060.pdf 16060.pdf 1 EB218A3C6C2BA76B7196F64D7CDD27C3 dc336cd238e4648ce0c639bf7cfe3b7e68ab0d11d7ed2cb320176bcf9dad13ed 285d2b4d-7d63-11ef-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=192319 Fakulteta za družbene vede 0 0 0