In recent years, the use of social networks has greatly increased, which has also led to a new form of dating, the so-called digital dating. With its growing appeal, new obstacles and problems have emerged. In my bachelor’s thesis, I examine the actors of raising digital risk awareness within the context of dating. The aim of the bachelor’s thesis is to draw attention to the issue of digital violence within the context of dating through strategies for raising awareness and informing young people on the potential risks they may be facing. My goal was to gain insight into the positions of the actors raising awareness on the problems of dating and warning young people how to avoid potential problems. In order to analyse the chosen topic, it is crucial to understand dating and the impact of technology, since the latter has become embedded into all phases of intimate relationships, from getting to know a person to maintaining or breaking up a relationship. What is also crucial is having theoretical knowledge and distinguishing between professional raising of awareness, which is based on professional discourse, and marketing type of raising awareness, as practiced by influencers and where identification of followers with their influencers is key. To obtain answers to the survey questions, I performed a multimodal analysis of web portal sets #praviladejtanja (#rulesofdating) and two stories of an Instagram influencer Gaja Prestor which are presented on the web portal. The analysed web portal sections cover the topic of digital violence during dating. The final findings thus raise the question of professional discourse and why young people trust influencers more than experts from a particular field.
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