| Abstract | Značajan oblik promocije tradicijskih kulturnih vrijednosti snažno je vezan uz pojam odnosa s
javnošću. Tradicijske kulturne vrijednosti vezane su za stoljetno prenošenje s naraštaja na naraštaj,
a bitan se faktor očuvanja očituje u obrazovanju i informiranju javnosti o njihovom postojanju,
važnosti i potrebi očuvanja i njegovanja. Tu krhkost i neprocjenjivu vrijednost prepoznala je
posebna organizacija UNESCO, koja postoji kao promicatelj mira, sigurnosti i suradnje,
uvrštavajući kulturno stvaralaštvo na svoje popise, čemu je posvećena posebna pažnja u teorijskom
dijelu ovoga rada. Hrvatska je zadnjih desetljeća postala svjesna bogatstva svoje kulturne baštine
i ulaže velike napore u očuvanje i njegovanje njezine vrijednosti, u čemu iznimno važnu ulogu
imaju odnosi s javnošću i mediji. Bez njihova djelovanja, informiranja i promicanja, mnoge
tradicije bi s vremenom zamrle. U ovome je radu provedeno sekundarno istraživanje pri čemu su
se koristila znanstvena i stručna literatura s područja teme. Radi istraživanja osnovnog cilja rada
koji se odnosi na analizu informiranosti građana o UNESCO-ovu popisu i hrvatskoj nematerijalnoj
baštini, korišten je anonimni anketni upitnik, kao primarni oblik istraživanja. Rezultati istraživanja
ukazali su na konkretne stavove i problematiku nedovoljne informiranosti ispitanika. Ispitanici
smatraju kako iznimno važnu ulogu u poboljšanju svjesnosti o tradicijskim vrijednostima koje ih
okružuju, imaju upravo mediji, čime je potvrđena velika zastupljenost korištenja društvenih mreža.
Indikativna spoznaja su stavovi ispitanika vezanih za potrebu približavanja sadržaja mladoj
publici, obrazovanju mladih, uvođenjem kulturnog obrazovanja u školske programe, pri čemu
treba organizirati razne igraonice, predstave, igre i manifestacije. Pri izradi analize anketnog
upitnika došlo se do zaključka o potrebi većeg animiranja mladih ljudi, kao najvećih korisnika
društvenih mreža, što ih čini s aspekta marketinga, segmentom lake dostupnosti. Preporuka je
kreiranje optimalne marketinške aktivnosti radi postizanja najboljih poslovnih rezultata. |
| Abstract (english) | A significant form of promotion of traditional cultural values is strongly related to the concept of
public relations. Traditional cultural values are related to centuries-old transmission from
generation to generation and an important factor of preservation is manifested in education and
informing the public about their existence, importance and need for preservation and nurturing.
This fragility and invaluable value has been recognized by the special organization UNESCO, as
a promoter of peace, security and mutual cooperation, including it on its lists, to which special
attention was paid in the theoretical part of the work. Croatia has become aware of the richness of
its cultural heritage in recent decades and is making great efforts to preserve and nurture these
values, in which public relations and the media play an extremely important role. Without their
action, information and promotion, many traditions would die over the time. Secondary research
was carried out using scientific and professional literature in the field of the topic. In order to
explore the basic goal of the work related to the analysis of citizens' awareness of UNESCO and
Croatia's intangible heritage, an anonymous questionnaire was used, as the primary form of
research. The results of the survey pointed to concrete attitudes and issues of insufficient
information of the respondents. Respondents believe that an extremely important role in improving
awareness of the traditional values that surround them is played by the media, thus confirming the
high representation of the use of social networks. Significant are the attitudes of respondents
related to the need to bring content closer to young audiences, educating young people, introducing
cultural education into school programs, organizing various playrooms, performances, games and
events. In perfoming the analysis of the questionnaire, the conclusion was reached on the need for
greater envolvement of young people, as the biggest users of social networks, which makes them
from the point of view of marketing, a segment of easy accessibility. It is recommended to create
an optimal marketing activity in order to achieve the best business results. |
