Mali proizvođači hrane u Srbiji: upotreba Fejsbuka na tržištu
Sažetak
Problem malih proizvođača hrane u Srbiji je relativno nov i zapostavljen u sociološkim proučavanjima, pa se u okviru teksta pokušava dati svojevrstan eksplorativni doprinos. O ovom problemu postoje parcijalna saznanja u oblasti sociologije organizacija i sociologije sela, te se u analizi pošlo od teorijske baze sačinjene od relevantnih teorijskih stanovišta oblikovanih u okviru navedenih socioloških disciplina. Analizom je obuhvaćena komunikacija koja se odvija između različitih aktera u okviru fejsbuk grupe „Mali proizvođači hrane u Srbiji”, a kao metod je odabrana kvalitativna analiza sadržaja sa fokusom na tematskoj analizi. U analizi su postavljeni sledeći saznajni ciljevi: 1) prepoznavanje osnovnih karakteristika kategorije malih proizvođača hrane u Srbiji; 2) utvrđivanje njihove kompetitivne prednosti na tržištu; 3) prepoznavanje karakteristika potrošača njihovih proizvoda i 4) prepoznavanje (naj)širih društvenih faktora koji podstiču, odnosno inhibiraju funkcionisanje ove kategorije proizvođača hrane.
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