Od televizijskog gledaoca do digitalnog potrošača: uticaj sportskih idola na oblikovanje potrošačke svesti

Slobodan M Penezić; Tatjana Ćitić

doi:10.5937/socpreg59-61015

Slobodan M. Penezić Institut društvenih nauka, Centar za politikološka istraživanja i javno mnjenje, Beograd (Srbija); Univerzitet „Union – Nikola Tesla”, Fakultet za sport, Katedra za sportsko novinarstvo, Beograd (Srbija) https://orcid.org/0000-0001-8746-5473
Tatjana T. Ćitić Univerzitet „Union – Nikola Tesla”, Fakultet za sport, Katedra za sportsko novinarstvo, Beograd (Srbija) https://orcid.org/0000-0002-8552-983X

DOI: https://doi.org/10.5937/socpreg59-61015

Ključne reči: sportski idoli, televizija, internet marketing, medijatizacija, društvo spektakla

Sažetak

Razvoj novih tehnologija, video-striming platformi, društvenih medija i složenih marketinških mreža transformisao je tradicionalnog TV gledaoca u globalnog potrošača. Uporedo, kada je reč o oblasti sporta, vrhunski sportisti postali su influenseri čija je snaga u promociji i prodaji određenog brenda velika zahvaljujući kredibilitetu izgrađenom u svetu discipline i postignuća, čime utiču ne samo na lojalnu publiku već i na širu populaciju. Pored ovih makroinfluensera, analiziraćemo i mikroinfluensere koje algoritmi društvenih mreža prepoznaju kao posebno uticajne u specifičnim nišama relevantnim za digitalni marketing. Polazimo od pretpostavke da medijatizacija sporta preobražava sportske idole u simbolički kapital visokog marketinškog i kulturnog značaja, ujedno podstičući nastanak savremenog društva spektakla. Istraživanje je bazirano na kvalitativnom teorijsko-analitičkom pristupu i interdisciplinarnoj sintezi uvida iz medijskih studija, sociologije sporta i marketinga, koristeći kritičku analizu sadržaja, komparativnu analizu brend ambasadora, studije slučaja i deduktivno zaključivanje. Cilj je da se prikaže kako medijatizacija sporta i uloga idola kao nosilaca simboličkog kapitala oblikuju potrošačku svest u digitalnom okruženju.

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