Latvijas sabiedrības viedoklis par homoseksualitāti atainojošu elementu iekļaušanu uzņēmumu reklāmās kampaņu komunikācijā Latvijā

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RESEARCH PRODUCT

Latvijas sabiedrības viedoklis par homoseksualitāti atainojošu elementu iekļaušanu uzņēmumu reklāmās kampaņu komunikācijā Latvijā

subject

homoseksualitāte reklāma sociālās mācīšanās teorija Plašsaziņas līdzekļi un komunikācija mediju efekti homoseksuāli elementi

description

Maģistra darba mērķis ir noskaidrot, kāds ir Latvijas sabiedrības viedoklis par homoseksualitāti un homoseksualitātes atainojošu elementu iekļaušanu uzņēmumu reklāmās kampaņu komunikācijā Latvijā. Pētījuma teorētiskā daļa sastāv no tādām teorijām kā mediju efektu teorija un sociālās mācīšanās teorija. Papildus iekļauta teorija par homoseksualitāti un tās sasaisti ar reklāmu. Pētījuma rezultāti iegūti, veicot aptaujas anketas izstrādi un izplatīšanu, veicot fokusa grupas interviju un realizējot daļēji strukturētu interviju ar Latvijas Reklāmas Asociācijas valdes priekšsēdētāju Baibu Liepiņu. Veicot fokusa grupas diskusiju, tās pamatā tiek izmantota mediju efektu teorija, pētot cilvēku izziņas jeb kognitīvos efektus, pārliecību, attieksmi, emocijas, fizioloģiju un uzvedību, skatoties Latvijas sabiedrībai paradzētos reklāmu materiālus, kuros ir iekļauti homoseksuāla rakstura elementi. Reklāmas, kurās tiek izmantoti homoseksualitātes elementi, parādās arvien vairāk ne tikai pasaulē, bet arī Latvijas tirgū. Uzņēmumi, kuri izmanto homoseksuālus elementus reklāmās, saskaras ar sarežģītu situāciju, saistībā ar dažādu valstu atšķirīgu sabiedrības attieksmi un atšķirīgu reakciju izpaušanu saistībā ar homoseksualitātes pieņemšanu. Tādēļ būtiski ir izpētīt vēlamās valsts sabiedrības attieksmi šajā jautājumā, lai homoseksualitātes elementu iekļaušana uzņēmumu reklāmu komunikācijā būtu stratēģiski veiksmīga.

year	journal	country	edition	language
2022-01-01

https://dspace.lu.lv/dspace/handle/7/60230

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