Media Influence in Creating Fashion Trends

Moda je fenomen koji postoji otprilike otkad postoji i čovjek. Iako joj se na samom početku njegova razvitka nije pridavala velika važnost te je služila prvenstveno kao zaštita od vremenskih nepogodnosti, čovjekovim napretkom i razvitkom ona postaje fenomen kojime se počinju baviti razni znanstvenici. Društvene mreže su kao dio modernog svijeta promijenile način na koji većina populacije komunicira i njihovom pojavom došlo je do značajnih promjena u marketingu i načinu na koji tvrtke, odnosno dizajneri, žele uspostaviti kontakt sa svojim potencijalnim kupcima i potrošačima. Mediji su sastavni dio modernog čovjeka i nemoguće je izbjeći njihov utjecaj, ma koliko se mi njemu opirali. Odabrani mediji na kojima se temelji cijeli rad (imajući na umu da ne možemo sve medije povezati s pojmom mode i trendova) su časopisi i televizija te društvene mreže (Instagram) i modni blogovi. Cilj ovog rada bio je saznati postoji li i kolika je uloga medija (tradicionalnih i modernih) na stvaranje modnih trendova. Također me zanimalo tko pd njih ima veću ulogu u stvaranju modnih trendova. Teoretski dio rada temelji se na stručnoj literaturi i raznim istraživanjima, a istraživački dio rada na anketi provedenoj na 317 osoba raznih demografskih karakteristika.It is often believed that fashion as a phenomenon has been around since the first people appeared on Earth. Primitive men didn’t care much about it at first, it only served one purpose, to protect us from bad weather. Gradually with the human progress and development it became a phenomenon and the focus of interest of many scientists. Social networks have transformed the way we communicate today, they have brought significant changes in marketing and the way companies and designers make contacts with their potential buyers and consumers. Media plan an important and integral part of a modern living whether we like it or not. In todays world it is almost impossible to avoid their impact on our everyday lives. Distinctive media my dissertation is focused on (taking into consideration the fact that not all media can be related to the idea of fashion and trends) are magazines, TV and social networking sites such as Instagram and of course, fashion blogs. The prime goal of my dissertation was to find out if and how much social media (both traditional and modern) influence the creation of fashion trends. I was also interested to learn which one of them people trust more when buying. Theoretical part of my dissertation is based on expert (professional) literature and the research part on the interviews carried out on 317 persons of different demographic background