The Representation of Public Relations Experts in Hollywood Movies

Ovaj rad bavi se analizom filmskog prikaza stručnjaka za odnose s javnošću kako bi se utvrdilo kakav taj prikaz jest. U tom kontekstu ispitano je jesu li filmski stručnjaci za odnose s javnošću prikazani pretežito negativno ili pozitivno, a utvrđena je i slika profesije odnosa s javnošću, njezinih djelatnika te njihovog imidža koja prevladava u igranim filmovima. Analizirano je 14 filmskih likova koji utjelovljuju stručnjake za odnose s javnošću te su njihovi profili ispitani kroz matricu sastavljenu od 27 pitanja. Filmski profil stručnjaka za odnose s javnošću uspoređen je sa slikom stručnjaka kakvi oni trebaju biti prema pravilima struke i kakvi u praksi jesu, a tom usporedbom definirane su određene sličnosti i razlike koje isti međusobno dijele.This graduate thesis deals with the analysis of movie representation of public relations experts in order to determine what kind of representation prevails. In this context, it was examined whether the 'movie public relations experts' were shown predominantly negative or positive, plus it was determined what kind of picture of public relations profession, public relations experts and their image exists in the movies. The sample for this research is consisted of 14 movie characters which play the role of public relations experts. They were analyzed and their profiles were examined through the matrix of 27 questions. The movie profile of the public relations experts is compared with the profile of the real public relations expert according to the rules of the profession and as a result of that comparation it was defined which similarities and differences they share