Lifestyle Portals in Croatia 2020

Mediji u lifestyle novinarstvu oduvijek su imali ulogu voditi ljude kroz odabir životnog stila, ukusa i trendova - što posebno dolazi do izražaja porastom konzumerističke kulture kada je ljudima u mnoštvu informacija potrebna pomoć u odabiru. Uz ulogu savjetnika, lifestyle mediji imaju moć staviti teme na dnevni red i tako dati značaj suvremenim pitanjima. No, isto tako imaju potencijal i produbiti nejednakosti u društvu ovisno o tome što savjetuju i preferiraju. Zbog mogućeg utjecaja lifestyle novinarstva ovaj rad bavi se istraživanjem lifestyle elektroničkih publikacija u Hrvatskoj 2020. Kroz kombiniranje kvantitativne i kvalitativne analize te kritičke analize diskursa nastojalo se dublje istražiti medijski diskurs na temu muško-ženskih odnosa, kao i poslovanje na namjernom uzorku od 27 lifestyle portala. Pokazalo se da na portalima je zaposlen manji broj ljudi, a najviše se financiraju putem oglasa te im upravo nedostatak financiranja predstavlja glavni problem. Uzrok vide u oglašivačima koji nisu prepoznali lifestyle portale kao svoje tržište. Istraživanje je također pokazalo da je lifestyle područje i dalje dominantno namijenjeno ženama, a u tematici o muško-ženskim odnosima pretežno ih se savjetuje u kontekstu svakodnevnog života i to najčešće o temi seksualnih odnosa. U diskursu je prepoznato kako postoje kontradiktornosti u ideološkim porukama koje ne beneficiraju rodnu ravnopravnost. Istraživanjem su otvorena mnoga pitanja i zaključuje se da je, prije svega, važno kritički promišljati.Media in lifestyle journalism has always had the role of guiding people through lifestyle choices, tastes, and trends - which is especially evident within the rise of consumerism culture where people in the multitude of information need help in choosing. In addition to the role of advisor, lifestyle media have the power to put topics on the agenda and thus give importance to contemporary issues. But they also have the potential to deepen inequalities in society depending on what they advise and prefer. Due to the possible impact of lifestyle journalism, this paper deals with the research of lifestyle electronic publications in Croatia 2020. By combining quantitative and qualitative analysis and critical analysis of discourse, efforts were made to investigate media discourse on male-female relations. It turned out that the portals employ a smaller number of people, and they mostly finance themselves through advertisements, and the lack of funding is the main problem of portals. They see the cause in advertisers who have not yet recognized lifestyle portals as their market. The research also showed that the lifestyle area is still predominantly intended for women, and in the topic of male-female relationships they are typically advised in the context of everyday life, most often on the topic of sexual relations. It is recognized in the discourse that there are contradictions in ideological messages that do not benefit gender equality. The research has opened many questions and concludes that it is, first and foremost, important to think critically