ELECTRONIC MEDIA AS A CHALLENGE OF INTERNATIONAL TRADE IN A GLOBAL CONTEXT : Graduate paper

Razvojem globalizacije dolazi do pojave suvremenih načina komuniciranja i oglašavanja. Globalizacija industrije elektronike utječe na razvoj i stanje cjelokupne globalne ekonomije, prvenstveno zbog kapitala koji nosi uza se, ali i povezanosti s gotovo svakom granom industrije. Cilj je diplomskog rada analiza razvoja elektroničkih medija i njihova utjecaj na međunarodno poslovanje. Analizirana je povezanost između međunarodne trgovine, globalizacije i elektroničkih medija. Razmatrane su pozitivne i negativne strane razvoja tehnologije, odnosno elektroničkih medija, i posljedice razvoja interneta kao potencijalno glavnog resursa poslovanja poduzeća na međunarodnom tržištu. Izneseni su izazovi i nedoumice o globalnoj važnosti elektroničkih medija i društvenih mreža. Spomenut je utjecaj pandemije COVID-19 na globalizaciju i stabilnost međunarodnog tržišta, ali i važnost elektroničkih medija za daljnji razvoj suvremenog međunarodnog tržišta.With the development of globalization, modern ways of communication and advertising are emerging. The globalization of the electronics industry affects the development and state of the entire global economy, primarily because of the capital it carries with it, but also the connection with almost every branch of industry. The aim of the thesis is to analyze the development of electronic media and their impact on international business. The connection between international trade, globalization and electronic media is analyzed. The positive and negative sides of the development of technology and electronic media and the consequences of the development of the Internet as a potentially the main resource of business in the international market are discussed. Challenges and doubts about the global importance of electronic media and social networks were presented. The impact of the Covid-19 pandemic on the globalization and stability of the international market was mentioned, but also the importance of electronic media for the further development of the modern international market