engleski

The Effect of Social Network on Audience's Emotions

The digitization and convergence of media have changed not only the way of production and distribution of media content, but also the way it is consumed. Primarily it has happened due to social networks, which have completely changed the way we communicate and share information. With the emergence of the constant need to be always available to everyone, the power of social networks is constantly increasing. Although they have many good sides ; they provide the feeling of connection and belonging, and they enable expressing one's opinion and publishing various personal and public content, on the other hand, at the same time they can encourage the development of unpleasant emotions due to constant exposure to a large amount of negative information and the comparison with other users. It is important to investigate their influence on various aspects of human behaviour and to be aware of their influence on their audience. The aim of this paper is to analyse the content of social networks and to investigate their influence on the individuals’ emotions. To gain an insight into the content of the posts on Facebook and Instagram of the most influential national daily newspapers in the Republic of Croatia (Večernji list and Jutarnji list) and their emotional colouring, the method of quantitative and qualitative content analysis was used. In addition, a survey was conducted on the impact of social networks on audience emotions. The goal of survey was to gain insight into how social network users perceive their content, that is, how this content affects their emotions. The obtained results confirmed that social networks really influence the emotions of the audience and that, if we cannot already influence the posts of individuals, at least the national media should consider what content their editors publish on social networks.

digital media ; emotions ; Facebook ; Instagram ; social networks

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