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Dokument dizajna videoigre (GDD) – Way of Survival
No full textWay of Survival je akcijsko-avanturistička shoot 'em up igra u kojoj je svijetom zavladalo zlo koje je uništilo sve živo i neživo. Jedini preživjeli lik koji može promijeniti tu situaciju jest junak Terry. Svojim znanjem i vještinama treba proći dug put te tako stići do cilja i sebe i cijelo čovječanstvo ponovno dovesti u red. No na putu mu stoje zombiji s kojima Terry vodi krvavu bitku. Terry se s takvim dramatičnim, nasilnim i požrtvovnim scenama susreće na putu do pobjede. Terryja prije svega pokreće vjera u opstanak, ali i nada da može spasiti svijet. Radi se o egzistencijalnom, ali i vjerskom pitanju. Također, igra je prožeta idejom dobra i zla gdje se vodi neprestana borba za prevlast. Spojem bijega, traganja, preživljavanja i međusobne borbe ostvaruje se motivacija igrača i njegova volja i želja za životom. Kako u igri, tako i u stvarnosti, cilj je dokazati koliko je toga pojedinac spreman učiniti da nešto promijeni te koliko toga može promijeniti svojim djelovanjem. Za igrača je ključno pitanje može li skupiti hrabrosti i vratiti cijeli svijet u prvobitno stanje jer svijet je ipak namijenjen ljudima, a ne zombijima.Way of Survival is an action-adventure shoot ‘em up game where the world is ruled by evil that destroys everything living and non-living. The only surviving character who can change that situation is the hero Terry. With his knowledge and skills, he has to go on long journey and thus reach the goal that will bring him, and thus the whole of humanity, back to normal. But there are zombies standing in his way, with whom Terry leads a bloody battle. Terry encounters such dramatic and violent scenes that require sacrifices on his way to victory. Terry is primarily driven by the hope of survival, but also the hope to save the world. It is an existential, but also a religious issue. Also, there is a through line of constant struggle for supremacy between good and evil. The combination of escape, search, survival and combat realizes the player's motivation and his will and desire to live. The game’s objective, as is the case today, is to prove how much an individual is prepared to do and how much he can change through his actions. The key question for the player is whether he can muster up the courage and bring the whole world back to its original state, because after all, the world is meant for people, not zombies
Analysis of the operation and maintenance of the Zagreb funicular
No full textŽičare su prijevozna sredstva namijenjena prijevozu putnika ili tereta, a imaju funkciju savladavanja visinskih razlika. Izgradnja, rad i održavanje žičara zahtijevaju strogo pridržavanje zakonske regulative, s obzirom na njihovu namjenu i način izvedbe. Vrste žičara mogu se podijeliti prema namjeni, načinu izvedbe ili vrsti pogona. Uspinjače su posebna vrsta žičara koje se ne vise, već se kreću po krutoj stazi, odnosno tračnicama.
U ovom radu fokusirat ćemo se na Zakon o žičarama i pripadajuće pravilnike koji reguliraju ovu vrstu prijevoza. Glavni cilj rada bit će analiza rada i održavanja zagrebačke uspinjače. Kroz rad pružit ćemo uvid u strojarsko i električno postrojenje, ulogu i održavanje, s ciljem boljeg razumijevanja ove vrste prijevoznog sustava. Slike koje će biti prikazane u radu slikane su od strane autora, dok su sheme preuzete iz projektne dokumentacije. U radu će biti predočeni i prijedlozi autora za modernizaciju.Cable cars are transportation vehicles designed for carrying passengers or cargo and they serve the purpose of overcoming height differences. The construction, operation, and maintenance of cable cars require strict adherence to legal regulations, considering their purpose and execution method. Types of cable cars can be divided based on their purpose, execution method, or type of propulsion. Funiculars are a special type of cable cars that do not hang, but move on a fixed track or rails.
In this paper, we will focus on the Cable Car Act and its associated regulations that govern this type of transportation. The main objective of the paper will be the analysis of the operation and maintenance of the Zagreb funicular. Through the paper, we will provide insight into the mechanical and electrical systems, their function and maintenance, with the aim of better understanding this type of transportation system. The images presented in the paper were taken by the author, while the diagrams were extracted from the project documentation. The paper will also include the author's suggestions for modernization
Maintaining balance between business and private life of entrepreneurs with seasonal jobs
No full textGlavno obilježje popularnih turističkih destinacija nerijetko je sezonalnost. Sezonalnost prije svega utječe na neravnomjernost u distribuciji turističkog prometa. Osim toga, utječe na poduzetnike i njihov odnos s lokalnom zajednicom, ali i bližnjima. Poduzetnicima koji obavljaju posao sezonskog karaktera često se javlja problem prilikom održavanja ravnoteže između privatnog i poslovnog života. Stoga je cilj ovog istraživanja ustanoviti uspijevaju li poduzetnici održati ravnotežu između privatnog i poslovnog života tijekom i izvan sezone. Nastoji se analizirati odnos poduzetnika s lokalnom zajednicom i bližnjima te istražiti koje mehanizme koriste kako bi uspjeli održati spomenutu ravnotežu.
Kako bi se ostvarili ciljevi istraživanja, provedeno je empirijsko istraživanje o uspostavljanju ravnoteže između poslovnog i privatnog života poduzetnika koji obavljaju posao sezonskog karaktera. U istraživanju je sudjelovalo 50 ispitanika, a ono je provedeno pomoću online anketnog upitnika kao instrumenta istraživanja. Na temelju rezultata istraživanja, ustanovljeno je kako ispitanici ocjenjuju uspostavljanje ravnoteže između privatnog i poslovnog života u razdoblju intenzivne sezone ocjenom dobar, a izvan sezone ocjenom vrlo dobar. Većina uspijeva izvršavati svoje poslovne i obiteljske obveze uz to da ne koristi mehanizme potpore za uspostavljanje ravnoteže između privatnog i poslovnog života, no sigurno je kako bi im oni olakšali rad tijekom sezone. S obzirom na dinamičnost i turbulencije tijekom sezonskog rada, ispitanici se teško organiziraju i nemaju vremena za odmor i slobodno vrijeme.A feature of popular tourist destinations is often seasonality. Seasonality affects the uneven distribution of tourist traffic. It also affects entrepreneurs and their relationship with the local community, as well as with their family. Entrepreneurs who perform work of a seasonal nature often have a problem when maintaining a balance between their private and business life. In this regard, the aim of this research is to establish whether entrepreneurs manage to maintain a balance between private and business life during and outside of the season. In more detail, an attempt is made to analyze the relationship of entrepreneurs with the local community and their family and to investigate what mechanisms they use in order to manage to maintain the previously mentioned balance.
In order to achieve the objectives of the research, an empirical study was conducted on the establishment of a balance between the business and private life of entrepreneurs who perform work of a seasonal nature. 50 respondents participated in the research. The research was conducted using an online questionnaire as a research instrument. Based on the results of the research, it was established that the respondents rate the establishment of a balance between private and business life in the period of the intensive season as good, and in the off-season as very good. Most manage to fulfill their work and family obligations without using support mechanisms to establish a balance between private and work life, but it is certain that they would facilitate their work during the season. Given the dynamism and turbulence during seasonal work, respondents find it difficult to organize themselves and have no time for rest and free time
Analysis of public attitudes towards professional psychological help
No full textMentalno zdravlje bitan je segment ukupnog zdravlja pojedinca koji mu omogućuje da
uspješno funkcionira, postavlja i ostvaruje ciljeve i svoje potencijale, održava zdrave
odnose te time pridonosi i zajednici čiji je dio. Stoga je i za pojedinca i za društvo
iznimno važna briga za mentalno zdravlje i traženje stručne psihološke pomoći ako je
ono narušeno. Hoće li pojedinci potražiti tu pomoć ovisi i o njihovim stavovima. Cilj rada
bio je ispitati stavove javnosti prema stručnoj psihološkoj pomoći. Za to je odabrana
metoda ankete, provedena putem društvene mreže Facebook i platforme WhatsApp. Za
istraživanje je korišten namjerni prigodni uzorak. Upitnik je ispunilo 174 ispitanika.
Rezultati su pokazali da je gotovo polovica ispitanika primila stručnu psihološku pomoć,
a da je samo njih 2 % nezadovoljno primljenom pomoći. Velika većina ispitanika
potražila bi stručnu psihološku pomoć da osjećaju teže psihičke smetnje ili prolaze kroz
teško životno razdoblje, a više od polovice ispitanika potražilo bi psihološko
savjetovanje i da se osjeća dobro, ali želi raditi na svom osobnom razvoju. Da je danas
društveno prihvatljivije govoriti o mentalnom zdravlju u odnosu na razdoblje od prije pet
godina, smatra skoro 70 % ispitanika. Rezultati upućuju na to da većina ispitanika koristi
ili bi koristila psihološku pomoć ako im treba, njome je zadovoljna i otvoreno govori o
tome.Mental health is an important segment of an individual's overall health, which enables
him/her to function successfully, set and achieve goals and his/her potential, maintain
healthy relationships, and therefore contribute to the community he/she is a part of. For
that reason, it is extremely important for both the individual and the society to take care
of mental health and seek professional psychological help if it is impaired. Whether
individuals seek psychological help also depends on their attitudes. The aim of the final
work was to research the public's attitudes towards professional psychological help. The
survey method was conducted via the social network Facebook and the WhatsApp
platform. A purposeful convenience sample was used for the research and 174
respondents filled out the questionnaire. The results showed that almost half of the
respondents received professional psychological help, and that only 2% of them were
dissatisfied with the help they received. The vast majority of respondents would seek
professional psychological help if they felt severe mental disorders or were going
through a difficult life period, and more than half of the respondents would seek
psychological counseling regardless of feeling well but wanted to work on their personal
development. Almost 70% of respondents believe that it is more socially acceptable to
talk about mental health today compared to five years ago. The results indicate that the
majority of respondents use or would use psychological help if they needed it, are
satisfied with it, and openly talk about it
The analysis of the minimalist concept used in advertising
No full textOvaj završni rad na temu analize primjene koncepta minimalizma u oglašavanju daje čitateljima uvid u prednosti korištenja minimalističkog pristupa u svrhu oglašavanja. Kroz teorijski okvir opisane su glavne značajke minimalizma prema stručnjacima koji zagovaraju ovaj umjetnički pristup. Također, predstavljene su povijesne prekretnice i glavni događaji koji su obilježili razvoj minimalizma. Kroz teorijski okvir razrađene su i glavne definicije pojma oglašavanja od strane vrhunskih marketinških stručnjaka. Nadalje, opisan je i povijesni razvoj oglašavanja od primitivnih oglasa pa sve do današnjih oglasa na društvenim mrežama. Kroz poglavlje oglašavanja razrađuju se ciljevi i mediji oglašavanja i njihov povijesni razvoj. U radu su navedeni i primjeri dobre prakse koje je autorica odabrala prema vlastitom izboru, a pojedine primjere je izvukla iz odgovora ispitanika u istraživanju. Kada je riječ o istraživanju, za potrebe završnog rada provedeno je anketiranje te se koristio anketni upitnik koji je bio distribuiran putem interneta u Google obrascu. Istraživanje je imalo cilj analizirati stavove ispitanika o konceptu minimalizma u oglašavanju. Provedeno je sa 161 ispitanikom u razdoblju od travnja do kolovoza 2023. godine. Istraživanjem je utvrđeno da ispitanici uglavnom preferiraju minimalistički pristup oglašavanju i da ga smatraju elegantnim, estetski privlačnim i dovoljno informativnim. Konačno, navedeno je nekoliko preporuka za praksu koje je autorica zamijetila tijekom provođenja istraživanja i pisanja samog rada.This final thesis, which deals with the analysis of the minimalist concept used in advertising, provides an insight into the benefits of using a minimalist approach in advertising. In the theoretical part, the main characteristics of minimalism, according to the experts that advocate this artistic approach, are described. Additionally, turning points in history and the main events that marked the development of minimalism are presented. A theoretical framework also provides an elaboration of the main definitions of the term advertising from the point of view of first-rate marketing experts. Furthermore, the historical development of marketing is described, starting with the first examples of primitive advertising, and moving on to modern social media advertising. A chapter on advertising elaborates on advertising goals and media and their historical development. Good practice examples are also mentioned, some of which the author chose herself and some of which were taken from the survey respondents’ answers. When it comes to the research, the survey was conducted for the purpose of writing this final thesis, and a survey questionnaire was distributed online in Google Forms. The research was conducted among 161 respondents between April and August of 2023. The research showed that the respondents mostly prefer a minimalist approach to advertising and that they consider it elegant, visually appealing, and informative enough. Finally, some practical recommendations given about observations made during the research and writing of the paper are provided
Deflation theory and the deflation crisis in Croatia
No full textOvaj diplomski rad analizira teorije deflacije i deflacijsku krizu u Hrvatskoj. Pomocu razlicitih
analiza u radu dolazi se do spoznaja o teorijama deflacije i tome kakva je deflacijska kriza u
Hrvatskoj. Glavni cilj istraživanja je analizirati pojam deflacije kao monetarni fenomen, njezin
povijesni razvitak, moderne teorije te prezentirati razlicite prijedloge kojima je obuhvacena te
definirana strategija koja ce dovesti do opceg rasta razine cijena odnosno do smanjenja deflacijske
stope te prelaska na ciljanu stopu stimulativne inflacije. U nastavku rada doci ce se do zakljucka
da do takvog efekta dovodi provoenje nekonvencionalne monetarne politike. Kroz ovo
istraživanje cilj je takoer ukazati na prijeku potrebu rješavanje problema deflacije kao i upozoriti
na poznate povijesne scenarije kroz koju možemo sagledati deflacijsku spiralu te dugorocnu
ekonomsku stagnaciju. Ostali pomocni ciljevi su: definirati probleme i okolnosti u kojima nastaje
deflacija u povijesnom kontekstu, analizirati glavne uzroke deflacije odnosno deflacijske krize u
Hrvatskoj te analizirati postojeca rješenja problema deflacijske krize, tzv. reflacijskim monetarnim
strategijama (nekonvencionalna monetarna politika) od strane centralnih banaka. U radu ce se
teorijski sistematizirati i konceptualno izložiti spoznaje prikupljenih sekundarnih podataka iz
razlicitih izvora strucnih literatura, znanstvenih studija, znanstvenih clanaka te internet izvora.This graduate thesis analyzes deflation theories and the deflationary crisis in Croatia. By means of
various analyses, the paper provides insights into the theories of deflation and deflationary crisis
in Croatia. The main goal of the research is to analyze the concept of deflation as a monetary
phenomenon, its historical development, modern theories and to present various proposals that
include a defined strategy that will lead to a general increase in the price level, i.e. to a reduction
in the deflation rate and a transition to the target rate of stimulating inflation. In this paper we will
come to the conclusion that the implementation of an unconventional monetary policy leads to
such an effect. Furthermore, the purpose of this research is also to point out the urgent need to
solve the problem of deflation, as well as to warn about known historical scenarios that show the
deflationary spiral and long-term economic stagnation. Other auxiliary objectives are: To define
the problems and circumstances in which deflation occurs in a historical context; to analyze the
main causes of deflation or the deflationary crisis in Croatia and to analyze the existing solutions
to the problem of the deflationary crisis, by means of the so-called reflationary monetary strategies
(unconventional monetary policy) by central banks. The work will theoretically systematize and
conceptually present the findings of secondary data collected from various sources of professional
literature, scientific studies, scientific articles and internet sources
Importance of human resource management in the hotel business
No full textTema ovoga rada je važnost upravljanja ljudskim resursima u hotelskome poslovanju. Hotelsko poslovanje možemo promatrati s pomoću pojma uslužne kulture. Uslužna kultura usredotočena je na usluživanje i zadovoljavanje klijenata. Stvaranje uslužne kulture mora započeti na najvišoj razini uprave te zatim prožeti i sve niže razine zaposlenika. U modernom modelu marketinškog spleta 7P prepoznata je važnost ljudskoga kapitala, procesa pružanja usluge i fizičkoga dokaza usluge. U hotelskome poslovanju uslugu isporučuju zaposlenici i oni se smatraju dijelom te usluge. Kako bi se gostu isporučila kvalitetna hotelska usluga koja zadovoljava njegove potrebe i želje, treba imati odgovarajuće hotelsko osoblje zaposleno u hotelu.
Hotelsko poslovanje vodi se principom zadovoljstva radnika što znači da ukoliko je zadovoljan radnik da će tada biti zadovoljan i gost. Upravo je zbog toga u radu opisana važnost kadrova u hotelskome poslovanju i strategija upravljanja ljudskim resursima. Upravljanje ljudskim resursima ne odnosi se samo na upravljanje zaposlenicima i njihovim primanjima. Naziv Ljudski resursi označava puno širu sliku odnosno sveukupni potencijal zaposlenih, pa se upravljanje tim resursima smatra osnovnim interesom organizacije kojim se bave viši razine menadžmenta/upravljanja. (Paustović, 2020). Strategija upravljanja ljudskim potencijalima u hotelskome poslovanju opisana je s pomoću postupka odabira izbora zaposlenika i njihova profila te načina motiviranja i educiranja zaposlenika, odnosno uvođenja kadrova u posao i upoznavanja radne okoline.This paper deals with the importance of human resource management in the hotel business. We can observe the hotel business through the concept of service culture. Service culture is focused on serving and satisfying customers. Creation of service culture must begin at the highest level of management and then permeate all lower levels of employees. The modern model of the 7P marketing mix recognizes the importance of human capital, service delivery processes and physical proof of service. In the hotel business, the service is delivered by employees and is considered a part of that service. In order to deliver a quality hotel service to the guest that meets their needs and desires, it is necessary to have adequate hotel staff employed in the hotel. In the hotel business, we can be guided by the principle of a satisfied worker and a satisfied guest. That is why the paper describes the importance of human resources in the hotel business and human resource management strategies. Human resource management is not just about managing employees and their salaries. Human resources represent a much broader picture, i.e. the overall potential of employees, so the management of these resources is considered the basic interest of the organization that deals with higher levels of management / administration. The strategy of human resources management in the hotel business is described through the selection process of the choice of employees and their profile, as well as ways to motivate and educate employees, i.e. introducing staff to the job and getting to know the work environment
Monitoring employee performance at Croatia banka d.d.
No full textPredmet je istraživanja ovoga završnog rada objasniti i opisati proces praćenja radne uspješnosti zaposlenika u odabranoj organizaciji, Croatia banci d.d. Osnovna svrha praćenja radne uspješnosti zaposlenika analiziranje je njihovih radnih učinaka kako bi se uvidjelo kako zaposlenik radi, koliko dobro radi i, ako je potrebno, kako i na koji način poboljšati njegovu radnu uspješnost.
Rezultati istraživanja postupka praćenja i ocjenjivanja radne uspješnosti zaposlenika u Croatia banci d.d. pokazali su da ovaj proces može podlijegati raznim pogreškama koje bi se trebalo minimizirati u najvećoj mogućoj mjeri treninzima i edukacijama ocjenjivača. Analiza rezultata prethodnih ocjenjivanja radne uspješnosti ukazuje na pozitivne promjene u razini objektivnosti u ocjenjivanju jer je smanjen udio najviše ocjene A u ukupnim ocjenama u odnosu na prethodne godine, te su se udjeli ostalih ocjena ravnomjernije rasporedili. Brojnim edukacijama u protekle dvije godine postignut je napredak rukovoditelja i radnika u razumijevanju sustava čime je povećano i njegovo prihvaćanje, a što je u konačnici pridonijelo kvalitetnijem provođenju i praćenju radne uspješnosti zaposlenika.
Temeljem provedene online ankete o zadovoljstvu zaposlenika o postojećem sustavu ocjenjivanja, zaposlenici su podijeljeni oko važnosti praćenja i ocjenjivanja radnog učinka na radnom mjestu, nisu zadovoljni objektivnošću ocjenjivanja i sukladno tome nisu niti pretjerano zadovoljni nagrađivanjem. Stoga je važno kontinuirano educirati rukovoditelje u cilju što objektivnijeg ocjenjivanja procjene radne uspješnosti zaposlenika jer ako se pogreške prilikom ocjenjivanja u potpunosti izbjegnu ili smanje, znatno će se povećati zadovoljstvo zaposlenika te će ih se dodatno motivirati kako bi postizali bolje poslovne rezultate.The purpose of the research presented in this dissertation is to explain and describe the process of monitoring the performance of employees in a selected organization, namely Croatia banka d.d. The primary purpose of monitoring employee performance is to gain a better understanding of how each employee works, how well they work and, if necessary, how to improve their performance.
The results of the analysis of the process of monitoring and evaluating the performance of employees at Croatia banka d.d. have shown that this process is subject to various errors which should be minimized as much as possible by means of additional training and education of evaluators. The analysis of the results of previous work performance evaluations indicates improvements in the level of evaluation objectivity, as the share of the highest A grade in the total number of grades given has decreased compared to previous years, while the shares of other grades are more evenly distributed. By means of additional education provided over the past two years, progress has been made in regard to the managers’ and employees’ understanding of the evaluation system. This has led to a greater acceptance of the system among the workforce and ultimately contributed to improved system implementation and monitoring of employee performance. Based on an online survey regarding employee satisfaction with the existing evaluation system, it is clear that the employees are divided on the importance of monitoring and evaluating work performance. They are dissatisfied with the objectivity of the evaluation system and are thus not overly satisfied with the reward mechanisms in place. Therefore, it is important to continuously educate the managers in order to evaluate employee work performance as objectively as possible, because if evaluation errors are completely eliminated or at the very least their number reduced, employee satisfaction will increase significantly, and employees will be more motivated to achieve better business results
The role of internal communication in creating organizational culture on the example of the company Energia Naturalis d.o.o.
No full textInterna komunikacija je neizostavan element svake organizacije. Neke organizacije posvećuju joj više, neke manje pozornosti i vremena, ali bez kvalitetne i razvijene komunikacije poslovanje je neodrživo. Ona podrazumijeva oblik dvosmjerne komunikacije između zaposlenika i nadređenih, a služi informiranju i izgradnji odnosa. Postoje razni alati i tehnike interne komunikacije kojima se organizacije služe kako bi komunikacija bila što uspješnija. Osim toga, ona ima velik utjecaj na kreiranje organizacijske kulture. Organizacija nikada nije samo jedna osoba, to je kolektiv koji svakodnevno djeluje zajedno u poslovnim procesima i izgradnji međusobnih odnosa. Organizacijska kultura vrlo je širok spektar raznih vidljivih i nevidljivih elemenata koji svaku organizaciju čine posebnom. U ovom radu istražen je utjecaj interne komunikacije na kreiranje organizacijske kulture u tvrtki Energia Naturalis. Uz to, istraženo je se zadovoljstvo ispitanika internom komunikacijom grupe, korištenje alata i tehnika internog komuniciranja te međuljudski odnosi. Ovaj rad temelji se na istraživanju već postojeće literature o internoj komunikaciji i organizacijskoj kulturi te na istraživačkim metodama polustrukturiranoga dubinskog intervjua i ankete. Rezultati empirijskog istraživanja potvrdili su ciljeve rada o mišljenju i zadovoljstvu zaposlenika Energie naturalis internom komunikacijom i njenim utjecajem na organizacijsku kulturu i istraživačka pitanja koja su postavljena. Interna komunikacija odabrane organizacije dobro je postavljena, ali nailazi na male prepreke koje djeluju kao poticaj za poboljšanje i daljnje razvijanje. Zaposlenici organizacije upoznati su s organizacijskom kulturom i jasan im je smjer kojim grupa želi ići.Internal communication is an indispensable element of every organization. Some organizations devote more, and some less attention and time to it, but without quality and developed communication, business is unsustainable. It implies a form of two-way communication between employees and superiors and serves to inform and build relationships. There are various tools and techniques of internal communication that organizations use to make communication as successful as possible. In addition, it has a great influence on the creation of organizational culture. An organization is never just one person, it is a collective that works together every day in business processes and building mutual relations. Organizational culture is a very wide spectrum of various visible and invisible elements that make every organization special. This paper will investigate the influence of internal communication on the creation of organizational culture in the ENNA Group. In addition, the respondent's satisfaction with the group's internal communication, the use of internal communication tools and techniques, and interpersonal relations in the group will be investigated. This paper is based on the research of already existing literature on internal communication and organizational culture, and on the research methods of semi-structured in-depth interview and survey
Interrelation of rhetorical tactics and the concept of the shadow archetype in the image of the chosen celebrity
No full textRetorika je ključan alat za kreiranje imidža, ali neke javne osobe je koriste u naizgled
neintuitivne svrhe - za kreiranje negativnog imidža. Primjer toga je subjekt analize
ovog rada: kontroverzni influencer, biznismen i samoprozvani life-coach Andrew Tate.
Rad kvantitativno i kvalitativno analizira njegovu javnu sliku na hrvatskim novinskim
portalima za koju se pretpostavlja da je kreirana dijelom zbog njegovih retoričkih
taktika. Kako bi utvrdili tu poveznicu, rad također kvalitativno analizira tematski sadržaj
i retoričke taktike koje se pojavljuju u dva medijska nastupa Andrew Tatea. Rad polazi
od pretpostavke da se u pozadini njegove komunikacije nalaze elementi arhetipa
sjene prema Carl G. Jungu. Problem koji se želi istražiti ovim radom je
postojanje/nepostojanje međuodnosa retoričkih taktika i arhetipa sjene kao alata za
kreiranje imidža slavne osobe, a motivacija za istraživanje bila je nepostojanje stručne
literature na hrvatskom jeziku vezano uz tu temu. Zaključak koji je proizašao iz analize
jest da se Andrew Tate služi retoričkim taktikama koje kreiraju negativan imidž koji u
sebi sadrži karakteristike arhetipa sjene. Istraživanjem je utvrđeno postojanje
međuodnosa retoričkih taktika i arhetipa sjene u kreiranju imidža slavne osobe.Rhetoric is a key tool in image making, but some public figures use it for a seemingly
unintuitive purpose - to create a negative image. An example of this is the subject of
analysis of this paper: controversial influencer, businessman and self-proclaimed lifecoach
Andrew Tate. This paper quantitatively and qualitatively analyses his public
image in Croatian news portals, assuming that it’s constructed partly due to his use of
rhetorical tactics. In order to determine that connection, this paper also qualitatively
analyses the thematic content and rhetorical tactics of two of Andrew Tate’s media
appearances. This work is written on the assumption that there are elements of Carl
G. Jung’s shadow archetype in the background of his communications. The problem
which this paper seeks to research is the existence/absence of an interrelation
between rhetorical tactics and the shadow archetype in the context of celebrity image
making. The motivation for research was the absence of scientific literature in the
Croatian language dealing with this specific topic. On the basis of the analysis, this
work concluded that Andrew Tate uses rhetorical tactics which serve to create a
negative image, which in itself contains characteristics of Jung’s shadow archetype.
In the end, it was determined that there is an interrelation between rhetorical tactics
and the shadow archetype in the context of celebrity image making