Pregledni rad
https://doi.org/10.22522/cmr20210271
Picture of Dalmatia in Music Videos on YouTube and Their Role in the Media Presentation of Dalmatia
Lina Malek
orcid.org/0000-0001-7933-1168
; Doktorandica na Fakultetu hrvatskih studija, Sveučilište u Zagrebu
Tena Lovrić
orcid.org/0000-0001-7238-4507
; Scardona glazbena produkcija d.o.o., Zagreb
Sažetak
Dalmatia is a Croatian region rich in cultural and natural heritage. New media play an indispensable role in the destination's tourism promotion in the 21st century, especially YouTube, where more than a billion hours of video are viewed daily. Since music videos are a kind of presentation of Dalmatia, this paper explores the image of Dalmatia in music videos on YouTube and the extent to which the audience perceives Dalmatia as it is shown in the videos. With the quantitative method of content analysis in official music videos (N=281) on the YouTube channel Scardone, a Croatian record label specialising in Dalmatian music, we examined the representation of visual elements (features) that, according to recent literature, present the heritage of Dalmatia. After analysing 1288 minutes and 52 seconds of audio-visual content, it was found that the Adriatic Sea and stone structures are the most common features of Dalmatia in music videos. The Adriatic Sea, Dalmatian vegetation, cobblestone streets and seagulls are the features on the basis of which more than 90% of respondents (N=225) of the online questionnaire perceive Dalmatia. Therefore, it can be concluded that music videos on YouTube play a significant role in the visual presentation and promotion of Dalmatia.
Ključne riječi
Dalmatia, YouTube, music videos, heritage presentation, destination image
Hrčak ID:
270153
URI
Datum izdavanja:
31.12.2021.
Posjeta: 814 *