4 research outputs found
Success in Studying at the University of Montenegro: Is there Hyper-production of Diplomas?
The article presents the results of research of the study success at the University of Montenegro (UoM). The theoretical framework of the study points to the complexity and multidimensionality of the problem studied. The aim of the research was to identify the success of studying at UoM. Some of the variables were observed statistically, with the evidence based on empirical data. We have followed the relationship between the completed secondary school, regional characteristics and gender dimensions at the completion of bachelor studies in the foreseen time period, in the fields of study: natural and technical, social-humanistic and artistic (total of 19 faculties, N = 4 517). The results of research reject the hypothesis about the outstanding success of the study, i.e., the overproduction of diplomas, because 27,5 % of students graduated in natural and technical sciences, and 32 % in the field of social and humanistic sciences up-to-date. Higher success is noted only in the art disciplines (74,6 %). The results and their interpretation point to the need for introducing a qualification exam during enrolment, reducing the number of the enrolled at individual faculties, but also continually improving and innovating teaching and learning at the university. The results suggest the necessity of innovations in order to improve study success. Starting with studentsā enrolment university need to develop innovative approaches in the area of teaching and learning, but also monitoring and evaluation
Effect of media relations on audiences: comparing how editorials and advertising influence behavior
U odnosima s javnoÅ”Äu Äesta je i vrlo popularna pretpostavka prema kojoj uredniÄki sadržaji u medijima imaju veÄi komunikacijski utjecaj od oglasa. Opisana teza toliko je proÅ”irena (i meÄu struÄnjacima za odnose s javnoÅ”Äu i meÄu onima s podruÄja marketinÅ”ke komunikacije) da se iz nje razvila ideja o tzv. multiplikatorima percipiranog utjecaja koji upuÄuju na 2,5 do 8 puta veÄu vrijednost uredniÄkog sadržaja u odnosu na oglasni. U ovom radu, zasnovanom na opisanoj pretpostavci, cilj je bio dodatno istražiti na koji naÄin ciljna publika doživljava uredniÄke i oglasne sadržaje. Problem istraživanja bio je usmjeren na usporedbu utjecaja uredniÄkih sadržaja s utjecajem oglasa, na ponaÅ”anje odnosno bihevioralnu namjeru (kroz Äetiri medija ā internet, radio, novine i televiziju). Ispitanici su bili podijeljeni u dvije skupine - postojeÄi korisnici usluge koja je bila u fokusu rada (meÄu kojima se ispitivao utjecaj na ponaÅ”anje) te potencijalni korisnici (meÄu kojima se ispitivao utjecaj na bihevioralnu namjeru). PostojeÄi korisnici procijenili su kako su uredniÄki sadržaji u veÄoj mjeri oblikovali njihovo ponaÅ”anje, no ta razlika nije se pokazala statistiÄki znaÄajnom. Za razliku od njih, potencijalni korisnici oglasni su sadržaj procijenili znaÄajnijim u oblikovanju bihevioralne namjere. Ovakvi su rezultati joÅ” jednom pokazali kako je pretpostavka o veÄem utjecaju uredniÄkih sadržaja vrlo upitna.A notion, according to which editorials have a bigger communication influence than advertisements, is very common and quite popular in public relations. The said notion is so prevalent (among both public relations and marketing communications experts) that it has led to the concept of perceived influence multipliers that point to a stronger editorial influence in comparison to advertising influence (2.5 to 8 times stronger). Based on the described assumption, the aim of this paper was to further explore how the target audience perceives editorial and advertising content. The research problem was to compare the effects of both types of content on behavior and behavioral intent (through four media ā Internet, radio, newspapers and television). Respondents were divided into two groups ā current users of the service that was in focus (for influence on behavior) and potential users (for influence on behavioral intent). Even though current users said that editorials had a bigger influence on their behavior, this difference was not significant. On the other hand, potential users stated that the advertising content shaped their behavioral intent more than did editorials. These results once again show the assumption, according to which editorials have a stronger communication influence than advertisements, to be highly questionable
Effect of media relations on audiences: comparing how editorials and advertising influence behavior
U odnosima s javnoÅ”Äu Äesta je i vrlo popularna pretpostavka prema kojoj uredniÄki sadržaji u medijima imaju veÄi komunikacijski utjecaj od oglasa. Opisana teza toliko je proÅ”irena (i meÄu struÄnjacima za odnose s javnoÅ”Äu i meÄu onima s podruÄja marketinÅ”ke komunikacije) da se iz nje razvila ideja o tzv. multiplikatorima percipiranog utjecaja koji upuÄuju na 2,5 do 8 puta veÄu vrijednost uredniÄkog sadržaja u odnosu na oglasni. U ovom radu, zasnovanom na opisanoj pretpostavci, cilj je bio dodatno istražiti na koji naÄin ciljna publika doživljava uredniÄke i oglasne sadržaje. Problem istraživanja bio je usmjeren na usporedbu utjecaja uredniÄkih sadržaja s utjecajem oglasa, na ponaÅ”anje odnosno bihevioralnu namjeru (kroz Äetiri medija ā internet, radio, novine i televiziju). Ispitanici su bili podijeljeni u dvije skupine - postojeÄi korisnici usluge koja je bila u fokusu rada (meÄu kojima se ispitivao utjecaj na ponaÅ”anje) te potencijalni korisnici (meÄu kojima se ispitivao utjecaj na bihevioralnu namjeru). PostojeÄi korisnici procijenili su kako su uredniÄki sadržaji u veÄoj mjeri oblikovali njihovo ponaÅ”anje, no ta razlika nije se pokazala statistiÄki znaÄajnom. Za razliku od njih, potencijalni korisnici oglasni su sadržaj procijenili znaÄajnijim u oblikovanju bihevioralne namjere. Ovakvi su rezultati joÅ” jednom pokazali kako je pretpostavka o veÄem utjecaju uredniÄkih sadržaja vrlo upitna.A notion, according to which editorials have a bigger communication influence than advertisements, is very common and quite popular in public relations. The said notion is so prevalent (among both public relations and marketing communications experts) that it has led to the concept of perceived influence multipliers that point to a stronger editorial influence in comparison to advertising influence (2.5 to 8 times stronger). Based on the described assumption, the aim of this paper was to further explore how the target audience perceives editorial and advertising content. The research problem was to compare the effects of both types of content on behavior and behavioral intent (through four media ā Internet, radio, newspapers and television). Respondents were divided into two groups ā current users of the service that was in focus (for influence on behavior) and potential users (for influence on behavioral intent). Even though current users said that editorials had a bigger influence on their behavior, this difference was not significant. On the other hand, potential users stated that the advertising content shaped their behavioral intent more than did editorials. These results once again show the assumption, according to which editorials have a stronger communication influence than advertisements, to be highly questionable