Rezümékötet 2008. - vmtdk
Rezümékötet 2008. - vmtdk
Rezümékötet 2008. - vmtdk
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P L E N Á R I S T U D O M Á N Y O S Ü L É S S Z A K<br />
posed to be the sister of Almos, who was one of the leaders of Hungarians at the time of their arrival to the Carpathian<br />
Basin. Many news websites found the story fascinating and reproduced it on their own pages. However, it turned<br />
out to be a hoax. The story was a fake one, it was masterminded by the PR- team of an upcoming movie in order to advertise<br />
the film. Radovan Karadzic’s webpage at dragandabic.com was a hoax as well. Even though after his capture some<br />
media organs quoted this page, the ex-president of Bosnia never had anything to do with this homepage. It was set<br />
up by a media hacker pseudomymed Tristan Dare just after his arrest.<br />
Media hack is a process through which a person disseminates false information at mass media organs. This information<br />
with the help of different mass mediated channels will reach the wider public as well. Media hack is a fairly recent<br />
phenomenon. Its appearance shows a growing tendency. This trend can be accounted for by the invention of guerilla<br />
marketing. Although Serbia has not seen many media hacks and guerrilla marketing tactics yet, it is possible<br />
that their number in the near future will rapidly rise. This is so because the Serbian advertisement market is the fastest<br />
growing not only in the region but also in the world.<br />
In the first part of my essay I will compare the urban legends and the media hacks. For this I will consult earlier<br />
works. In the second part I will look into the way how media hacks work. I will try to explore how a hack arrives at its<br />
audience. As a closing there will be a few words on why a media hack functions perfectly as an advertisement.<br />
Keywords: media hack, urban legend, rumour, guerilla marketing, stereotype<br />
O MEDIAHACKU<br />
Autor: Olga GAZDAG IV godina studija<br />
Mentor: Dr. Ferenc HAMER Ph.d, docent<br />
Institucija: Univerzitet Nauka Etveš Lorand, Filozofski Fakultet, Katedra za kommunikaciju, Budimpesta<br />
Poèetkom septembra 2007 godine veoma interesantnu vest je objavila Maðarska obaveštajna kancelarija MTI. Referisala<br />
je o tome da u okolini Kazincbarcike iskopali kostur pramajke. Ona je bila roðena sestra prehodnika Almoša.<br />
Meðutim uskoro se ispostavilo da je vest lažna. Radi se o mediahacku, bio je deo reklamne kampanje za film Koltai<br />
Roberta.<br />
Ni websajt Radovana Karadžiæa dragandabic.com nije izdržao probu. Posle njegovog hapšenja mediji su citirali odlomke<br />
sa ovog websajta. Ali ispostavilo se da sa ovim sajtom bivši Predsednik RS nema nikakve veze. Tu stranu je sastavio<br />
Tristan Dare jedan od takozvanih mediahackera.<br />
Mediahack su namerno obljavljene pogrešne informacije koje stižu do medije i preko njih do šire publike. Susreæemo<br />
ga u poslednje vreme sve èešæe i èešæe. To ima više razloga. Ti razlozi su: agresivne reklamne kampanje, pojavljivanje<br />
takozvanog gerilskog marketinga.<br />
N Y O S D I Á K K Ö R I K O N F E R E N C I A<br />
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