黑料不打烊

Magistro darbe nagrin臈jamas prek臈s 啪enklo 寞vaizd啪io komunikacija alternatyvaus roko muzikos kontekste, remiantis Nirvana ir Alice in Chains atvejais. Tyrime analizuojama, kaip s臈kmingos alternatyviojo roko grup臈s kuria ir komunikuoja savo prek臈s 啪enklo 寞vaizd寞 per masin臋 komunikacij膮 ir kaip 拧is komunikuojamas 寞vaizdis atitinka auditorijos suvokim膮. Teorin臈je darbo dalyje nagrin臈jama komunikacijos teorija, prek臈s 啪enklo 寞vaizd啪io teorija ir muzikos atlik臈j懦 prek臈s 啪enklo k奴rimas. Remiantis i拧analizuota teorine med啪iaga, sukurtas muzikos atlik臈j懦 prek臈s 啪enklo 寞vaizd啪io komunikacijos modelis. Empiriniame tyrime taikomas mi拧rus metodas. Atliekama kokybin臈 temin臈 dain懦 tekst懦, interviu ir vaizdini懦 turinio analiz臈, siekiant nustatyti pagrindinius abiej懦 grupi懦 komunikuojamus prek臈s 啪enklo 寞vaizd啪io bruo啪us. 艩i膮 analiz臋 papildo kiekybin臈 gerb臈j懦 apklausa, kuria matuojamas suvokiamas Nirvana ir Alice in Chains prek臈s 啪enklo 寞惫补颈锄诲颈蝉. Abiej懦 metod懦 rezultatai palyginami ir analizuojami naudojant teorines 啪inias. Remiantis gautais rezultatais, pateikiamos i拧vados ir rekomendacijos 拧iuolaikiniams alternatyviojo roko atlik臈jams.

The master鈥檚 thesis investigates the communication of brand image in alternative rock music, using the cases of Nirvana and Alice in Chains. The research analyzes how successful alternative rock bands construct and communicate their brand image through mass communication and how this communicated image corresponds to audience perception. The theoretical part of the thesis examines communication theory, brand image theory, and music artist branding. Based on the analyzed theoretical material, a brand image communication model for music artists is developed. The empirical research applies a mixed-method approach. A qualitative thematic content analysis of song lyrics, interviews, and visuals is conducted to identify the core brand image traits communicated by both bands. This analysis is complemented by a quantitative survey of fans that measures the perceived brand images of Nirvana and Alice in Chains. The results of both methods are compared and analyzed with the theoretical brand image framework. Based on the findings, conclusions are drawn, and recommendations for contemporary alternative rock artists are provided.

Magistro darbe analizuojama Gatv臈s muzikos dienos komunikacija ir jos reik拧m臈 miesto kult奴rinei tapatybei, dalyvi懦 patyriminei ir emocinei patir膷iai, bendruomeni拧kumo formavimuisi bei skaitmeninei reprezentacijai. Tyrimas grind啪iamas mokslin臈s literat奴ros analize, teorinio modelio taikymu ir mi拧ria tyrim懦 metodologija, apiman膷ia kiekybin臋 apklaus膮 ir kokybinius pusiau strukt奴ruotus interviu. Empirin臈je dalyje analizuojama, kaip vie拧懦j懦 erdvi懦 transformacija, dalyvavimo patirtis, socialin臈 s膮veika ir skaitmenin臈 komunikacija formuoja Gatv臈s muzikos dienos kaip kult奴rinio renginio suvokim膮. Tyrimo rezultatai atskleid臈, kad Gatv臈s muzikos diena dalyvi懦 suvokiama kaip patyrimin臈 miesto kult奴ros forma, kurios reik拧m臈s kuriamos per tiesiogin寞 dalyvavim膮 vie拧osiose erdv臈se, spontani拧kum膮 ir emocin寞 寞sitraukim膮, o 产别苍诲谤耻辞尘别苍颈拧办耻尘补蝉 da啪niausiai pasirei拧kia situaciniu ir laikinu lygmeniu. Nustatyta, kad skaitmenin臈 komunikacija atlieka svarb懦 informacin寞 ir matomumo u啪tikrinimo vaidmen寞, ta膷iau netampa pagrindiniu patyrimin臈s vert臈s 拧altiniu. Darb膮 sudaro 8 dalys: 寞vadas, du skyriai, mokslin臈 diskusija, i拧vados, rekomendacijos, literat奴ros s膮ra拧as ir priedai. Darbo apimtis 鈥� 66 psl. teksto be pried懦, panaudoti 79 bibliografiniai 拧altiniai.

This Master鈥檚 thesis analyses the communication of Street Music Day and its significance for urban cultural identity, participants鈥� experiential and emotional engagement, community formation, and digital representation. The study is based on an analysis of scholarly literature, the application of a theoretical model, and a mixed-methods research design combining a quantitative survey and qualitative semi-structured interviews. The empirical part examines how the transformation of public spaces, participatory experience, social interaction, and digital communication shape the perception of Street Music Day as a cultural event. The findings reveal that Street Music Day is perceived by participants as an experiential form of urban culture, in which meanings are created through direct participation in public spaces, spontaneity, and emotional engagement, while community formation most often manifests at a situational and temporary level. It was also found that digital communication plays an important informational and visibility-enhancing role, but does not constitute the primary source of experiential value. The thesis consists of eight parts: an introduction, two chapters, a scientific discussion, conclusions, recommendations, a list of references, and appendices. The volume of the thesis is 66 pages of text excluding appendices, and 79 bibliographic sources were used.

Baigiamajame magistro darbe analizuojama krizi懦 komunikacija kult奴ros sektoriaus organizacijose, atvejo analizei pasirenkant Lietuvos kult奴ros taryb膮 (LKT). Tyrimo tikslas 鈥� identifikuoti pagrindinius Lietuvos kult奴ros tarybos kriz臈s komunikacijos veiksnius, analizuojant pasirinktus krizinius atvejus, organizacijos taikytus komunikacijos sprendimus ir tradicin臈je 啪iniasklaidoje fiksuojam懦 pamin臈jim懦 intensyvumo poky膷ius. Darbo teorin臈je dalyje nagrin臈jama kriz臈s samprata, kriz臈s komunikacijos ciklas, krizi懦 komunikacijos teorijos (situacin臈 krizi懦 komunikacijos teorija, 寞vaizd啪io atk奴rimo teorija ir socialiai medijuotos krizi懦 komunikacijos teorija), aptariama kriz臈s komunikacija k奴rybos visuomen臈s ir kult奴ros sektoriaus kontekstuose. Darbo empirin臈je dalyje atliktas tyrimas taikant mi拧r懦j寞 metod膮 鈥� derinant kokybin寞 ir kiekybin寞 tyrimus. Kokybiniame tyrime atliekama LKT komunikacijos turinio analiz臈 ir pusiau strukt奴ruoti interviu su Kult奴ros tarybos darbuotojais. Kiekybi拧kai tiriamas LKT pamin臈jim懦 啪iniasklaidoje kiekis 寞prastu ir kriziniu laikotarpiais. Tyrimo rezultatai atskleid臈, kad Lietuvos kult奴ros tarybos komunikacija kriz臈s metu orientuota 寞 proced奴r懦, sprendim懦 pagrindim膮 ir skaidrum膮, ta膷iau stokojanti sistemingo pasirengimo ir k奴rybi拧kesni懦 komunikacijos form懦 skirt懦 skirtingoms interes懦 grup臈ms. Nustatyta, kad nagrin臈ti krizi懦 atvejai netur臈jo reik拧mingos 寞takos organizacijos pamin臈jim懦 skai膷iui 啪iniasklaidoje. Remiantis gautais rezultatais, pateikiamos rekomendacijos Lietuvos kult奴ros tarybai ir kitoms kult奴ros sektoriaus organizacijoms, siekian膷ioms stiprinti strategin寞 pasirengim膮 ir k奴rybi拧k膮 komunikacij膮 krizi懦 metu.

The master's thesis analyzes crisis communication in cultural sector organizations, using the Lithuanian Council for Culture (LCC) as a case study. The aim of the study is to identify the main factors of crisis communication in the Lithuanian Council for Culture by analyzing selected crisis cases, communication solutions applied by the organization, and changes in the intensity of mentions in traditional media. The theoretical part of the work examines the concept of crisis, the crisis communication cycle, crisis communication theories (situational crisis communication theory, image restoration theory, and social-mediated crisis communication theory), and discusses crisis communication in the contexts of the creative society and the cultural sector. The empirical part of the work presents a study conducted using a mixed method approach, combining qualitative and quantitative research. The qualitative study includes an analysis of the content of LCC communications and semi-structured interviews with LCC employees. The quantitative research examines the number of mentions of the LCC in the media during normal and crisis periods. The results of the study revealed that the Lithuanian Council for Culture's communication during the crisis was focused on procedures, justification of decisions, and transparency, but lacked systematic preparation and more creative forms of communication aimed at different interest groups. It was found that the crises analyzed did not have a significant impact on the number of mentions of the organization in the media. Based on the results obtained, recommendations are provided to the Lithuanian Council for Culture and other cultural sector organizations seeking to strengthen strategic preparedness and creative communication during crises.

Baigiamajame magistro darbe analizuojama tvarumo komunikacija muzikos festivaliuose k奴rybos visuomen臈s kontekste, jos ypatyb臈s, naudojamos komunikacijos priemon臈s ir poveikis lankytoj懦 suvokimui bei tvariai elgsenai. Darbe nagrin臈jamos tvarumo komunikacijos strategijos ir komunikacijos kanalai, taip pat i拧ry拧kinamos pagrindin臈s kli奴tys, ribojan膷ios tvarumo komunikacijos veiksmingum膮 muzikos festivali懦 kontekste. Remiantis teorine analize, darbe sukurtas tvarumo komunikacijos modelis muzikos festivaliams, kuriuo remiantis atlikti empiriniai tyrimai. Empirin臈je darbo dalyje taikytas mi拧rus tyrimo dizainas, apjungiantis kiekybin臋 muzikos festivali懦 lankytoj懦 anketin臋 apklaus膮 ir kokybin臋 komunikacijos turinio analiz臋. I拧nagrin臈jus teorinius ir praktinius tvarumo komunikacijos muzikos festivaliuose aspektus, pateikiamos baigiamojo darbo i拧vados ir rekomendacijos. Darb膮 sudaro: 寞vadas, teorin臈 dalis, metodologin臈 dalis, empirin臈 dalis, mokslin臈 diskusija, i拧vados ir rekomendacijos, literat奴ros s膮ra拧as. Darbo apimtis 鈥� 76 p. teksto be pried懦, 19 paveiksl懦, 21 lentel臈, 75 literat奴ros 拧altiniai. Atskirai pateikiami darbo priedai.

This master鈥檚 thesis analyses sustainability communication at music festivals in the context of the creative society, its characteristics, the communication tools employed, and their impact on visitors鈥� perceptions and sustainable behaviour. The thesis examines sustainability communication strategies and communication channels, and identifies the main barriers limiting the effectiveness of sustainability communication in the context of music festivals. Based on theoretical analysis, a sustainability communication model for music festivals is developed, which serves as the basis for the empirical research conducted in the study. The empirical part of the thesis applies a mixed research design, combining a quantitative questionnaire survey of music festival visitors and a qualitative content analysis of communication materials. After analysing the theoretical and practical aspects of sustainability communication at music festivals, the conclusions of the thesis and practical recommendations are presented. Thesis consist of: 76 pages of text excluding appendices, including 19 figures, 21 tables, and 75 bibliographical entries. Appendices are provided separately.

Magistro darbe analizuojama Vilniaus ir Kauno miest懦 k奴rybingumo indeks懦 svarba komunikacijos po啪i奴riu, siekiant 寞vertinti j懦 poveik寞 miest懦 konkurencingumui ir 寞vaizd啪iui. Tyrime taikomi tiek kiekybiniai, tiek kokybiniai metodai: atliekama anketin臈 apklausa, lyginami dviej懦 did啪iausi懦 Lietuvos miest懦 gyventoj懦 ir lankytoj懦 vertinimai, nagrin臈jami projekt懦 鈥濳aunas 2022鈥� ir 鈥濾ilnius 鈥� Europos 啪alioji sostin臈 2025鈥� atvejai. Aptariama, kaip k奴rybin臈 komunikacija atsispindi vie拧osiose erdv臈se, renginiuose ir kult奴rin臈se iniciatyvose, bei kokie veiksniai lemia miest懦 patrauklum膮 ir konkurencingum膮. Tyrimo rezultatai atskleid啪ia, kad Kaunas labiau orientuojasi 寞 vietos bendruomeni拧kum膮 ir menines instaliacijas, o Vilnius 鈥� 寞 tarptautin寞 matomum膮, tvarum膮 ir inovacijas. Darbe i拧ry拧kinamos tyrimo ribos, susijusios su imties reprezentatyvumu, duomen懦 surinkimo b奴du ir pasirinkt懦 rodikli懦 aktualumu. Pateikiamos rekomendacijos miest懦 savivaldyb臈ms d臈l k奴rybingumo komunikacijos stiprinimo ir ilgalaikio konkurencingumo didinimo.

This master's thesis analyzes the importance of creativity indices in Vilnius and Kaunas from a communication perspective, seeking to assess their impact on the competitiveness and image of these cities. The study uses both quantitative and qualitative methods: a questionnaire survey is conducted, the assessments of residents and visitors of the two largest cities in Lithuania are compared, and the cases of the projects "Kaunas 2022" and "Vilnius 鈥� European Green Capital 2025" are analyzed. It discusses how creative communication is reflected in public spaces, events, and cultural initiatives, and what factors determine the attractiveness and competitiveness of cities. The results of the study reveal that Kaunas is more focused on local community spirit and artistic installations, while Vilnius is more focused on international visibility, sustainability, and innovation. The paper highlights the limitations of the study related to the representativeness of the sample, the method of data collection, and the relevance of the selected indicators. Recommendations are provided to city municipalities on strengthening creativity communication and increasing long-term competitiveness.

艩iame magistro baigiamajame darbe analizuojamos k奴rybi拧kumo s膮sajos su depresi拧kumu ir nerimu, siekiant atskleisti 拧i懦 rei拧kini懦 tarpusavio ry拧i懦 ypatumus ir j懦 rai拧k膮 komunikacijos kontekste. Darbe 办奴谤测产颈拧办耻尘补蝉 nagrin臈jamas ne tik kaip individuali psichologin臈 savyb臈, bet ir kaip komunikacin臈 praktika, leid啪ianti individui 寞prasminti emocines patirtis ir perteikti jas simbolin臈mis formomis. Teorin臈je darbo dalyje ap啪velgiamos k奴rybi拧kumo, depresijos ir nerimo sampratos psichologijos ir komunikacijos moksluose, analizuojami ankstesni empiriniai tyrimai, nagrin臈jantys 拧i懦 rei拧kini懦 s膮sajas, bei aptariamas k奴rybos vaidmuo emocij懦 reguliavimo ir savirefleksijos procesuose. Empirin臈 tyrimo dalis grind啪iama mi拧riu tyrimo dizainu, derinant kiekybinius ir kokybinius metodus. Kiekybin臈je dalyje analizuojami k奴rybi拧kumo, depresi拧kumo ir nerimo rodikliai bei j懦 tarpusavio ry拧iai, o kokybin臈je dalyje interpretuojamos tyrimo dalyvi懦 subjektyvios patirtys, susijusios su k奴rybine veikla ir emocin臈mis b奴senomis. Tyrimo rezultatai atskleid啪ia, kad k奴rybi拧kumo ry拧ys su depresi拧kumu ir nerimu yra daugialypis ir priklauso nuo individuali懦 bei kontekstini懦 veiksni懦. Darbo i拧vados pabr臈啪ia k奴rybi拧kumo reik拧m臋 kaip emocini懦 patir膷i懦 komunikacijos ir prasmi懦 k奴rimo priemon臋, galin膷i膮 prisid臈ti prie emocin臈s savireguliacijos ir sav臋s pa啪inimo proces懦.

This master鈥檚 thesis analyzes the relationships between creativity, depression, and anxiety, aiming to reveal the characteristics of their interaction and their manifestation in the context of communication. Creativity is examined not only as an individual psychological trait but also as a communicative practice that enables individuals to construct meaning from emotional experiences and express them through symbolic forms. The theoretical part of the study reviews the concepts of creativity, depression, and anxiety in psychology and communication studies, discusses previous empirical research on their interrelations, and explores the role of creative activity in emotional regulation and self-reflection processes. The empirical part of the research is based on a mixed-methods design combining quantitative and qualitative approaches. The quantitative analysis examines the relationships between creativity, depressive symptoms, and anxiety levels, while the qualitative analysis focuses on participants鈥� subjective experiences related to creative expression and emotional states. The results indicate that the relationship between creativity, depression, and anxiety is complex and multidimensional, depending on individual and contextual factors. The conclusions emphasize creativity as an important means of emotional communication and meaning-making, contributing to emotional self-regulation and deeper self-understanding.

艩iame darbe analizuojama teatro festivali懦 i拧orin臈 komunikacija kaip reik拧minga kult奴rini懦 rengini懦 komunikacijos dalis, formuojanti auditorijos suvokim膮, 寞sitraukim膮 ir ry拧寞 su festivaliu. 艩iuolaikini懦 kult奴rini懦 rengini懦 kontekste i拧orin臈 komunikacija tampa ne tik informacijos sklaidos priemone, bet ir svarbiu veiksniu, daran膷iu 寞tak膮 renginio 寞vaizd啪iui, auditorijos patir膷iai bei dalyvavimo sprendimams. Nepaisant augan膷ios komunikacijos kanal懦 ir form懦 寞vairov臈s, teatro festivali懦 komunikacijos procesams vis dar tr奴ksta sisteminio analitinio vertinimo. Tyrimo objektas 鈥� teatro festivali懦 鈥濻irenos鈥� ir 鈥濼eatrodromas鈥� i拧orin臈s komunikacijos praktikos. Darbo tikslas 鈥� 寞vertinti teatro festivali懦 i拧orin臈s komunikacijos veiksmingum膮 auditorijos perspektyvoje ir, remiantis, teorine analize, suformuoti teorin寞 teatro festivali懦 i拧orin臈s komunikacijos model寞. Teorin臈je darbo dalyje analizuojamos kult奴rini懦 rengini懦 ir festivali懦 komunikacijos sampratos, i拧orin臈s komunikacijos kanal懦 ypatumai, auditorijos 寞sitraukimo bei patyrimin臈s komunikacijos aspektai. 艩i懦 aspekt懦 analiz臈s pagrindu suformuojamas teorinis teatro i拧orin臈s komunikacijos modelis, apjungiantis turinio formavimo, kanal懦 pasirinkimo, auditorijos suvokimo, interpretacijos ir gr寞啪tamojo ry拧io pakopas. Empirin臈je darbo dalyje taikomi mi拧r奴s tyrimo metodai: strukt奴ruoti ir pusiau strukt奴ruoti interviu su festivali懦 organizatoriais bei kiekybin臈 anketin臈 apklausa festivali懦 lankytojams. Tyrimo rezultatai atskleid啪ia, kad 鈥濻irenos鈥� ir 鈥濼eatrodromas鈥� taiko skirtingas i拧orin臈s komunikacijos praktikas: 鈥濻iren懦鈥� komunikacija labiau orientuota 寞 bendruomeni拧kum膮 ir refleksyv懦 turin寞, o 鈥濼eatrodromo鈥� 鈥� 寞 strukt奴ruot膮 informacijos sklaid膮 ir skaitmeninius kanalus. Nustatyta, kad efektyviausia komunikacija formuojama derinant tradicinius ir skaitmeninius kanalus bei nuosekliai atliepiant auditorijos l奴kes膷ius.

This thesis examines external communication of theatre festivals as an important component of cultural event communication that shapes audience perception, engagement, and relationship with the festival. In the contemporary cultural landscape, external communication functions not only as a means of information dissemination but also as a key factor influencing festival image, audience experience, and participation decisions. Despite the growing diversity of communication channels and formats, theatre festival communication processes remain insufficiently explored from a systematic analytical perspective. The object of the study is the external communication practices of the theatre festivals 鈥濻irenos鈥� and 鈥濼eatrodromas鈥�. The aim of the research is to assess the effectiveness of theatre festival external communication from the audience鈥檚 perspective and, based on theoretical and empirical analysis, to develop a theoretical model of theatre festival external communication. The theoretical part analyses concepts of cultural event and festival communication, characteristics of external communication channels, audience engagement, and experiential communication. Based on this analysis, a theoretical external communication model is developed, integrating stages of content creation, channel selection, audience perception, interpretation, and feedback. The empirical part employs mixed research methods, including structured and semi-structured interviews with festival organizers and a quantitative survey of festival audiences. The findings reveal distinct communication practices between the two festivals: 鈥濻irenos鈥� emphasizes community-oriented and reflective communication, while 鈥濼eatrodromas鈥� relies more on structured information dissemination and digital channels. The results indicate that effective external communication emerges through a balanced integration of traditional and digital channels aligned with audience expectations.

艩io magistro darbo tikslas 鈥� i拧analizuoti, kaip Lietuvos kult奴ros ir meno k奴r臈jai formuoja savo autoritet膮 socialiniuose tinkluose ir kokius l奴kes膷ius jiems kelia auditorija 拧iuolaikin臈je medij懦 aplinkoje. Darbe nagrin臈jama, kaip skaitmenin臈 komunikacija, vertybin臈 laikysena ir santykis su auditorija prisideda prie k奴r臈jo vie拧o autoriteto, pasitik臈jimo ir 寞takos formavimo. Teorin臈je dalyje aptariama k奴r臈jo socialinio vaidmens samprata, autoriteto kaita skaitmenin臈s kult奴ros s膮lygomis ir socialini懦 tinkl懦 komunikacijos ypatumai. Analizuojamos vertybi懦 teorijos, 寞sp奴d啪io valdymo ir socialinio kapitalo k奴rimo bruo啪ai, leid啪iantys paai拧kinti, kaip autoritetas persikelia i拧 institucinio 寞 vertyb臈mis ir dialogu gr寞st膮 lauk膮. Empirin臈je dalyje taikoma mi拧ri tyrimo metodologija. Kokybinis tyrimas atliktas analizuojant septyni懦 Lietuvos kult奴ros ir meno k奴r臈j懦 鈥濬acebook鈥� 寞ra拧us, siekiant i拧skirti j懦 taikomas komunikacijos strategijas ir autoriteto k奴rimo priemones. Kiekybinis tyrimas atliktas anonimine apklausa, kurioje dalyvavo 260 socialini懦 tinkl懦 vartotoj懦, susidurian膷i懦 su kult奴ros ir meno k奴r臈j懦 komunikacija. Jo rezultatai atskleid臈, kad auditorija k奴r臈j懦 autoritet膮 sieja su profesionalumu, vertybiniu nuoseklumu, skaidrumu, pagarbiu ir 啪mogi拧ku tonu, o labiausiai j寞 silpnina agresyvus kalb臈jimas, dirbtinumas, dezinformacija, vertybinis nenuoseklumas ir skandalai. Tyrimo i拧vados parod臈, kad 拧iuolaikin臈je socialini懦 tinkl懦 aplinkoje k奴r臈jo autoritetas yra dinami拧kas ir nuolat performuojamas per kasdien臋 komunikacij膮. Rekomenduojama k奴r臈jams palaikyti nuosekl懦 komunikacin寞 ton膮, ai拧kiai komunikuoti vertybes, rodyti k奴rybos proces膮, puosel臈ti dialog膮 su auditorija ir atsakingai rinktis komunikacijos ton膮, siekiant ilgalaikio pasitik臈jimo ir tvaraus autoriteto.

The aim of this master鈥檚 thesis is to analyze how Lithuanian culture and art creators construct their authority on social media and what expectations audiences hold toward them in the contemporary media environment. The study examines how digital communication, value-driven positioning, and relationship-building practices contribute to the formation of creators鈥� public authority, trust, and influence. The theoretical part discusses the notion of the creator鈥檚 social role, the transformation of authority in digital culture, and the specific features of communication in social networks. It analyses value theory, impression management, and the formation of social capital, which together help explain how authority shifts from institutional recognition toward a value-based and dialogical field of interaction. The empirical part applies a mixed-method research design. The qualitative study was conducted by analysing Facebook posts of seven Lithuanian cultural and art creators to identify their communication strategies and authority-building practices. The quantitative study was conducted through an anonymous survey involving 260 social media users who engage with the communication of cultural and art creators. Its results show that audiences associate creators鈥� authority with professionalism, value consistency, transparency, and a respectful, human tone, while aggressive communication, inauthenticity, disinformation, value inconsistency, and scandals are perceived as the main factors undermining authority. The findings demonstrate that, within modern social media environments, a creator鈥檚 authority is dynamic and continuously performed through everyday communication. It is recommended that creators maintain a consistent communication tone, clearly articulate their values, reveal their creative processes, foster dialogue with audiences, and choose their communicative approach responsibly to build long-term trust and sustainable authority.

Baigiamajame magistro darbe analizuojami k奴rybinio miesto indeksai miesto komunikacijos kontekste, atliekant lyginam膮j膮 Alytaus ir 惭补谤颈箩补尘辫辞濒臈s savivaldybi懦 analiz臋. Darbe siekiama teori拧kai ir empiri拧kai 寞vertinti, kaip k奴rybinio miesto koncepcija ir j膮 sudarantys indeksai atsispindi regionini懦 miest懦 komunikacijoje bei kaip 拧ie aspektai suvokiami savivaldybi懦 gyventoj懦. Teorin臈je darbo dalyje nagrin臈jamos k奴rybinio miesto ir k奴rybin臈s ekonomikos sampratos, aptariami skirting懦 autori懦, tarptautini懦 organizacij懦 ir institucij懦 (寞skaitant UNESCO) si奴lomi k奴rybinio miesto indeksai, taip pat analizuojamos miesto 寞vaizd啪io ir miesto komunikacijos teorijos. Remiantis teorine analize, i拧skiriami k奴rybinio miesto indeksai, kurie yra pritaikomi regionini懦 savivaldybi懦 kontekste ir gali b奴ti naudojami komunikacijos analizei. Empirin臈je darbo dalyje taikomi kiekybiniai ir kokybiniai tyrimo metodai. Atliekama Alytaus ir 惭补谤颈箩补尘辫辞濒臈s savivaldybi懦 oficiali懦 鈥濬acebook鈥� paskyr懦 turinio analiz臈, vertinant komunikacij膮 pagal pasirinktus k奴rybinio miesto indeksus, taip pat atlikta gyventoj懦 apklausa, siekiant nustatyti, kaip gyventojai vertina savivaldybi懦 komunikacij膮 pagal k奴rybinio miesto indeksus. Tyrimo rezultatai leid啪ia 寞vertinti, kaip savivaldyb臈s nuosekliai taiko k奴rybinio miesto indeksus komunikacijoje bei galim膮 拧i懦 indeks懦 寞tak膮 socialini懦 tinkl懦 komunikacijos efektyvumui ir gyventoj懦 nuomonei apie savivaldybes. Darbo i拧vados atskleid啪ia k奴rybinio miesto indeks懦 taikymo regionini懦 miest懦 komunikacijoje ypatumus ir sudaro prielaidas pateikti rekomendacijas savivaldybi懦 komunikacijos strategij懦 tobulinimui, siekiant kryptingesnio k奴rybinio miesto koncepcijos 寞gyvendinimo.

This master鈥檚 thesis analyses creative city indices in the context of urban communication through a comparative study of Alytus and 惭补谤颈箩补尘辫辞濒臈 municipalities. The aim of the thesis is to theoretically and empirically assess how the concept of the creative city and the indices that constitute it are reflected in the communication of regional cities, as well as how these aspects are perceived by municipal residents. The theoretical part of the thesis examines the concepts of the creative city and the creative economy, discusses creative city indices proposed by various authors, international organisations and institutions (including UNESCO), and analyses theories of city image and urban communication. Based on the theoretical analysis, creative city indices that are applicable to the context of regional municipalities and suitable for communication analysis are identified. The empirical part of the thesis applies both quantitative and qualitative research methods. A content analysis of the official Facebook pages of Alytus and 惭补谤颈箩补尘辫辞濒臈 municipalities is conducted, evaluating communication according to the selected creative city indices. In addition, a survey of residents is carried out to determine how residents assess municipal communication in terms of creative city indices. The research results make it possible to evaluate how consistently municipalities apply creative city indices in their communication, as well as the potential influence of these indices on the effectiveness of social media communication and residents鈥� attitudes towards municipalities. The conclusions of the thesis reveal the characteristics of creative city index application in the communication of regional cities and provide a basis for formulating recommendations for improving municipal communication strategies, aiming at a more targeted implementation of the creative city concept.

艩iame magistro baigiamajame darbe analizuojami populiariosios kult奴ros renginiai kaip Jungtini懦 Amerikos Valstij懦 拧alies 寞vaizd啪io formavimo ir stiprinimo priemon臈, siekiant atskleisti j懦 komunikacin寞, simbolin寞 ir kult奴rin寞 poveik寞 tarptautiniame kontekste. Darbe populiariosios kult奴ros renginiai nagrin臈jami ne tik kaip pramoginiai ar kult奴riniai 寞vykiai, bet ir kaip strateginiai komunikacijos kanalai, per kuriuos kuriami ir skleid啪iami naratyvai apie valstyb臈s vertybes, identitet膮 ir global懦 presti啪膮. Teorin臈je darbo dalyje ap啪velgiamos populiariosios kult奴ros, medij懦 rengini懦, kult奴rin臈s galios ir 鈥瀞oft power鈥� sampratos komunikacijos ir kult奴ros studij懦 kontekste. Analizuojami moksliniai po啪i奴riai 寞 mediatizacij膮, simbolinio kapitalo formavim膮 ir rengini懦 vaidmen寞 拧iuolaikin臈je tinklaveikos visuomen臈je, taip pat aptariama miest懦 ir rengini懦 s膮veika kuriant 拧alies 寞vaizd寞. Remiantis ankstesniais tyrimais, atskleid啪iama, kaip tokie renginiai prisideda prie tarptautinio matomumo ir kult奴rinio legitimumo stiprinimo. Empirin臈 darbo dalis grind啪iama mi拧riu tyrimo dizainu, derinant kiekybinius ir kokybinius tyrimo metodus. Kiekybin臈je dalyje analizuojami respondent懦 vertinimai, susij臋 su populiariosios kult奴ros rengini懦 寞taka JAV 寞vaizd啪iui, presti啪ui ir kult奴rinei galiai, o kokybin臈je dalyje interpretuojamos respondent懦 subjektyvios patirtys ir suvokimai apie 拧i懦 rengini懦 simbolin臋 bei komunikacin臋 reik拧m臋. Tyrimo rezultatai atskleid啪ia, kad populiariosios kult奴ros renginiai reik拧mingai prisideda prie JAV 拧alies 寞vaizd啪io formavimo, veikdami kaip global奴s komunikacijos mazgai, kuriuose susipina pramoga, ideologija ir kult奴rin臈 galia. Darbo i拧vados pabr臈啪ia populiariosios kult奴ros rengini懦 svarb膮 kaip 拧iuolaikin臈s vie拧osios diplomatijos ir strategin臈s komunikacijos priemon臋, stiprinan膷i膮 JAV simbolin寞 kapital膮 tarptautin臈je erdv臈je.

This Master鈥檚 thesis examines popular culture events as a tool for shaping and strengthening the national image of the United States, with the aim of revealing their communicative, symbolic, and cultural impact in an international context. Popular culture events are analyzed not only as entertainment or cultural phenomena, but also as strategic communication channels through which narratives about national values, identity, and global prestige are constructed and disseminated. The theoretical part of the thesis reviews the concepts of popular culture, media events, cultural power, and soft power within the fields of communication and cultural studies. The analysis draws on scholarly perspectives on mediatization, symbolic capital, and the role of events in contemporary networked society, while also addressing the interaction between cities and events in the formation of national image. Based on previous academic research, the study highlights how large-scale popular culture events contribute to international visibility and cultural legitimacy. The empirical part of the thesis is based on a mixed-methods research design combining quantitative and qualitative approaches. The quantitative section analyzes respondents鈥� evaluations of the impact of popular culture events on the image, prestige, and cultural power of the United States, while the qualitative section interprets participants鈥� subjective perceptions and experiences related to the symbolic and communicative significance of these events. The findings of the study reveal that popular culture events play a significant role in shaping the image of the United States by functioning as global communication hubs where entertainment, ideology, and cultural power intersect. The conclusions emphasize the importance of popular culture events as instruments of contemporary public diplomacy and strategic communication, contributing to the accumulation of symbolic capital in the international arena.