{"id":3162276,"date":"2025-07-04T07:01:26","date_gmt":"2025-07-04T07:01:26","guid":{"rendered":"https:\/\/webalkans.eu\/da-li-je-tvoja-odluka-zaista-tvoja-suptilna-moc-prikrivenog-oglasavanja\/"},"modified":"2026-05-05T12:05:20","modified_gmt":"2026-05-05T12:05:20","slug":"da-li-je-tvoja-odluka-zaista-tvoja-suptilna-moc-prikrivenog-oglasavanja","status":"publish","type":"post","link":"https:\/\/webalkans.eu\/sr\/da-li-je-tvoja-odluka-zaista-tvoja-suptilna-moc-prikrivenog-oglasavanja\/","title":{"rendered":"Da li je tvoja odluka zaista tvoja? Suptilna mo\u0107 prikrivenog ogla\u0161avanja"},"content":{"rendered":"\n

\u201eDa li je moja odluka zaista moja? Samo moja?\u201c<\/span><\/i>\u00a0<\/span><\/p>\n\n\n\n

\u00a0<\/span>Ovo bi uskoro moglo postati jedno od najva\u017enijih pitanja koje sebi postavljamo. U vremenu kada su psiholo\u0161ka i digitalna manipulacija sofisticiranije nego ikada, mnogi od nas bivaju lagano i neprimetno usmeravani ka izborima za koje verujemo da smo ih doneli sopstvenom voljom \u2014 dok je, zapravo, neko drugi odlu\u010dio umesto nas. Mehanizam koji stoji iza svega? Takozvano prikriveno (native)<\/span> ogla\u0161avanje<\/span>.<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n

Kada reklame ne izgledaju kao reklame<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n

Uzmimo, na primer, \u010ditaoce uglednog lista <\/span>Njujork Tajms<\/span><\/i>. Dok su pretra\u017eivali njegovu veb-stranicu, mnogi korisnici su nesvesno zalutali u deo sa sponzorisanim sadr\u017eajem, koji je bio neprimetno uklopljen u uredni\u010dki izgled koji podse\u0107a na standardne novinarske \u010dlanke. <\/span>
Ono na \u0161ta su nai\u0161li delovalo je kao <\/span>iskren, emotivan tekst o o\u010duvanju ptica i njihovoj klju\u010dnoj ulozi u za\u0161titi \u017eivotne sredine.<\/span><\/a> Bio je pa\u017eljivo osmi\u0161ljen, vizuelno privla\u010dan, uz diskretnu pozadinsku muziku i \u0161armantne animacije ptica koje lepr\u0161aju po ekranu.<\/span>\u00a0<\/span><\/p>\n\n\n\n

\"\"<\/p>\n\n\n\n

 <\/p>\n\n\n\n

\"\"<\/p>\n\n\n\n

\u201e<\/span><\/i>Kao \u0161to sugeri\u0161e metafora o kanarincu u rudniku, kada su ptice u nevolji \u2013 i mi smo.<\/span><\/i>\u201c<\/span><\/i>\u00a0<\/span><\/p>\n\n\n\n

Tek pri kraju teksta \u010ditalac otkriva naziv brenda <\/span>\u201e<\/span>AllBirds<\/span>\u201c<\/span> \u2013 kompanije koja proizvodi obu\u0107u, a \u010dije ime zgodno sadr\u017ei re\u010d \u201eptica\u201c. Ali do tog trenutka, promotivna namera je ve\u0107 toliko suptilno utkana da se \u010ditalac ne ose\u0107a kao ciljna publika reklame. Nema upadljivih poziva na akciju, nema dugmeta \u201ekupi odmah\u201c \u2013 samo blagi prizvuk ekolo\u0161ke svesti povezan sa jednim brendom.<\/span>\u00a0<\/span><\/p>\n\n\n\n

\"\"<\/p>\n\n\n\n

Ra\u010duna se na to<\/span> da bi ovaj emotivni i \u010dulni utisak mogao kasnije da dovede do kupovine \u2013 mo\u017eda u trenutku kada \u010ditalac shvati da se na\u0161ao na <\/span>maloprodajni <\/span>sajt, ili kada <\/span>nakon razmi\u0161ljanja do\u0111e do konstatacije da<\/span> njegov potro\u0161a\u010dki izbor mo\u017ee da pomogne <\/span><\/span>\u201e<\/span><\/span>m<\/span>ajci Zemlji<\/span><\/span>\u201c<\/span><\/span>.<\/span><\/span>\u00a0<\/span><\/p>\n\n\n\n

\"\"<\/p>\n\n\n\n

Predsednica Centra za nezavisno novinarstvo u Bukure\u0161tu, Joana <\/span>Avadani<\/span>, smatra da je <\/span>najve\u0107a<\/span> opasnost ovakvog ogla\u0161avanja u tome \u0161to je prikriveno.<\/span><\/p>\n\n\n\n

\u201e<\/span><\/span>Ogla\u0161avanje je legitiman na\u010din <\/span>prenosa <\/span>informacija. Komercijalne informacije su legitimne<\/span> informacije<\/span> \u2013 ljudi moraju da znaju \u0161ta kupuju. Ali <\/span>pri<\/span>kriveno ogla\u0161avanje je problemati\u010dno. <\/span>P<\/span>ri<\/span>kriveno ogla\u0161avanje se predstavlja kao vest, a umesto da pru\u017ei <\/span>ve\u0107i <\/span>izbor, ono <\/span>u su\u0161tini<\/span> deluje kao preporuka. \u010cinjenica je da je <\/span>pri<\/span>kriveno ogla\u0161avanje nepo\u0161teno. I upravo u tome le\u017ei njegova najve\u0107a opasnost<\/span><\/span>\u201c<\/span><\/span>, ka\u017ee <\/span>Avadani<\/span>.<\/span><\/span>\u00a0<\/span><\/p>\n\n\n\n

Suptilni tro\u0161kovi, sna\u017ean efekat<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n

Prikriveno (native) ogla\u0161avanje nije jeftino. Brendovi pla\u0107aju visoku cenu ne samo za vidljivost u uglednim medijima, ve\u0107 i za suptilnu, nenametljivu prezentaciju. Cilj je jasan: stopiti se s ure\u0111iva\u010dkim sadr\u017eajem do te mere da korisnici ne primete da im se ne\u0161to prodaje.<\/span>\u00a0<\/span><\/p>\n\n\n\n

Ovi oglasi su planirani i osmi\u0161ljeni tako da ne naru\u0161e korisni\u010dko iskustvo. Usagla\u0161eni su s tonom, stilom i formatom platforme na kojoj se prikazuju. Pojavljuju se unutar korisni\u010dkog feed-a, prirodno se uklapaju\u0107i me\u0111u ostale \u010dlanke ili video-sadr\u017eaje \u2013 zaobilaze\u0107i <\/span>\u201e<\/span>umor od reklama<\/span>\u201c<\/span> koji \u010desto izazivaju tradicionalni baneri. \u010cak i kada su ozna\u010deni kao <\/span>\u201e<\/span>sponzorisani sadr\u017eaj<\/span>\u201c<\/span>, njihova strogo komercijalna namena prolazi neprime\u0107eno, odnosno ne upada u o\u010di.<\/span>\u00a0<\/span><\/p>\n\n\n\n

\u00a0<\/span><\/p>\n\n\n\n

\u0160ta se de\u0161ava kada se ova tehnika primeni u politici?<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n

Marketari koji osmi\u0161ljavaju ovakve kampanje \u0107e tvrditi da je <\/span>\u201e<\/span>pozitivna manipulacija<\/span>\u201c<\/span> prihvatljiva \u2013 uostalom, niko nije primoran da kupi cipele. Ali \u0161ta se de\u0161ava kada se iste taktike primene na politi\u010dke odluke?<\/span>\u00a0<\/span><\/p>\n\n\n\n

\u0160ta ako nas ne usmeravaju ka ekolo\u0161ki prihvatljivim patikama, ve\u0107 ka odre\u0111enim kandidatima na izborima? \u0160ta ako nas suptilno navode da poverujemo u jedan sistem dru\u0161tvenih vrednosti umesto u drugi, a da toga nismo ni svesni?<\/span>\u00a0<\/span><\/p>\n\n\n\n

\u201e<\/span>Postoji skrivena opasnost, jer ako se jedna tehnologija koristi u komercijalne svrhe, kasnije se mo\u017ee iskoristiti i u politi\u010dke svrhe. Dakle, na isti na\u010din na koji dobijate prikriveno ogla\u0161avanje za cipele ili ode\u0107u ili hranu… mo\u017eete dobiti prikriveno ogla\u0161avanje i u politici. I ponovo, umesto da vam se predstave otvorene opcije i da vi, kao bira\u010d, izaberete, vama se jednostavno predstavlja <\/span>\u201e<\/span>istina<\/span>\u201c<\/span>. Kao da je to stvarnost<\/span>\u201c<\/span>, ka\u017ee Avadani.\u00a0<\/span>\u00a0<\/span><\/p>\n\n\n\n

U regionima kao \u0161to je Zapadni Balkan, gde kriti\u010dko razmi\u0161ljanje i medijska pismenost jo\u0161 uvek nisu u potpunosti razvijeni, ovo predstavlja ozbiljan problem. Veliki deo stanovni\u0161tva retko dovodi u pitanje ono \u0161to pro\u010dita \u2014 naro\u010dito kada dolazi iz <\/span>\u201e<\/span>uglednog<\/span>\u201c<\/span> izvora.<\/span>\u00a0<\/span><\/p>\n\n\n\n

Ko odlu\u010duje \u0161ta je \u201epozitivna\u201c manipulacija?<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n

Ovo je klju\u010dno pitanje. Kada su sredstva manipulacije, odnosno, alati uticaja, ovako sofisticirani i nevidljivi, ko odlu\u010duje koje poruke su korisne, a koje lo\u0161e uti\u010du? Odgovor, na\u017ealost, \u010desto le\u017ei u rukama upravo onih koji te poruke kreiraju i finansiraju.<\/span>\u00a0<\/span><\/p>\n\n\n\n

Avadani isti\u010de da ve\u0107ina ljudi nije svesna postojanja prikrivenog<\/span> ogla\u0161avanja \u2014 pa \u010dak ni mnogi profesionalci i stru\u010dnjaci iz oblasti medija ga ne prepoznaju.<\/span>\u00a0<\/span><\/p>\n\n\n\n

\u201e<\/span>To je poprili\u010dno nov trend i, kao \u0161to sam ranije rekla, glavna opasnost je to \u0161to je skriven. To je kao da se igrate sa ljudima umesto da se obratite njihovoj sposobnosti rasu\u0111ivanja i da im dozvolite da sami formiraju mi\u0161ljenja na osnovu argumenata \u2014 jednostavno se igrate njihovim emocijama<\/span>\u201c,<\/span> ka\u017ee Avadani, dodaju\u0107i da je to nova tehnika manipulacije, posredovana tehnologijom.<\/span>\u00a0<\/span><\/p>\n\n\n\n

\u00a0<\/span><\/p>\n\n\n\n

Svesnost je prvi korak<\/span><\/b>\u00a0<\/span><\/p>\n\n\n\n

Prikriveno ogla\u0161avanje, u svom najfinijem obliku, mo\u017ee da informi\u0161e i inspiri\u0161e, ali mo\u017ee i da manipuli\u0161e i obmanjuje. Kao medijski konzumenti, moramo razvijati ve\u0107u svest i ja\u010di kriti\u010dki stav. \u0160to bolje razumemo sredstva koji se koriste na nama, to smo sposobniji da donosimo odluke koje su zaista na\u0161e.<\/span>\u00a0<\/span><\/p>\n\n\n\n

\u00a0<\/strong><\/p>\n\n\n\n

AUTHORS<\/p>\n\n\n\n

Mladen Savatovi\u0107<\/strong>, Journalist<\/p>\n\n\n\n

Neda Dimova-Proki\u0107<\/strong>, Journalist<\/p>\n\n\n\n

Nina \u0110uranovi\u0107<\/strong>, Fact checker<\/p>\n\n\n\n

Nina Pavi\u010devi\u0107<\/strong>, Influencer<\/p>\n\n\n\n

Emina Odoba\u0161i\u0107<\/strong>, Young European Ambassador<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201eDa li je moja odluka zaista moja? Samo moja?\u201c\u00a0 \u00a0Ovo bi uskoro moglo postati jedno od najva\u017enijih pitanja koje sebi postavljamo. U vremenu kada su psiholo\u0161ka i digitalna manipulacija sofisticiranije nego ikada, mnogi od nas bivaju lagano i neprimetno usmeravani ka izborima za koje verujemo da smo ih doneli sopstvenom voljom \u2014 dok je, zapravo, […]<\/p>\n","protected":false},"author":3,"featured_media":3162269,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[716],"tags":[],"area-of-cooperation":[],"country":[245,246,247,248,249,250],"opportunity-type":[],"class_list":["post-3162276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-stories","country-albania","country-bosnia-and-herzegovina","country-kosovo","country-montenegro","country-north-macedonia","country-serbia"],"acf":[],"yoast_head":"\nDa li je tvoja odluka zaista tvoja? 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U vremenu kada su psiholo\u0161ka i digitalna manipulacija sofisticiranije nego ikada, mnogi od nas bivaju lagano i neprimetno usmeravani ka izborima za koje verujemo da smo ih doneli sopstvenom voljom \u2014 dok je, zapravo, […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/webalkans.eu\/sr\/da-li-je-tvoja-odluka-zaista-tvoja-suptilna-moc-prikrivenog-oglasavanja\/\" \/>\n<meta property=\"og:site_name\" content=\"WeBalkans\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/webalkans.eu\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-04T07:01:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-05T12:05:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/webalkans.eu\/wp-content\/uploads\/2026\/05\/DSC02976-scaled-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"WeBalkans\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@webalkans\" \/>\n<meta name=\"twitter:site\" content=\"@webalkans\" \/>\n<meta name=\"twitter:label1\" content=\"\u041d\u0430\u043f\u0438\u0441\u0430\u043d\u043e \u043e\u0434\" \/>\n\t<meta name=\"twitter:data1\" content=\"WeBalkans\" \/>\n\t<meta name=\"twitter:label2\" content=\"\u041f\u0440\u043e\u0446\u0435\u045a\u0435\u043d\u043e \u0432\u0440\u0435\u043c\u0435 \u0447\u0438\u0442\u0430\u045a\u0430\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 \u043c\u0438\u043d\u0443\u0442\u0430\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/webalkans.eu\\\/sr\\\/da-li-je-tvoja-odluka-zaista-tvoja-suptilna-moc-prikrivenog-oglasavanja\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/webalkans.eu\\\/sr\\\/da-li-je-tvoja-odluka-zaista-tvoja-suptilna-moc-prikrivenog-oglasavanja\\\/\"},\"author\":{\"name\":\"WeBalkans\",\"@id\":\"https:\\\/\\\/webalkans.eu\\\/sr\\\/#\\\/schema\\\/person\\\/37696e5e8da00bfff60a5d65a98e366d\"},\"headline\":\"Da li je tvoja odluka zaista tvoja? 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