Utjecaj

Utjecaj is a noun in Croatian meaning influence or impact, referring to the capacity to affect the actions, opinions, or development of people, groups, organizations, or events. It can be exercised directly through persuasion or authority, or indirectly through norms, media, or social networks.

Derived from the verb utjecati, which means to exert influence, utjecaj is closely related to power and authority but emphasizes the effect on outcomes rather than formal right alone.

It is used in politics to describe how individuals or groups shape policy or public opinion; in business to refer to market or strategic influence; in media and communication to denote the spread of ideas; and in the social sciences to analyze networks and diffusion of innovations.

Researchers study influence using social network analysis; measures include centrality, reach, and persuasiveness. utjecaj can be direct or indirect, short-term or long-term, and may involve informal norms as well as formal mechanisms.

Influence is context-dependent and can be reversible or contested. Ethical considerations focus on consent, manipulation, transparency, and the balance between influence and autonomy.