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Deloitte as an example of corporate agenda building in the Czech media
Šeráková, Aneta ; Nečas, Vlastimil (advisor) ; Miessler, Jan (referee)
The thesis provides an insight into corporate agenda-building process in the Czech media. Using the Czech division of Deloitte as an example, the thesis will demonstrate the common practices companies use to get their topics published in media, how they are successful and how they really influence the media agenda. To answer these questions, the thesis uses quantitative content analysis of 248 pieces of news from Mladá Fronta DNES, Hospodářšké noviny, Lidové noviny, Právo, television stations ČT24, Nova and Prima and also radio station Český rozhlas - Radiožurnál. Besides that, the thesis will provide an insight into the way journalists work with sources of information and their autoregulative techniques, as well as into the work of PR professionals, who are significant actors in the agenda-building process. The aim of this thesis is to introduce the corporate sphere as an influential actor in the agenda-building process and to uncover the influences journalists have to face in their work.
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