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Relations between media organizations and digital intermediaries
Bešťák, Václav ; Soukeník, Štěpán (advisor) ; Křeček, Jan (referee)
The diploma thesis focuses on the relations between digital intermediaries and media organizations on the Czech market. Its goal is to describe a new, ever-evolving environment, which has been affected by the swift rise of digital platforms and by the change in business models of publishers. The thesis puts this phenomenon in the context of media studies and critical political economy and defines the terms "digital platforms" and "digital intermediaries". It also looks more closely at the current challenges related with the content consumption in the digital environment - which includes a discussion of copyright, changes in user behavior and content monetization. The research part is based on individual in-depth interviews with members of digital intermediaries, media organizations and third parties. The analysis takes place in a general, ethical/normative point of view and aims for understanding how the parties interact and work together, how they perceive this environment, how they see its changes and future development.
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Brand building of Google and Seznam.cz on the Czech market: comapartive study
Bešťák, Václav ; Klimeš, David (advisor) ; Soukeník, Štěpán (referee)
For many years, the Czech Republic was one of the six countries (including Russia, Japan, Taiwan, China, and Korea), where Google was not the number one search engine. Google increased its market share in the year 2011, in comparison with the local leader Seznam.cz. Nevertheless, the Czech market stays still highly specific and both companies are still competing and striving for the first position. Bachelor thesis "Brand building of Google and Seznam.cz on the Czech market: comparative study" explores how both brands are seen by Czech online population. A secondary objective is to clarify the success of Seznam.cz, which can act as an equal competitor for Google, and why the Czech market is so specific. The thesis consists two parts. In the first part of the thesis, the author discusses the importance of new media for data retrieval; historical development of data retrieval; and current trends in search engines branch. The author defines the terms "brand image" and "brand identity" and describes basic techniques and methods that are used in brand image research. Theoretical knowledge is transferred into practice. The second part of the thesis is based on SWOT analysis and quantitative research.
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