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Impact of literary prizes awarded to the media image of books
Linhart, Jiří ; Čeňková, Jana (advisor) ; Halada, Jan (referee)
This diploma thesis researches the impact of a literary prize on the media image of the awarded book in 2012. More precisely I pursue these awards and winning titles: Jaroslav Seifert Prize (Vladimír Binar: Číňanova pěna), Jiří Orten Award (Vratislav Maňák: Šaty z igelitu), Josef Škvorecký Award (Kateřina Tučková: Žítkovské bohyně), Magnesia Litera - The Book of the Year (Michal Ajvaz: Lucemburská zahrada). First I analyse the change of the quantity (the number of references and the share within the text), then I focus on the modification of the journalistic assessment of the title (on the scale positive - neutral - negative). In first case I use a quantitative analysis of media content, in the second case I use a comparative semiotic analysis. My sample are these Czech periodicals, in alphabetical order: A2, Aktuálně.cz, Hospodářské noviny, Host, iDnes.cz, Lidové noviny, Literární noviny, Reflex, Respekt, Tvar. The main output is a discovery, how the Czech print and online written media reflect the results of the literary prizes, also I (try to) determine the media power of each award.
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Media responses of postwar poetry of Jiří Kolář (Dny v roce, Roky v dnech)
Odehnalová, Tereza ; Čeňková, Jana (advisor) ; Halada, Jan (referee)
This thesis is analyzing post-war poetry of Czech poet Jiri Kolar, concretely his poems Dny v roce and its diary modification Roky v dnech. It is focused on historical context of Kolar's publishing era, the foundation of Skupina 42 (Group 42), introduces poet's life and his work, mainly the two recently mentioned books. This thesis emphasizes the importance and meaning of Kolar's work within Czech literature, his unusual methods Kolar's uses and creates. It shows his experimental behavior and forms of language. In the end it focuses on the media response of these two works demonstrated by reviews, deeply influenced by the communistic ideology. It mentions the fact that Dny v roce was published at the time, Roky v dnech wasn't though. Thesis emphasizes the importance of historical context of post-war era and political situation, that didn't support artists like Jiri Kolar. Despite this Kolar's work was not published always at the time and it changed the whole perspective of his work. That also caused Kolar's development in art in more artistic way using more visual and abstract language in his poems. The thesis focuses on this fact, construes media response, generally reflects relationship between journalists and Kolar's work with emphasize on the former conditions in media. Also it includes...
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The Use of Scent in Marketing Communication
Polák, Jan ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis study sense of smell as mean to enhance marketing communication. In theoretical part of the thesis I focused on function of smell on biological level. I paid extraordinary attention to the brain and its function. I explained how the brain works and especially how the scents are being perceived. It is shown how important i tis to understand this topic well. The smell signals go directly to the deepest and oldest parts of our brain called the limbic system. This is where our emotions and memory are being processed. This tight connection between the smell, emotions and memory in some of the most important pieces of information that allows us to use the scent perception in marketing praxis. In the theoretical part of the thesis I mention also psychological effects of the smell such as the Proust phenomenon. This rather poetic term describes an unexpected feeling or long forgotten memory coming on our minds after exposure to certain smells that we have connected with our past experience. The practical part of the thesis is rather descriptive. I cited number of studies from scientific magazines which deal with effects of scents on human minds, perception and emotions, especially connected with practical use in marketing field. I added also some examples of the real companies which already use...
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Self-publishing v českém prostředí a změny na knižním trhu s ním spojené
Blažek, Radek ; Halada, Jan (advisor) ; Čeňková, Jana (referee)
One of the first Czech research papers on self-publishing. Even though unsuccessful and forbidden authors could publish a book on their own in the past, the current phenomenon of self-publishing can be arranged on-line in just a few clicks and for much cheaper. Self- publishing began to spread since circa 2005 - in the Czech Republic and abroad simultaneously. This thesis shows how the development has unfolded differently in the Czech Republic and in the USA, which is considered the cradle of this technology. The first chapter of this thesis analyzes the history of book publishing and many different ways to publish a book, and defines self-publishing. The second chapter shows how the new technologies and media influenced the expansion of self-publishing. The third chapter analyzes and puts into context some of the Czech and the American self-publishing portals, and compares the providers of these services. Many professionals - editors, authors, and literary critics - criticize self-publishing for its amateurism and low quality content, which this work takes into account as well. This paper also documents some of the rare cases of self-published authors, who managed to succeed despite the tough competition from traditional publishing houses. In the last chapter the whole process of self-publishing...
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Communication of FC Dukla Prague in 2011-2014
Pštross, Pavel ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The paper analyzes the communication activities of the football club FK Dukla Praha in years 2011-2014. The reason for this limited period is the entrance of the club in the Premier League (2011) and the beginning of the data collection for evaluation (2014). The analysis is based on the theory of sports marketing, the structure specifically is derived from items in the marketing mix (product, price, place, promotion). Besides introducing the club through the history and philosophy, the theoretical part of an analysis consists of the psychological aspects of advertising and sport. The purpose of it is relevancy of the interpretation. The practical part is based on descriptive method; a list of all used communication channels, description of the activities of individual media, analysis of the formal aspects of communication and evaluation of the functionality of the site. The sources were the club's website, annual reports and club profiles on social networks. Analysis, among others, showed that FK Dukla Praha proactively communicates with its fans, the primarily channel being social networks, and adapts the language to that of the target group. Continual work with the fan club received positive ratings as well. Progressive approach, however, is not present in the appearance of web pages. There was...
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The Heroes of D Day and Comparison of Their Destinies in Non-fiction Literature
Podlešák, Jindřich ; Halada, Jan (advisor) ; Novotný, David Jan (referee)
On sixth of June 2014 it will be 70 years from the moment, when the Allied armies made the biggest amphibious operation in history. Hardly anybody remembers that times now. But there are still those among us, who witnessed these historical moments personally. Their testimony about the time, where they come from, is for us today absolutely unique. We have a rare opportunity to talk to these people, and that one we must take. Connected with the anniversary of the D Day I set out to explore the view on the landings through the perspective of its veterans. Their memories are as a firsthand information for me the most important. For that I have decided to visit the celebrations personally and find these men. On the background of the historical consequences it is my target to obtain the testimony of the people, who experienced the military operations on the western front personally and were part of them. Together with that there are lots of books of non-fiction literature. The topic of Allied invasion to the Western Europe was processed many times and therefore there opens the possibility to compare the many different methods. With that we put into connection the experience of many members of the American and British armed forces, through which we get more complex view to this turning point of the World...
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The Media Response to the Writers Convention 2015
Prunarová, Markéta ; Novotný, David Jan (advisor) ; Halada, Jan (referee)
This master's thesis deals with the media response to the Writers Convention that took place on 5 and 6 June 2015 in Prague. This convention was the first meeting of that name in the post-communist era. By naming it such, the organizers claimed a clear succession to conventions that happened before the year 1989 - especially to those in 1956 and 1967, which became important turning points not only culturally, but also politically. The 2015 Convention was organized by Writers Association - a professional organization established in November 2014. One of the reasons why it was founded was the conviction that the organisation named Writers Union, existing from 1989, is not functional anymore and does not sufficiently represent authors' interests. The first two chapters inquiry into the history of both of these organizations with the aim to identify problematic aspects in their operations. Through their media reflection, the history, activities and themes with which they deal are introduced. The aim is to show the broader issue of official writers associations as well as the relevance of the Writers Association as an organization representing the literary public. The third chapter presents the views on today's position of literature in society as it is reflected in media entries related to the...
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Non-profit event marketing: case study of Do práce na kole 2013
Nevšímal, Richard ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The thesis Social Event Marketing in Non-Profit Sector: Case Study of Do práce na kole 2013 aims to illustrate the specific environment of motivational campaigns supporting the growth of urban cycling. The grounds of UCC (Urban Commuter Cycling) act as a crossection of several communication theory and practice fields, which are examined. The non-profit Do Práce Na Kole (Bike To Work) campaign acts as an example, threading together social and event marketing, while encompassing aspects of CSR, company culture and gamification. This work describes the characteristics of the overall UCC problematic and the connected social trends, the author describes aspects of communication, that have been overlooked or might have been developped further. This work draws out the specifications, the history and communicational goals of Do Práce Na Kole 2013, the event is further analysed based on it's concept and realisation. It analyses it's main focus and lays ground for possible ways of development of it's communication strategy
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Marketing communication of the LEO Express rail carrier since 2012
Poloch, Jiří ; Halada, Jan (advisor) ; Klimeš, David (referee)
The bachelor thesis aims to analyze the overall marketing communications of company LEO Express since it entered the market until now. It also deals with other issues necessary for a comprehensive overview and understanding of the context - outlines the issue of competition in the railways in the Czech Republic, which for years have not been possible due to monopoly of the state carrier Czech Railways (České dráhy). It also maps the history of the youngest participant of the battle for customers on the route Prague - Ostrava, presents the main themes of communication and the most important campaigns. The main part then discusses multiple communication channels that the company uses. Each of these is described and critically assessed and compared to the communication of the competitors, RegioJet and Czech Railways. In this way is, for example, analyzed the content and administration of social networks, websites and in-store communication in ticket shops. The last part is devoted to the analysis of data from a survey that I conducted among the passengers on board of the train. This implies, for example, the adoption of the company's communication activities of in the eyes of its customers or particular campaigns awareness.
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