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Toxic Masculinity in Live Action Cinematography: The Big Bang Theory Case Study
Hiblerová, Adéla ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
This thesis is concerned with expressions of toxic masculinity in television acting, illustrated on the case study of the television show The Big Bang Theory. This work sets the term toxic masculinity in the context of masculinity studies and draws on the theory of hegemonic masculinity formulated by the Australian sociologist Raewyn Connell. Her theory assumes the existence of multiple, hierarchically ordered masculinities, with hegemonic masculinity - considered by some authors tobe synonymous with toxic masculinity - on top. This work also surveys the history of the representation of the male hero from the early days of American cinema up to the present, as the empirical section deals primarily with an American television show. Special emphasis is put on the "nerd" character, who represents non- hegemonic masculinity and thus does not tend to be associated with expressions of toxic masculinity, although he is also guilty of this behavior. The aim of this thesis was to use qualitative content analysis to identify manifestations of toxic masculine behavior by the nerd characters of the popular sitcom The Big Bang Theory and to determine how this behavior differs from that of the "jock" character, an embodiment of hegemonic masculinity. This research reached the conclusion that each of these two...
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Multiple Brand Celebrity Endorsement: David Beckham Case Study
Hiblerová, Adéla ; Halada, Jan (advisor) ; Šesták, Zdeněk (referee)
The Bachelor's Thesis on the topic of Multiple Brand Celebrity Endorsement: David Beckham Case Study focuses primarily on the issue of multiple endorsement of a number of brands by one celebrity. To be able to put this topic into perspective does this thesis begin with a description of celebrity endorsement as itself, defines 'celebrity', and also introduces various approaches towards cooperation of a celebrity and a brand in general. Consequently, reasons for and risks of such cooperation are listed, effectivity of celebrity endorsement is studied, and theories of how to choose the right celebrity are presented. Finally, the term 'multiple brand celebrity endorsement' is defined and outcomes of various research conducted by 3rd parties, which is related to this phenomenon, is summarized. The practical section of this thesis applies the concept of multiple brand celebrity endorsement on one of the best known football players of today, David Beckham, and on his brand cooperations. The personal and professional background, as well as the main attributes of David Beckham are described. Consequently, the reasons why cooperation with him is attractive for brands is depicted and, furthermore, such cooperations in a ten-year time-frame (2006-2016) will be analyzed. A part of this thesis is also a...
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