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Nation Branding of Middle East Countries: The case of Saudi Arabia
Kolská, Martina ; Soukeník, Štěpán (advisor) ; Shavit, Anna (referee)
Changing a country's image is a complex process requiring long-term strategic effort. Nation brands are influenced by a wide range of external influences possibly causing negative images or stereotyping. Thus, regarding states, rebranding is often used to redefine the generally perceived image. Nonetheless, the image of a state is deeply rooted and cannot be changed by marketing tools and communication alone. Noticeable changes and policy actions are needed to create a strong communication basis for the development of a nation branding strategy. Countries generally having reputation problems are often non-democratic and the growth of their brand tends to be limited. The Middle East frequently faces negative image and stereotyping. At the same time, nation branding receives vast attention, effort and budgets there. Saudi Arabia launched its nation rebranding strategy by presenting the Vision 2030 document. This paper aims to determine the extent of nation branding multidisciplinarity in the Saudi context. A combination of a quantitative analysis of national branding indexes and semi-structured expert interviews is chosen. Nation branding in Saudi Arabia has experienced moderate growth, considerable professionalization, and the first strategic achievements of the Vision 2030 plan. On the contrary,...
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Contemporary forms of negative political campaigning in the United States of America: The Case of Donald Trump's presidential campaign of 2016
Kolská, Martina ; Šafařík, Petr (advisor) ; Szobi, Pavel (referee)
In the last few decades, political marketing experienced a major shift in professionalization. In the past, the communication and marketing strategy was an advantage for political subjects. Today, however, it is an inseparable part of a political process. The thesis deals with the problematics of negative campaigning. It covers its historical development and contemporary form in the United States of America. Negative campaigning is an integral part of every more significant political struggle for power. Besides the historical and political contexts the author of the thesis pursuing professionalization of campaign strategies, technology development, and its influence on the campaigning and the overall changes that are shifting the political marketing field in past years. The last presidential campaign of the year 2016 resulted in the election of Donald Trump a president. The author was examining the negative statements from Twitter, presidential debates, and campaign rallies. By conducting semiotic and discourse analysis of selected statements of Donald Trump from the year 2016. The author focused mainly on the linguistic and content side of the statements. Afterward, she put it in the contexts with the whole campaign.
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Contemporary forms of negative political campaigning in the United States of America: The Case of Donald Trump's presidential campaign of 2016
Kolská, Martina ; Šafařík, Petr (advisor) ; Szobi, Pavel (referee)
In the last few decades, political marketing experienced a major shift in professionalization. In the past, the communication and marketing strategy was an advantage for political subjects. Today, however, it is an inseparable part of a political process. The thesis deals with the problematics of negative campaigning. It covers its historical development and contemporary form in the United States of America. Negative campaigning is an integral part of every more significant political struggle for power. Besides the historical and political contexts the author of the thesis pursuing professionalization of campaign strategies, technology development, and its influence on the campaigning and the overall changes that are shifting the political marketing field in past years. The last presidential campaign of the year 2016 resulted in the election of Donald Trump a president. The author was examining the negative statements from Twitter, presidential debates, and campaign rallies. By conducting semiotic and discourse analysis of selected statements of Donald Trump from the year 2016. The author focused mainly on the linguistic and content side of the statements. Afterward, she put it in the contexts with the whole campaign.
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Changes on subcultures under the influence of a marketing communication shown on the example of a hip hop subculture
Kolská, Martina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The thesis is covering the description of a phenomenon, during which are alternative subcultures becoming sources of inspiration for creating new trends and ways of selling. The phenomenon contributes to the process of a transition of subcultures to dominant culture. This is a repetitive phenomenon, which underwent every significant subculture in history, some of them even repeatedly. The market undergoes constant search for new trends or ways to recycle old ones. The most common market sources are subcultures, which include in themselves the trend of brand new lifestyle and also frequently shocking or at least diverse fashion trends. Subcultures, which, as time goes by, fuse with the mass culture, are losing their characteristics, differences and the authenticity. They are becoming commodities, which are in the market with no other contexts, which are provided to them only within the subculture. Hip hop subculture is in currently very popular. It is bringing new communication means, styles and trends for decades. Since the hip hop subculture was born, it developed itself from the underground to the mainstream. Hip hop art and ideology was based on opposing the society and on the human right movement legacy. On the other hand, during last few years, according to some of the critics, it suffers from downing...
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