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Perceived influence of the media on the attitude of parents towards compulsory vaccination
Machytka, Matěj ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
Compulsory vaccination is one of the fundamental pillars of public health protection that has helped eradicate many previously lethal and widespread diseases from our geographical area. Although the vaccination rates remain high in the Czech Republic, the number of parents who refuse to vaccinate their children is growing. Reasons for this restraint are various. This thesis looks at the issue from the perspective of social constructivism. By implementing in-depth interviews, it tries to contribute to understanding how parents perceive the influence of the media on their decisions on the issue of compulsory vaccination. Other theoretical starting points are the media construction of reality, the theory of representation or biopower, and biopolitics in Michel Foucault's conception. A significant part of the theory also describes the current period, which is characterized by terms such as post-truth or post-factual era, and addresses which role plays new media such as social networks and the internet in the growing mistrust in expert knowledge and institutions. The analytical part is devoted to the analysis of collected data in the grounded theory approach. The identified categories then describe how parents evaluate the role of the media in the debate on compulsory vaccination, how they evaluate...
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Analysis online communication of RunCzech running series in compared to foreign marathons
Machytka, Matěj ; Máchová, Eva (advisor) ; Shavit, Anna (referee)
The main object of this thesis is to examine, evaluate and suggest improvements for online communication of Prague International Marathon together with the largest Czech series of road races, RunCzech. In order to pursue this goal, I have conducted a survey among 158 runners. In the theoretical part, the basics of marketing, branding and consumer buying behaviour are mentioned. Great attention is paid to marketing in the online environment, especially on social networks. For the conclusions of my work, I also use internal data of RunCzech, which was provided to me by the company. In addition to internal data and interviews with RunCzech marketers, I also conducted a content analysis of RunCzech profiles on Facebook and Instagram to find their shortcomings. RunCzech races are also compared to major international races such as the Virgin Money London Marathon and the Boston Marathon.
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