|
|
Domesticaton of smartphones among youth in Czech Republic: Mixed-method study
Tkačenko, Jekatěrina ; Zezulková, Markéta (advisor) ; Huněk, Filip (referee)
This paper applies to domestication of smartphones among young population in Czech Republic. It provides theoretical and empirical perspective at how research participants adopted their smartphones and how they incorporated them into their daily routine. Using mixed method study this paper offers insight into which applications are participants using, how long, how intensively they spent time with smartphones and which part play smartphones in their daily life. Study is consists of three phases. First phase was based on log data collection by participants via application installed on their smartphones. Second phase was mapping subjective perception of measure and frequency of users activity via structured questionnaire. In the last phase all participants met for group interview to talk about results from the first and second phase and to expand topics realated to excessive smartphone activity. The study shows participants were spending three hours a day on their smartphones, they have check it more than every thirty minutes and the most used applications were social media. Communication via applications for instant messaging is common part of their lives. They have spent time on their smartphones mostly at school. Study did not show addiction of participants to smartphones, however it pointed out a...
|
|
|
Social media as a tool for promotion of artistic craftsmanship
Kašová, Jana ; Zezulková, Markéta (advisor) ; Wolák, Radim (referee)
The Diploma Theses aims to investigate the role of social media in promotion of particular art-craft workshops. Based on half-structured qualitative interviews we analysed, what is the role of promotion of art-crafts on social media in their competitiveness and long-term sustainability. Also, we focused on how do the owners of art-crafts workshops evaluate the role of social media in promotion of artistic craftsmanship and finally, which particular practices or types of content work the best in their opinions, either isolated or in context of other promotional techniques and channels. The goal of this research was to understand how exactly art-craft workshops use social media to promote themselves. The main social media sites appearing in the research are Facebook and Instagram, but also others. During the research we managed to discover other interesting findings related to the community of followers and their function, or to concepts of WOM and Direct marketing. As well as we managed to cover reactions of the owners of art-craft workshops to recent changes in Facebook's algorithms and its practical impact on them.
|
|
|
New media as a part of media education on high schools
Hejlová, Karolína ; Wolák, Radim (advisor) ; Zezulková, Markéta (referee)
Thesis New media as a part of media education on high schools focuses on the representation of new media in education on high school level. The trend of new media and the number of their users are still growing; the adolescents in particular spend great portion of their time using them. That is why I have decided to find out what is the position of this phenomenon in Czech education system on high school level, at grammar schools in particular. To get complex results I firstly analyse statutory documents for national curriculum, then methodological handbooks and other information sources for media education; I also look into teachers' knowledge of this topic and how they implement it to their lessons, and I also directly ask the students. The theoretical part of this thesis creates content base for the thesis itself and also for a lecture about new media that I have put together. The practical part combines qualitative and quantitative methods of research to get as precise results as possible.
|
|
|
Element of family as and important part of family business advertising campaigns
Puklová, Anna ; Rosenfeldová, Jana (advisor) ; Zezulková, Markéta (referee)
The topic of this thesis is the use of the element of family in advertising campaigns of family businesses in the Czech Republic. The issue of family businesses in the Czech Republic is becoming more and more current due to the first upcoming generational change in family businesses established after the restoration of the market economy in the 1990s. In the theoretical section, this thesis introduces definition of the family business and the element of family. It is also dealing with all types of media advertisements and the direct marketing. The second practical part is divided into two parts of the research - qualitative and quantitative. The qualitative part was realized by three semi-structured interviews with representatives from three pre-selected family businesses EMCO, LIKO-S and GUMEX. Apart from interviews, all available advertisements were also analysed. The aim of this part was to answer the question if the element of family is a part of the marketing communication of family businesses. The quantitative part was realized by the survey with the aim to find out if the element of family of businesses is important also for customers. Results of the qualitative part of the research show that the element of family is a part of the marketing communication of family businesses and it is...
|
|
|
Role of influencers on Instagram in life of teenagers
Pichlerová, Klára ; Zezulková, Markéta (advisor) ; Orhan, Mehmet A. (referee)
The main topic of the diploma thesis is the role of modern opinion leaders on social networks, in this work specifically on Instagram, in the life of teenagers. The objective of the theoretical part of the thesis is to characterize influencers and to put them in the historical context of opinion leadership. Since the thesis deals with influencers on social networks, it also explains the historical context of the establishment of the Internet and the Web 2.0, thanks to which these platforms could originate. The last chapter of the theoretical part is devoted to the characteristics of the present generation of adolescents and their relation to social networks. The practical part analyzes the results of the quantitative measurement. The research was distributed among students from one secondary grammar school in Prague using an internet link. The questionnaire was consisted of five parts, each focusing on a different topic. At the end of the thesis there is a discussion of the results in the context of the theoretical framework. Based on the research, it was found that teenagers spend about 30 minutes per day on Instagram and mostly before bedtime. They consider it as a social network with a negative impact, especially on the quality of sleep and cyberbullying. Influencers on Instagram inspired them...
|
|
|
TV Viewing Habits between Generations
Meisnerová, Eliška ; Zezulková, Markéta (advisor) ; Veselková, Zuzana (referee)
This thesis deals with the differences of TV viewing habits between generations. The aim is to find out how different are their viewing habits. How much time each generation spend watching television, which TV channels and TV programmes are they watching. The thesis compares generations of Baby Boomers, X, Y and Z. The thesis is divided into two parts, theoretical and analytical. The theoretical part contains a description of television as a mass media and describe its development. The theoretical part also characterizes the television market and the main TV stations in the Czech Republic. There are also explained terms as Ratings, ATS or Target Affinity Index. The thesis also contains a short description of television program schedules. At the end of the theoretical part are characterized generations and their characteristics. The analytical section tries to find answers to research questions. How does TV watch time vary between generations? The thesis shows that generation Baby Boomers is watching television the most, and has the biggest divergences in viewing during the week and during the year. Second question is about most watched channels. The most watched channel across all generations was Nova station. Third question find answers about programmes. The most watched programme in 2017 was the Christmas...
|
|
|
Brand engagement on social media: Case study of intercultural raction comparison to commercial media content of Purina brands
Kubínová, Monika ; Zezulková, Markéta (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to understand how the same marketing media content affects audiences of different cultures. Many global brands are managed centrally with unified marketing communication shared across the nations. Content relevance is tested abroad and may not be relevant to all countries where the communication is published. McQuail in his book Introduction to Mass Communication, mentions that different cultures accept the same media content with different effects. I will use a case study for the analysis of intercultural communication of centrally managed brands that will examine the difference in responses of Facebook users to centrally created marketing communication of the Felix and ProPlan brands that belong under the umbrella brand Purina. I divided the case study into two parts, the first part will be devoted to the content analysis of documents, statistics and already existing research from which I formulated research questions. The second part is a semiotic analysis of comments of the Facebook users to the Purina brands that is answering the research questions. The data from the comments shows that the reactivity within the two countries studied differed significantly and depended on the cultural differences defined by Hofstede's cultural comparison. Based on this case study, it...
|
|
|
Alcohol in Media According to the Generation Z: Youth Perception, Attitudes and Experiences
Mrázová, Markéta ; Zezulková, Markéta (advisor) ; Soukup, Martin (referee)
The aim of this thesis is to understand attitudes, perceptions and experiences of Czech adolescents, i.e. present representatives of Generation Z, with regard to the alcohol in the media. The theoretic part summarizes relevant researches, concepts and articles related to the topic of this paper. Therefore, the paper describes adolescents from the perspective of the generational context, explains the specifics of targeting the youth and also reflects their media behaviour. The theoretic part is further focused on description of various formats of alcohol in the media with regard to adolescents; the paper also explains the current legislative regulations of alcohol commercials in the Czech Republic. The practical part focuses on evaluation of own research, based on the principles of Q-methodology - a research approach which enables deeper understanding of attitudes, perceptions and experiences of the topic by the selected target group. Based on this research, it is concluded that Czech adolescents perceive alcohol in a positive way. This positive perception is further strengthened by its socio-cultural role in the Czech society and mainly positive presence in the media formats which support its confident perception. Adolescents' attitude towards the planned alcohol regulation is uncertain. They...
|
|
|
Trends in communication between the brand and customer in the context of delelopment of social media on the example of the fashion retail Everlane
Pavlík, Mikuláš ; Vochocová, Lenka (advisor) ; Zezulková, Markéta (referee)
This thesis focuses on the current possibilities of corporate communication on social networks, presented on the example of Everlane fashion brand. The central theme of the whole thesis is the issue of sustainability and transparency, especially in relation to fashion. In addition to the specifications of selected social networks, such as Facebook, Twitter, and Instagram, the theoretical part presents foreign researches that examine these topics from both corporate approach and customer interest. The descriptive section of the thesis analyzes the monthly social networking experience of Everlane brand, which examines in which way, for what purposes and how differently is it possible to access each network, including interaction with the customers themselves. The main research question of the qualitative analysis is as follows: How does the Czech public evaluate interest in the topic of sustainability of the clothing industry professional and how, according to them, do fashion brands approach the topic in social media communication? Interviews with selected Czech fashion experts are conducted and analyzed through grounded theory, in order to provide an insight into the issues in the context of the local market.
|
|
|
Children's Books and Media Convergence
Parkanová, Šárka ; Zezulková, Markéta (advisor) ; Köpplová, Barbara (referee)
This thesis focuses on the children's literature and the cross-medial approach to storytelling for children. The topic is seen in the context of the Czech Republic and the German-speaking part of Switzerland. The aim of this thesis is to understand the relation between the children's literature and the cross-platform approach to the children's story from the point of view and an experience of book publishers, professionals on the children's media and the media in the life of children and children themselves. Within the frame of the cross-national social research was used the method of in-depth interviews with the adult participants and the method of focus groups with the children. According to the results of the research is neither the market environment nor the attitude of the society in the Czech Republic or Switzerland ideal for creating the children's cross-media contents, but the situation is slowly changing and it is possible that the share of the cross-platform contents created for children by the local authors will increase in the future.
|
guest ::
RSS feed.