Original title: Principy herních teorií v komunikačních procesech
Translated title: Principles of Game Theory in Communication Processes
Authors: Vaverka, Tomáš ; Dolanský, Pavel (advisor) ; Švelch, Jaroslav (referee)
Document type: Bachelor's theses
Year: 2014
Language: cze
Abstract: [cze] [eng]
Tato bakalářská práce se zabývá herními teoriemi a aplikací jejich poznatků v komunikačních procesech. Hra je koncept, kterým je protkána celá lidská kultura, a její dopady lze najít v mnoha oblastech lidského počínání. Autor se zaměřil na vliv her v mezilidské komunikaci s důrazem na marketingovou komunikaci. V práci porovnává teoretické koncepty vytyčené během dvacátého století, věnuje se i moderním formám her a fenoménu gamifikace. Výstupem práce je aplikace uvedených poznatků ve formě případové studie sociálně-marketingové kampaně společnosti Volkswagen nazvané The Fun Theory. Powered by TCPDF (www.tcpdf.org) This Bachelor thesis inquire into the theory of games and the use of its findings in communication processes. Play is a concept that is firmly embedded into the human culture and the impact of games can be observed throughout many human activities. The author of this thesis focuses on the influence that games have on communication with emphasis on marketing communication. He compares theoretical concepts set up in the twentieth century, addresses modern forms of games as well as the gamification phenomena. The output of this thesis is the employ of gathered findings in a case study of the Volkswagen social marketing campaign called The Fun Theory. Powered by TCPDF (www.tcpdf.org)
Keywords: Cailloise; games; gamification; Huzinga; ludus; marketing communication; paidia; play; The Fun Theory; Theory of games; Caillois; gamifikace; Herní teorie; hry; Huizinga; ludus; marketingová komunikace; paidia; The Fun Theory

Institution: Charles University Faculties (theses) (web)
Document availability information: Available in the Charles University Digital Repository.
Original record: http://hdl.handle.net/20.500.11956/68737

Permalink: http://www.nusl.cz/ntk/nusl-337873


The record appears in these collections:
Universities and colleges > Public universities > Charles University > Charles University Faculties (theses)
Academic theses (ETDs) > Bachelor's theses