Analýza online komunikace Jindřicha Rajchla a Ladislava Vrábela optikou personalizačních teorií

Mikulová, Dominika

The diploma thesis is devoted to the analysis of the online communication of actors Jindřich Rajchl and Ladislav Vrabel through the lens of personalisation theories. The thesis analyses the actors' Facebook communication in the time span from 1 September 2021 to 30 September 2022. The aim of the thesis is to find out to what extent the actors' communications are personalised, based on the used communication basis and the established typology of personalised communication. At the same time, the thesis tries to find out what are the most frequent themes in the actors' communications. Finally, the results of this analysis are compared, and the similarities and differences of the individual communications are identified. The method of quantitative content analysis, manual coding and comparison is used in the thesis. The results of this thesis show that the communications of both actors carry elements of personalization, with a predominant communicative background in both cases in which the actor speaks for himself and also elements of private communication. For both actors, the theme of criticism of the government dominates. Despite the initial similarity of the communications, there are differences in the level of personalisation and the themes with which the actors engage. Despite some limitations of...

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