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Media analysis of the coverage of the event by the Czech and Slovak main TV news: Shooting attack in Bratislava on 12 October 2022
Hruška, Ondřej ; Jirků, Jan (advisor) ; Schneiderová, Soňa (referee)
The master thesis entitled Media analysis of the coverage of the event by Czech and Slovak main news TV channels: Shooting attack in Bratislava on 12 October 2022 examines the media coverage of the terrorist attack that took place in October 2022 in Slovakia. The theoretical part defines concepts such as reality, objectivity and agenda setting. A large part consists of a discussion of the specifics of television news coverage, which is the subject of our work. The media coverage of the event that this thesis examines raises a number of ethical issues, which is why the theoretical part deals not least with journalistic ethics. The practical part initially introduces the shooting attack in Bratislava in more detail and the objectives of this media analysis. It then focuses on the methodology of each research question, introduces the media studied and then presents the results for each of the research questions. The main aim of the thesis is to find out how different the media coverage of this event was, both on individual TV stations and between countries. In doing so, the focus was on mapping the evolution of media discourse on the topic, analysing the frames offered of the event or the position of the topic in relation to other stories in the main news coverage. Special attention was paid to...
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Marketing strategy of Codex Labs on the Czech market
Pavlíček, Filip ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The aim of this bachelor's thesis was to evaluate the marketing strategy of the cosmetics company Codex Labs and to propose improvements in relation to its typical customer. However, such data was not available, so the next objective of the research was to define this customer. The target group of Codex Labs was determined on the basis of a questionnaire survey in which 122 Czechs participated. Respondents were selected using stratified random sampling based on highest educational attainment and gender. A SWOT situational analysis of the external and internal environment was used to assess the current marketing strategy of the brand. The marketing strategy categories evaluated were defined using the marketing mix theory, supplemented with elements of social marketing. The results of the questionnaire survey showed that the typical Codex Labs customer is a woman aged 25-34 who is actively interested in ecology and healthy living. This customer is happy to pay extra for organic packaging and natural ingredients, but insists that such products are just as effective as conventional ones. The analysis of the current marketing showed that Codex Labs has a well-adapted distribution strategy, brand positioning and strong social networks. However, in order to maintain its place in the market, the company...
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Greenwashing in fashion industry: perspective of GenZ
Kyselová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the subject of greenwashing, its occurrence in the fashion industry and focuses on a specific target group - generation Z. The theoretical part first describes the concept of green marketing, its definition, benefits for companies and society, as well as its criticism. The following chapter focuses on greenwashing, its history, the most common practices and then the strategy for sustainable communication. The final chapter of the theoretical part of the work is devoted to the fashion industry itself, fast fashion and trends. Next, Generation Z, its perception, purchasing and consumption behavior is brought up. In the practical part, based on the theoretical part, the author defines three areas of questioning for use in qualitative research. The interviews are conducted in a semi-structured manner. The analysis of the interviews then tries to answer the research question of the perception of greenwashing by Generation Z.
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The Means and Influences of Communication in Fashion in 18th and 19th Century England
Sekal, Monika ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
This master's thesis is set to analyze communication tools of fashion in Great Britain in the 18th and 19th century. It studies the meanings, symbolisms, and communication tools of fashion, primarily in the context of the aristocracy and royalty of Great Britain, using primary sources supported by secondary literature. First, it describes the period with emphasis on the key historical events and goes on to describe fashion and clothing customs in the set period. Next it focuses on the relation between fashion and the state economy, communication through fashion, describing more meanings of fashion and its symbolisms. Afterwards it compares fashion and its development across Great Britain, France and the United States. An important part of this thesis is also an insight into the behavioral customs of men and women of the period through a fictional interview with a lady and a gentleman, based on information gathered from primary sources. This master's thesis analyzes the communication tools of fashion in the 18th and 19th centuries. It studies the meanings, symbolisms, and tools of communication in fashion, primarily in relation to the aristocracy and royalty of Great Britain using primary sources supported by secondary literature. It begins with a description of the period under study, focusing on...
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Comparation of marketing communication and positioning of the company Burger King in Czech republic and USA in the period of 2019-2021
Utíkal Řeháková, Adéla ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the comparison of the marketing communication of Burger King in the Czech Republic and the USA in the years 2019-2021. The theoretical part of the thesis contains an explanation of basic marketing concepts such as marketing mix and communication mix. Furthermore, it presents Hofstede's theory of cultural dimensions applied to the Czech Republic and the USA and states the influence of psychological aspects on the perception of marketing communication. At the end of the theoretical part, the functioning of fast food restaurants and their anchoring in the legal system of both countries is presented. In the practical part, an analysis of Burger King's communication mix for the given countries was carried out, as well as a subsequent analysis of individual marketing campaigns that took place in the selected time period. Subsequently, a comparison of findings was made for individual countries, from which final recommendations for Burger King communication in the Czech Republic were drawn.
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Preferred gender pronouns from the journalistic ethics point of view on the example of Czech news sites
Netíková, Magdaléna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis observes the way Czech news sites inform about people with preferred gender pronouns other than he/him or she/her. Its goal is to investigate the possibilities of a gender-neutral language in Czech and in what ways they can be applied in journalistic practice. Implementing qualitative interviews with editors of Czech news sites, I aimed to find out what their experiences are with editing texts that report on, for example, transgender or non-binary person. Among other things, I was interested in whether the respondent's wish to use their preferred pronouns would be respected by the journalist, whether there is a discussion between the author and the editor regarding the appropriate language, and who has the last word in the newsroom regarding this topic. Based on the interviews, the factors affecting journalists' approach to reporting on transgender and non-binary people were presented, and it was stated that the topic of different gender identities can in its current form be considered an ethical problem, as well as a linguistic problem.
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Development of Andrej Babiš' performance between 2013-2017
Jimel, Šimon ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The analysis of Andrej Babiš and his media appearances can be useful not only for understanding the situation of Czech politics. His successes in politics and business have made him one of the most influential personalities in the Czech Republic. The thesis therefore focuses on the analysis of his verbal and non-verbal communication traits to provide further insight into this unique politician. This thesis describes and analyses Andrej Babiš's performance in media debates in the early period of his political career in 2013 and compares it with his performance in 2017, when he became an established politician. The aim is to find the characteristic speech and non-verbal features that appear in his speeches and compare them with their evolution 4 years later. The thesis analyses television and radio outputs from the public media - Czech Television and Czech Radio. The theoretical part presents the background for the analysis and the analytical part consists of a description of the methodology of the work, a description of the sources and the characterization of the communication features of Andrej Babiš.
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Linguistic Analysis of Internet Hip Hop Magazines
Vokatá, Lenka ; Schneiderová, Soňa (advisor) ; Hroch, Miloš (referee)
The thesis deals with the language used in online hip hop magazines. The objective is to describe the language that is characteristic of such magazines. The language is analysed against the backdrop of journalistic style and its genres, and the standard language norm. The language analysis includes articles published in Bbarák and HipHopStage magazines. The thesis also defines hip hop and briefly describes its history, including the beginnings of hip hop music journalism. The practical section of the thesis provides a language analysis of articles published in the selected magazines. It describes the composition of the articles and focuses on the ways to connect with readers. The section also focuses on the orthographic quality of the articles. The final outcome of the analysis is a description of individual language levels, while highlighting characteristic features of the language in online hip hop magazines.
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