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Nation branding as an Instrument of Public Diplomacy
Plesníková, Martina ; Hejlová, Denisa (advisor) ; Švec, Kamil (referee)
This bachelor's thesis focuses on the topic of public diplomacy and nation branding. The aims of this thesis are to present current knowledge of the given topic in its historical, theoretical and empirical context, bringing the focus into the both concept's mutual relation and cohesion. The topic is examined on the base of a review and further comparative analysis. The study introduces a compendious treatise about the topic, reflecting the key contemporary knowledge in the field of nation branding and public diplomacy.
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Coalition policy of small parties in the Czech Republic after the elections 2017
Sobotková, Dominika ; Švec, Kamil (advisor) ; Brunclík, Miloš (referee)
This thesis deals with the position of small parties in the Czech parliamentary system after the elections to the Chamber of Deputies in autumn 201. The main focus is holding on the period from the official start of the election campaign on 2 May 2017 until the press release of selected parties after signing Coaliton on 10 July 2018. At the same time this paper focuses on the strategies of small political entities in the negotiations on the government in a situation where the election winner became the ANO movement and the only candidate for the prime minister is the prosecuted Andrej Babiš. Attention is paid to the strategy of the small political subjects, when they are faced with deciding whether to give priority to offices in the government and the opportunity to push through their political agenda or decide to keep the voters' promise and remain in opposition. The issue is examined from the perspective of the smallest political entities in the Chamber of Deputies - KDU-ČSL, TOP 09 and STAN. Emphasis is also placed on putting the issue into the context of the Czech party system and the ability of small parties to promote their program in the past. The aim of the thesis is to create a case study giving an explanation of the coalition strategy of small political parties and movements, which got...
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Marketing communication of Česká zbrojovka Uherský Brod after 1992
Mach, Jan ; Halada, Jan (advisor) ; Švec, Kamil (referee)
The first part of this thesis is focused on the history of traditional marketing and arms marketing, defining the key marketing concepts of this sector and most importantly it deals with the influence of legislation on individual elements of the marketing mix in the Czech Republic since 1992 until the forthcoming amendment to the Weapons Act during 2019. Furthermore, this part covers the terms and conditions of social media and web browsers that regulate content involving weapons and their accessories. In its second, practical part, this thesis deals with the traditional Czech manufacturer of weapons, a company named Česká zbrojovka. It presents its rich history and development of its manufactured assortment up to the present. In addition, this part contains an analysis of individual marketing activities and their development since 1992. In particular, it characterizes the development of advertising in selected professional media, PR activities directed towards the general public, state apparatus and employees, discusses the history and achievements of the shooting team of Česká zbrojovka, event marketing, communication in point of sale including analysis of product catalogs. Furthermore, it deals with the communication of Česká zbrojovka at trade fairs and exhibitions, namely at the IWA, IDET and...
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Analysis of communication of the non-profit organization People in Need on Facebook
Sedláčková, Lucie ; Klabíková Rábová, Tereza (advisor) ; Švec, Kamil (referee)
The aim and the goal of this thesis are to analyze the digital communication of the non-profit organization People in need through its Facebook posts. The thesis is divided into three main parts. The first one focused on the phenomenon of new media and social media. These two subjects will be defined and base on available literature. Then the theoretical part will focus on non-profit organizations, their strategies and especially their digitalization and digital communication. The finding from this part will be applied in the analyses. The methodological part will set the process of content qualitative analyses and pragmatic linguistic analyses, which will be used in the practical part. The practical part will focus on the categorization of the Facebook posts and then especially on language occurrences. There will be specific examples in every part of the thesis. The last part will sum up the findings and highlight the important parts.
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Social Media and Gender in Political Campaigns: The Role of Candidate's Spouses in the Czech Republic
Gejdošová, Iva ; Soukeník, Štěpán (advisor) ; Švec, Kamil (referee)
This bachelor thesis titled 'Social Media and Gender in Political Campaigns: The Role of Candidate's Spouses in the Czech Republic' is an exploratory work which analyses how potential first ladies were portrayed on Facebook whilst their husbands, candidates in the 2018 Czech presidential election, ran their official campaigns. The objective was to uncover the role assigned to female spouses during the campaigns, how the women were constrained by traditionally feminine roles and to whom is their presence affecting. This thesis utilises the method of content analysis, which is employed not only as a mere data gathering tool to detect the textual side of posts, but also applied visually. A coding instrument which used Goffman's (1979) Gender displays was employed to detect the visual frames of the First lady. The textual portion of Facebook communication was sorted based on the mentioning of a spouse and then further examined using a coding sheet consisting of a total of 13 variables. By analysing Facebook posts published by each candidate during the official campaign, the thesis aims to depict how potential first ladies were depicted in traditional female roles, constrained by norms, and with no further role in the political process. The practical assessment of the paper crucially demonstrates the...
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Speech culture of spokespeople with analysis of Jiří Ovčáček
Sulimenko, Konstantin ; Klabíková Rábová, Tereza (advisor) ; Švec, Kamil (referee)
This bachelor thesis focuses on the practice of speech, specifically the delivery of speech, of spokespeople in the Czech Republic and in this context, it analyses one of the most prominent Czech spokespeople Jiří Ovčáček. It introduces the combination of analytical tools for the analysis of a quality speech with emphasis on orthoepy, phonetics and rhetorical theory. Methods of exact measuring of vowel quality and quantity, speech rate and other acoustic correlates of a charismatic speech as well as methods of auditory analysis of phones and phone structures are introduced. Besides the use of those analytical tools in a practical research, the importance of those methods for analyses of PR experts is discussed. In the practical part, previously described methods are used to analyse the spokesman of the Czech president Jiří Ovčáček. The dataset consisted of five his speeches from 2015 to 2019. The analysis aimed to find and explain specific problems and deficiencies in his articulation, to explore shifts in vowel quality and quantity globally and to measure the speech rate. The part of the analysis is the interpretation and contextualisation of the results as for the current state of speech culture in Czechia. The progress of Jiří Ovčáček's speech abilities is also discussed as well as possibilities...
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Coffee culture and consumer bahaviour in the Czech Republic
Bäumeltová, Klára ; Zezulková, Markéta (advisor) ; Švec, Kamil (referee)
This bachelor thesis deals with the issue of coffee culture and consumer behaviour in the Czech Republic. The thesis is divided into the theoretical and practical part. In the first part, according to available sources, literature of scientific articles and studies, the theoretical framework of the whole study is presented, where the key concepts of consumer behaviour and culture are explained. The first chapter describes coffee and its brief history, the coffee market itself and important coffee producers and consumers. The second chapter of the theoretical part includes consumer culture and coffee culture in the Czech Republic and abroad. Thet third part defines consumer behaviour and consumers' behaviour models, factors influencing buying behaviour of consumers, purchasing decision process and typology of consumers. The practical part is devoted to the quantitative research and subsequent analysis of acquired materials. The aim of the thesis is to map the behaviour of consumers in the Czech Republic in relation to coffee and coffee culture. For the analysis of secondary data, the MML-TGI database from Median agency is used. The preferences of coffee consumers and the differences in consumer behaviour within the target group are identified. The results show significant differences among...
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Design of modern propaganda: Communication of Russian Federation
Kerhart, Miroslav ; Shavit, Anna (advisor) ; Švec, Kamil (referee)
The bachelor thesis studies the nature of communication of Russian Federation. In the beginning the theoretical concepts of state-communication are defined and the key points of difference between each other are specified. In the following part of the thesis, the Russian communication is examined, based on defined theoretical concepts. To achieve this objective, direct and indirect instruments used by Russia are analysed, so is the content communicated by them. Eventually, after determination of the correct term for the Russian communication, there are shortly introduced the objectives of Russian Federation, based on inteligence reports and experts studying the Russian activities.
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Case study: Analysis of Pavel Bělobrádek's Facebook communication through social media logic
Scharf, David ; Shavit, Anna (advisor) ; Švec, Kamil (referee)
The bachelor's thesis "Case study: Analysis of Pavel Bělobrádek's Facebook communication through social media logic" focuses on the influence of social media on political communication. Concept of social media logics is used to evaluate this relationship. It derives from the traditional media logic and describes different processes, principles and practices that are characteristic for social media, which are fundamentally different from those traditional mass media. In the theoretical part, we firstly describe the evolution of political communication to put the current situation into a historical context. Afterwards, the concept of social media logic is introduced and is followed by the chapter which shows the then political situation. Methodological part generally describes the content analysis method which is later used in practice. Moreover, it defines research questions and sub-questions, describes and give reasons for choosing the particular sample. The key part of the thesis is the research which enables us to answer the research questions. The objective of the thesis is to find out, whether Facebook communication of Pavel Bělobrádek in January and July 2017 followed the social media logic. Secondary objective is to compare the differences between regular political life and campaign period.
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