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Vplyv retro marketingu na spotrebiteľské správanie a jeho využitie na trhu potravín v Českej republike
Balážová, Soňa
The diploma thesis deals with consumer behavior in the food market of retro products. The aim of the thesis is to propose marketing recommendations for the food market in the Czech Republic with regard to the use of retro marketing. In order to fulfil the objective, it was necessary to identify the factors influencing consumer behaviour. The data for the primary research were obtained by means of qualitative and quantitative research. Qualitative research was conducted via in-depth inter-views (n = 20) and quantitative research by questionnaire survey (n = 357). The results show that most Czech consumers are not familiar with the concept of retro marketing. Only half of them buy retro products. The feelings they experience with retro products are positive and are dominated by nostalgia and joy. The purchase of retro products is mostly influenced by the brand of the product, the consumer's me-mories and the quality. Consumers are also positive when a company refers to its history. They are also attracted by a re-clamation directed to the past, which makes them reminisce about the old days. The thesis concludes by proposing recommen-dations for businesses that leadto an increase in interest in retro products, contri-bute in increasing customer loyalty towards the companies, resulting in an increase in the business entities' sales.
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Politics of Memory and Nostalgia: Current Image of the former regime and Nicolae Ceaușescu on social networks
Smitková, Klára ; Kocián, Jiří (advisor) ; Králová, Kateřina (referee)
This thesis is dedicated to the remembrance and nostalgia of the former Romanian communist regime and its long-time leader Nicolae Ceauşescu. The thesis first summarizes the basic reasons why the regime fell and then tries to draw a basic outline of the development in the field of remembering the former regime and Nicolae Ceauşescu. Then it tries to map how nostalgia for the regime has evolved over the years and what has been the cause of its changes. It also defines the factors that have influenced the growth of nostalgia over the years and its main features. The practical part of the thesis focuses on remembering and nostalgia in the digital space, specifically on social media. The main core of the whole thesis is research carried out on Twitter and Instagram, where, through sentiment analysis and multimodal analysis, the author analyses posts related to the regime and Nicolae Ceauşescu in order to determine their main characteristics and whether they show elements of nostalgia. Finally, she tries to portray the image that the communist regime of Nicolae Ceauşescu has today on social media.
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The depiction of Czechoslovakia in the years 1989 - 1990 through the eyes of viewers in the television series Vyprávěj
Vitoušová, Natálie ; Kárníková, Lydie (advisor) ; Reifová, Irena (referee)
The bachelor thesis entitled "The depiction of Czechoslovakia in the years 1989 - 1990 through the eyes of viewers in the television series Vyprávěj" deals with the question of how the perception of the portrayal of a particular stage of contemporary history (the November Revolution of 1989 and the social events of the early 1990s) in the series differs between two different groups of viewers, the memorials and the non-memorials. The thesis consists of pilot research conducted with two respondents, each representing one of the two audience groups. Their experience of watching and perceiving the series is explored through a semi-structured interview method with predetermined thematic headings. On a theoretical level, the thesis explores how the format of the series: the memory medium, utilizes concepts of nostalgia along with cultural and communicative memory, while considering account the specificities of post-television audiences. Furthermore it describes the relation between memory and history, as well as presenting the specific importance of the period 1989-1990 in modern Czechoslovak and Czech history. The thesis contributes to the understanding of how cultural memory is shaped in the series Vyprávěj, and its further aim is to develop interview scenarios for more extensive research with more...
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Central European Nostalgia and its role in creating the collective identity of Central Europe
Strejčková, Barbora ; Žíla, Ondřej (advisor) ; Vykoukal, Jiří (referee)
This thesis analyses the phenomenon of Central European nostalgia through essays by Milan Kundera and Yuri Andrukhovych. It examines the ways in which the nostalgic imaginations of the Central European space contribute to the creation of the collective identity of Central Europe. The first part of the thesis outlines the historical context of thinking about Central Europe, which is then used in the analysis of the examined texts. The second part deals with the method of the analysis and the theoretical background, the theory of nostalgia. It maps the academic debate concerning both nostalgia in general and Central European nostalgia in particular. In the following analytical part of the work, the method of critical discursive analysis is used to examine for what purposes and in what ways the authors in their essays relate nostalgically to Central Europe at the turn of the 19th and 20th centuries and how they construct Central European space through this narrative. The thesis argues that although the nostalgia of Kundera and Andrukhovych differs in its manifestations, both authors set their homeland in Central Europe through their nostalgia. In continuity with historical thinking, they anchor them in Europe itself. Nostalgia in the examined texts acts as a counter-discourse, a resistance to...
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Musical aspects of the Living History phenomenon in the Czech historical fencing through the perspective of ethnomusicology
Novák, Josef ; Jurková, Zuzana (advisor) ; Seidlová, Veronika (referee)
The aim of this musical anthropology thesis focuses on "medieval music" as practiced by fans of historical fencing in the form of living history on the example of two Czech bands - Subulcus and Medieval Open Band as part of project Prácheňská manství. In my thesis I focus not only on sound and musical instruments, but also on the behavior of actors and their conceptualization of the Middle Ages, according to the concepts of music as culture of Allan Merriam, resp. of music as social life of Thomas Turino. I combine here the basic ideas of ethnomusicology with the ideas of musical memory in connection with the contemporary concepts of social memory and, last but not least, with the concepts of "golden age", nostalgia, staged authenticity and invented traditions. The point of this work is to bring about the origin and form of music that the actors understand as medieval, although not always comes the repertoire from the Middle Ages.
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The picture of the GDR in German prose after 1989
Běličová, Alžběta ; Weinberg, Manfred (advisor) ; Tvrdík, Milan (referee)
The work deals with pictures of GDR in German prose written after 1989 by authors coming from GDR and born after 1960. Literary pictures of GDR could be perceived as reflections of memories of individuals or as fictional images of this country. These pictures can't be compared with analyses researched by historians. The main aim is to show how these pictures create the collective memory of this state and how can the collective memory influences picture of GDR, that plays dominant role in today's German society. The case study compares nine literary texts and shows different aspects of reality of life in GDR. Humour and nostalgia were used as an important part of this picture. The comparison includes parallels and differences, in picturing this country, used by two last generations of authors in GDR.
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Collapse of the USSR - Russsian national tragedy? Analysis of the Russian public opinion on the dissolution of the Soviet Union
Lelek, Jakub ; Svoboda, Karel (advisor) ; Kolenovská, Daniela (referee)
Bachelor thesis Collapse of the USSR - Russian national tragedy? Analysis of the Russian public opinion on the dissolution of the Soviet Union discusses the Russian public opinion development about the end of the Soviet Union during the presidency of Boris Yeltsin (1991 - 1999) and Vladimir Putin (2000 - 2008). The first chapter illustrates the situation in Russia after the collapse of the USSR; afterwards it describes the social, political and economic situation of the country during mentioned periods. Based on the available opinion polls and academic works the second part of the thesis examines the shift in Russian understanding of the collapse of the Soviet Union. The fundamental premise of this thesis is the idea that the end of the USSR was Russian national tragedy. After the analysis author concludes that in Russian society during the presidency of both Yeltsin and Putin remained a basic level of post- Soviet nostalgia, yet it wasn't a national tragedy. The regretting was presented within the older generation, for which the Soviet Union symbolized not only a major global player in international politics, but also their own (often idealized) youth, as well as within the younger generation, that has never had direct experience with the USSR. Furthermore author concludes that due to the...
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Comparison of Motivation of Instagram and Polaroid Users
Vinická, Lucie ; Láb, Filip (advisor) ; Šlerka, Josef (referee)
The diploma thesis deals with the motivation of users of Polaroid and Instagram, under the assumption that both media have nearly immediate result and may have a very similar visual stylization. The theoretical part of this thesis is devoted to a brief summary of the history of photography and philosophical opinions on that topic. It introduces Polaroid and Instagram and outlines the possible motivations of their users, using both the scientific literature, as well as personal blogs, articles and interviews. The practical part of the thesis describes the design and process of the original research, which consists of a standardized questionnaire, and its results. With its help we confirm or disprove our hypothesis.
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Comparison of Motivation of Instagram and Polaroid Users
Vinická, Lucie ; Láb, Filip (advisor) ; Šlerka, Josef (referee)
The diploma thesis deals with the motivation of users of Polaroid and Instagram, under the assumption that both media have nearly immediate result and may have a very similar visual stylization. The theoretical part of this thesis is devoted to a brief summary of the history of photography and philosophical opinions on that topic. It introduces Polaroid and Instagram and outlines the possible motivations of their users, using both the scientific literature, as well as personal blogs, articles and interviews. The practical part of the thesis describes the design and process of the original research, which consists of a standardized questionnaire, and its results. With its help we confirm or disprove our hypothesis.
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Food and Nostalgy: an ethnographic perspective of the Russian food stores in Prague
Prudnikova, Elizaveta ; Grygar, Jakub (advisor) ; Hrešanová, Ema (referee)
The Russian food stores in the Czech Republic can be considered representations of the food practices for the Russian-speaking immigrant community. Despite the common notion that financial gain is a primary focus, I would like to argue that these food stores are the public spaces that link the immigrant's past and present surroundings and plays the role of the communicative bridge with their native's social network. The thesis studies the Russian food stores in Prague as a way of public space that is crucial for maintaining their cultural identity and presents as a medium during the cultural shock for the Russian-speaking immigrants represented by a common theme - nostalgia. By employing an ethnographic approach along with the discourse analysis, I attempt to demonstrate the ways of the mentioned public space being a part of the food practices for this community. The findings should contribute to the understanding of the processes and ways of assimilation in Russian-speaking immigrants, along with their national identification. Furthermore, the thesis opens a discussion regarding the accessible tools of cultural and social involvement of immigrants into the Czech community.
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