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Analysis of the Media Market of the Czech Republic
Roll, Jan ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The purpose of theoretical part of this bachelor thesis is to give readers an introduction about the basic terminology of media and present the historical context which have led to the shaping of the media into the form in which we know them today. Furthermore, in the theoretical part there will be characterized various media types including putting of their advantages and disadvantages. In detail, I will focus on planning of media campaigns.The purpose of practical part of this bachelor thesis is the analysis of the current state of media which are shaping the Czech media market. I will examine the state and the evolution of media market using the public outcomes of the long-term projects which are monitoring Czech media.
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The image of ethnic and national minorities in Czech mass media
MINAŘÍK, Michal
The work deals with an image of ethnic and national minorities in Czech mass media. The theoretical part defines the basic theoretical terms and briefly characterizes selected minorities in our country. It also attends to the issues of coexistence, problems of stereotypes, attitudes and prejudices. The end of this part is addressing the issues of media, media product and medial representation of minorities in the selected theme context. The practical part is based on the assumption of current media presenting the minorities mostly in a connection with negative content, for example criminality, unemployment etc. The research part is aimed at the content analysis of daily newspaper articles, that relate to chosen minorities.
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The use of the news media and the internet in the prevention of diseases
KRMENČÍKOVÁ, Lucie
This Diploma Thesis focuses on the use of key Czech media in the prevention of diseases, on an analysis of their levels and on the possible impact on recipients. It also investigates to what extent are topics interconnected with commercial communication and how commercial background determines such communication. In the theoretical part of this Diploma Thesis I attempted to give a brief and comprehensible outline of the issues conserning the prevention of diseases and the mass media according to the most up-to-date information. The main aim of the practical part of this Diploma Thesis was to map the frequency by which health-related preventive material is published in key Czech media. A further aim of this Diploma Thesis was to discover the main topics that key media deal with. The quantitative data collection method and media analyses were applied in this part of the Diploma Thesis. It ensues from my research that key media mostly concentrate on topics conserning the prevention of malignant tumors. Advertisements that are concerned with the prevention of selected illnesses usually refer food supplements and curative preparations. The results of this Diploma Thesis further indicate that prevention of diseases mass media is not neglected; nonetheless, I am the opinion that the frequency of publication could be higher. On the contrary, there could be less commercial communication that goes along with material that focuses on health-related prevention issues. I am convinced that the prevention of diseases with use of the news media is the basic step to a healthy population without which we cannot envisage our future. The result of this Diploma Thesis can be applied in the creation of preventive programmes and information strategies regarding disease prevention.
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The child as a consumer and its impact on decision-making process of adults
Otipka, Michal ; Postler, Milan (advisor) ; Vysekalová, Jitka (referee)
This diploma thesis deals with the subject of advertisement and its effect on children consumer behavior. Contrary to adults children are not able to differentiate between the reality and fiction, in this case to differentiate if they really need or just want promoted product. The theoretical part brings information about the marketing communication channels, effects on consumers, basis of consumers purchase decision making processes, which factors influence consumers behavior and how the advertisement is perceived by particular children age groups. It informs also about specific aspects of advertisements focused on children and about actual trends in children consumer behavior. The target of this work is to find out how TV advertisement influences children consumer behavior in context of amount of children in family, in dependence on how much time parents spend with their children, which way they are raised, etc. Research of these facts is subject of practical part of this thesis
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Realization of czech mass media on the internet
Havlíček, Jan ; Brixí, Radim (advisor) ; Kalina, Jaroslav (referee)
The paper concerns the relation of mass media and the theories of information and communication and the influence the internet has on the field of mass communication. Another part of the study evaluates how are the czech mass media organizations, with an accent on the daily newspaper format internet websites, adopting certain internet technological trends, from the point of view of understanding and implementing these technologies and also from the point of view of delivering their contents through these formats to their audiences. An internet questionaire has been elaborated to appraise these objects too. It's output and commentaries of the findings are to be found at the end of the work. The last object of my interest in this study is to find out what the role of technology when it comes to interpretation of the information is and what is the meaning of technology in the process of communication.
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Mass News Media in the Information Society
Vydrař, Štěpán ; Rosický, Antonín (advisor) ; Hlaváč, Jindřich (referee)
This work deals with mass media and influence of modern technology on them. The goal is to familiarise the reader with all the aspects it brings. First part is aimed on the terminology and the history of mass media. The second part closely investigates the current state of mass media. It clarifies the role of entertainment they contain, analyses internet news websites, describes current trends on the internet. It investigates the current crisis of printed mass media and introduces the reader not only as a receiver of information communicated by mass media, but also as a co-creator of it. This work also aims at the influence of the mass media in the society. Third chapter is about the research among journalists and experts on the mass media, but also among the public. In this, the hypothesis are confronted with the findings of the research.
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Influence of broadcasting on Aggressive Behaviour of Younger School-Aged Children
RAJNOVÁ, Zuzana
The thesis is aimed at influence of broadcasting on the level of aggressive behaviour of younger school-aged children. The basic concepts are explained in general terms; the basic way aggressive behaviour and mass media can be divided is given; psyche of a younger school-aged child is explained; television violence, its forms and both negative and positive effects and health consequences of excessive television-watching are described and prevention of adverse ffects of TV programmes on children is suggested in the theoretical part of thesis. Upon the theoretical knowledge gained, three research questions were stated in the thesis and in order to verify them a field research among younger school-aged children and their parents was carried out and, further, TV programmes most watched by children were analysed. The research results are presented in an appendix to the thesis.
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Teachers´ and pupils´ views of the influence of masmedia and dangerous behaviour of children and youth
HRKALÍKOVÁ, Jana
Children lack sufficient life experience, and therefore they are not able to resist the temptation to get the offered pproduct. Advertisement creators present mystified world in the advertisement. When the child's family does notwork as it should and the child is not informed in school environment on the dangerous character of mass communication either, there is danger that the child will be influenced by advertisement and look for the missing positive model in it. A consumer of alcoholic drinks can become such model. The advertisement presents the alcohol consumer as a person leading seemingly happy life, and so alcohol consumption can attract the child. The theoretical part deals with classification of mass communication and advertisement. It describes psychological aspects of advertising. Further I describe some theories of mass media impact there. Futher part deals with the act on advertisement and ethical code of advertisement. I mention negative aspect of advertisement, particularly alcohol advertisement. I do not omit medial education and its use. I focus on alcohol abuse by youth and on harmful effects of alcohol. The goal of the thesis is to map opinions of the pupils and their teachers on the contens of advertisement in relationship to alcohol and to compare the opinions supsequently. The hypotheses are as follows.Medial education is taught of the elementary schools. Absolute majority educationalists agree on the point that children are negatively influnced by advertisement.Majority of the pupils watch advertisements. The pupils know the alcohol advertisements. The strategy of quantitative research was used, questioning and questionnnaire technique were chosen as data collection method. The questionnaire investigation was performed in 60 pupils of eighth and ninth grade of the Elementary School of Lišov and in 60 teachers of five elementary schools of the Region of South Bohemia. The questionnaires were evaluated with the help of elementary statistics of SPSS and Excel programs. I have found out that a lot of pupils watch advertisement and that they do not realise that their opinion is moulded by advertisement to some degree. The pupils like alcohol advertisement. Pupils are not sufficiently. Informed of the harmful character of alcohol. Most pupils have consumed alcohol already and they have been drunk already. Teachers state that advertisement offering alcohol mould the children's opinions. They welcome medial education and they would restrict more the promotion of alcohol advertisement.
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