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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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Public opinion research of visitors of the Olympic Park Sochi - Letna 2014
Zbořilová, Veronika ; Voráček, Josef (advisor) ; Kolář, František (referee)
6 Abstract Title: Public opinion research of visitors of the Olympic Park Sochi - Letna 2014 Goal: To evaluate the importance of the Olympic Park Sochi - Letna 2014 based on public opinion of visitors. To propose conceptual improvements for the following Olympic parks during the Summer and the Winter Olympic Games. Methods: Quantitative questionnaire was used as the main method to determine public opinion. Qualitative in-depth interview with representatives of sports institutions and analysis of documents from internal resources served as a secondary analysis. Results: The Olympic Park Sochi - Letna 2014 was visited mainly by sport active people from Prague and Central Bohemia. Most of them were satisfied with the concept of the park and they would visit this kind of park in the next years, for which they would recommend bigger capacity and fitting refreshments. People came to the park to play sports and to try lesser known sports. They think that the concept of Olympic park would help to motivate public to practise sports. Key words: Public opinion, sport and population, Olympic Park Sochi - Letna 2014, Winter Olympic Games
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Accomplishments of our cross-country skiing at the olympic games
Kubátová, Monika ; Kašpar, Ladislav (advisor) ; Přibyl, Ivan (referee)
Title: Accomplishments of our cross-country skiing at the Winter Olympic Games Abstract: This thesis is focus on history of Czech and Czechoslovak cross-counrty skiing at the Winter Olympic Games from the first competition at WOG Chamonix 1924 to Vancouver 2010. Using the direct method and the method of content analysis it documents and summarizes the accomplishments of our cross-country representatives. It finds out that representatives of such a small country reached splendid results. But the available literature doesn't mention them as far as they didn't win a medal. Very interesting is the comparison between two skiing generations using the interview with their representatives Kveta Jeriova and Katerina Neumannova. The resulting comparison between their answers reaches a conclusion: the first of them had much harder conditions and worse facilities. In spite of this fact, she proved to be successful but her career was shorter and the number of medals smaller. Keywords: Winter olympic games, history, cross-country skiing, accomplishment
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Sochi winter olympic games as Russian political PR
Hnyková, Kristýna ; Romancov, Michael (advisor) ; Střítecký, Vít (referee)
The Bachelor thesis Sochi Winter Olympic Games as Russian political PR deals with the disuse of megaprojects, such as Olympic Games, for political goals. History of modern Olympic Games is filled with examples in which global sport megaprojects served to different and not pre-determined purposes. One of these examples are Sochi Winter Olympic Games that were held in 2014. The thesis aims to study the discourse by which Russia wanted to "rebrand" itself. The thesis is based on Soft Power concept defined by american political scientist Joseph Nye and it tries to apply concrete situations in which the disuse for political goals is seenable. To this purpose, it analyses all periods - from candidature, through set up of the Games to final realization of the Games. It examines particular factors of Soft Power concept in details. The thesis is a case study using the analytical approach and is divided in two parts - theoretical and practical one. Theoretical part keens on definition of Soft Power concept and its application to Sochi Winter Olympic Games and Kremlin's Policy. It's practical part is based on un-standardised interviews held with members of olympic teams. These interviews should refer to a specific trend.
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The media image of ice hockey success at the XVIII Olympic Winter Games in Nagano, 1998, in the Czech contemporary press
Špaček, Martin ; Bednařík, Petr (advisor) ; Trunečka, Ondřej (referee)
Bakalářská práce Mediální obraz hokejového úspěchu na olympijských hrách v Naganu 1998 v českém dobovém tisku popisuje, jak o největším českém hokejovém úspěchu v dějinách psala tuzemská tištěná média. Pro tuto práci byly porovnávány články z deníku Právo, Mladé fronty Dnes a deníku Sport. Olympiádu chci představit z hlediska dobového tisku, jak o této velmi sledované sportovní akci referovala vybraná jednotlivá média. Na základě analýzy prezentace hokejového turnaje v rámci zimních olympijských her v Naganu má práce za cíl ukázat, jakým způsobem se postupem českého mužstva v turnaji vyvíjel prostor pro články o národním hokejovém týmu a jakým způsobem se o něm psalo. Práce je zaměřena na analýzu počtu publikovaných článků a fotografií ve vymezeném časovém období. To je určeno od začátku roku 1998 do 11. března 1998. V další části práce se ta samá analýza jednotlivých vydaných článků aplikuje v období desetiletého (2008) a dvacetiletého (2018) výročí. Annotation The bachelor thesis The media image of ice hockey success at the XVIII Olympic Winter Games in Nagano, 1998, in the Czech contemporary press describes how domestic press covered the greatest success of Czech ice hockey in history. For the purposes of the thesis, articles from daily press of Právo, Mladá Fronta Dnes and Sport were compared. I...
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The media image of ice hockey success at the XVIII Olympic Winter Games in Nagano, 1998, in the Czech contemporary press
Špaček, Martin ; Bednařík, Petr (advisor) ; Trunečka, Ondřej (referee)
Bakalářská práce Mediální obraz hokejového úspěchu na olympijských hrách v Naganu 1998 v českém dobovém tisku popisuje, jak o největším českém hokejovém úspěchu v dějinách psala tuzemská tištěná média. Pro tuto práci byly porovnávány články z deníku Právo, Mladé fronty Dnes a deníku Sport. Olympiádu chci představit z hlediska dobového tisku, jak o této velmi sledované sportovní akci referovala vybraná jednotlivá média. Na základě analýzy prezentace hokejového turnaje v rámci zimních olympijských her v Naganu má práce za cíl ukázat, jakým způsobem se postupem českého mužstva v turnaji vyvíjel prostor pro články o národním hokejovém týmu a jakým způsobem se o něm psalo. Práce je zaměřena na analýzu počtu publikovaných článků a fotografií ve vymezeném časovém období. To je určeno od začátku roku 1998 do 11. března 1998. V další části práce se ta samá analýza jednotlivých vydaných článků aplikuje v období desetiletého (2008) a dvacetiletého (2018) výročí. Annotation The bachelor thesis The media image of ice hockey success at the XVIII Olympic Winter Games in Nagano, 1998, in the Czech contemporary press describes how domestic press covered the greatest success of Czech ice hockey in history. For the purposes of the thesis, articles from daily press of Právo, Mladá Fronta Dnes and Sport were compared. I...
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Medialization of Figure Skating during Events of Winter Olympic Games since 1990s
Tauchmanová, Věra ; Závozda, Petr (advisor) ; Děkanovský, Jan (referee)
The submitted diploma thesis deals with presentations of figure skating at Winter Olympic Games from the 1990s to the 2014 Winter Olympic Games in Sochi in two selected daily newspapers, and with ways in which the presentation of figure skating has changed within the analysed period. The first chapter presents sports journalism, its history and famous personalities, its text types and typical language, and characteristic features of a sport journalist. The second chapter presents the connection of sports and media, the concepts of agenda-setting, agenda-building and intermedia agenda, tabloidization and commercialization and ways in which news services work. The third chapter presents figure skating and figure skating events at the analysed Winter Olympic Games. The analysed media and changing paradigms of the media landscape are presented in the fourth chapter. The methodological basis used for the analyses is described in the fifth chapter. The sixth chapter presents the results of the quantitative and qualitative analysis of the newspaper articles. Furthermore, the interviews with two personalities of the Czech figure skating are analysed qualitatively. The results of the quantitative analysis of the articles and the qualitative analysis of the interviews are compared. Keywords figure skating,...
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Sochi winter olympic games as Russian political PR
Hnyková, Kristýna ; Romancov, Michael (advisor) ; Střítecký, Vít (referee)
The Bachelor thesis Sochi Winter Olympic Games as Russian political PR deals with the disuse of megaprojects, such as Olympic Games, for political goals. History of modern Olympic Games is filled with examples in which global sport megaprojects served to different and not pre-determined purposes. One of these examples are Sochi Winter Olympic Games that were held in 2014. The thesis aims to study the discourse by which Russia wanted to "rebrand" itself. The thesis is based on Soft Power concept defined by american political scientist Joseph Nye and it tries to apply concrete situations in which the disuse for political goals is seenable. To this purpose, it analyses all periods - from candidature, through set up of the Games to final realization of the Games. It examines particular factors of Soft Power concept in details. The thesis is a case study using the analytical approach and is divided in two parts - theoretical and practical one. Theoretical part keens on definition of Soft Power concept and its application to Sochi Winter Olympic Games and Kremlin's Policy. It's practical part is based on un-standardised interviews held with members of olympic teams. These interviews should refer to a specific trend.
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Comparison of olympic broadcasting on czech television from winter olimpic games 2010 and 2014
Růžičková, Anna ; Kruml, Milan (advisor) ; Bednařík, Petr (referee)
This thesis principally compares the Olympic broadcasting on the Czech Television covering Winter Olympic Games 2010 in Vancouver and 2014 in Sochi. The first part of the text defines the concept of Olympism, the history of the Olympic Games and the Czechoslovak Olympic Committee, and the current form of the Games and their future. The further analysed Winter Olympics 2010 and 2014 are being briefly described in this section as well. Moreover, the relationship between sport and media, and the media event of the Olympic Games are being defined. Considerable attention is being given to the Olympic Television Broadcasting. Consequently, the history of broadcasting, broadcasting rights, commercialization of the Olympics, their funding, and the function of Olympic Broadcasting Services is being discussed too. The latter part is devoted to the Czech Television, its history and current form as a public service broadcaster. The chapters that deal with an analysis of Olympic broadcasting covering Vancouver and Sochi describe the Olympic teams of the Czech Television in Prague and in the Olympic venue, program schedules, and web specials. The number of broadcasted hours from the Olympics, the costs of broadcasting production, and the viewership are being compared. The Olympic broadcasting from Vancouver was...
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Public opinion research of visitors of the Olympic Park Sochi - Letna 2014
Zbořilová, Veronika ; Voráček, Josef (advisor) ; Kolář, František (referee)
6 Abstract Title: Public opinion research of visitors of the Olympic Park Sochi - Letna 2014 Goal: To evaluate the importance of the Olympic Park Sochi - Letna 2014 based on public opinion of visitors. To propose conceptual improvements for the following Olympic parks during the Summer and the Winter Olympic Games. Methods: Quantitative questionnaire was used as the main method to determine public opinion. Qualitative in-depth interview with representatives of sports institutions and analysis of documents from internal resources served as a secondary analysis. Results: The Olympic Park Sochi - Letna 2014 was visited mainly by sport active people from Prague and Central Bohemia. Most of them were satisfied with the concept of the park and they would visit this kind of park in the next years, for which they would recommend bigger capacity and fitting refreshments. People came to the park to play sports and to try lesser known sports. They think that the concept of Olympic park would help to motivate public to practise sports. Key words: Public opinion, sport and population, Olympic Park Sochi - Letna 2014, Winter Olympic Games
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