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Propaganda aspects of media website Aeronet
Měsícová, Gabriela ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The aim of the thesis is to analyse selected articles from Aeronet, a controversial website repeatedly accused of spreading disinformation and propaganda, and to confirm or disprove elements of propaganda on this website. The work consists of three parts. Firstly it describes theoretical basis of propaganda and its specific communication. This will include basic definitions of propaganda, specifications of the spreading of propaganda with special attention to new technologies and recipients of manipulative communication. Secondly, the work deals with methodological aspects of this thesis, describing four elements of pragmatic linguistic analysis which are: consituation, production, perception and interpretation. It will also explain the main manipulative tools which will be later analysed in the practical part of the work such as defamatory narrative and manipulative strategies. Thirdly, the selected articles from Aeronet will be examined based on the information provided in the first and second part. Particular sections of the articles will be highlighted to provide further recognition of the manipulative tools used.
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Business strategy proposal of Praginfo company with the focus on marketing communication
Lohynský, Jan ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis "Business strategy proposal of Praginfo company with the focus on marketing communication" deals with an analysis of the theoretical base related to the development of a business strategy, describes the Praginfo company and offers a proposal of a new business strategy, which should guarantee growth of the company. In the theoretical part the thesis explains the basic concepts associated with enterpreneurship and tourism, then the thesis comprehensively summarizes the theory connected with the creation of a business strategy and describes Praginfo company, including the markets it operates on and services it offers. As a part of the analysis of the Praginfo company, the thesis also offers a view of current marketing communications of the company in order to create a better proposal of marketing communication in the practical part. In the practical part the author uses the set of information acquired in the theoretical part and builds a proposal of a business strategy, that includes the proposal of a vision and a mission of the company. Then the author offers three key situation analyses, proposes setting of strategic goals and strategies to achieve them. Last but not least, the author focuses on the development of a proposal of marketing communication, including rebranding and an...
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PR Professional as an Important Resource for Journalism
Ortová, Nina ; Moravec, Václav (advisor) ; Klabíková Rábová, Tereza (referee)
Jméno, příjmení: Nina Ortová Název práce: PR profesionál jako významný zdroj informací pro žurnalistiku Rok: 2017 Abstract The thesis deals with relationships between public relations professionals and journalists, especially from the PR point of view. It evaluates how important source of information public relations might be for journalists in respect to ethical principles of work with media sphere and to critical perception of information, which is essential for both journalists and PR professionals in the times of nearly unlimited information sources. The thesis maps current PR environment by means of theoretical knowledge and both qualitative and quantitative research based on answers of real PR workers who focus mainly on media relations. The thesis concentrates on ethic codes in both public relations and media, compares them and subsequently analyzes how observed they truly are. On the basis of answers of the representative sample of respondents, the thesis offers a view of PR professionals on working in media relations and reveals imperfections of media relations, so it could offer proper recommendation which PR agencies and press departments might use to improve their work. The thesis marginally dedicates to education of PR professionals as a base for gaining piece of knowledge about ethics and...
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Transgressives in opinion journalism in Lidové noviny
Praisler, Jaroslav ; Svobodová, Ivana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims at demonstrating, in the example of Lidové noviny opinion journalism, the decline of the transgressives (especially verbal) in the past 120 years and at together with it should confirm that even in the current opinion journalism of Lidové noviny, transgressives are found. The work contains an outline of the developmental dynamics of transgressives in opinion journalism in Lidové noviny as well as an analysis of some used transgressives. Part of the thesis is also a voluminous chapter describing theoretically the problems of transgressives, from which the quantitative findings in the practical part of the thesis are based, as well as the chapter focused on opinion journalism and its genres.
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Social network Facebook as a part of marketing mix of retail chains
Zieglerová, Lenka ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis "Social network Facebook as a part of marketing mix of retail chains" explores the phenomenon of using Facebook social network for communicating with customers as a part of marketing mix of retail chains in the Czech Republic. In the theoretical part the thesis introduces basic terms such as marketing mix, its tools, social networks, the term customer service and introduces retail chains in the Czech Republic. This theoretical knowledge is then applied within the analytical part of the thesis, which is dedicated to quantitative analysis in own research of communication of retail chains in the Czech Republic on the social network Facebook. This analysis was carried out between September and October 2016 on a sample of 1,271 posts and examines in detail the sentiment of individual user's posts, percentage of answered posts and time-efficiency of the reactions. Obtained values are then compared to the size of each page's fan base, the communication of retail chains in other channels and other connections that could have an impact on number of posts are examined. The goal of the analytical part of the thesis is to evaluate the level and effectiveness of communication of selected retail chains on this rapidly expanding network.
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Children in magazines for parents in 2013
Fišer, Ondřej ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The main aim of the diploma thesis is to describe the way that magazines for parents communicate with their readers and to identify the role of the representation of children. A selection of articles representing both commercial and noncommercial communication is analyzed using the method of semiotic analysis. The introductory part of the thesis, briefly presenting the history of media research, is followed by a section describing the way that motherhood and the status of a child has been perceived throughout history, with special attention to the influence of Christianity. Following chapters focus on the changes of the social role of women that enabled the rise of women's periodicals, both in the USA, Europe and also in the Czech lands. The part dedicated to legislation introduces the most significant legal definitions of children and childhood in relation to media. The analytical part of the thesis is preceded by a brief characterization of the selected magazines and an explanation of the method of semiotic analysis. The analysis results in the description of meaning bearing elements of the individual pieces of information which are placed in a wider social context. The summary offers a review of the most significant findings relating to the communication of periodicals with their readers, the...
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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Advertisements against advertising. Subvertising in the Czech Republic and abroad
Dolečková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The Bachelor's thesis "Advertisements against Advertising. Subvertising in the Czech Republic and Abroad." deals with the phenomenon of subvertising, which originated from the needs of artists to react to the content and number of advertising messages surrounding us on a daily basis. The thesis sets the phenomenon into cultural-historical context and describes the development of art criticism. It also includes new marketing movements that stem from subvertising. Principally, the thesis focuses on the relationship of art and marketing, whose margins are currently being exceeded. Based on the theoretical findings, the practical part of the thesis analyses selected artists and introduces important manifestations of subvertising. For the description of the artistic interventions, it uses the method of a case study and comparative analysis. At its beginning, the thesis presents four world groups which unify artists and which brought forth subvertising. The next part deals with the context of foreign artistic production and introduces six subvertisers, including several lesser-known figures. The second half of the thesis contains case studies analysing the artistic production in the Czech Republic, and comparative analyses which compare the Czech production with the attacks of foreign artists. The...
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Printed fashion magazines in the digital era demonstrated on Czech mutations of magazines ELLE and Harper's Bazaar
Pflegerová, Nikola ; Klabíková Rábová, Tereza (advisor) ; Hrabánková, Markéta (referee)
The focus of this diploma thesis is the development and change in printed media. It is aimed at fashion periodicals from their beginning to present time. Czech mutations of ELLE and Harper's Bazaar were chosen as specific examples. The thesis is divided into several independent sections. In the first one, terms and theoretical solutions are defined and later further examined. The theory of parasocial interaction is used to view the chosen media as if they were individuals able to establish relationships with their readers through social media. Media are also assessed as a constituent of an industry field, in which rivalries take place and therefore it is necessary to adjust to the changing technological environment. Next part of the thesis is an attempt to describe the development of fashion magazines with an extra focus on visual transformation as well as on the change of communication strategies towards readers. Situation abroad and in the Czech Republic is detailed. In the practical section, there is an attempt at answering the research question, what are the communication options and how are they used in the traditional printed fashion magazines in the online setting. This part is based on quality and quantity methods such as questionnaires, elite interview, descriptive analysis of web pages...
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Comparative analysis of communication of politics in Otázky Václava Moravce
Petrů, Lukáš ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The aim of this work is analyzed using qualitative analysis, complemented by case study method of communication selected politicians. Within the specified period, were selected speakers (Milos Zeman and Bohuslav Sobotka) and selected specific dialogues. Due to the absence of publicly available transcripts of interviews was conducted without using literal transcription techniques detailed evaluation. Was described the context of the time, including the characteristics of the speakers. The theoretical part was further characterized the program Questions of Vaclav Moravec including his discourse. There were explaining the difference between discussion and debate in relation to issues of Vaclav Moravec. The methods used were placed in the context of qualitative research and explained their validity. Communication methods are described by way of comparison argumentative testimony and linguistic resources between the two speakers. They describe the kinds of good, but also erroneous arguments. A communication strategy was explained in terms of humor, opinions and attitudes, using parasitic words, expressive and abusive terms, slips of the tongue, foreign and technical terms, syntax errors.
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