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Analysis of the Free Citizens Party Election Campaign for the European Election 2014
Znojemský, Vojtěch ; Shavit, Anna (advisor) ; Rosenfeldová, Jana (referee)
The main subject of this thesis is the analysis of the electoral campaign of the Free Citizens Party for the elections to the European Parliament in 2014, taking into account all aspects of this specific type of election and also the electoral market on which the campaign was implemented. The thesis describes theory of electoral campaigns and defines the relevant socio-political context. In the practical part, it illustrates how the campaign adapted to the market and examines the campaign's use of "second-order election" parameters. Based on this investigation, it is then possible to evaluate party's electoral success. The secondary aim of the thesis is to implement the subject of Euroscepticism, as a political view, into the ideology and campaign of the Free Citizens' Party.
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The evolution of the perception of women in marketing: Dove campaigns
Hyláková, Klára ; Klimeš, David (advisor) ; Rosenfeldová, Jana (referee)
dnešní společnosti můžeme pozorovat to, že gender, tedy pohlaví, stále hraje velmi velkou tom, jak je formován náš pohled na svět. Bohužel se stále setkáváme s tím, že genderová či nekorektnost velmi blízce souvisí s našimi názory. Marketing, média a reklama jsou oblastmi, ve kterých je prezence sexismu obzvláště viditelná a můžeme tak říct, že má zásadní vliv na naše uvažování, jednání a chování vůči ostatním. Dnešní marketingov praktiky se soustředí na zobrazování určitých archetypů, jež mají v generalizovaném měřítku fyziologické vlastnosti, které jsou považovány jako přitažlivé (např. štíhlá a vysoká postava, symetrická tvář, europoidní původ, světlé vlasy, aj.). Toto měřítko ovšem nejde generalizovat na celou populaci a logicky tak nemůže reprezentovat odlišnosti, které jsou v naší kultuře nastoleny. Tyto standarty nedosažitelné krásy mohou v určitých lidech vyvolávat pocit méněcennosti či odmítnutí sama sebe. Touha po dosažení stereotypů v médiích může vést různým mentálním poruchám či onemocněním, jako je například porucha příjmu potravy, a jiné. Nicméně i dnes můžeme pozorovat nové trendy, díky kterým se marketingové strategie začínají soustředit na reálnější reprezentaci reklamách. Tyto praktiky můžeme pozorovat například v nedávných kampaních kosmetické značky Dove. Ta se soustředí na pomocí...
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Regulation of advertising of pharmaceuticals in the contex of legal and ethical regulations in the Czech Republic
Mazura, Lukáš ; Winter, Filip (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis is concerned with legal and ethical regulation of advertising, notably with legal and ethical regulation of pharmaceutical advertising. The aim is to provide comprehensive insights into issues and to demonstrate theoretical knowledge on practical examples. On a smaller scale, the thesis also points to specific problems in this area while proposing their solutions. Its content is divided into six chapters. The introduction presents the issues and outlines the grounds for choosing this subject. Furthermore, it introduces the structure of the work followed by a justification of the selection of sources and evaluates the work's final form. The theoretical part is devoted to basic concepts and aspects of the topic. Following chapters explain general regulation of advertising and specific regulation of pharmaceutical advertising. This part is not limited to a mere description of the normative framework, but is complemented with some critical considerations and suggestions for improvement. The practical part is entrusted with the analysis of related cases and their critical evaluation. A complete presentation of findings noted by the author is delivered at the end of the thesis. Mediated information of its content may be not only beneficial for the academic community, but also may...
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Media image of Jana Nagyova on media scandal "Abused of Military Intelligence"
Šotková, Martina ; Rosenfeldová, Jana (advisor) ; Trampota, Tomáš (referee)
The intention of my thesis is to analyze "the image of Jana Nagyova on media scandal "Abuse of Military Intelligence"in the period of June 12st 2013 to December 31th 2013. It is dependent on every single phase of that case and incorporating the large social effects as well. I focused on the semantic forms of the headlines printed by daily Blesk, Mlada fronta Dnes and Pravo. In this research, I decided to use a quantitative analysis and the qualitive analysis as well.Both of them based on the answering of the basic hypothesis. This hypothesis is called: how was the media presenting Jana N. before getting the verdict in this cause? To be more specific: if that all these headlines could prepare to affect the reader's perception of Jana N. including her judgment in the moral, the social or in criminal law. I also tried to analyze if it could be possible to find the basic differences between the newspapers as it is so-called and the investigative journalism in general. My thesis is divided into three main parts. The first one is based on the theory and it contains a description of that cause and a short theoretical excursion. The second part contains a description of the research methodology following the essence of that analysis. It continues by presenting the analysis and its results like the third...
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Transformation of the media image of Stanislav Gross
Fimanová, Barbora ; Trampota, Tomáš (advisor) ; Rosenfeldová, Jana (referee)
This thesis deals with the changes in the media representation of a politician in selected Czech press, depending on various social and political events. As a source for analysis were chosen public activities of Stanislav Gross. The research focuses on three main events in the life of this politician. The first period is the period after the appointment of Gross to the Prime Minister. The next is the period after the publication of information about the dubious origin of his property and the last is the period after his death. The analysis is based on material from two Czech dailies - MF DNES and Právo - and it includes a comparison of the ways of informing of selected events in particular periodicals. Quantitative and qualitative research methods of media content were used for the analysis. The qualitative part focuses on filling in the stereotypical roles. The resulting media image was indeed very strongly influenced by mentioned facts and tone of articles and thematic composition of news associated with Stanislav Gross was changing. Among the selected periodicals were discovered distinct differences in approach to the issue. While MF DNES held more negative attitudes and related the Prime Minister to setbacks, Právo maintained a neutral perspective and Stanislav Gross was often put into the...
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Framing of the EU during the European Parliament elections 2014
Charvátová, Anna ; Hájek, Roman (advisor) ; Rosenfeldová, Jana (referee)
Framing is one of the important concepts of media studies. That is because the journalists use framing as they create news. Framing makes it easier for their audiences to perceive the news and to understand it better. In media production framing occurs mostly because of the fact that journalists are affected by their opinions or by the organizations that they work for. Even the recipients doesn't have to perceive the news same way as the author - they are also affected by their opinions and his environments. The goal of this thesis was to find out how three Czech journals - Respekt, Reflex and Týden - framed European Union during the European Parliament elections 2014. In that period media informs about EU more than usual. Another goal was to find out how journalist constructed these frames. Qualitative analysis revealed six frames, which I named: Uncertain future of the EU, Lack of interest of Czechs for the EU, Absurd regulations of the EU, Necessary bureaucracy of the EU, Relevancy of the European parliament and European MPs and Inefficiency of European MPs. In analyzed journals prevailed negative frames over positive ones. As tools of framing authors used mostly headlines and captions. Selection of sources wasn't as important as choice of vocabulary and repetition of words in texts.
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Media image of Jana Nagyova on media scandal "Abused of Military Intelligence"
Šotková, Martina ; Bednařík, Petr (advisor) ; Rosenfeldová, Jana (referee)
The intention of my thesis is to analyze "the image of Jana Nagyova on media scandal "Abuse of Military Intelligence"in the period of June 1st 2013 to December 31th 2013 and from May 11th 2015 to July 31st 2015. It is dependent on every single phase of that case and incorporating the large social effects as well. I focused on the semantic forms of the headlines printed by daily Blesk, Mlada fronta Dnes and Pravo. In this research, I decided to use a quantitative analysis based on the answering of the basic hypothesis. This hypothesis is called: it is possible to blamed Jana N. based just by these kinds of headlines, before getting the verdict in this cause? To be more specific: it is possible that all these headlines were prepared to affect the reader's perception of Jana N. including her judgment in the moral, the social or in criminal law ? I also tried to analyze if it could be possible to find the basic differences between the newspapers as it is so- called and the investigative journalism in general. My thesis is divided into two main parts. The first one is based on the theory and it contains a description of that cause and a short theoretical excursion. The second part contains a description of the research methodology following the essence of that analysis. In conclusion of my thesis...
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The framing of eurscepticism in the czech press
Rosenfeldová, Jana ; Křeček, Jan (advisor) ; Jirák, Jan (referee)
The diploma thesis "Framing of euroscepticism in the Czech daily press" deals with political communication about the European Union realized in the czech daily press (namely MF DNES, Právo and Hospodářské noviny) during three events which were essential fot the Czech republic. It was referendum (2003), signing of Lisbon Treaty (2009) and signing of ESM (2013). It focuses on quality and europeanisation of public debate and its changes within this events. It also investigates how eurosceptic actors and and oponions are represented. It is trying to examine what are their possibilities of participating in public debate and identify attitudes of individual tituls. Research methods are quantitative analysis plus frame analysis. It also treats (in theoretical part) concepts like political communication (generally and on the european level), european public sphere and also euroscepticism itself.
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Media image of prime minister Petr Nečas and his government in connection with increase VAT on press
Kurfiřtová, Tereza ; Křeček, Jan (advisor) ; Rosenfeldová, Jana (referee)
This Bachelor thesis deals with the media image of the Petr Nečas cabinet in conjunction with the proposal for changes in the VAT, namely the unification of the lowered and basic rate of it. It traces the development of the process of informing the public about the VAT changes and about the cabinet itself in the timeframe from January to April of 2011. During this time, the realization of the VAT change became likely. The rate unification was a part of the long-awaited pension reform. Additional funds collected as a result of the changes were supposed to finance the provisions of the new legislation, with pension reform being one of the main goals of the Petr Nečas cabinet. The work is based on the assumption that media informed the public about the cabinet more negatively for the reason that the VAT rates directly impact them and raising some rates may have significantly impacted their functioning. Print media and books fell into the lower VAT rate, which stood at 10 per cent in 2011. The cabinet at first wanted the unified rate to stand at 19 per cent, and later changed the decision to 20 per cent. In the end, a compromise was made on a gradual unification - in January 2012, the lowered rate would be raised to 14 per cent, with a further raise to 17, 5 per cent a year after that. The first...
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