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Brand engagement on social media: Case study of intercultural raction comparison to commercial media content of Purina brands
Kubínová, Monika ; Zezulková, Markéta (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to understand how the same marketing media content affects audiences of different cultures. Many global brands are managed centrally with unified marketing communication shared across the nations. Content relevance is tested abroad and may not be relevant to all countries where the communication is published. McQuail in his book Introduction to Mass Communication, mentions that different cultures accept the same media content with different effects. I will use a case study for the analysis of intercultural communication of centrally managed brands that will examine the difference in responses of Facebook users to centrally created marketing communication of the Felix and ProPlan brands that belong under the umbrella brand Purina. I divided the case study into two parts, the first part will be devoted to the content analysis of documents, statistics and already existing research from which I formulated research questions. The second part is a semiotic analysis of comments of the Facebook users to the Purina brands that is answering the research questions. The data from the comments shows that the reactivity within the two countries studied differed significantly and depended on the cultural differences defined by Hofstede's cultural comparison. Based on this case study, it...
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Document V síti as an educational tool for young audience aged 12 - 15 years
Poláková, Klára ; Rosenfeldová, Jana (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to explore the educational aspect of the documentary film V síti (Caught in the Net) and its impact on the Czech education system. The theoretical section of the thesis focuses mainly on presenting the topic of the film - child abuse on the internet. It deals with the topic of child safety on the internet and the context of the Czech school system. The thesis has the potential to be used in the classroom by those teachers who wish engage with this topic and educate both themselves and their students as it includes a whole chapter of recommended educational projects and programs suitable for education of second level students. The research section of the thesis deals with those teachers who saw a version of the film edited to be suitable for children, V Síti: Za školou, specifically their opinions on this project as an educational tool. The qualitative research posed a question: How did the film influence the second level of elementary school teachers' approach to child safety on the internet and its teaching? The data gathering was conducted through semi-structured interviews with nine elementary school teachers. The main conclusions include the fact that the pedagogues highly value the documentary film V síti: Za školou as a new educational tool for the prevention of...
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Playboy: From erotism to puritanism?
Jiříková, Eliška ; Lütke Notarp, Ulrike (advisor) ; Cebe, Jan (referee)
The main goal of the diploma thesis is to describe the development of content in Czech and American Playboy and compare them both over the years and the American and Czech versions with each other. The theoretical part of the thesis presents the development of both American and Czech Playboy and the changes that have occurred in the magazine are included in the cultural development and contemporary context of the USA and the Czech Republic. The diploma thesis seeks the causes of changes and development of the journal, in culture and society, in their changed attitudes, norms and values. At the same time, in this diploma thesis I deal with the Playboy audience and agenda setting. Three years 2010, 2015 and 2020 are selected for analysis in the practical part. As part of the quantitative content analysis, I examine which topics, articles and sections appear in the issue, which topics have disappeared or appeared over time and which part of the magazine is occupied by nudity. Using qualitative analysis, I focus on the transformation of the cover pages of Playboy magazine, the depiction of women on such cover pages and the comparison of American and Czech covers.
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Changing uses of social media among teenagers
Karasová, Anna ; Miessler, Jan (advisor) ; Lütke Notarp, Ulrike (referee)
This bachelor thesis focuses on the connection between the preferred form of communication and psychological development of adolescents. This thesis assumes that there is a connection between the most used way of communication, with a special focus on social networks, and the developmental stage in which the adolescent is. By using a questionnaire designed for this work and quantitative analysis it finds out the reasons of the preferred form of communication and feelings associated with using this specific communication channel. This thesis also finds out which social networks are the most popular among teenagers and for what reasons. The results of this research suggest that there is a link between the preferences of the form of communication and the age of adolescents. According to the results, insecurity of the adolescents leads to higher use of social media.
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Nostalgia: Computer games as tools for overcoming cultural and generational boundaries
Králíček, Václav ; Soukup, Martin (advisor) ; Lütke Notarp, Ulrike (referee)
This master's thesis focuses on the research of similar video game experiences among players of different cultures. Because video games are a product of the worldwide gaming industry, the same content is available for players of various cultural backgrounds, who can then share their experiences via internet forums. In a cross-cultural comparison, the thesis examines similarities in gaming experiences the players of different cultural backgrounds have, and thus exploring the potential of videogames to overcome national borders and to bring players closer. Because four generations of gamers had already got the opportunity to play videogames, the thesis also focuses on similar gaming experiences across the age groups, and thus potentially bringing together also players of different ages. The theoretical basis of this thesis is built on the works of theorists of play Johan Huizinga, Vladimír Borecký, and Roger Caillois, theories of anthropologists George P. Murdock, Thomas Hylland Eriksen, Michal Tošner, and Clifford Geertz, and lastly, the history of video games as a medium along with the history of computers in general as described by Lev Manovich. The research itself was conducted by using two methods. An online survey, shared among respondents by using the Snowball Sampling method, followed by a...
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High school media education from the point of view of German and Czech teachers
Horáková, Adéla ; Römer, Lucie (advisor) ; Lütke Notarp, Ulrike (referee)
The main purpose of the thesis Mediální výchova na gymnáziích pohledem českých a německých pedagogů is to compare the conditions, practice, and goals of media studies at high schools in Prague and Leipzig and provide inspiration for both sides through this comparison. The theoretical part focuses on the role of the teacher, introduces educational concepts, and describes the historical development of media education and mentions of it in official documents both in Germany and the Czech Republic. The practical section of the thesis is dedicated to the teachers and their concrete opinions and experience with media education collected with the help of a series of questionnaires and half-structured interviews.
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Is Czech Spotify Gender-Biased?
Křížková, Alžběta ; Hroch, Miloš (advisor) ; Lütke Notarp, Ulrike (referee)
Is Czech Spotify gender-biased? Alžběta Křížková Abstract This thesis analyses the gender inequality of music streaming platform Spotify. It focuses on Czech Spotify, ergo, on the Czech music industry between May 2020 and March 2021. The interdisciplinary study covers crucial theoretical concepts from the theory of platforms, popular music, and gender studies. It verifies whether the theory built on Anglo-Saxon tradition can be applied to the local setting. The dataset comprises of songs placed in the "TOP 200" chart and select editorial playlists. The chart illustrates song popularity based on listeners (organic listening), and chosen editorial playlists indicate the platform's promotion of songs (suggested listening). The gender gap analysis is based on a comparison of three gender ratios of songs entering the platform in total, in the playlists, and songs that make it to the chart. The empirical research utilises fundamental statistics and presents various song aspects (genre, record label, band formation, and others) in relation to artists' gender on Spotify, but also in the Czech music industry. The results show a low representation of female artists in the whole industry, while the platform actively promotes female artists via suggested listening. Organic listening endorses gender stereotypes and...
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Ideological presentation of European Union in chosen czech media
Jíša, Martin ; Schneiderová, Soňa (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this diploma thesis is to analyze the media construct of the European Union in chosen Czech mediae. The work applies to a concrete section of medial world using the method of discourse analysis and describes the structural means of the medial image of the European Union, emphasizing the ideological and political aspect of the analyzed material. The analysis is based on the certain period of 2018, when the presidential elections took place. This period was chosen due to the higher probability of occurrence of the required material. The material for discourse analysis was selected in the weekly magazines Echo and Respekt. The crucial criterion for the selection of these two periodicals was their explicit orientation towards conservative, alternatively liberal ideological orientation. The work describes the variability of the creation of media constructs. Due to the wide range of linguistic means, that can be used in discourse analysis, it was necessary to concretize the analysis into several partial linguistic phenomenons. The work is mainly structured in a form of metaphor due to the frequency and the influence. In the analysis, it was necessary to proceed to a more detailed categorization of metaphor so that it could be applied to specific textual material. At the same time, the most...
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Cultural specifics of the UNICEF's social marketing communication in selected countries: Czech Republic, France, USA
Hrubá, Veronika ; Lütke Notarp, Ulrike (advisor) ; Rosenfeldová, Jana (referee)
This diploma thesis called "Cultural specifics of the UNICEF's non-commercial marketing communication in selected countries: Czech Republic, France, USA" analysis and compares non-commercial marketing communication of the United Nations Children's Fund (UNICEF) in selected countries. The study aims at understanding to which extent local culture and it values sets are represented in the UNICEF's communication on the national level. The prerequisite for this study was the fact that UNICEF had officialy adopted glocalisation to its global communication strategy. This approach is unique in combining both local as well as global communication traits. UNICEF i sone of the few non-commercial global organizations that seeks to adapt its global vision and mission to its target audience at the nation-state lavel. Therefore, i tis important to further explore it as a potential role model for other non-profit organizations.
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