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Depiction of side effects of Covid-19 vaccines in Czech television news
Zelbová, Judita ; Klabíková Rábová, Tereza (advisor) ; Křeček, Jan (referee)
This thesis focuses on how the side effects of vaccination against covid-19 were presented by media during the pandemic. The aim was to find out how the side effects were reported by Czech national television stations in their evening news programmes, what were the differences in presentation between the stations and which experts were invited to comment on the topic. The thesis primarily uses qualitative content analysis and to a lesser degree quantitative content analysis. The thesis shows that three of the four TV stations studied (ČT1, Nova and Prima) approached the presentation of the topic in a very similar way conceptually, TV Barrandov being quite different in this respect. All TV stations presented side effects on the basis of substantiated data, with an emphasis on information obtained from relevant organisations (European Medicines Agency, Czech State Institute for Drug Control) and experts (mostly epidemiologists, immunologists and physicians of various specialties). Contrary to the expectation, the coverage of the side-effects proved to be relatively marginal and only became notable in the spring of 2021, when a larger number of adverse reactions occurred with the AstraZeneca vaccine.
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Strategic communication of sustainability and social responsibility of Plzeňský Prazdroj: A Case study of the Pro Chmel project
Chánová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
Although companies today are expected to be more socially engaged than ever before, and almost no company can avoid it, the topic of social responsibility and sustainable policies dates back to the 19th century. This paper explores both the evolution of social responsibility and its associated topics such as sustainability, ethics in business and legitimacy, while also addressing the communication side of the issue. Communicating both the socially responsible activities and the sustainable approach of a given firm has become a critical issue in building trust and maintaining the legitimacy of the firm in the eyes of stakeholders. This thesis focuses on the principles and rules of communication that Plzeňský Prazdroj has set in the context of sharing socially responsible and sustainable topics. At the same time, it examines the development of individual corporate sustainability reports, specifically in the years 2015-2021. In the analytical part of this thesis, the author conducts a critical analysis of the PRO CHMEL project, using not only a quantitative content analysis of selected communication channels of the project, supplemented by its media coverage, but also in-depth interviews with selected stakeholders.
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Best Practices of strategic communication of czech companies with focus on websites and brand communication
Jančarová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
This thesis deals with strategic communication of czech companies and their brands on websites and with formulation of best practices for this field of strategic communication. In the Czech Republic, there is a lack of research covering this issue as well as best practices principles for communication of companies on the web. This thesis aims to: create an aggregate of theoretical knowledge about the selected topic of strategic communication; describe how czech companies communicate of their websites; and form best practices for strategic communication of companies and brands on websites. The theoretical section is focused on defining and describing key concepts and creating a base of knowledge for the research. In the methodological section the research questions are set and research methods are characterized - content analysis and interviews with experts in the field. A Model of Thematic Spheres was created for the quantitative content analysis. The hypothesis anticipates that an overall majority of selected companies does not communicate it's goals, visions or missions on websites. The results show that the overall majority of companies does not communicate the strategic communication elements which confirms the hypothesis. It has also been found that there are recurrent topics in the...
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Communication in hunting
Vavřich, Adam ; Klabíková Rábová, Tereza (advisor) ; Halada, Jan (referee)
This bachelor's thesis deals with the communication of the largest Czech hunting interest organization - the Českomoravská myslivecká jednota, z.s. (Czech-Moravian Hunting Association, registered association). The thesis also focuses on the public opinion regarding hunting and communication within the hunting domain. The main objective of this work is to present the communication mix of the Czech-Moravian Hunting Association its marketing strategies, and internal communication. The first part of the thesis defines the theoretical framework related to hunting, communication, and marketing in interest associations. The theoretical and methodological context of the researched concepts and subjects is introduced. In the methodological section, research objectives and utilized research methods are thoroughly described. The practical part contains the actual research, which is essentially divided into two main sections - one comprises a questionnaire survey, while the other focuses on individual components of the communication mix of the Czech-Moravian Hunting Association. At the end of the practical section, a set of recommendations concerning communication and public relations of the Czech- Moravian Hunting Association is presented. Apart from this bachelor's thesis, there are not many specialized...
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The potential of Smell-O-Vision technology in olfactory marketing
Polejová, Eliška ; Klabíková Rábová, Tereza (advisor) ; Houdek, Petr (referee)
The bachelor thesis entitled The Potential of Smell-O-Vision Technology in olfactory marketing focuses on the use of a digital aroma device in olfactory marketing. The thesis is divided into several parts. The theoretical part covers olfactory marketing and its use. It describes its function and briefly its history. The second chapter introduces the Smell-O-Vision product and its development. The next chapter follows it with the technology available today. This section concludes with a legislative interpretation and possible risks of the device. The practical part of the thesis deals with the influence of scents on purchase motivation. Data is collected through a questionnaire survey combined with a field experiment that simulates the Smell-O-Vision device and tries to answer whether this device affects buying behavior. However, the experiment does not support this hypothesis and therefore the design of the experiment, its variables, and the proposal for future investigation are discussed below. The last chapter explores the practical application of the Smell-O-Vision device. It discusses the olfactory campaigns that have already taken place and their further potential extension to the public and private sectors.
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Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
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Comparison of the communication of the Czech government's anti-pandemic measures in the Czech Television and the daily Blesk
Dušková, Lucie ; Klabíková Rábová, Tereza (advisor) ; Miessler, Jan (referee)
This thesis analyses the communication of two major Czech media during the health crisis - the covid-19 pandemic. The thesis focuses on the first wave of the pandemic and through a comparative analysis examines the content of the public television broadcaster- Czech Television and the tabloid Blesk. The aim of the thesis is to find out how these two different media outlets presented key messages concerning anti-pandemic measures, and especially how they framed the messages. The theoretical part draws on the literature on media communication and briefly defines related concepts such as media function, construction of reality in the media, agenda setting and framing, then describes the differences between tabloid and news coverage and introduces the media studied. The thematic focus of the research follows the communication of the media in an unprecedented situation; therefore, the thesis further focuses on the role of the media in times of crisis, focusing on the extraordinary situation of the covid- 19 pandemic. The thesis then describes the research methodology in which I will present the methods used and the aim of the research. The methodology is followed by the analytical part, which is based on a content analysis of media messages related to anti-pandemic measures. The thesis then tries to...
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Perception of stereotypes in advertisement by children of age 4 - 6 and 11 - 13
Kovačovičová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis is devoted to the perception of gender stereotypes in advertising among children in two age groups, 4 to 6 years old and 11 to 13 years old. Children are considered more vulnerable to the effects of advertising compared to adults. This applies to the influence on purchasing behaviour, as well as to the acquisition of displayed content, for example in the case of stereotypes. The goal of the research was to find out if and how children in these two age groups perceive gender stereotypes in advertising and to compare these groups with each other. The research used interviews and selected activities aimed at different types of advertisements to understand the decision-making process based on them, to investigate how children replicate stereotypes in their own work and to understand what is significant for children in advertisements. The thesis also includes possible approaches and issues of a research with children and, last but not least, the ethics of this type of research. Based on the research, it was found that children in the younger group replicate gender stereotypes significantly more in advertising and in general, and they also use gender to defend their decisions and choices. In the older group, on the other hand, gender stereotypes were less noticeable, and children in...
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The current development of AI tools in the Czech Republic and their possible use, limits and predictions in the strategic fight in the imformation War
Štěpánová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Koblovský, Petr (referee)
This work will discuss the current state of AI technologies in connection with disinformation and information warfare, their possible development, limits and concerns. Theoretical part will start with established concepts, works mapping the current state, but also predictions for the future and formulating possible limits. To understand the current state,various relevant case studies will be presented. In the practical part, Focus Group research will be conducted, which will discuss the conclusions and topics arising from the theoretical part and analysis. A discussion of the results and a conclusion will follow.
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The perception of inclusion in the beauty sector marketing
Szewieczková, Anna ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis is devoted to the perception of inclusion in advertisements of the cosmetic industry by Czech consumers. The thesis aims to describe how consumers react to the inclusion in advertisements and how they accept the individual factors of DEI. In the theoretical part, the thesis is devoted to the perception of beauty over time, trends of the cosmetic industry itself or theoretical concepts of inclusion, diversity and inclusive marketing. The social topics that appear in public discourse in connection with the topic of inclusion are also presented. At the end of the theoretical part, practical examples of inclusive marketing are presented and its legislative modifications or recommendations for use are described, as well as the results of already conducted research dealing with inclusion in advertising and its perception. Last but not least, the diversity and specifics of the Czech market are also outlined. The research part of the thesis is based on the qualitative method of focus groups. Four focus groups with a total of 22 respondents were divided according to the place of residence and degree of education of the respondents. The research results indicate that inclusion in advertising is perceived predominantly positively by respondents, although there are differences between perceptions...
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