|
|
Ethical consumer behavior of generation Z in the area of sustainable fashion
Ibrová, Barbora ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
The bachelor thesis tackles the issue of ethical consumption of Generation Z in the area of sustainable fashion. Specifically, it focuses on the specifics of ethical fashion consumption of sustainably conscious members of Generation Z and their motivations and barriers to purchasing sustainable and ethical fashion alternatives. The theoretical section defines the terms fast fashion and sustainable fashion, and focuses on ethical consumer behaviour and the characteristics of Generation Z as consumers. The practical part includes the analysis and interpretation of individual semi-structured interviews with ethically conscious members of Generation Z, from which the underlying motivations, barriers and specificities of sustainable fashion consumption of young ethically-minded customers are subsequently outlined. The research revealed the attitude-behaviour gap among respondents and a reduced brand sensitivity in the case of consumption. Good feeling and originality were identified as the main motivations for sustainable purchases, with high price and a limited range of cuts and designs emerging as the biggest barriers.
|
|
|
Media, women and the reproduction of symbolic violence
Ježková, Adéla ; Vochocová, Lenka (advisor) ; Rosenfeldová, Jana (referee)
Diploma thesis analyses the reproduction of symbolic violence in selected Czech media. Namely, the newspapers Blesk, MF Dnes, Lidové noviny, Právo, Aha!, Hospodářské noviny and the internet servers blesk.cz, idnes.cz, lidovky.cz, novinky.cz, ahaonline.cz, hn.cz. In the first part, the thesis analyses the key theoretical background, concepts and ideas that support the analytical part of the thesis. The main aim of the thesis is to offer a comprehensive typology of symbolic violence in the Czech media environment. That is, whether, and in what ways, the mass media perpetuate gender inequalities and unequally distribute power in society through language. Given the complexity of the concept of symbolic violence, the thesis uses a combination of content and discursive analysis. The findings present a comprehensive overview of the occurrence of symbolic violence in the selected media.
|
|
|
Perception of femvertising and femwashingt and their influence on Czech women's shopping behaviour
Kazimírská, Veronika ; Rosenfeldová, Jana (advisor) ; Konrádová, Marcela (referee)
Over the last few years, femvertising - feminist advertising, has become a trend in marketing communication. Current research suggests that it has a positive impact on both, the brands and the customers. Femwashing - an inauthentic form of femvertising, is a phenomenon that has not been researched much. Studies provide data on its differences from femvertising, but its impact on purchase decisions is yet to be clarified. Czech research has been focused on femvertising, femwashing has not been studied. The aim of this thesis is to clarify the perception of both, femvertising and femwashing, by Czech women of generation Z and generation X and to discover if at all, perspectively how these forms of feminist advertising influence their decision making while shopping. Qualitative research, specifically in-depth interviews were conducted in order to answer these questions. The main findings of this thesis are positive perception of femvertising by women of both generations. Generation Z was observant to visual representation of women, while generation X was attentive to their skills. Femwashing was perceived as hypocritical by both generations, however, they were willing to condone it in case the brands were not tampering women's rights themselves. Femvertising would positively influence purchasing...
|
|
|
Femvertising in the body cosmetics industry in the Czech republic
Kašperková, Tereza ; Rosenfeldová, Jana (advisor) ; Ortová, Nina (referee)
This bachelor thesis focuses on the trend of femvertising in advertisements for body cosmetics in the Czech Republic. Femvertising is a relatively new phenomenon used in promotions that seek to present positive images of women and to counteract gender stereotypes. The aim of the study was to determine whether and how elements of femvertising are present in the selected advertisements intended for the Czech market from 2019-2022. For this purpose, a qualitative content analysis was conducted, which showed that elements of femvertising are present in all the selected advertisements and three of them could be described as fully femvertising.
|
|
| |
|
|
Sharing pictures of children by their parents on social media
Švabová, Aneta ; Rosenfeldová, Jana (advisor) ; Součková, Barbora (referee)
This theoretical based bachelors theses is focused on phenomenon of sharing pictures of children online by their parents, so called sharenting (especially on Facebook or Instagram). There are risks connected to this kind of sharing, such as formation of a digital footprint, which could include sensitive information, details from personal life or other problematic information, which would never be shared by children it concerns. This work attempts to capture the consequences this sharing could have for a life of a child outside of online world as well as for their online presence. All these phenomena will be described in theory but also by a legal perspective. Considering the terms and conditions of use published by META or other legal documents, this work attempts to answer following questions: To what extend is sharing this information unsafe? Can the child seek legal defence? And what legal boundaries are there for this kind of sharing? By analysing and interpreting academic and other relevant texts, together with legislation and jurisdiction, this work presents a conclusion, that such sharing could be a violation of privacy of a child, which would go hand in hand with violation of obligatory care for the child deriving from parental responsibility. Furthermore, this work detects a space for...
|
|
|
The image of Czechoslovak edition of world's fashion magazine Vogue
Konjoryan, Lusik ; Rosenfeldová, Jana (advisor) ; Supa, Markéta (referee)
This thesis The image of Czechoslovak edition of world's fashion magazine Vogue deals in the theoretical part with the characteristics of the press for women and the theory of fashion from a philosophical-social aspect. The practical part of the thesis deals with the content analysis of Czechoslovak Vogue by comparison with two other world editions, American and British. The content analysis is carried out according to the following points: the front page of the magazine, editorial, regular sections and photo stories. Part of the practical part is also a content analysis of the topic of feminism and Vogue CS's approach to female readers. In particular, maintaining the stereotype of a woman who should take care of her appearance and maintain a youthful appearance. The aim of the work was to describe the content of the Czechoslovak version of Vogue magazine, which has been newly introduced to the domestic media market since 2018. Keywords press, fashion magazine, Vogue, content analysis, fashion, feminism
|
|
|
Measuring communication using the Amec Integrated Evaluation Framework on the example of the non-profit organization Czechitas
Jeřábková, Kateřina ; Ježková, Tereza (advisor) ; Rosenfeldová, Jana (referee)
Measurement and evaluation of public relations and communication is the main topic of the thesis. This topic resonates strongly among academics and practitioners, especially in the last decade. However, there is still a significant discrepancy between what the theory recommends and the acceptance of these recommendations in practice. Therefore, the thesis focuses on one specific framework for measuring communication and, using a case study method, determines the applicability of this framework in practice. The aim of the research, which is carried out using the case study method, is to verify the applicability of the Integrated Evaluation Framework (IEF) in measuring and evaluating the communication of the non-profit organization Czechitas. In the theoretical chapters, the thesis offers the definition of PR and the main areas PR influence in organizations (image, reputation, identity, and brand). It furher describes the Czech non-profit sector and the specifics of it's marketing and PR activities. It presents the best-known theoretical models of PR measurement and evaluation as well as the progressthe debate on PR measurement among experts has seen in recent years. The analytical part of the thesis analyzes the selected case for the study, being the Czech non-profit organization Czechitas. The analysis of...
|
|
|
Influencer marketing: contemporary theory and practice on the Czech market
Vedralová, Adéla ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis deals with the phenomenon of influencers and influencer marketing in the Czech Republic. Its goal is to define the theoretical framework of influencer marketing and then verify whether the practice corresponds to the defined theoretical framework. First, the work discusses public relations, propaganda, the two-level model of communication, and opinion leaders. Subsequently, influencer and influencer marketing are defined, social networks are introduced and statistics of Czech users on the internet and social networks is defined. In the last part, the work is focused on the analysis of academic works younger than four years in order to keep the topic up-to- date. Findings from the analysis of academic papers are then compared with examples of influencer marketing on the Instagram.
|
|
|
Semiotic analysis of chosen fashion advertisements with a focus on green marketing
Konířová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the fashion industry, green marketing and semiotics. The theoretical part of the work is focused on fashion and sustainability. The work first introduces the issues of the fashion industry, later on also discusses fashion markets and current trends in this industry. The work also presents examples of fashion brands in the fashion markets and the problems that the textile industry is facing. The second chapter deals with green marketing, its beginnings, the current market situation, both global and Czech, and last but not least, it introduces the issue of greenwashing. The thesis discusses the topic of sustainable consumption, which is a concept closely related to fashion and the specifics of green marketing in the fashion industry. The third chapter deals with semiotics, important theorists and their theories and defines concepts of semiotics. It also talks through the stages of semiotic analysis. The next chapter presents the methodology of the practical part of the bachelor thesis. The practical part of the work is covered in the fifth chapter, in which semiotic analysis is performed on selected marketing communication. For each analysed advert, text identification and first and second level labeling analysis were performed. Based on the analysis, it was possible...
|
guest ::
