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The Spin: Concept of "Spin Doctoring", Theoretical Approaches, Manifestations and Analysis
Pudlák, Štěpán ; Trampota, Tomáš (advisor) ; Nečas, Vlastimil (referee)
The topic of this thesis is spin doctoring. It understands terms "spin" and "spin doctoring" as deliberate manipulation with public opinion by means of communication. The thesis includes an account of relevant concepts as are public relations, propaganda or corporate spin. It describes academical approaches to this issue. The authors criticize especially a corruptive influence of spin doctoring on democratic society and manipulative nature of public relations, but they offer possibilities of counteraction against these practices as well. The thesis considers both historical and recent manifestations of spin doctoring. Many examples analysed in this thesis concerns political environment of the Great Britain. Techniques and practices of spin doctoring such as "third party technique", "astroturfing" or "denigration campaings" are thoroughly explained. The perspective of semiotics and spin doctoring as manipulation with sign within social environment are concerned. The conflict between critics of spin doctoring and representatives of public relations is interpreted as discoursive discrepancy and both the antagonist discourses are analyzed. One chapter is devoted to spin doctoring within pharmaceutical industry. The practices and techniques of spin doctoring are interpreted in detail on this example....
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Western Union - pioneer of the globalization
Tlustý, Filip ; Trampota, Tomáš (advisor) ; Nečas, Vlastimil (referee)
The aim of the diploma thesis Western Union - Pioneer of the Globalization is to describe the arise and growth of the Western Union company, in the context of the historical development, the technical discoveries of the 19th and 20th century, and the role the company had in linking the world. It describes the role the company had in the process of globalization. The three key elements of that process are: development of the underwater cables, the arise of international world news agencies, and the use of electromagnetic waves for communication. In this diploma thesis all those three elements had been described, from their beginning, until present. There are also evoked extraordinary events, companies or persons that by their bold acts had contribute to the global exchange of information and had influenced the current way of processing and distribution. In the part that is primarily dedicated to the arise and growth of the Western Union, the way the company was tied to the process of globalization is described. Further is described the current business model, the business strategy, market competitors, and overall changes in international financial transactions. Trough market liberalization, new opportunities arose for new players on this market, thus marketing tools that are used to preserve the...
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ČSSD.CZ : content changes of political party medium in relation to the elections Poslanecké sněmovny PČR in years 2010
Zakálová, Eva ; Křeček, Jan (advisor) ; Nečas, Vlastimil (referee)
The thesis ČSSD.CZ. Content changes of political party medium in relation to the elections in 2010 deals with the theoretical concept of political communication and its relationship to the public sphere and media communications. The political communication is analyzed in the context of the development of new information and communication technologies (ICT's) and offers a comprehensive view of the evolution of political communication on the internet. Emphasis is placed on negativity as one of the key aspects of modern political communication. Specifics of political campaigns on the internet are analyzed on the home page of Czech social democratic party www.cssd.cz. CSSD is one of the most important czech political parties so they answer to the importance of the internet by innovating its website and they run two pre-election campaigns in 2010 there. Between these campaigns an important change in the party leadership took place, Jiri Paroubek was replaced by Bohuslav Sobotka. The work also contains quantitative content analysis of website www.cssd.cz in individual pre-election periods, and evaluates content changes of the main party medium through which the Czech social democratic party speaks to the audience on the internet.
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Constraints of Public relations on Czech media after 1989
Střelcová, Alexandra ; Trampota, Tomáš (advisor) ; Nečas, Vlastimil (referee)
(EN) Diploma thesis "Constraints of Public Relations on Czech Media after 1989"deals with one crucial aspect of journalism which is the influence of various interest groups on the content of the media by public relations. It concerns with the topic from the point of view of professional journalists as media content producers and attempts to find out what mechanisms are driving the Czech media system in regards to public relations. The thesis examines shortly the history of public relations, both in the Anglo-saxon world and the Czech lands before and after 1989. Definitions of public relations are later applied on selected critical media theories, such as those of Scottish PR theoreticians Dinan and Miller, Herman and Chomsky's Propaganda model or Boorstin's idea of pseudo-events. Sociology of news and one of its most important protagonists, Brian McNair, also speaks critically on the influence of public relations, therefore his contribution to the topic is also an essential theoretical frame. The fourth chapter deals with selected methods of public relations such as spin doctoring, third-party endorsement or crisis communication. A particular analysis is dedicated to the Stockholm Charter and the IPRA Charter, the most important ethical frameworks that all public relations departments should abide...
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Media reflection of the president Václav Klaus' political agenda
Picková, Zuzana ; Nečas, Vlastimil (advisor) ; Trampota, Tomáš (referee)
Presidents are said to exert their influence mainly through addressing the public and public speaking. Setting the media agenda is considered as one of the presidents' main strategic powers. Although the contemporary Czech president Václav Klaus enjoys substantial media attention, it is not granted that the media report on everything he says and emphasises. This research focuses on the interaction between presidential speeches at important occasions, represented by the 1 January, 28 October, and 17 November address, and the media represented by three nation-wide dailies Mladá fronta DNES, Právo and Blesk. The time span of the research is 2007 to 2011. The analysis seeks to examine how often were the presidential speeches reported by the media, and which particular topics from them generated press coverage. The results show that the media were mostly attracted by the 1 January address, while the 17 November speech received least attention. It has also emerged that the media reporters have been choosing selectively which topics from the speeches to cover. The scope of the space dedicated to each of the topics by the president in his speeches has not been reflected by the journalists. Therefore, significant differences in the topical priorities between the presidential and media agenda were...
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Uprising in Libya: "The Al-Jazeera Effect"
Hanzal, Jaromír ; Nečas, Vlastimil (advisor) ; Bednařík, Petr (referee)
The bachelor thesis Uprising in Libya: "The Al-Jazeera Effect" uses a quantitative analysis to examine the relationship the Czech printed media has towards the Arab news network Al Jazeera. The preliminary theoretical part is divided into three sections. In the first section, the author presents Al Jazeera as an important actor in the regional and global television news market. The second section summarizes the findings about two interesting phenomenons that aren't unanimously accepted by academic literature - the so called "CNN effect" and the "Al Jazeera effect". The third section then reflects on the current quantitative research that deals with Al Jazeera's news coverage. The core of this thesis rests solely on the quantitative research. The author focused on key events that could be expected to increase the references to the Al Jazeera network. Therefore, the thesis examined two twelve month periods in which international news outlets informed of the events related to the terrorist attacks on the World Trade Center on September 11th 2001, and of the development of anti-regime uprisings in the Middle East and North Africa collectively labeled as the Arab Spring in 2011. The ten-year gap in between these two periods has given the author a chance to focus particularly on the change in the...
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The Marketing Communication of Touristic Destination Třebíč
Horká, Kateřina ; Dolanská, Nora (advisor) ; Nečas, Vlastimil (referee)
The subject of this thesis on the topic of The marketing communication of touristic destination Trebic is a description and analysis of communication activities of the City of Třebic and other entities involved in the structure of tourism destination, such as national and regional tourism organizations and local providers of accommodation services. The aim was to map the marketing communication towards an audience of tourists from the region, the Czech Republic and abroad. While describing the various tools of communication mix, which are used for this purpose, the major emphasis was on the online communication. Besides the forms of communication, attention was paid to the content, especially unity, clarity and validity of the communicated information.
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Media images of political leaders - 2010 Elections
Šubertová, Sandra ; Křeček, Jan (advisor) ; Nečas, Vlastimil (referee)
This thesis titled The Media Images of Political Leaders - 2010 Elections focuses on descriptions and depictions of Czech political leaders, Vojtěch Filip, Jiří Paroubek, Petr Nečas, Radek John and Karel Schwarzenberg in printed press. The thesis contains an introduction of the leaders and the parties which they led during the 2010 parliamentary elections. The thesis shows the differing images of the leaders in various media. It contains a quantitative content analysis of MF Dnes, Lidové noviny, Hospodářské noviny, Právo and Blesk daily newspapers in the pre-election period between 1 April and 27 May 2010, examining the frequency of informing about the leaders, differences in their presentation and attention given to each of them. The content and tone of individual articles has been examined as well. The thesis also analyses the ratios between informing about the individual leaders and other topics in each newspaper. The theoretical concept of the thesis is media communication in relation to politics. Political communication is examined from the view of the theory of political parallelism and the influence of media on politics.
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Selected causes of the third Mečiar's goverment on the biased news of the Slovak television
Pauková, Kristina ; Křeček, Jan (advisor) ; Nečas, Vlastimil (referee)
The Master's Thesis "The selected cases of the third Mečiar's government and the bias in news coverage in the Slovak television" analyses a period of the third Mečiar's government on the basis of research focusing on the presence of bias in the news coverage in the Slovak television. This institution, which provides the public service broadcasting, is in general considered as a politicians' tool and during 1994-98 is described as a medium subordinated to the coalition government of that time, or even to a single political party. Due to the previous research dealing with election campaigns in 1998 we decided to focus on two significant events - the kidnapping of Michal Kováč jr. in 1995 and the 1997 referendum, which could present an illustration of the media production during the respected period. Closer characteristics of the socio-political situation with the accent on the selected cases is outlined in the introductory part of the work together with the bias issue and the concept of public service broadcasting. In this work we pay attention to the characteristics of evolution of the Slovak television after 1989 as well, and to a closer description of its functioning and broadcasting in 1994-1998. The final part deals with the very research of bias in the main STV news programme by using the...
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Changing of a media coverage of the Iraq war in the Czech press in the period 2003-2008
Sabolová, Veronika ; Nečas, Vlastimil (advisor) ; Bednařík, Petr (referee)
Diploma thesis "Changing of a Media Coverage of the Iraq War ("Second Gulf War") in a Czech press in the Period 2003-2008" deals with news media position and their activities during the Second Gulf War. The goal of the thesis is to explain the media power during the public opinion influencing. This is the reason why the theoretical part of the thesis deals with a propaganda, agenda-setting function of the mass media and media framing. The Iraq war was the reaction to the September 11th 2001 events and president Bush claimed the war against global terrorism. This is the reason why the thesis deals with sociology of terrorism and connection of terrorism and the news media. Influencing of a public opinion deals with an extensive propaganda campaign of the USA and the UK politics in connection with an agenda-setting function of the mass media by political and media agendas. The goal of the analytical part of the thesis is to find media framing in Czech daily newspapers called Mladá fronta Dnes and Lidové noviny. Quantitative and qualitative research combination is focused on the Second Gulf War changing of media coverage during the six year period started by the allied invasion to the Iraq and ending by George Bush leaving a presidency.
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