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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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Emotion expressed in public space communication
Henzlová, Markéta ; Jirák, Jan (advisor) ; Zezulková, Markéta (referee)
This study focuses on the internet as a public space and explores the emotionality of this area. It is also approached as a case study which investigates the relationship between emotionality and commercialization. In the theoretical part, the concept of the public space and especially its changes that came with the internet and social networks is specified for the reader, to provide a general overview essential to the results of this work. Furthermore, the theme of the communication via internet is defined and the identification of emotions in media communication is explained in the theoretical part. The practical part analyses in which intensity the mass media use the tools of the expressibility on their facebook profiles. These mass media were purposely chosen, one being commercial and the next one the public service television, whose function is to support the social cohesiveness and to cultivate the language. The representatives are television TV Nova and radio Rádio Impuls as the commercial media, television Česká televize and radio Český rozhlas as the public service media. The findings of this thesis provide the insight into the issues and point out the difficult position of the public service media on the social networks.
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Role of influencers on Instagram in life of teenagers
Pichlerová, Klára ; Zezulková, Markéta (advisor) ; Orhan, Mehmet A. (referee)
The main topic of the diploma thesis is the role of modern opinion leaders on social networks, in this work specifically on Instagram, in the life of teenagers. The objective of the theoretical part of the thesis is to characterize influencers and to put them in the historical context of opinion leadership. Since the thesis deals with influencers on social networks, it also explains the historical context of the establishment of the Internet and the Web 2.0, thanks to which these platforms could originate. The last chapter of the theoretical part is devoted to the characteristics of the present generation of adolescents and their relation to social networks. The practical part analyzes the results of the quantitative measurement. The research was distributed among students from one secondary grammar school in Prague using an internet link. The questionnaire was consisted of five parts, each focusing on a different topic. At the end of the thesis there is a discussion of the results in the context of the theoretical framework. Based on the research, it was found that teenagers spend about 30 minutes per day on Instagram and mostly before bedtime. They consider it as a social network with a negative impact, especially on the quality of sleep and cyberbullying. Influencers on Instagram inspired them...
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Luxury lifestyle newspaper supplements in the Czech republic
Tesařová, Valentina ; Zezulková, Markéta (advisor) ; Jirák, Jan (referee)
The diploma thesis observes the phenomenon of Czech journal attachements of luxury character in particular supplements ZEN, City Life, Esprit and Proč ne?! These are published together with daily press E15, MF Dnes, Lidové Noviny a Hospodářské noviny. In the theoretical part is first outlined the development of lifestyle magazines and classical daily attachments, because examined supplements are kind of combination of both these media products. The next chapter deals with the media content from the political as well as economical communication, which covertly affects media by means of advertising and public relations and thus shape public opinion according to their own interests. In the end the theoretical part focuses also on definition of advertisement and public relations. The goal of the practical part is to research using the semiotic analysis how the ideology of success is presented to readers, which is in general an attribute of political as well as economical elites. These elites secretly control media products following political economy of communication. Powered by TCPDF (www.tcpdf.org)
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Recontextualization of Non-Governmental Organizations in Discourse of Czech Television's News and Public Affairs
Maxa, Tomáš ; Jirák, Jan (advisor) ; Zezulková, Markéta (referee)
This thesis is concerned with processes of decontextualization and recontextualization of non-governmental organizations in discourse of news and public affairs of Czech television. Due to the so called european migrant crisis and other domestic or foreign events, which have recently taken dominant place in TV news, critique of Czech television's broadcasting has increased significantly. Mostly it's aimed towards supposed bias, unbalanced reporting, tendentious way of approaching guests and favoritism of certain NGOs, just to name a few. Thesis is divided into three parts, gradually presenting theoretical framework including some related terms (intertextuality, dialogism, media bias etc.), methodological approach and practical elaboration of analysis. The method used is critical discourse analysis, loosely based on Fairclough's threedimensional model of CDA. Main goal of the analysis is to find out whether there are aspects of implicit ideologies or media bias in examined utterance.
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Coffee culture and consumer bahaviour in the Czech Republic
Bäumeltová, Klára ; Zezulková, Markéta (advisor) ; Švec, Kamil (referee)
This bachelor thesis deals with the issue of coffee culture and consumer behaviour in the Czech Republic. The thesis is divided into the theoretical and practical part. In the first part, according to available sources, literature of scientific articles and studies, the theoretical framework of the whole study is presented, where the key concepts of consumer behaviour and culture are explained. The first chapter describes coffee and its brief history, the coffee market itself and important coffee producers and consumers. The second chapter of the theoretical part includes consumer culture and coffee culture in the Czech Republic and abroad. Thet third part defines consumer behaviour and consumers' behaviour models, factors influencing buying behaviour of consumers, purchasing decision process and typology of consumers. The practical part is devoted to the quantitative research and subsequent analysis of acquired materials. The aim of the thesis is to map the behaviour of consumers in the Czech Republic in relation to coffee and coffee culture. For the analysis of secondary data, the MML-TGI database from Median agency is used. The preferences of coffee consumers and the differences in consumer behaviour within the target group are identified. The results show significant differences among...
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Consumer buying behaviour of Generation Z
Viternová, Nikola ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
This bachelor thesis focuses on consumer buying behavior of generation Z. This generation is only the second youngest one, however it has been currently entering its productive age and accounts for one third of the world's population. Together with this, also the purchase power of Generation Z keeps rising continually thus a deeper understanding of generation Z in their role of consumers has been becoming necessary for marketing and sales departments. To offer a better understanding of this generation, especially as consumers, this is also the aim of this thesis. The theoretical part therefore draws attention to the problematics of consumer buying behavior, with attention mostly dedicated to the factors that have a significant impact on it, including the influence coming from the affiliation to a generational cohort. Generational cohorts are also the subject of the second chapter, which not only introduce them and characterizes previous generational cohorts, but particularly brings a summary of notions about generation Z. This generation is then described from various points of view, including their own specifics in consumer buying behavior. However, these are deeper examined through own qualitative research. The research is based on semi structured interviews with participants and aims to find...
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Displaying of human body in media and its impact on adolescents
Pavlíková, Barbora ; Zezulková, Markéta (advisor) ; Rosenfeldová, Jana (referee)
The aim of this thesis is to explore what adolescents think about displaying the human body in different kinds of media. The theoretical part of this thesis is focused on describing the evolution of visual media with the emphasis on expanding opportunities of selecting and forming visuals when using modern technologies. We have also mentioned the effect of showing beauty and ugliness of human body in media on the perception of other people and the self-perception. In the empirical part of this work we have described the methodology of qualitative form of approach of our research, respectively collecting data using focus groups method. Special focus has been given to work with adolescent participants. We have also analysed the results of the research, which was made with elementary school pupils at the age of 13 or 14 years. The research was focused on the conception of beauty and ugliness of human body in medial presentations. Adolescent participants rated these visuals not only for their visual aspects, but they were also asked to assign some characteristics to the displayed persons and find the topics, which could be presented by this person to others. It was discovered that adolescents perceive the female beauty more stereotypically than the male amenity. They also emphasised decentness and...
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Children in advertising: Children's perception of childhood
Hegyiová, Hana ; Zezulková, Markéta (advisor) ; Klimeš, David (referee)
This bachelor thesis was focused on the attitudes of children to representations of childhood in the media. The images of children are often used as content of storytelling in advertising. The literature review aimed to analyse attitudes towards childhood across history in Western society, and like them with the representation of childhood in advertising. Qualitative research in the form of focus groups was chosen for its practical part. The research consisted of three forty-five minutes long focus groups, carried out in the primary school environment, which were attended by 18 child participants in total. Division of the research into three thematic units assisted to precisely answer two selected research questions: How do children perceive the media representation of childhood in advertising? Which of the selected characteristics do they prefer, and why? Research has shown, that children responded positively to a media representation of childhood that was identical to their own experience, in the case the innocent childhood.
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Hierarchy formation in the cosplay community
Králová, Monika ; Soukup, Martin (advisor) ; Zezulková, Markéta (referee)
The popularity of wearing costumes and masks has a long tradition. The phenomenon called cosplay began to be discussed for the first time in the 1980s. Cosplayers are fans of media content that not only wear costumes, but they also try to imitate the character's character on festivals. Some individuals, thanks to their activity, become celebrities themselves within the community. Fans may not always be just a passive group of recipients of media content. This thesis focuses on how these positions can be achieved and how the hierarchy is shaped in the Czech cosplay community. The theoretical framework is based on findings of fan studies. Methods used for data collection include participant observation and semi-structured interviews. The timeframe for data collection is the period from May 2018 to October 2018. For analysis were used the grounded theory principles, namely open and axial coding. The output is a paradigmatic model. This research has brought new information related to the topic of hierarchy in fan communities. Not only has the high activity of the individuals but also the social ties had an influence on hierarchy formation. This work also reflected the Czech cosplay community.
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