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The representation of antiheroes in TV programmes for Children
Švarcová, Alžběta ; Jirák, Jan (advisor) ; Wolák, Radim (referee)
The thesis propounded below is based upon a presumption that one of the significant means of socialization is mass media. It represents a source of information since an early age of a child, constitute the models of a socially acceptable behaviour and depict the values and norms that are applicable to the society. In continuation to the ambiguous character of socialization, on one hand allowing an individual to integrate fully into the society, on the other hand, however, producing the present inequalities, the author enquires into the way how villains are portrayed in television cartoons, that is, those who violate these commonly accepted norms. In the theoretical part of the thesis the author builds predominantly on the sociological reflections of the character of the modern society, the character of socialization and social norms. In the chapters dealing with the socialization potential of media she employs primarily the modelling theory that stems from the more universal social learning theory. In the empirical part the author, using qualitative research, tries to describe how villains are portrayed in television cartoons and besides other statements, she proves that their world has a strictly dichotomic and exclude character. One of the outcomes of the thesis is a typology of villains who can...
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The representation of antiheroes in TV programmes for Children
Švarcová, Alžběta ; Jirák, Jan (advisor) ; Wolák, Radim (referee)
The thesis propounded below is based upon a presumption that one of the significant means of socialization is mass media. It represents a source of information since an early age of a child, constitute the models of a socially acceptable behaviour and depict the values and norms that are applicable to the society. In continuation to the ambiguous character of socialization, on one hand allowing an individual to integrate fully into the society, on the other hand, however, producing the present inequalities, the author enquires into the way how villains are portrayed in television cartoons, that is, those who violate these commonly accepted norms. In the theoretical part of the thesis the author builds predominantly on the sociological reflections of the character of the modern society, the character of socialization and social norms. In the chapters dealing with the socialization potential of media she employs primarily the modelling theory that stems from the more universal social learning theory. In the empirical part the author, using qualitative research, tries to describe how villains are portrayed in television cartoons and besides other statements, she proves that their world has a strictly dichotomic and exclude character. One of the outcomes of the thesis is a typology of villains who can...
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Analysis of the election campaign and marketing communication of JUDr. Katarína Macháčková to the post of mayor of Prievidza
Švarcová, Alžbeta ; Říha, David (advisor) ; Procházková, Markéta (referee)
Bachelor thesis "Analysis of the election campaign and marketing communication of JUDr. Katarína Macháčková to the post of mayor of Prievidza" focuses on the given topic from two different perspectives, theoretical and practical. Political marketing has often features of traditional marketing, so people usually do not see the differentiate between them. Therefore in the first part, thesis focuses on setting of the necessary concepts into theoretical context and determines the fine line between political and traditional marketing. This part also explains definitions and terms used in the practical part. The second, practical part analyze on the specific application of different marketing strategies, which were used in the campaign of JUDr. Katarína Macháčková. The conclusion summarizes the lessons and recommends other possible ways of marketing communication.
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