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The image of an entrepreneur in the press : a critical discourse analysis
Švrčková, Taťána ; Kraus, Jiří (advisor) ; Gillárová, Kateřina (referee)
In this thesis we focused on different ways of representing entrepreneurs in the press - the process of selection in the news. There is not only the question of gatekeeping, but there are more commonalities and assumptions: categorization of every kind, that means the representation of concrete facts in more general terms, and casual attribution. The world of the press is not the real world, but a world produced and consequent. Codes present the world with meaning or significance by organizing it into categories and relationships which are not there "naturally", but which represent the interests, values and viewpoints of social groups. Reality is mediated and the news is socially constructed. Powered by TCPDF (www.tcpdf.org)
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The image of an entrepreneur in the press : a critical discourse analysis
Švrčková, Taťána ; Kraus, Jiří (advisor) ; Gillárová, Kateřina (referee)
In this thesis we focused on different ways of representing entrepreneurs in the press - the process of selection in the news. There is not only the question of gatekeeping, but there are more commonalities and assumptions: categorization of every kind, that means the representation of concrete facts in more general terms, and casual attribution. The world of the press is not the real world, but a world produced and consequent. Codes present the world with meaning or significance by organizing it into categories and relationships which are not there "naturally", but which represent the interests, values and viewpoints of social groups. Reality is mediated and the news is socially constructed. Powered by TCPDF (www.tcpdf.org)
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Culture marketing research
Geregayová, Salome ; Gillárová, Kateřina (advisor) ; Ježek, Vlastimil (referee)
The main concern of our thesis is to map the level of use of the marketing research
for culture institutions by the particular case studies. We had focused on the culture
institutions with different alignment as galleries, museums and theatres. On the
basis of predefined criteria of the institutions - as their founder, place of activity and
space size and number of the visitors/audience per year - we determined three
examples in particular ? National Theatre, National Museum and National Gallery (all
of them Prague based), in which we learned how they use the marketing research in
the field of marketing.
Thesis are divided into three parts. The first one is applied to theoretic principles,
which are supposed to give us solid basis about cultural environment and marketing
research. Marketing researches are presented here in general as well as with the aim
to cultural institutions.
The second part meets the description of case study and research sample. It
explains why were the particular institutions, which are mentioned above, chosen,
and how we sorted out the criteria by which we have mapped the case studies.
The last part focuses on the particular case studies and researches. We introduce
here the realization of the marketing researches made by our selected institutions ?
procedure, form and processing of results (its evaluation and implementation into the
institution´s life).
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