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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Media image of the EU in the news coverage of ČT
 Křešnička, Tomáš ; Trampota, Tomáš (advisor) ; Křeček, Jan (referee)
This diploma thesis is trying to reveal the ways and characteristics of the media portrayal of the European Union and its related issues - based on the analyzed example of the news coverage of Czech Television during the 2014 European Parliament elections. The first, theoretical part of the thesis deals with the theoretical aspects of the examined topic. In its first chapters the evolution and development of the European integration process is explained along with the historical contexts of the admission process that lead to the acceptation of the Czech Republic into European Union as of May 2004. Following chapters are theoretically examining the main academic topic of the thesis, which happens to be the portrayal of various political and non-political issues and actors via television news broadcasts. In this part of the text the basic theoretical categories and concepts are defined and explained in order to being clarified for further use in the course of the following analytical chapters and pages of the thesis. These theoretical categories and concepts include, for example, the theoretical labels of media representation, media narrative, agenda setting, priming or framing. Subsequent chapters are focusing on the theoretical concept of the public service media with its critical topics and issues...
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Jan Kraus as a Brand
 Křešnička, Tomáš ; Závozda, Petr (advisor) ; Dolanský, Pavel (referee)
The bachelor's thesis "Jan Kraus as a Brand" discusses the issues of perceiving celebrities as brands and its use in marketing communication. First it will be discussed on the theoretical level and later applied to the example of Czech TV presenter and actor Jan Kraus. The introductory part of the paper formulates the definition of a celebrity and its role in today's society. It describes and basically synthesizes the theoretical fields that are connected with creating celebrities as marketing brands and their use in marketing communication. The findings from the introductory part are used to analyze a specific example from the Czech territory. On the example of Jan Kraus the paper concerns in the marketing fields of personal branding and celebrity endorsement when building a personal marketing brand. Analytically it describes his advertising activities as a product placement in the TV show "Show Jana Krause", the lifestyle magazine KRAUS and the advertising campaign for the mineral water brand Mattoni.
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