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"Guilty pleasures": The tension between the pleasure from popular culture and good taste
Ružičková, Judita ; Reifová, Irena (advisor) ; Jansa, Petra (referee)
This Master's thesis deals with the phenomenon of so-called guilty pleasures within the consumption of popular culture. The theoretical basis of this work consists of three thematic pillars. Specifically: concepts related to the consumption of popular culture by authors such as Fiske and Ang; a distinction based on taste and cultural consumption, in particular by Bourdieu, Peterson and Holt; and a set of theoretical-critical views on the very concept of guilty pleasure. However, this complex combination of (not only) pleasure and guilt is still just gaining more academic attention. Therefore, the aim of this thesis is to contribute to the understanding of this phenomenon, through individual interviews with consumers characterized by both high cultural capital and a wide range of preferences, known as cultural omnivory. Within those consumers, the contrast of low and high taste, the presumed clash of acceptance of legitimized aesthetic rules and their violation, are present. The research question "How do cultural omnivores with a high cultural capital perceive the consumption of products of popular culture - especially those which they consider their guilty pleasures?" is answered through thematic analysis of coded interviews.
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Opposing concepts of masculinity in the communication of Fernet Stock and AXE and their reflexion by different generations of men
Ružičková, Judita ; Krobová, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis focuses on different representations of masculinity in marketing communication targeting men. Cases presented are those of Fernet Stock and AXE brands, whose communications portray masculinity in starkly contrasting ways. Fernet Stock urges middle-aged men to resist societal changes and not to yield their traditional masculine toughness, whereas AXE attempts to encourage young men to be their true selves, even at the cost of breaking masculine stereotypes. The aim of the thesis is to deepen the understanding of male self-identified views of masculinity, how they differ from one generation to another, and how well these correspond to the representation in the studied cases of marketing communication. The research is guided by existing theoretical concepts of masculinity, using the theory of hegemonic masculinity by Australian sociologist Raewyn Connell as a basis. The thesis is conducted as a qualitative research, using the method of thematic analysis of semi- structured interviews with members of both target groups, middle-aged and young men, respectively.
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