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Streaming services (SVOD) from the perspective of their users: Qualitative analysis of Generation Z's user behaviour and practices
Zemanová, Eliška ; Turková, Kateřina (advisor) ; Švelch, Jaroslav (referee)
This thesis examines the role of streaming platforms, specifically SVOD (Subscription Video on Demand), in the lives of selected members of Generation Z. Its aim is to conduct a qualitative analysis of user behaviour and, by using uses and gratification theory, to identify the factors influencing the choice and usage of these platforms. Besides the motivation, the informants' content selection patterns are analysed. Within the theoretical part, the thesis discusses convergence, convergent and algorithmic culture, the changes of audiences after the rise of digital media, the categorization of VOD services and brief characteristics of selected services. The theoretical framework uses and gratification theory and Generation Z media behaviour are also presented in the thesis. The empirical part of the thesis analyses and interprets the material gathered through 16 semi-structured interviews and diary entries. The research reveals that streaming platforms have a key role for Generation Z. Flexibility, content availability and social aspect are the main factors influencing their viewing habits. Informants exhibit diverse motivations for using these platforms, including seeking entertainment, relaxation, education, social connection and inspiration. Selected members of Generation Z prefer streaming...
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Case study of digitization of a paperback football magazine Football Club
Baloun, Matěj ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
The subject of the thesis is the digitisation of the Football Club magazine, which has been published as a quarterly magazine since 2017 and a web version that was launched in 2022. The digitisation process of the magazine is examined from 2017 to October 2023. The aim of this thesis is to describe the process by which the digitisation of the magazine occurred during this period. The thesis aims to examine the digitisation process in three areas. The first area is the transformation of content in the wake of digitisation. The second area is the transformation of the financing of the project. The third area is the impact of digitisation on internal processes within the editorial office. In order to achieve the objectives described above, three semi-structured interviews were conducted with key employees of Football Club magazine and its publisher NextPage Media. Furthermore, the thesis is based on publicly available information and internal data provided to the author by the publishing house NextPage Media for the purpose of writing the thesis. The thesis uses the case study research method. The thesis concludes that the key tools of the magazine's digitisation included, beyond the launch of the website, the expansion of the project's communication channels, the production of new types of content...
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Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes
Světelská, Denisa ; Klabíková Rábová, Tereza (advisor) ; Turková, Kateřina (referee)
The thesis "Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes" deals with a qualitative analysis of brand perception by individuals participating in CrossFit. From a theoretical point of view, it covers the explanation of the concept of brand and also looks at the models that are used in brand making and branding. It also focuses on brand communities, their specificities and their contribution to brands. CrossFit, the history of branding and other essentials that CrossFit presents are then specified in detail. This includes the gym environment and specific training regimen. The available analyses of the brand's communication are also outlined. Part of the theoretical background includes an overview of the CrossFit community from previous analyses. Through semi-structured interviews on brand communication, competitive advantages and differences from other sports and the CrossFit community being an integral part of the brand, the dimensions of branding used were unravelled. Through individuals' experiences with the brand, the thesis aims to identify the factors that contribute to the success of the brand in the sporting area, as well as how the brand impacts the individuals themselves. Thus, attention is also paid to the impact of the...
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Behind the Byline: Gender Dynamics in Azerbaijani Media from the Perspective of Female Journalists
Abbasli, Pari ; Hrbáčková, Anna (advisor) ; Turková, Kateřina (referee)
V dynamické oblasti ázerbájdžánské žurnalistiky zůstávají zkušenosti novinářek významným, avšak nedostatečně prozkoumaným aspektem. Tato práce, vedená kritickou feministickou teorií, se snaží prozkoumat převládající genderové dynamika a jejich dopad na osobní a profesní život novinářek. Prostřednictvím kvalitativní analýzy polostrukturovaných rozhovorů vedených s patnácti novinářkami studie odhaluje nuance v pohledu na výzvy, kterým ženy v ázerbájdžánské žurnalistice čelí. Novinářky se pohybují ve složité síti očekávání a omezení, od rodinného odporu po společenský skepticismus, a často vyvažují své profesní aspirace s tradičními genderovými rolemi. Zjištění poukazují na rozdíly v odměňování, v zacházení na pracovišti a na potřebu novinářek přizpůsobit své chování tak, aby zapadly do převážně mužsky orientovaného odvětví. Práce také osvětluje širší společenský kontext a zkoumá, jak kulturní normy a reality formují zkušenosti novinářek v Ázerbájdžánu. Přestože čelí překážkám a omezením, tyto novinářky prokazují odolnost a odhodlání ve své snaze o pravdu a sdělování příběhů. V závěru výzkumu jsou uvedena doporučení pro budoucí studie a iniciativy zaměřené na řešení genderových problémů, s nimiž se novinářky setkávají, a prosazování inkluzivnějšího a spravedlivějšího mediálního prostředí v Ázerbájdžánu.
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Comparison of media coverage of the 2010 and 2022 FIFA World Cups in Slovak media
Steindl, Richard ; Trunečka, Ondřej (advisor) ; Turková, Kateřina (referee)
Bachelor thesis deals with the comparison of the media image of the 2010 World Cup in South Africa and 2022 World Cup in Qatar. It compares it in two Slovak periodicals, in the SME newspaper and in the Šport newspaper. These two media are a fundamental part of the Slovak market and sport is one of their primary interests. The monitored period is the first 10 days of both championships. The theoretical part is devoted to sports journalism and its development. It also discusses social issues in sports and media coverage of high-profile events, which includes selected football world championships. It also describes in detail both World Cups, which the work research. In the practical part, using quantitative content analysis, the work classifies articles in selected periodicals into predetermined categories. Based on this, it compares which topics the selected newspapers covered in these periods. Furthermore, the work compares not only the topics, but also the authors and the scope that the media gave to the World Cups in individual years. The obtained results thus form and compare a complex media coverage of the championships in selected Slovak media. Richard Steindl
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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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Evolution of the media coverage of Alberto Contador
Brůna, Jan ; Turková, Kateřina (advisor) ; Němcová Tejkalová, Alice (referee)
The thesis examines the media image of Spanish cyclist Alberto Contador in the Czech online news servers iDnes.cz, Sport.cz and iSport.cz. Through quantitative and qualitative content analysis, the thesis summarizes the development of the media image of Alberto Contador over the years. The theoretical part focuses on a more detailed description of Contador's career with an emphasis on the controversies related to doping. The practical part uses quantitative and qualitative content analysis to examine Contador's media image between 2010 and 2012, during which his doping scandal was exposed. The results show changes in Contador's media image during the period under study, with an emphasis on the impact of the doping scandal. The thesis reports on the transformation of Contador's media image during these years, which was significantly influenced by a number of factors, in particular his doping scandal.
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Women in the management of Czech ice hockey
Václavková, Karolína ; Chladová, Marta (advisor) ; Turková, Kateřina (referee)
Diplomová práce se zabývá problematikou zastoupení žen v managementu hokejových týmů, které hrají českou nejvyšší soutěž v sezóně 2022/2023. Práce se zaměřuje na působení žen v tomto světě, který je většinovou společností vnímán jako převážně mužský. Cílem této práce je zjistit, zda jsou ženy schopny se v tomto prostředí dostatečně realizovat, jak toto prostředí samy vnímají a jestli je český hokej připravený dát ženám prostor. V teoretické části se práce věnuje mediálnímu prostředí a jeho specifiky, dotýká se tématu genderu, stereotypů i diskriminace. Vymezen je i pojem managementu. V praktické části bylo vyzpovídáno sedm žen napříč hokejovou extraligou i různými pozicemi v hokejovém managementu, a to metodou polostrukturovaného rozhovoru. Z nich pak bylo dosaženo závěrů za užití metody zakotvené teorie. Součástí praktické části je porovnání výsledku této práce s výsledky diplomové práce, která se zaměřovala na působení žen redaktorek ve sportovních redakcích. Abstract The thesis deals with the issue of women's representation in the management of hockey teams playing in the Czech top competition in the 2022/2023 seasons. The thesis focuses on the role of women in this world, which is perceived by the majority society as predominantly male. The aim of this thesis is to find out whether women are...
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Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games
Kohout, Jakub ; Turková, Kateřina (advisor) ; Halada, Jan (referee)
My bachelor thesis "Marketing communication analysis of the Czech Olympic team during the 2022 Olympic Games" examines the complex marketing communication of the Czech Olympic Team using available data. In the thesis I first describe the theoretical foundations of the field of marketing and sports marketing, then I introduce the issues of marketing communication within the Olympic Games. In the practical part, with the help of semi-structured interviews with members of the Czech Olympic Team marketing team and SWOT analysis, I draw conclusions and offer recommendations for further marketing communication strategy of the Czech Olympic Team. The thesis examines in detail all marketing tools and channels of the Czech Olympic Team.
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