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Self-reflection of my own media experience with a smartphone as a development of media literacy: autoetnography
Veberová, Klára ; Hodboď, Vojtěch (advisor) ; Soukup, Martin (referee)
The subject of this autoethnography is the self-reflection of my own media experience, which I experience daily with a smartphone. The aim of the work is to discover my intimate and individual media experience with the most used technology and to see how this professional self-reflection can lead to the development of media literacy. Current times and society are changing ever more rapidly due to technological developments, which is why we need to adapt to these changes individually throughout our lives. The first part of the thesis thus describes theoretical basis concerning media literacy and self-reflection in the context of post-modern times, the current approach to media education, the concept of dynamic lifelong learning and the new, transformative competences needed for a happy life in the 21st century. The second part of the thesis explains the qualitative methodological process of autoethnography and data collection, which took place over six months through a self-reflective journal. The final part of the work uncovers thematic categories gained from the data set, in which I deconstructed that a smartphone means for me above all security, health, ambivalence, self-fulfilment, but overall the satisfaction of these needs. I noticed that I changed the way of thinking, my opinions, behaviour, emotions,...
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Branding of Prague
Veberová, Klára ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The bachelor's thesis describes the branding of Prague and the strength of the city's brand. The theoretical part addresses terms such as brand, branding, city branding, and its distinction from city marketing. The differences between city branding and commercial branding are mentioned as well since the topic of a city functioning as a brand is a broadly discussed one. The following descriptive part introduces Prague's brand, the reputation and image, including its identifying characteristics such as culture, architecture, film industry, residents, and famous people. Examples of marketing campaigns, organizations or agencies participating in the process of Prague's branding are also a part of the description. The last practical part of this bachelor's thesis compares different indexes and barometers measuring the strength of city brands. This allows to present how strong Prague's brand is in comparison to other cities in the world. In the last part of the thesis, the case studies of two chosen cities are analyzed, focusing on specific reasons of their success and their comparison to Prague.
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