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Self - greenwashing among young people aged 18 do 35
Křivánková, Simona ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this paper is to describe the consumer behaviour of young people in the Czech Republic in relation to sustainability. The thesis operates with the concept of self- greenwashing, which defines categories of young people's behavioural deviation from environmental values. The theoretical section describes greenwashing, on which the concept is based, then discusses the findings to date in relation to sustainability and concludes with a conceptualisation of the concept of self-greenwashing. The research section first describes the data collection method using focus groups and the data processing method using open and axial coding. Three focus groups were conducted with a total of 15 respondents ranging in age from 18 to 35 years. The results of the research confirmed the prevalence of self-greenwashing among young people and divided them into three groups according to their declared interest in environmental protection and real actions and influences on their behavior.
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The interpretation of film narrative in the works of Alejandro González Iňárritu
Juřenová, Nikola ; Klabíková Rábová, Tereza (advisor) ; Štoll, Martin (referee)
The presented master thesis explores the interpretation of film narrative in the works of the Mexican film director Alejandro González Iñárritu. Through a narrative analysis of seven feature films, including Amores Perros, Babel, and Bardo - False Chronicle of Handful of Truths, I will explore the director's distinctive approach to the construction of film narrative. The analysis includes aspects of narrative logic and temporal manipulation to identify recurring patterns and narrative devices used in Iñárritu's works. The theoretical part briefly introduces the director and anchors his position in the context of modern Mexican cinema. The methodological part of the work is based on the film theories of David Bordwell and Seymour Chatman. These are later supplemented by the theories of Charles Ramírez Berg and other authors, focusing on complicated narratives. The analytical part of the thesis examines the use of narrative technique, thematic motives, and socio-political contexts present in his films. Since the non-linear form of the story is not the only specific element of his work, I will also focus on a chronological examination of his filmography and artistic development in the time period 1983-2023. The findings of this analysis contribute to a deeper understanding of Iñárritu's directorial...
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The impact of the development of music streaming services on Czech radio stations
Šidlák, Jan ; Klabíková Rábová, Tereza (advisor) ; Moravcová, Hana (referee)
This bachelor thesis deals with the topic of the transformation of communication of Czech radio stations in the light of the development of streaming platforms, new media and technologies. In particular, it describes how radio stations use new media to communicate and complement traditional FM broadcasting. The theoretical part of the thesis describes the history of radio in our country, introduces streaming services as a new way of music distribution and summarizes the views of some authors who have dealt with the topic before. The practical part of the thesis consists of an analysis of media outputs of individual stations and interviews with respondents, professionals from radio practice.
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Usage of emoji in online communication across generation
Nechvátalová, Lenka ; Klabíková Rábová, Tereza (advisor) ; Podzimek, Jan (referee)
In the current digital era, emoji are an integral part of everyday online communication, expressing a range of emotions and thoughts. This paper focuses on the understanding and use of emoji by different generations, with an emphasis on Generations Z, Y, X and Baby Boomers. Emoji offer a wide range of expressions and symbols, but their interpretation can differ between generations, which can lead to misunderstandings. This thesis explores the basic emoji that may be more likely to cause these misunderstandings. The aim is to identify the meanings of emoji in different generations and the influence of age and the digital environment on interpretation. The research will focus on the use and interpretation of emoji across generations. The aim is to improve understanding in online communication across generations, where emoji play a key role in communicating emotions and moods.
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Depiction of side effects of Covid-19 vaccines in Czech television news
Zelbová, Judita ; Klabíková Rábová, Tereza (advisor) ; Křeček, Jan (referee)
This thesis focuses on how the side effects of vaccination against covid-19 were presented by media during the pandemic. The aim was to find out how the side effects were reported by Czech national television stations in their evening news programmes, what were the differences in presentation between the stations and which experts were invited to comment on the topic. The thesis primarily uses qualitative content analysis and to a lesser degree quantitative content analysis. The thesis shows that three of the four TV stations studied (ČT1, Nova and Prima) approached the presentation of the topic in a very similar way conceptually, TV Barrandov being quite different in this respect. All TV stations presented side effects on the basis of substantiated data, with an emphasis on information obtained from relevant organisations (European Medicines Agency, Czech State Institute for Drug Control) and experts (mostly epidemiologists, immunologists and physicians of various specialties). Contrary to the expectation, the coverage of the side-effects proved to be relatively marginal and only became notable in the spring of 2021, when a larger number of adverse reactions occurred with the AstraZeneca vaccine.
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Strategic communication of sustainability and social responsibility of Plzeňský Prazdroj: A Case study of the Pro Chmel project
Chánová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
Although companies today are expected to be more socially engaged than ever before, and almost no company can avoid it, the topic of social responsibility and sustainable policies dates back to the 19th century. This paper explores both the evolution of social responsibility and its associated topics such as sustainability, ethics in business and legitimacy, while also addressing the communication side of the issue. Communicating both the socially responsible activities and the sustainable approach of a given firm has become a critical issue in building trust and maintaining the legitimacy of the firm in the eyes of stakeholders. This thesis focuses on the principles and rules of communication that Plzeňský Prazdroj has set in the context of sharing socially responsible and sustainable topics. At the same time, it examines the development of individual corporate sustainability reports, specifically in the years 2015-2021. In the analytical part of this thesis, the author conducts a critical analysis of the PRO CHMEL project, using not only a quantitative content analysis of selected communication channels of the project, supplemented by its media coverage, but also in-depth interviews with selected stakeholders.
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Best Practices of strategic communication of czech companies with focus on websites and brand communication
Jančarová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Koudelková, Petra (referee)
This thesis deals with strategic communication of czech companies and their brands on websites and with formulation of best practices for this field of strategic communication. In the Czech Republic, there is a lack of research covering this issue as well as best practices principles for communication of companies on the web. This thesis aims to: create an aggregate of theoretical knowledge about the selected topic of strategic communication; describe how czech companies communicate of their websites; and form best practices for strategic communication of companies and brands on websites. The theoretical section is focused on defining and describing key concepts and creating a base of knowledge for the research. In the methodological section the research questions are set and research methods are characterized - content analysis and interviews with experts in the field. A Model of Thematic Spheres was created for the quantitative content analysis. The hypothesis anticipates that an overall majority of selected companies does not communicate it's goals, visions or missions on websites. The results show that the overall majority of companies does not communicate the strategic communication elements which confirms the hypothesis. It has also been found that there are recurrent topics in the...
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Communication in hunting
Vavřich, Adam ; Klabíková Rábová, Tereza (advisor) ; Halada, Jan (referee)
This bachelor's thesis deals with the communication of the largest Czech hunting interest organization - the Českomoravská myslivecká jednota, z.s. (Czech-Moravian Hunting Association, registered association). The thesis also focuses on the public opinion regarding hunting and communication within the hunting domain. The main objective of this work is to present the communication mix of the Czech-Moravian Hunting Association its marketing strategies, and internal communication. The first part of the thesis defines the theoretical framework related to hunting, communication, and marketing in interest associations. The theoretical and methodological context of the researched concepts and subjects is introduced. In the methodological section, research objectives and utilized research methods are thoroughly described. The practical part contains the actual research, which is essentially divided into two main sections - one comprises a questionnaire survey, while the other focuses on individual components of the communication mix of the Czech-Moravian Hunting Association. At the end of the practical section, a set of recommendations concerning communication and public relations of the Czech- Moravian Hunting Association is presented. Apart from this bachelor's thesis, there are not many specialized...
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The potential of Smell-O-Vision technology in olfactory marketing
Polejová, Eliška ; Klabíková Rábová, Tereza (advisor) ; Houdek, Petr (referee)
The bachelor thesis entitled The Potential of Smell-O-Vision Technology in olfactory marketing focuses on the use of a digital aroma device in olfactory marketing. The thesis is divided into several parts. The theoretical part covers olfactory marketing and its use. It describes its function and briefly its history. The second chapter introduces the Smell-O-Vision product and its development. The next chapter follows it with the technology available today. This section concludes with a legislative interpretation and possible risks of the device. The practical part of the thesis deals with the influence of scents on purchase motivation. Data is collected through a questionnaire survey combined with a field experiment that simulates the Smell-O-Vision device and tries to answer whether this device affects buying behavior. However, the experiment does not support this hypothesis and therefore the design of the experiment, its variables, and the proposal for future investigation are discussed below. The last chapter explores the practical application of the Smell-O-Vision device. It discusses the olfactory campaigns that have already taken place and their further potential extension to the public and private sectors.
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Nanoinfluencer marketing
Panýr, David ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
The thesis deals with nanoinfluencer marketing. The theoretical part of the thesis explains the basic concepts such as word of mouth, influencer marketing and credibility of recommendations. The main content of the analytical part is the elaboration of case studies from campaigns using paid or unpaid influencers. The objectives of each campaign, its course, specifics and results are presented and then evaluated. These campaigns were conducted on the social media platforms Facebook and Instagram. The analysis of nanoinfluencer marketing is supported by two interviews, one with a representative of an agency specializing in word of mouth and the other with a marketing expert of a brand with which an influencer communication campaign was conducted. The thesis offers a comparison between the two types of influencers, i.e. paid and unpaid nano. Their effectiveness and appropriateness of use is compared. At the same time, market segments using nanoinfluencers are defined and their suitability and success in these collaborations is assessed.
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