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Anglicisms and slang expressions in the speech of youtuber Squeezie
Mabbettová, Anna ; Suková Vychopňová, Kateřina (advisor) ; Biegel, Madeleine (referee)
The present diploma thesis deals with the use of anglicisms and slang (argotic) expressions in the French language used by young people, based on the speech of the famous French youtuber Squeezie, who is understood here as a representative of said young generation, i.e. generation Z. The theoretical part defines the notion of loanwords and the specific situation for anglicisms in relation to French, from the historical influence of English on French to the types of anglicisms and language politics associated with them. It also discusses slang, or more specifically argot, its social context, word-formation processes, and the linguistic specifics of such slang in relation to the younger generation. The empirical part then provides an in-depth analysis of a selection of twenty of Squeezie's videos, identifying the number of occurrences, context of use and any thematic patterns or motivations for the use of all the anglicisms and slang terms used, drawing on the theory presented. KEYWORDS anglicisms, loanwords, argot, slang, youths, generation Z, lexicology
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Voting Behaviour of Generation Z in the Czech Republic
Svobodová, Lucie ; Shavit, Anna (advisor) ; Konrádová, Marcela (referee)
This bachelor thesis deals with the voting behaviour of Generation Z in the Czech Republic. It aims to explore what Generation Z's key values and concerns are and how they engage with politics. Understanding the issues that are important for Generatoion Z is crucial for politicians to be able to represent their interests more effectively. The theoretical part describes political psychology, the key factors influencing voting behaviour and models explaining voting behaviour. Next, Generation Z is defined. This is followed by the practical part, which is divided into two parts. The first part of the research is conducted through in-depth interviews among representatives of Generation Z. In the interviews, the respondents describe their priorities in life, their greatest concerns and their political participation. Respondents are most concerned about their finances, climate change and the political situation related to the threat of war. The interviews also revealed that excessive monitoring of world events has a negative impact on respondents' mental health. All respondents are interested or want to be interested in politics. They are satisfied with the president, but the current government does not represent their interests as they would imagine. The second part of the research is conducted using...
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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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The impact of social media microtrends on sustainability within the fashion industry
Janoušková, Barbora ; Schneiderová, Soňa (advisor) ; Zavadilová, Tereza (referee)
This bachelor thesis examines the impact of social media microtrends on sustainability within the fashion industry. It begins with a description of the current state of the fashion industry in the digital environment and an analysis of how social media trends work. It then focuses on the issue of sustainability in the fashion industry and examines how the popularity of microtrends may be related to the negative environmental impacts of fast fashion. Through quantitative research, the aim of this thesis is to identify the impact of these microtrends on the purchasing behaviour of Generation Z and to deduce from the data how this behaviour affects sustainability within the fashion industry. The research was conducted through a questionnaire survey. In the discussion, the research results are analysed, then placed in a theoretical context and used to answer the research question. Based on the results, it was found that fashion inspired by microtrends often carries the characteristics of fast fashion, which has a negative impact on sustainability within the fashion industry. This was complemented by the finding that members of Generation Z show a desire for sustainable practices when dealing with microtrend-inspired fashion.
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Internet aesthetics
Mihely, Valentina ; Moravcová, Hana (advisor) ; Ježková, Tereza (referee)
This thesis focuses on the social media trend of #aesthetics, represented by an all- encompassing collection of lifestyle products and values. TikTok - the platform where this style of content came to be, has certain functions, through which it shapes the behaviour of its users, specifically the suppression of one-on-one communication and self expression through personal profiles and preferring the replication of viral content as a form of socialisation. Because of this, it has been speculated that internet aesthetics are used as templates for identity formation in the real world. This has sparked a discourse between social media users which links internet aesthetics, consumerism and postmodern social theory. Therefore, this paper aims to find out whether the popularity of aesthetic content is a result of a postmodern nature of the current society, or it is a mere trend in social media content. The results of this research do not find that aesthetic content serves primarily as an aid for identity formation in individuals showing a postmodern mindset, they did however show that aesthetic content is more popular and more likely to be adapted into the real life by individuals showing a greater degree of postmodern thinking and users of those social media platforms which favour content imitation as a...
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Comparison of T-Mobile, Vodafone and O2 brand strategies: effectiveness of communication and adaptation of trends addressing Gen Z
Sedláčková, Barbora ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
Telecommunications technology surrounds us every day. Generation Z, along with Millennials, are the so-called digital natives and currently represent the strongest direct and indirect buying power. Companies have thus shifted their communications in a big way to the digital space in an effort to effectively target and reach this age group. This bachelor thesis compares the communication strategies of telecommunication brands T-Mobile, O2 and Vodafone on social media platforms, specifically Facebook, Instagram and TikTok. It focuses primarily on the effectiveness of communication and the ability to adapt trends that appeal to Generation Z. The theoretical part of this thesis introduces and explains basic terms such as Generation Z, trends, social networks and influencer marketing, which are key to this thesis. In the methodological part, the author presents four set research questions, which are answered in the conclusion of this thesis. The research part of this thesis is divided into two parts - an analysis of telecommunication brands' communication on selected social media platforms, which focused on the time period from August 1, 2023 to February 29, 2024, and a quantitative questionnaire survey. The research part of this bachelor thesis shows that the T-Mobile brand performed best not only in...
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Value orientation and emerging generation strategies (X, Y, Z)
Chobotová, Tereza ; Tuček, Milan (advisor) ; Svobodová, Tereza (referee)
This bachelor's thesis deals with the issue of the transformation of values, morals and strategies of the coming generations in the Czech Republic. The work focuses primarily on generations X and Y, marginally then, as an addition, on the simultaneously emerging generation Z. The aim of the work is to describe how generations differ from each other in their approach to values and morality, what strategies they choose and how they change within their lives. Within sociology, concepts of morality, values and strategy are key concepts that are used to study human behavior and society. They thus contribute both to a deeper understanding of the established paradigm in society and facilitate the process of optimization in various fields. They allow industries to respond to the changing demands and demands of the coming generations. Specifically included categories in this work are family relationships and work force. In the theoretical part, the issue is embedded in the scientific literature. This section is devoted to terminology, definition of individual generations, values, morality and strategies. In the practical part, the work builds on the European value research for the Czech Republic from 1991, 1999, 2008 and 2017. Working with data sets from these years is based on a descriptive analysis in the...
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Proposal to Change the Marketing Communication of a Real Estate Agency
Kolářová, Anna ; Kučera, Radim (referee) ; Kaňovská, Lucie (advisor)
This thesis deals with a proposal to improve the marketing communication of a selected real estate agency with a primary focus on the preferences of Generation Z. The thesis is divided into three parts, the theoretical part focuses on marketing communication of services, generation Z, X and Y and the main features characterizing the real estate market. The analytical part focuses on the current situation of the selected real estate agency in the field of marketing communication, the analysis of the external and internal environment and qualitative research focusing on the preferences of Generation Z in choosing their own housing. In the proposal part, optimal changes in the field of marketing communication for the real estate agency are recommended on the basis of the analytical part.
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Social networking services from perspective of chosen generations
PEŠTA, Lukáš
This bachelor thesis examines the impact of social networks on Generations Y and Z and explores the main differences between them. The thesis describes the history of social networking, the most popular social networks, two selected generations and online marketing. The thesis also focuses on issues related to the use of social networks, online marketing and changes in people's online behaviour. Anonymous questionnaires and semi-structured interviews with open-ended questions were used to explore the impact of social networking on Generations Y and Z. The results obtained from these questionnaires and interviews were evaluated and the paper concluded by suggesting, based on the results, appropriate types of social media marketing communication for both generations.
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