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Ukrainian War Communication via Social Media
Pešková, Daniela ; Střítecký, Vít (advisor) ; Špelda, Petr (referee)
The diploma thesis examines the role of social media in war communication, focusing on digital diplomacy and crisis communication tactics, specifically the use of digital platforms by Ukrainian diplomatic and governmental actors during the ongoing conflict with Russia. The main objective of the thesis is to systematically examine Ukrainian wartime communication using thematic-content analysis as the primary methodological approach. The study reveals in detail the prevalent communication strategies used by selected Ukrainian official profiles on social network X and the consistency across these accounts in the use of strategic communication. By detailing the application of the strategies of action mobilization, story construction, and emotional appeal, the thesis offers actionable insights for improving communication strategies during conflict. Moreover, the results highlight the transformative role of digital platforms in shaping public opinion and influencing international discourse during crises. The investigation sheds light on the strategic implementation of digital media in international relations and crisis management and offers an understanding of effective communication practices that could enhance the effectiveness of future diplomatic efforts and the efficiency of crisis communication.
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Comparative study of State and Citizen Perceptions on Social Media Security in the Czech Republic
Skřivánková, Andrea ; Collins, Jonathan (advisor) ; Střítecký, Vít (referee)
This diploma thesis draws attention to a highly relevant and important topic, i.e. cybersecurity on social media. The pace of technology development and trends is relentless and society often fails to react properly to these changes, or even to notice them. This carries with it the risk of harm from unawareness or carelessness. Social media became a daily part of human interaction and often a space for sharing personal information, and as these activities moved into the online world, so did crime. No one wants to experience harassment or theft, but the internet and social media provide a much greater opportunity and scope. People are at risk not only of being attacked on the street, but also from the other side of the world, and it makes catching the attacker very difficult. This thesis analyses how this problem is perceived by the state of the Czech Republic in this case (and additionally the EU), which should protect its laws and institutions, and on the other hand, by people as ordinary users of these platforms, who may find all the existing technology & regulatory measures confusing/overwhelming/nonsufficient/ etc. The thesis describes how theory differs from day-to-day practice, the most common cyber threats and the means to counter and prevent them.
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The Influence of Social Networks on Parents in Relation to Infant and Toddler Nutrition
Hromadová, Lenka ; Weidenthalerová, Edita (advisor) ; Honzejková, Kateřina (referee)
This bachelor thesis focuses on the influence of social networks on parental decision-making regarding infant and toddler feeding. Early nutrition is critical to child development and influences future health. Parenting is a decision-filled challenge, especially with such a vast amount of information from various sources, including social media, which can cause confusion and uncertainty about the best childcare. The aim of this paper is to assess how much parents trust information from influencers compared to expert recommendations, and how social media influences their preferences regarding their children's nutrition. The theoretical section covers the basics of nutrition in the first three years of life, including breastfeeding, infant formula, and transition to solid foods. The practical part explores how parents use social networks as a source of information about infant and toddler nutrition and how this information influences their decision-making. This section also analyses trends and myths on social media. The results show that parents strongly trust pediatricians and consider them a reliable source of information on child nutrition, in contrast to low trust in advice and recommendations from influencers. This result suggests that parents tend to rely on verified experts. Providing accurate and...
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Exploring the Popularity and Benefits of BeReal: User Behavior and Motivations
Krátká, Tereza ; Trültzsch-Wijnen, Christine (advisor) ; Lütke Notarp, Ulrike (referee)
This master's thesis delves into the motivations and experiences of BeReal social media platform users, aiming to understand why individuals opt for BeReal over other platforms and how this choice impacts their overall satisfaction. Grounded in the Uses and Gratification theory, the study adopts a qualitative approach, employing semi-structured interviews with regular BeReal users. The theoretical section provides an overview of the topic related to the study, examining authenticity and privacy in the social media sphere. The theoretical framework also explores the broader context of social media use and the psychological factors that influence user behavior. The practical section of the thesis details the research methodology, introducing the research sample and questions. It explains the rationale for choosing qualitative methods, particularly semi-structured interviews and thematic analysis, to gain a deeper understanding of users' motivations and experiences on BeReal. Additionally, it delves into the topic of research ethics and self-reflection regarding the research process, ensuring that ethical considerations are addressed throughout the study. The subsequent research segment is structured into subchapters aligned with hypotheses and research questions. Through analysis, the study...
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Influencers and health: the case of presenting vitamins for better sleep
Varabyova, Lizaveta ; Numerato, Dino (advisor) ; Hrůzová, Andrea (referee)
This thesis deals with understanding how the value of sleep is presented, and the effectiveness of vitamins and dietary supplements for better sleep is constructed, specifically how influencers on social networks define sleep as a medical problem and its dependence on pharmaceutical products, which leads to and constructs these vitamins products promoting better sleep as commodities. Considering the research objectives, the method of content analysis was used. The resulting research sample consisted of 124 contributions. As it turns out, influencers systematically use a similar structure in their posts, which looks like this: 1) Problematization and definition of "bad" sleep; 2) (optional) Construction of the ideal of "good" sleep; 3) Offering potential solutions for a variety of sleep problems. In their posts, influencers also construct perceptions of the positive (natural ingredients, promotion of overall health and "feel- good", individualized solutions, affordable solutions) and negative aspects (risk of developing addiction or tolerance, masking sleep disorders, limited scientific evidence) of vitamins in addressing problems with sleep. They also use certain communication strategies in their content on various social media platforms, namely personal stories and narratives, educational content,...
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Proposal for Expanding the Company's Marketing Communication
Doseděl, Dominik ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The main objective of the thesis is to elaborate proposals for the extension of the current marketing communication of the company Vranovská pláž s. r. o. to achieve higher visitor numbers. In the first part the aim of the work, methods and procedures of processing are set. The second part defines the theoretical concepts needed to understand the work. In the third part, the analysis of the company is made and thanks to this knowledge, in the fourth part, measures for improving the communication mix are proposed.
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Eating disorders in females
TESKOVÁ, Veronika Michaela
The thesis focuses on the issue of anorexia nervosa and multifactorial influences on the development and course of this disorder in women. Anorexia nervosa is a serious mental illness that is influenced by many factors such as social, familial and psychological. The analysis of these factors is crucial for a deeper understanding of this disorder and a prerequisite for designing adequate comprehensive treatment. This thesis analyses each of these factors and presents therapeutic approaches to anorexia nervosa and ways of treating it. The research is based on semi-structured interviews with open-ended questions with female respondents suffering from anorexia nervosa.
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Data Mining in Social Networks
Raška, Jiří ; Očenášek, Pavel (referee) ; Bartík, Vladimír (advisor)
This thesis deals with knowledge discovery from social media. This thesis is focused on feature based opinion mining from user reviews. In theoretical part were described methods of opinion mining and natural language processing. Main parts of this thesis were design and implementation of library for opinion mining based on Stanford Parser and lexicon WordNet. For feature identi cation was used dependency grammar, implicit features were mined with method CoAR and opinions were classi ed with supervised algorithm. Finally were given experiments with implemented library and examples of usage.
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