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The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016
Samšuková, Jana ; Klabíková Rábová, Tereza (advisor) ; Soukeník, Štěpán (referee)
The diploma thesis The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016 analyzes the development and possible changes of advertising in the Czech daily broadsheet Mladá fronta DNES of the publishing house Mafra, a.s. between the years 2012-2016. In particular, this thesis aims to describe the trends in the concentration of advertisements, the ratio of original content and advertising, the interconnection of advertising with the graphic or thematic side of the editorial content of the journal, or the development of advertising formats and topics. These findings are attained by quantitative content analysis, namely so-called emergent coding. In the addressed theoretical Framework, the aspects of the economic functioning of the media are addressed as well as the theory of advertising, the phenomenon of advertising in the press or its legislative anchoring. The author also devotes several pages to the phenomenon of media commercialization, as well as its appearance in the Czech media environment. Part of the work is also devoted to the presentation of the daily broadsheet Mladá fronta DNES, its history and its current position on the Czech media market. In the second half of the thesis the methodology of research is presented, as well as both its design...
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The Age of Draci doupe: New Concept and Commercialization of Leisure Activities during the Early 1990s.
Houha, Libor ; Storchová, Lucie (advisor) ; Ducháček, Milan (referee)
In my Master's degree thesis I'm dealing with the phenomenon of role-playing games in the Czech republic in the first half of the 1990s. Role-playing games came to the Czech republic in the form of a game called "Draci doupe" with an active community of players being established immediately. The main aims of this study are analysis and contextualisation of subculture of these players in the first half of the nineties and also publisher "Altar", who released "Draci doupe" at the end of the year 1990. "Draci doupe" and commercialization were inherently bound together. In my thesis I'm dealing with the description of development of publisher "Altar" with regard to his commercial strategy and influence on the subculture of role-playing game players. The rest of the study is dedicated to the community of players with the focus on development, form and spreading through fanzines (non-professional and non- official publication produced by community of players), magazines and community conventions (called "cons"). Struggles in the community of players regarding commercionalization of this leisure activity are analysed further in the study. These struggles led to degradation of the whole community of players. The view of public is added to the thesis to complete the whole picture of analysis of subculture...
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Sports Communication on Social Media: Analyzing the Facebook Content of Czech Professional Athletes and Audience Reactions
Turková, Kateřina ; Němcová Tejkalová, Alice (advisor) ; Trültzsch-Wijnen, Sascha (referee) ; Mikuláš, Peter (referee)
This dissertation is aimed at exploring social media communication of Czech athletes, with a focus on the commercialization of their content. Its purpose is to analyze the subject from the perspective of the athletes who are communicating through social networking sites as well as from the perspective of their fans who are receiving their messages with both sports and commercial character. Although studies focused on athlete's communication on social media and audience reactions to it have been conducted in other countries, similar studies have not yet been conducted in the Czech Republic. Athletes' communication via social networks and its commercial potential is a topic of current interest. Exploring it is beneficial, and this work will expand the body of knowledge of the subject. It will also help to show the regional specifics of sports- related communication via social media and the commercialization of sports-related content. The research consists of two parts: the first is a content analysis of selected athletes' Facebook pages, which encoded data over the course of one year in order to preclude distortion of the results due to seasonality. The second part is an analysis of interviews with athletes and some of their representatives. Both parts are mutually complementary and expand...
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Changes to the program schedule of the channel ČT 2 after the amendement to the Czech Television Act of 2011
Petruška, Daniel ; Jirák, Jan (advisor) ; Štoll, Martin (referee)
The diploma thesis on the topic Changes in the programming scheme of the ČT 2 channel after the amendment to the Czech Television Act of 2011 examines whether this television channel was commercialized after the law changed the rules for placing advertisements and advertising messages on public service television channels. The ČT 2 channel was conceived as an alternative channel intended for a more demanding audience. From the logic of its focus, such a channel does not aim at high viewership. Nevertheless, the amendment to the law designated it for the sale of advertising time as the only full-format channel of Czech Television. The search provided a wealth of information regarding television broadcasting by law and the effects it has on public service television. Czech Television was included in the media system as a public service television. The work deals with the technique and principles of creating a television program and its individual components, which undoubtedly have an impact on the resulting media product, which is the program scheme of the channel. Professional publications of Czech and world media experts enabled the author to create his own definition of terms, the description of which clearly does not agree with the professional public. It is mainly about defining a program that...
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Commercionalization of non-profit organizations - social mission versus demands of the market economy
Krčálová, Gabriela ; Šťovíčková Jantulová, Magdaléna (advisor) ; Legnerová, Kateřina (referee)
The diploma thesis deals with the issue of commercialization of civil society organizations, specifically the relationship between the social mission and the requirements of the market economy, which organizations encounter in the implementation of their own commercial activities. The research part of the work is a case study, which was carried out in the social enterprise Přestupní stanice as a hybrid form of civil society organization operating on the border of the non-profit sector and the market sector. Through a case study, the work seeks to understand the experience that managers have with situations where there is a confrontation between the social mission and the requirements of the market economy, whether they perceive this confrontation as conflict or not, and how to resolve a potential conflict. The research findings show that in the researched organization, commercialization in the form of the introduction of commercial activities serves to support goals and social mission, and both of these elements (fulfillment of social mission and implementation of commercial activities) complement each other, constantly balance and cannot be separated for functioning.
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The future of human exoplanet settlement
Slezák, Jan ; Dušek,, Jiří (referee) ; Pavlovský, Tomáš (advisor)
The diploma thesis "The future of human exoplanet settlement from the present point of view" is focused on the analysis of the development of the urban compo-sition of the city for the purpose of finding the most suitable concept of the set-tlement. Its foundation is hypothetically put on some of the planets outside the solar system, where could be comparable conditions as on Earth. Installation in these extreme conditions is chosen deliberately so that the essential aspects of the urban layout come to the fore. In this way it is possible at the same time to verify the presumption of stability of the basic assumptions of a functional city and ap-ply the final conclusions in the current conditions as well.
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Financování středních veřejných škol Pardubického kraje
Pilařová, Tereza
Pilařová, T. Funding of secondary public schools in the Pardubice region. Bachelor thesis. Brno: Mendel University, 2018. The work is focused on funding of secondary public schools in the Pardubice Region. The aim of this work is to evaluate sources of funding for secondary public schools in the Pardubice Region and propose recommendation for funding the Secondary industrial chemical school Pardubice. Horizontal and vertical analyses were used to analyse this school. The supplementary activity of the school was evaluated by the profitability indicator. The result of this work was recommendation for a particular school.
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Commercialization of Czech lifestyle blogs and its relationship to the audience
Borovičková, Aneta ; Audy Martínek, Petra (advisor) ; Wolák, Radim (referee)
This thesis is devoted to blogs and their commercialization, a phenomenon of the on-line world for last few years. The aim of this work is to explore several Czech lifestyle blogs and to find out how much commercial content there is, also how the audience reacts to this content as well as how the bloggers themselves approach commercial content. In the beginning the development of blogs is described, both in the Czech and global environment. The characteristic features of blogs from different perspectives on the issues are also described. The development of blogs is then set in the context of events that made it possible at all. Furthermore, attention is paid also to the process of commercialization of content on the blogs and the possibilities monetizing the blogs' content. Emphasis is placed primarily on a detailed description of influencer marketing and its current situation, but it also discusses affiliate marketing and the use of public relations tools on blogs. The research part provides an insight into the issue of Czech blogs and the current blogosphere. First the chosen blogs are described and set in the context of the Czech blogosphere, then, based on a detailed content analysis, the level of commercial content on the selected blogs is described as well as how the audience reacts to it....
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The Age of Draci doupe: New Concept and Commercialization of Leisure Activities during the Early 1990s.
Houha, Libor ; Storchová, Lucie (advisor) ; Ducháček, Milan (referee)
In my Master's degree thesis I'm dealing with the phenomenon of role-playing games in the Czech republic in the first half of the 1990s. Role-playing games came to the Czech republic in the form of a game called "Draci doupe" with an active community of players being established immediately. The main aims of this study are analysis and contextualisation of subculture of these players in the first half of the nineties and also publisher "Altar", who released "Draci doupe" at the end of the year 1990. "Draci doupe" and commercialization were inherently bound together. In my thesis I'm dealing with the description of development of publisher "Altar" with regard to his commercial strategy and influence on the subculture of role-playing game players. The rest of the study is dedicated to the community of players with the focus on development, form and spreading through fanzines (non-professional and non- official publication produced by community of players), magazines and community conventions (called "cons"). Struggles in the community of players regarding commercionalization of this leisure activity are analysed further in the study. These struggles led to degradation of the whole community of players. The view of public is added to the thesis to complete the whole picture of analysis of subculture...
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Changes on subcultures under the influence of a marketing communication shown on the example of a hip hop subculture
Kolská, Martina ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
The thesis is covering the description of a phenomenon, during which are alternative subcultures becoming sources of inspiration for creating new trends and ways of selling. The phenomenon contributes to the process of a transition of subcultures to dominant culture. This is a repetitive phenomenon, which underwent every significant subculture in history, some of them even repeatedly. The market undergoes constant search for new trends or ways to recycle old ones. The most common market sources are subcultures, which include in themselves the trend of brand new lifestyle and also frequently shocking or at least diverse fashion trends. Subcultures, which, as time goes by, fuse with the mass culture, are losing their characteristics, differences and the authenticity. They are becoming commodities, which are in the market with no other contexts, which are provided to them only within the subculture. Hip hop subculture is in currently very popular. It is bringing new communication means, styles and trends for decades. Since the hip hop subculture was born, it developed itself from the underground to the mainstream. Hip hop art and ideology was based on opposing the society and on the human right movement legacy. On the other hand, during last few years, according to some of the critics, it suffers from downing...
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