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The Portrayal of the Millennial Generation in Leif Randt's Allegro Pastell
Žigo, Rebecca ; Markvartová, Eva (advisor) ; Bučková, Tamara (referee)
The presented bachelor's thesis deals with the portrayal of the millennial generation in contemporary literature and focuses on the novel Allegro Pastell (2020) by the German writer Leif Randt. The millennial generation, also called Generation Y, is dealt with in academic literature as well as in fiction and its depiction can be found in several contemporary novels. The novel Allegro Pastell, which describes a long-distance relationship between two millennial protagonists, received attention and several prestigious nominations concerning its portrayal of the aforementioned generation. This thesis examines whether and to what extent the protagonists of the novel reflect their generation and compares their representation in the novel with academic literature. Furthermore, the author Leif Randt and the millennial generation are presented in this work. An in-depth analysis of the novel represents the main part of the thesis. The paper can be used to become familiar with both the novel and the topic of the millennial generation in literature. KEYWORDS millennial generation, Generation Y, millennials, millennial literature, contemporary literature, Leif Randt, Allegro Pastell, novel analysis
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Comparison of Democratic Values in the Czech Republic Between Generations
Popovská, Linda ; Císař, Ondřej (advisor) ; Tuček, Milan (referee)
This diploma thesis deals with the comparison of democratic values within the Czech Republic between the Millennial generation and Husak's Children generation. It sets out to answer the issue as to whether or not a significant difference can be found for the support of democracy within these two generations of the Czech Republic. It also sets out to answer the question whether or not Czech Millenials show low support for democracy. Based on the researched literature, the research for this paper found a low support of democracy of less than 50%. To answer the mentioned questions, data from the sixth round of the 2012 European Social Survey was analysed. The research was quantitative and SPSS was used to analyse the data. Differences in the support of democratic values were examined using exploratory factor analysis, analysis of variance ANOVA, and multiple linear regression. The level of support of the democracy of the Czech Millennials was resolved using descriptive statistics and pairwise comparisons. The results are presented in the form of graphs and contingency tables. The conclusions are also introduced in the form of contingency tables and graphs. The test results do not exhibit a significant aberration in the support of democratic values between the studied generations; however, there was a...
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The TikTok phenomenon and its influence and perception in Czechia
Kudyn, Viktorija ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
Annotation: Bachelor's thesis aims to define perception of the TikTok social media platform in Czechia. Theoretical part covers the evolution of the platform alongside other prominent social media, reasons for its growing popularity and security challenges it faces globally, with focus on the most prominent case of TikTok ban executed by Donald Trump, president of the United States. Quantitative survey among respondents aged 13-35 looks into the perception of TikTok among Czechs in aspects examined in theoretical part. Respondents included active users of the application as well as those who are aware of its' existence but are not present on the social media. Survey analysis aims to compare the answers of respondents aged 13-18 and 19-35 and define their differences in views. Those views are then summarized to give a possible bigger picture of the situation in Czechia.
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Model of Generation Y Customer on the Market of Banking and Other Financial Products in the Context of Behavioral Economics
Fojtů, Kateřina ; Dohnalová, Zuzana (referee) ; Rozmahel, Petr (referee) ; Vochozka, Marek (referee) ; Škapa, Stanislav (advisor)
The dissertation focuses on identifying a typical generation Y representative on the financial products market and, on the basis of these characteristics, creates a model of generation Y customer on the financial products market in the context of behavioral economics. Based on the literature research, the terms "generation Y" and "selected knowledge of behavioral economics" were defined. The literature research also led to creating a questionnaire that was used to obtain primary research data. Secondary research has characterized consumers on the financial products market. Secondary research focused on the form of payment; relationship to technologies; cash and cashless payments; relation to cryptocurrencies; relation to savings; digital banking transformation; financial behavior of Czech households. Primary research has focused on obtaining information in the field of behavioral economics, specifically the prejudices of the Czech generation Y; and on what financial market products the Czech generation Y uses and generation’s relationship to risks, provided information and satisfaction with products. Primary research data was used as input data for structural equation modeling. Because of this method, mutual relationships between selected products have been found; customer characteristics and heuristics. The benefit of this work lies in the characteristics of customers in the selected market. It is a sector that is slowly entering the digitalization period, and understanding the young generation, which now accounts for a third of its customers, is crucial for companies. If companies are not able to respond to the changing needs of the younger generations, they can lose their customers and hence revenue.
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"Too cool to pretend to care"
Vinklárková, Tereza ; Remešová, Anna (referee) ; Sterec, Pavel (advisor)
The aim of the project is to capture the consumer attitude of society, the millennial culture, fake news, as well as planetary and social changes. It presents a stylized post-ironic statement of mostly narcissistic millennials, whose social platforms have become the main platform for expression, forcing us to reflect on the variety of information we are surrounded by and the need of its selection. It also opens the discussion about the phenomenon of denying the existence of climate change visible through the absurd arguments and the phenomenon of geoengineering, targeted human interventions in natural processes, primarily to permanently or at least temporarily cool the planet.
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"Quater-life Crisis" in the Czech Republic - How Do Czech Millennials Cope?
Gonsiorová, Olga ; Cirklová, Jitka (advisor) ; Císař, Ondřej (referee)
In her diploma thesis, the author deals with the Quarter-life crisis and the experience that Czech Millenials have with this phenomenon. Given that Quarter-life crisis is a relatively new concept that has not yet been greatly explored by academics, the author devotes a part of the thesis to a detailed account of the knowledge on this phenomenon that is currently available, with a considerable part coming from popular psychology and popular science books. The theoretical part of the thesis further describes the social change that enabled the emergence of a new period in psychological development - the "emerging adulthood" and the associated Quarter-life crisis, its development as a concept and academic recognition. The work further describes the generation of Millenialls currently associated with this crisis and their characteristics making them susceptible to experience this crisis. The practical part is a qualitative research on the experiences of Czech Millenials, who are going through or have gone through this crisis. The research results are analysed with an consideration of the specifics of the Czech environment and unique factors that can influence the experience with this phenomenon.
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The slow fashion trend and its perceptions by the millennials
Lacková, Karina ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The main topic of this bachelor thesis is millennials understanding of consumer purchasing behaviour within the fashion industry. So called generation Y is one of the biggest market forces and the emphasis will be put on perception of the concept slow fashion, and secondly on the fast fashion. For this purpose, the theoretical part presents fashion as an important part of the society. Subsequently, description of the current problematic condition of fashion industry is introduced. Furthermore, the concept of slow fashion and emerging of sustainability within the fashion industry is described. The last chapter of the theoretical part regards the Y generation where their shopping habits and fashion industry perceptions were revealed. In the practical part were conducted semi-structured in-depth interviews with respondents from the generation of millennials. These interviews are subsequently analysed, and the acquired data are compared with the theoretical groundwork. The analysis of the interviews suggests that the sustainable aspect of clothing is not one of the primary factors in purchasing decisions for respondents.
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Attitudes of Generation Y to Fashion Comsumption: The Zara Case
Feiglová, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The purpose of this thesis is to investigate Generation Y's attitudes towards fashion consumption through the example of Zara. Generation Y is nowadays a significant segment of customers on the market and as the previous reports and studies shows, they think in a different way than previous generations. That means they also have specific shopping patterns, that are also applied when they shop fashion. Today, given that the market is dominated by fast fashion retailers, fashion is associated with cheap products that are accessible to everyone. The demand for new clothing is constantly increasing, and more clothing is continuously being produced, which leads to even higher consumption. This creates an accelerating cycle that has a negative effect on the environment. Millennials are regularly included in brands' strategic plans, as companies and marketers understand that many consumption trends are determined by this significant customer segment. The research showed that although Millennials know what fast fashion is, their own style is more important to them and they will most likely keep shopping in fast fashion retails.
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