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TikTok marketing in the Czech Republic
Vyorálková, Edita ; Hejlová, Denisa (advisor) ; Ortová, Nina (referee)
The bachelor thesis entitled TikTok marketing in the Czech Republic deals with a modern phenomenon - the Chinese social network TikTok. It's the fastest-growing social network in the world, which is starting to have a big impact, but there is a minimum of research on it so far. The aim of my thesis is to describe how Czech marketers are currently working with TikTok. The theoretical part first describes TikTok as such, its history, functioning, business model, users, algorithm and problems, then also the ways in which it can be used by marketers. In the practical part, qualitative research was carried out, which through in-depth interviews found out how TikTok is used for promotion in the Czech Republic and the ethical problems associated with it are solved. Among the respondents were ten marketing experts. The acquired data were analyzed using the open coding method in order to categorize them and draw conclusions.
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"For You Page" on social network TikTok as a sexual bulletin board for young people
Chmelíková, Daniela ; Rosenfeldová, Jana (advisor) ; Háša, Marek (referee)
This bachelor thesis focuses on the social network TikTok and its video content, especially on content with sexual overtones, themes or excessive disclosure. The theoretical part of the thesis deals with the definition of sexual content, the social networks themselves and TikTok, their functioning, as well as the relationship of adolescents to the mentioned social network. The practical part, using quantitative content analysis, confirmed the considerable representation of sexual subtext in hundreds of short videos published on the TikTok platform. These videos were featured on a profile that was set to 16 years of age. Analysis also examined the subject matter of the videos, the level of clothing and sexual speech.
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Communication analysis of chosen Czech music artists aspiring to succeed on foreign markets during the year 2021
Vojík, Vít ; Ježková, Tereza (advisor) ; Halada, Jan (referee)
The aim of this thesis is to describe how Czech music artists use social media to promote their music in foreign countries. The theoretical part deals with the importance of building a personal brand for the growth of digital communities and describes theoretical knowledge about creating content on social media. The practical part analyses a communication of 3 selected Czech music artists aspiring to succeed on foreign markets during the year 2021. The gathered data is compared with each other and with the theory. There are communication recommendations of the author at the end of the paper.
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World: Anything bad happens. Internet: Let’s make a meme of it!
Balcaříková, Ivana ; Heřmanová,, Marie (referee) ; Kubíková, Zuzana (advisor)
So called Generation Z was born between the years 1995 and 2012. They came into The World when The Internet was already in full bloom. Gen Z and Internet are inseparable. It's their natural habitat. They move across the internet waters skillfully without any problem and at all times. The feeds of Gen Z kids are constantly filled with new information, themes, phenomenon, trends, memes. That makes the nature of the whole generation rather nihilistic and in surrender to the constant shit storm which they have to deal with every day. The biggest weapon of the Gen Z is undoubtedly their specific kind of humor. Memes, references, reaction videos are their biggest coping mechanism. These things can be seen all through their normal day to day life. This format however gives plenty of space to individual creators to express their frustration with The World's situation which they get exposed to on a daily basis. It's only natural for them to be interested and engage in bigger themes such as racism, refugee crisis, climate change or LBTQIA+ problems. Unlike their previous generations, Gen Z uses memes and humor to cope. This Bachelor theses focuses on mapping the content that through specific meme format on Tiktok explores the big themes of today's day and age. Do these short clips have any potential informative or educational value or are they just sometimes funny, cool or offensive videos that teens make to keep up with the trends. If it is so, is it problematic?
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Self-presentation and social perception of young DRAG QUEENS in social media with special regard to Facebook, Instagram and TikTok networks
Kubánková, Tereza ; Fousek Krobová, Tereza (advisor) ; Švelch, Jaroslav (referee)
This diploma thesis of the self-presentation explores the aspects of self-presentation and social perception of a group of 5 selected drag queens. The thesis has a form of 5 case studies based on deep analysis of their profiles on Facebook, Instagram and TikTok, which are currently the most used social networks. The areas of interest in this diploma thesis were the visual presentation of their drag identity, the trends their profiles show in areas of make-up, wig or hair, costume and body position in which they are shown on their profiles. The second area of interest was the nature of the textual presentation and captions, use of hashtags and interaction with their audience. Third are of interest was the audience itself, whether it was supportive in terms of drag and LGBTQ+ community in general and the nature of the interaction with the audience. The results from the content analysis were then summarized and used as a basis for semi-structured interview based on the outcomes from the said content analysis. The focus of this thesis was the relation of their drag identity to their civil identity and how these identities interact on their profiles on social medial. The thesis claims that the shift of drag from club shows to everyday presence on social media positively affects the reception of this...
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Perception of the TikTok platform by children born between 2003-2006
Navrátilová, Tereza ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor's thesis deals with the social network TikTok and its perception by children born between 2003 and 2006, specifically what role TikTok plays in their lives, how they use it and their content preferences on this platform. The theoretical part describes the TikTok platform, its origin, development, typical users and algorithm. It also defines psychological profile of adolescents and describes their behavior on social networks. In the practical part, a qualitative research was conducted in a form of interviews, which found out how respondents perceive TikTok and how they use it. The respondents were active users of this social network. Finally, the results are being discused, which is followed by a description of how to successfuly target advertisement on TikTok on researched age group based on the results of the survey.
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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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