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The Migrant Crisis and its Representation in Frankfurter Allgemeine Zeitung and Lidové noviny
Müllerová, Alexandra ; Jeřábek, Hynek (advisor) ; Hájek, Martin (referee)
Over the last two years the number of refugees and asylum seekers in European countries dramatically increased, with asylum claims mostly originating from countries affected by war and poverty, especially in the Middle East, Africa, and the Balkans. The rapid increase of the mobility of migrants raises contradictory reactions in society and individual countries can not agree on an acceptable solution. Against the background, Western European countries usually approach the immigrants more openly than Eastern European countries. A big role in the question of acceptance of migrants in different countries is played by the media. In contemporary society, the media constitute the main source of information about what is happening in the world and intermediate events in which the public cannot participate directly. Therefore it is important to examine how mass media in Eastern and Western European countries present the issues of solidarity, human rights, and the right to asylum. The aim of this master thesis is to find out what the main differences are in the case of printed mass media and whether the western newspapers create a better image of refugees than eastern media. As a representation of an Eastern European medium one Czech daily newspaper was chosen and from Western newspapers one German medium...
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Medial image of candidates for president in second round of elections
Müllerová, Alexandra ; Teplá, Jana (advisor) ; Strejcová, Anna (referee)
The aim of this bachelor thesis is Media image of the candidates for president in the second round of elections, which were held in the Czech Republic in 2013. Using the method of content analysis and visual analysis of three of the most read online news, outcomes were found. The purpose was to find out if some of the news favored one of the candidates, if the news supported stereotypes about candidates and how they reached it. It was found, that all online news wrote in favor of Karel Schwarzenberg. They showed him (through photos, headlines and reports) more often in positive way then they showed his rival Miloš Zeman. Server Novinky.cz showed both candidates the most often of all online news in positive way. It published the most of the headlines, pictures and reports, which were positive. The most objective daily news was Aktualne.cz, because of the fact, that it published the largest number of neutral photos, headlines and reports of all servers. The proportion of positive and negative reports was in this server the most even of all. Miloš Zeman was showed in the most cases as a self-confident man with empty hands. If he held something, then it was microphone or bottle of water. His facial expression was friendly or cheerful. Karel Schwarzenberg was usually showed also as a self-confident...
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Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign
Pospíšilová, Andrea ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The bachelor's thesis "Marketing Activities of Sport-Luxury Brands with a Focus on Analysis of Vist 2012/2013 Campaign" discusses the problems of marketing communication and the positions on the market of five selected sport-luxury brands with the concentration on the campaign Mestri di Sci of the brand Vist for the season 2012/2013. The term "sport-luxury brand" is delimited in the first half of the thesis and the sample of five ski brands (Bogner, Descente, Sportalm, Vist and Kjus) is chosen on its basis. These brands will at first undergo the analysis of the positioning within segments of luxury, sport, lifestyle and then they will undergo the description and mutual comparison of the applied marketing activities. The other half of the thesis is concerned with the campaign Maestri di Sci of the brand Vist. The visual aspect of the project will undergo an elaborate analysis founded on a semiotic analysis. Subsequently, the previous campaigns of the brand Vist are introduced as well as a visual characteristic of the rival ski brands, and at the same time both these realms will submit a comparison with the campaign Maestri di Sci.
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The picture of woman in portrait photography in magazine letem světem in 1927 and 1937
Bednaříková, Barbora ; Lábová, Alena (advisor) ; Osvaldová, Barbora (referee)
Bachelor thesis The Picture of Woman in Portrait Photography in Magazine Letem světem in 1927 and 1937 examines different images of women in the picture magazine Letem světem. Using visual analysis methods, the thesis compares pictures of a woman as a mother, a housewife, a sex symbol, a worker or a sportswoman in 1927 and 1937. In the theoretical part, it explains the origins and success of picture magazines including the magazine Letem světem in political and media context of the time. In the second part, it describes various methods of portrait photography in the First Czechoslovak Republic, attitudes to the photographic process and, of course, contemporary female visual stereotypes used in the magazine contents and advertisements. The aim of this work is also to show differences between the image of a woman in the magazine and her real social and legal status and living conditions of the time, described in the first part of the thesis.
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