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Diffusion of innovations in the social network of Czech foodbloggers
Hyclová, Barbora ; Lupač, Petr (advisor) ; Diviák, Tomáš (referee)
This thesis deals with the diffusion of innovations theory in current communication conditions. The first part of the thesis discusses the potential of changes in diffusion of innovations theory after transformation of society's communication structure enacted by widespread diffusion of the Internet and various social software. The theoretical framework is then utilized in analysis of the Czech food blogging social network. The first research question of this analysis is to determine, how the network, socio-demographic and attitudinal characteristics of food bloggers influence the diffusion of selected innovation in blogging, which is represented by vlogging. The second research question is concerned with the type of diffusion system this networks corresponds to. The combination of social network analysis and quantitative online survey among food bloggers. One of the most interesting findings is the inverse proportion of mutual degree to the video blogging use. The number of mutual connections in the network (degree) and size of the residential area of a food blogger were found to be the noticable individual characteristics influencing adoption of innovation. In terms of the type of diffusion system the network rather corresponds to decentralized diffusion system, that may, however, be threatened...
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Possibilities of content distribution on the example of Czech and foreign media
Hodboď, Vojtěch ; Čermák, Miloš (advisor) ; Jirků, Jan (referee)
My bachelor thesis Possible ways to promote and distribute content on the example of the chosen Czech and foreign media describes the current state of online and print media, what problems and challenges are they facing and what are the possible solutions to those. One of these problems is also the distribution and promotion of medial content. Media are more often forced to look for new ways of finding target readers for their content which is much more complicated nowadays, in online environment particularly, because the readers' behaviour is now changing. In the theoretical part I am trying to specify and name these problems; firstly by myself and then with the help of in-depth interviews with leading representatives of few chosen Czech media. I also dedicated one chapter to the description of a start-up called Trafica, to which I am also a co-founder. My resources were on the one hand literature, such as Amusing Ourselves to Death by Neil Postman or selection of Marshall McLuhan's work, but on the other hand I have used mostly online resources, which is due to the not properly examined subject of the thesis. The practical part is focused on two surveys. The respondents of the first survey are readers. In this survey I am trying to understand mostly their reading habits. In the second research I focus...
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Fashion bloggers from the view of the personal branding and their role of opinion leaders
Marková, Kateřina ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on fashion bloggers, their personal branding and role of opinion readers. It summarizes theoretical knowledge about fashion blogs, Czech blogosphere, personal branding and opinion leaders. By using a descriptive analysis, this paper attempts to describe some of the methods bloggers use to brand themselves. The purpose of this research is to find common values and define the key to success. Their role of an opinion leader is also questioned in this work. Using a questionnaire, this work also evaluates reader's perspective on blogs. An important part is researching and conducting interviews with some of the industry insiders. The last chapter focuses on the forecast of near-future trends in fashion blogging.
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Journal Echo24
Schoberová, Kristýna ; Osvaldová, Barbora (advisor) ; Trunečka, Ondřej (referee)
The bachelor's thesis deals with online daily news journal Echo24. This web site has been quite newly created. The work focuses on interesting and unusual terms of its creation. The owners, authors and editors of this project are presented, too. The theoretical part of the thesis deals with advantages and disadvantages of online journalism in comparison with printed media. It also mentions different points of view on journalistic objectivity, its individual parts and means of research. The goal of the practical part is to compare Echo24 with other wholly-online news concerning other points than their readers' opinion. This study is also concerned with the form of presenting information taking in account one of the news values - objectivity. It also deals with the space provided for criticized subjects to justify, because it is one of the impartiality indicators. The bachelor's thesis is completed with a questionnaire investigating awareness of different public groups about the project and its impartiality
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Fashion bloggers from the view of the personal branding and their role of opinion leaders
Marková, Kateřina ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on fashion bloggers, their personal branding and role of opinion readers. It summarizes theoretical knowledge about fashion blogs, Czech blogosphere, personal branding and opinion leaders. By using a descriptive analysis, this paper attempts to describe some of the methods bloggers use to brand themselves. The purpose of this research is to find common values and define the key to success. Their role of an opinion leader is also questioned in this work. Using a questionnaire, this work also evaluates reader's perspective on blogs. An important part is researching and conducting interviews with some of the industry insiders. The last chapter focuses on the forecast of near-future trends in fashion blogging.
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Social media and its part in informing about Egyptian revolution
Švejda, Josef ; Čermák, Miloš (advisor) ; Láb, Filip (referee)
This thesis deals with the topic of social media in the context of the Egyptian revolution in 2011. The aim is to offer two diverse views on the perception of the role of social media as a facilitator of political and social change in Egypt. The first part deals with the actual pro-democracy role of social media resulting from online activities of Egyptian activist community. The second part offers a view of this fact through raw data showing the involvement of social media in the Egyptian revolution 2011. Through the analysis of two global and one Czech online news site was investigated occurrence of mentions on all factors related to social media and online activism in Egypt. The results provide an idea of what space they were given in the online news in the context of revolutionary events in Egypt.
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Marketing Communication of Fashion Brands in Czech Online Blogs
Hnídková, Zuzana ; Hejlová, Denisa (advisor) ; Máchová, Eva (referee)
The main theme of this bachelor thesis is development of a phenomenon of fashion blogs in the Czech Republic focused on using this platform for marketing communication mainly of fashion and cosmetic brands. The main goal is to, by descriptive analysis, describe most common methods of marketing techniques that are used to promote products by using authors of fashion blogs as opinion leaders and also describe penetration of this communication to author's content of blogs and analyse readers' responses to such content. The first chapter focuses on fashion blogs characteristics, second part is about establishment and development of this phenomenon in foreign countries and its influence to democratization of fashion. Third part deals with three main points that have principal influence on development of Czech fashion blogs, which allowed progress in marketing use of this media. In the fourth part I concentrate on the blog's authors and their position as opinion leaders, who are effectively used for spreading awareness of a brand. The following chapter is focused on techniques of bloggers' communication with their readers and also the readers' reaction to sponsored content. The conclusion is dedicated to summing up the key ideas of the thesis and the supplement includes photo documentation of the H&M showroom as...
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Czech Blog Transformation: From Private Notes to One Part of The Czech Journalism
Stratilík, Ondřej ; Čermák, Miloš (advisor) ; Švelch, Jaroslav (referee)
3 Bibliografický záznam Stratilík, Ondřej: Transformace části domácí blogosféry z formy osobních záznamů do jednoho ze segmentů české žurnalistiky, Praha, Karlova Univerzita, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky, 2011 Počet znaků: 121 023 Anotace: Má diplomová práce se prioritně zaměřuje na dnešní podobu a využití části blogů v rámci českého internetu. Zaměřuje se však i na jejich vývoj ve světě i v České republice, jejich autory, internetovou žurnalistiku, její amaterizaci a rozvoj blogů pod hlavičkou zavedených médií. Důležitým bodem je i spor klasických médií a takzvaných nových médií, za jejichž rozvojem stojí rozšíření internetu. Jak na tento fenomén klasická média zareagovala a jak se mu podřídila. Hlavním materiálem jsou výzkumy mezi českými novináři, firmami a administrátory blogů, které mají zjistit, zda se blogy v roce 2011 používají i jako zdroje informací, nástroje k firemní propagaci a PR a jak se vlastně z běžného uživatele internetu může stát bloger. Výzkumy tedy mají potvrdit či vyvrátit tezi, že blogy nepřinášejí témata vhodná už jen pro okruhu jejich stálých čtenářů a diskutérů, ale že jsou dostatečně atraktivní i pro redaktory českých médií, a stávají se tak součástí české žurnalistiky a mediálního trhu. Diplomová práce by měla dokázat a popsat proces, v...
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