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Media consumption of new and traditional media among Czech students
Čentíš, Jan ; Stroukal, Dominik (advisor) ; Tříska, Dušan (referee)
This thesis discusses the issue of media consumption among university and high school students in the Czech Republic. Following a foreign study, regressive models extended by new variable quantities are applied to a sample of 490 students, the influence on media consumption of which has never been quantified in the Czech realm. The important conclusion of this paper is the identification of different consumer habits among the analyzed group of students. The age of the student plays a significant role, as it has been proven that as a student ages, he or she spends more time using media. The age factor is also considerable in the selection of individual media, as traditional media and internet news servers are mostly preferred among older students.During the prediction of consumption, a substantial influence was identified among the newly applied variables, such as the ownership of electronic devices,the subscription to daily press, or even the situation when a student lives in a common household with their parents. On the other hand, there was no significant influence found with regard to either students'or their parents' income, or the students' working status. Additionally, contingent on the analysis, the relation between traditional and new media was examined.Based on the obtained results, we support the assertion that according to students the relation between these two media types is competitive, as far as consumption is concerned.
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New media in leisure art activities
ŠEVČÍKOVÁ, Edita
Work deals with the possibilities of using new media art in leisure activities. The theoretical part deals with traditional media in connection with new media. It also describes new media in the art with their use in the leisure art practice. Defines terms leisure, leisure education, leisure activities outside of the classroom. Tries to define the space for new media within the education system of leisure time and to define its contribution to the participants. The practical part contains a concrete proposal for art activities using new media, followed by project implementation, photo documentation and reflection of an individual activities.
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Social Networking and the Potential Challenges for Marketing
Zupanoska, Biljana ; Král, Petr (advisor) ; Cook, Gina (referee)
Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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