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The effect of media on the public administration
Savaryová, Andrea ; Jílek, Petr (advisor) ; Silovská, Hana (referee)
The aim of this paper is to confirm a hypothesis of the effect of media on the public administration. Within the theoretical part a concept of public administration and the concept of Czech Republic public administration together with its application in legal enactments are explained. In the second theoretical part further concepts are explained, including concepts of media, media fragmentation, the Czech Republic media system, public opinion and the interaction between politics and media. In the practical part of this paper there are results of a questionnaire enquiry focused on the impact of media on the public administration. The results confirmed the hypothesis about the impact of media on the public administration, also a hypothesis about the impact of some specific factors such as age, education, sex, or place of residence on the impact of media on the public administration and finally a hypothesis was confirmed that media generally have higher impact on the public opinion in case of the direct presidential election than in case of the municipal council election. Further in text the expenses used to draw attention in individual types of media and the extent of its impact on the public relations are compared. We therefore established the effectivity of the examined types of media.
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Promotion of Czech culture as a part of public diplomacy in the USA
Kohoutová, Jana ; Peterková, Jana (advisor) ; Trávníčková, Zuzana (referee)
Public diplomacy has become an integral part of international relations in the recent years. Effective communication is the key in solving international conflicts and in strengthening the partnership between nations. Building an excellent reputation of the individual country among the foreign community has no less importance. This master thesis deals with the promotion of Czech culture as an important part of public diplomacy in the US, particularly in New York, partly in Washington, DC. First and second chapter provide a theoretical framework for the following issues. Basic concept of public diplomacy is clarified there. The third chapter then presents specific players and partners whose cooperation the author deals in the fourth and fifth chapter. The fourth chapter discusses in detail the Film Festival Panorama Europe, Europe's largest film festival in New York and tries to map its promotion. This event is significant in that it is an original project of the Czech Centre New York. The Film Festival currently has a lot of partners and is held under the auspices of EUNIC. The fifth chapter presents a unique project, which has been involved in over twenty-five different players. Main theme was the freedom celebration, celebration of the 25th anniversary of Velvet Revolution. The main objective of this thesis is to analyze how players contribute in building the reputation of the Czech Republic in the USA and how they promote their activities. Everything is based on case studies.
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Science in the Media: The Image of Science in Lidove noviny
Filípková, Denisa ; Šimůnek, Michal (advisor) ; Novotná, Eliška (referee)
The goal of the Dissertation is to demonstrate what picture of science was created by the journal Lidové noviny on pages of its science supplement from 2012 to 2014. The theoretical part of the Dissertation has summarized a state of up-to-now research into the science journalism and it has conducted a survey of transfer of information about science to the civil society, it has described genre of the cience journalism, it has presented both concept of news value and the issue of creation of media picture of science. The subsequent part is based on the method of quantitative analysis of content. In this part, the Dissertation has engaged in analysis of specific characteristic of the science journalism on pages of the journal Lidové noviny and media image on science which had been created by this journal. In the final part, there have been discussed results of the analyses namely in the perspective of concepts, which have been presented in the theoretical part of the Dissertation.
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Possibilities of Regional Media Planning
Kratochvíl, Oldřich ; Kincl, Tomáš (advisor) ; Jordan, Michal (referee)
This thesis summarizes current knowledge of the media planning process. It is focused on the application of theoretical knowledge to practical techniques of regional firms' decisions making about their promotions. Practical part of this thesis analyses the specific potential advertising carriers operating in the Vysocina region. The emphasis is put on finding the carrier's unit which has the same effect for the selected target groups. The output of this thesis is a broader assessment of the advertising market of the Vysocina region and a recommendation for choosing the most appropriate advertising carrier. The most important outcome and significance is the unitary quantification of media indicators' results for media goals' achievement.
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Preference of Media in Different Cultures
Hořínková, Adéla ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with relationships of culture and media which are used by people of definite culture. In the research there is the most widespread media of present. It includes newspaper, radio, television and internet. The culture is assessed from the viewpoint of Hofstede's cultural dimensions theory. In this theory there are five dimensions which are Power distance, Individualism, Uncertainty avoidance, Masculinity, and Long Term Orientation. The methods, which were used for results, were chi-square and Pearson's adjusted residuals. The researched dates of quanti-tative research originate in Mindreader project of the company Mindshare which was taking place in year 2012.
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Analysis of Marketing Communications Carmakers on the Czech Media Market
Joukl, Jiří ; Novák, Michal (advisor) ; Haucková, Marta (referee)
The aim of this master thesis is to describe advertising, media planning, media and czech automotive market. Then will be analyzed automobile advertising in Czech Republic in 2013 on television, radio and in press. Generally characterize ads on the mass media market and find out how these media are used and identify their differences. The conclusion will be focused on the first five automotive brands according to the order in the market and determine promotion planning on their individual models. To this analysis will be used descriptive statistics.
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Government Communication: How to succeed with the economic reforms among the public
Šimečková, Barbora ; Kubala, Ondřej (advisor) ; Loužek, Marek (referee)
This diploma thesis deals with the communication of state substantial economic reforms. Methodology is a case study that examines the governmental communication of the pension reform in 2013. The introduction of the thesis briefly outlines the socioeconomic situation in the Czech Republic after 2008. The theoretical part sets out the necessary basis in the fields of media and communication, public relations, political communication, psychology and public choice theory and it also provides an overview of pension system reforms development in the Czech Republic area from the time of Austro-Hungarian Empire. It notes that this issue is one of the constant governmental agenda, especially after 1989, and its enforcement is depends on the political settlement. Practical part of the thesis analyzes the communication discourse of governmental pension reform effective from 1 January 2013. For this purpose it uses structured interviews with stakeholders, quantitative content media analysis and public opinion polls. It concludes that there was no communication strategy for the pension reform and governmental information activities were insufficient and time inadequate. The thesis results in a set of recommendations for the government and its future economic reforms communication. It includes political consensus, clear message and target group identification, detailed timeline plan and the principle of simplicity in the reform explaining.
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Analysis of marketing tools of music industry in the era of digital distribution.
Víšek, Jakub ; Riedlbauch, Václav (advisor) ; Stříteský, Václav (referee)
This thesis explores history and development of music industry including tools of monetization, from the beginning of music publishing, inventions of various sound recording methods and related birth of recording industry, to various forms of internet-based distribution of recorded music. It especially focuses on digital means of music distribution and their influence on artists, recording companies as well as consumers -- listeners. It maps connections and consequences resulting from over one hundred old paradigm shift caused by rapid evolution of mobile technology and Internet. Especially the last chapter attempts to anticipate future of this market segment, based on the examples of particular artists, even though it is still in a process of on-going changes.
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Financování a efektivnost volebních kampaní
Petřík, Jan
The bachelor thesis deals with problem of effectiveness of resources spent by the various presidential candidates in the presidential campaign 2012/2013. The re-cherché is focused on the presidential elections under the current legislation and the methods of conducting political campaigns. The practical part deals with the amount of media time obtained in the public and private televisions by individual presidential candidates and media time obtained compared with the incurred costs of the campaign of the candidates.
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Průzkum veřejného mínění a public relations v lesnictví
Brauner, Pavel
The diploma thesis offers results of a questionnaire-based public opinion survey which was a tool to achieve the objective of the thesis; i.e. suggestion of areas and principles of public relations in forestry. The literary section includes the information available from accessible sources on the field of public relations, the history of the terminology, public opinion, media, advertising and questionnaire research. Based on the results of the questionnaire survey an analysis of the given question of public opinion and public relations in forestry was established. The results are presented in the form of graphs and commented in relation to the data verified by the Ministry of Agriculture. Subsequently, solutions of the problems are proposed together with the standpoints for the communication and public relation principles in the forestry sector with the aim to improve communication with the public and influence positively the public opinion.
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