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Internet memes in brand communication on social network sites
Pávová, Lucie ; Zápotocký, Jan (advisor) ; Schneiderová, Soňa (referee)
The subject of this thesis is the connection of marketing communication on social networks and the phenomenon of internet memes. It focuses on the Czech market and on brands that memes use to communicate within their profiles on social networks. The theoretical part is devoted mainly to the concept of internet meme, its characteristics, origin and dissemination and application in marketing communication. The content of the practical part focuses on the development and current state of use of memes in brand communication in the Czech Republic on Facebook. An assumption of a gradual development of the usage of memes has failed to prove, but the efficiency of using memes in communication on social networks was proven. Based on the knowledge from theoretical and practical part of this thesis, I recommend focusing on aspects affecting the efficiency of dissemination, especially on relevance and intertextuality, and on branding of internet memes used in marketing communication.
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Social media in a perspective of chosen generations
Renčová, Michaela ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
The diploma thesis Social media in a perspective of chosen generations covers the topic of differences in the use of social networks between generation X and generation Y. The aim of the thesis is to find out if there exist differences in the use of social networks between generation X and generation Y. Furthermore, the subject of the research is to explore the motivation of generation X and generation Y for using specific social networks and the needs they satisfy through social networks. The first part of the thesis consists of introduction of theoretical concepts and terms related to the theme of the thesis. Specifically, the uses and gratifications theory is defined, followed by the concept of active audience and the terms digital immigrants and digital natives. The following chapter presents characteristics of generation X and generation Y and the specifics of social networks. The methodological part of the thesis describes methods used in the research. For the research I chose a combination of qualitative and quantitative methods. Within the practical part of the thesis, a qualitative research was carried out through in-depth interviews. The second part of the research was carried out in the form of a quantitative questionnaire survey. In conclusion, the outcomes of both studies are summed up...
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Generation Y and Hungarian Film
Rychterová, Karolína ; Štoll, Martin (advisor) ; Bednařík, Petr (referee)
The subject of this master thesis is the interconnection of two quite different topics. These themes are generation and film, specifically Generation Y and Hungarian film. Such a link between these two themes is provided by Hungarian director György Pálfi and his film Taxidermia. The first part of the thesis introduces primarily a theme of the generation, describing generations from Baby boomers to Generation Z. It explains how these cohorts are dated, why they are called like this and what is typical for them. At the same time, the basic knowledge from the historical context is explained, which, in fact, determines these cohorts. The second part of the master thesis focuses on the topic of Hungarian cinematography. It describes the history of Hungarian film, presenting typical directors and their films. There is also a practical part showing what young people of generation Y know or do not know about Hungarian films. The third part of this thesis is called György Pálfi. This section is the most important one. It includes an interview with the director himself and an analysis of his film Taxidermia. This film plays an important role in his work because it brings all our themes together.
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The Comparison Of Lifestyles Between Individual Generations (baby boomers, X, Y, Z)
VAVROUŠKOVÁ, Nikola
The whole human kind has been struggling with intergenerational differences for centuries and it has not changed to this day. I tis a matter we all should be able to discuss, for we face such differences every day. Each generation is different from the previous one and they are very often defying. It is almost impossible to imagine teenagers of today having the same view of the world as their parents or even the generation which endured the world war 2, lived in a totalitarian system or after the velvet revolution. Each generation is unique because of the enviroment they grow up in, in enviroment built by previous generations. And because the human society is a dynamical phenomenon, each generation is original thanks to the influence of its enviroment. And it is the enviroment in which all the generations are being molded, that is going through a constant change. That is why we hear about new generation differences so often and how those differences are being deeper. Both, seniors and young people keep offending opinions of the others and path to mutual understanding can be qite thorny. Some of us are asking ourselves why and if this is true. Is today's generation better than the previous ones? In the first part of my work I'm discussing concepts such as human's 'lifestyle'. In the second part I'm analyzing factors which influence the lifestyle most of all. Third part of my bachelor thesis is focusing on the 'needs' as basic source of the individual motivation. In the fourth part I discuss the individual needs according to the Masslow's need hierarchy. In the fifth I deal with man's 'values' and in the sixth with factors which significantly influence them. In the research part I'll try to chart the major differences between generations of baby boomers, X, Y and Z from many views, such as perception of the future, media, education, technology, internet and ecology. The research part of my bachelor thesis was done thanks to quantitative method of data collection. The questionnaire consisted of 23 questions and each had only one answer. It was anonymous questionnaire and had 'closed answers'.
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Bata - Research on Brand's Position
Dlouhý, Petr ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.
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Preferences in Employee Benefits among Different Generations of Employees
Juricová, Aneta ; Kocianová, Renata (advisor) ; Záškodná, Helena (referee)
This thesis deals with the preferences in the field of employee benefits among different generations of employees. It is focused on the significance of the employee benefits, on the providing system, on the principles of providing and also on new trends in the field of employee benefits connected mainly with the concept of work-life balance. The thesis deals with the generations of baby boomers, X and Y and their preferences in the field of employee benefits. The thesis includes a qualitative survey focused on these preferences among generations mentioned above. Key words employee benefits, baby boomers, generation X, generation Y
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Preferences in key elements of a didactic process of non-formal education of adult learners from the perspective of age cohorts
Loukotková, Klára ; Dvořáková, Miroslava (advisor) ; Šerák, Michal (referee)
4 Abstract The aim of this bachelor thesis is to identify preferences in key elements of the didactic process, namely in didactic forms, didactic methods, teacher roles, teaching aids, didactic technology and seating arrangements, at those adults, who have been participating in at least one non-formal educational activity in the last twelve months, depending on the age cohort they belong to. Based on relevant educational literature, the first three chapters cover a description of a didactic process and its key areas, material and non-material didactic means, which are further divided into particular elements. In the fourth chapter, there is a definition of the age cohorts and a description of their specifics both in general and in the field of didactics. The fifth chapter is dedicated to a preparation and a realisation of the quantitative questionnaire survey at those members of age cohorts, who have been participating in at least one non-formal educational activity in the last twelve months. Based on these findings, the differences in preferences in key elements of the didactic process at the age cohorts are stated. Keywords elements of didactic process, didactic forms, didactic methods, teacher roles, teaching aids, didactic technology, seating arrangements, baby boomers generation, generation X, generation Y
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Evaluation young generation through the eyes of 65+years old citiziens.
LEVÁ, Dominika
My dissertation project deals with an actual theme: the conditions of coexistence of two generations- the younger and the older one. This topic will gain more relevance in the viewpoint of irregular demographic development, when the ratio of older people to other age groups will rapidly increase. Relations among generations, especially between seniors and young people, are nowadays frequently debated; these relations could be regarded as not ideal, according to certain establishments. There is known quite much about the young people's approach and evaluation towards seniors, but what is not so well known, how seniors actually percieve this reality about themselves and what they think about the current young generation. My dissertation is divided into a theoretical and a practical part. The theoretical part contains an objectification of terms that are important for a better understanding to the given topic. In these chapters informations about some authors' results and findings, regarded to this problem, are introduced. There are listed terms such as generation X,Y,Z, an adolescence and early adulthood phase, a dotage and aging, and demographic development; also values and their creation, additionally modern coexistence trends characteristical for modern young generation. The definition of these contexts serves as a foundation for the practical part of my project. The empirical part deals with the peculiar research; its goal is to map out how citizens over 65 and more appraise the young generation. For data acquisition were used: a strategy of qualitative research, an interrogating method, and a semi-structured interview technique. Acquired data were processed through the case studies form and then analysed by coding. The basic research file for data collection was formed by seniors over 65 years living in České Budějovice. For the empirical part three questions were set: 1. Is the young generation appraised negatively by seniors? 2. What exposures of young people are the most frequent source of senior's criticism? 3. How do the citizens over 65 percieve a coexistence of not married heterosexual couples and homosexual couples in registered partnership? From informations acquired ensue that the seniors living in or near České Budějovice appraise the young generation negatively. Among the most frequent sources of their criticism belong an immodest behavior, disrespect to older individuals, laziness, and early sexual life. The over-half majority of seniors percieve the not married couples living together negatively, too. This meaning also persists when these couples have children or they plan to have them. According to seniors' opinion, it is children what should be a reason leading to a marriage. Regarding to a homosexual couples, the majority of seniors does not understand such relationship or coexistence. In he old generation, there are still enduring prejudices causing a disagreement with registered partnership, too. The appointed goal of my dissertation project was fulfilled. Results of my project can serve as a basis for further research, for organizations working with youth, or for a tuition.
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Reviews of the Old Age with the Eyes of Young Generation
STEJSKALOVÁ, Martina
This bachelor´s thesis deals with the issues of ageing process and old age from the point of view of the younger generation. The ageing is a natural process which takes place continuously throughout the whole life. It can be stated that the ageing process is characterized by irreversible changes that are physically visible to the unaided eye. The old age can be described as the last natural period of a human being which starts after the evolutionary stages of childhood and adulthood. The determination of the beginning of old age seems to be difficult, owing to the fact that the displays of old age appear for each individual at a different moment. The issue of old age is being neglected by our society and moreover, it is being generalized as a passive period of a human being. However, with regard to the predictions of the population development in the Czech Republic I believe that it will become a current and crucial issue in the following years. Higher proportion of people aged over 60 will have an adverse impact on the economy of the state. The society will have to cope with increasing demands on the area of social and health care. This bachelor´s thesis, mainly its empirical part, shall point to the fact how today's society perceives this neglected chapter of human life, which old age undoubtedly is. For research purposes persons in the age group between 15 and 25 years were selected who represented the younger generation. The theoretical part focuses on the objectification of terms which are important for the understanding of the given issue. In these chapters findings of a lot of authors dealing not only with the topic of old age are presented. Here we find terms such as intergenerational solidarity, generation X, Y, Z, myths, prejudices and stereotypes about old age and values and attitudes of the society towards old age. Furthermore, issues such as ontological human development /youth old age/, demographic situation of the Czech Republic and the ageing process including period of old age are described here. The empirical part devotes to own research which aims to determine the relationship of the younger generation towards old age. In order to obtain proper data the strategy of quantitative research has been chosen which uses the technique of questionnaire as a form of data collection. The gained data have been processed to transparent graphs and the below mentioned hypotheses have been tested statistically. For the research part the following hypotheses have been determined: Hypothesis 1: The perception of old age by the younger generation depends on the gender. Hypothesis 2: The opinion of the younger generation towards old age is influenced by existing myths and prejudices in the society. On the basis of statistical testing both proposed hypotheses have been refuted. The view of the last developmental period of a human being does not record any vigorous changes in both male and female gender of the respondents. In addition to that, it has been discovered that the younger generation does not make any judgments about old age on the grounds either of existing myths and stereotypes or prejudices in the society. Individuals who belong to young generation form their opinion on old age with the aid of gained experience. The aim of the bachelor´s thesis is to explore the opinion of the younger generation on old age. Furthermore, it has been examined how the views differ based on the gender and whether the younger generation is being influenced by existing myths and prejudices to old age. The set goals of this bachelor´s thesis have been achieved. The results of this bachelor´s thesis can be beneficial to the organizations dealing with the youth both in terms of teaching of students and practice.
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Analysis of Consumer Behavior of Women Internet Generation
Kopecká, Marie ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
The theoretical part of this thesis named "The Analysis of Consumer Behavior of Women in the Age of Internet" describes the contemporary state of social media. The greatest attention is devoted to Internet forums and their ability to influence the consumer behavior of women in the era of Internet. The thesis also deals with the use of Internet marketing on these social forums. The practical part of the thesis is focused on the survey centered upon the greatest Czech discussion server for women -- Omlazení.cz and carried out in the form of questionnaires. The results of the survey were analyzed and on their basis the effect of individual discussions on the purchase of certain products was revealed.
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