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Stereotypes that Czech influencers support with their posts on the Instagram
Lesáková, Marie ; Fousek Krobová, Tereza (advisor) ; Lütke Notarp, Ulrike (referee)
The diploma thesis aims to find out whether the selected Czech woman influencers on the selected social network, Instagram, support by posts traditional stereotypes or not. The work is divided into two main blocks - theoretical and practical. The theoretical part focuses on the characteristics of new media and the phenomenon of social networks. In the next chapters, thesis does not forget to define Instagram, which is the subject of subsequent analysis. The theoretical part includes characteristics of Instagram related terms. The diploma thesis focuses on the sociological problem of gender stereotypes and presents several cases from the history of the media, which support stereotypes between men and women. The practical part first is focused on the quantitative content analysis. The next step is focused on qualitative analysis of the posts of some of the most follow Czech influencers.
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Comparative analysis of the social media communication of Czech political leaders (chairpersons) of selected political parties during campaign before the parliamentary elections in 2021
Kopřiva, Jan ; Rosenfeldová, Jana (advisor) ; Karel, Kryštof (referee)
This thesis analyses the communication of leaders of political parties in the Czech Republic on social media in relation to the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2021. The aim of the thesis was to find out how political leaders communicate on selected social media in the pre-election, election and post-election period. The chosen research method is quantitative content analysis. Three time periods were selected for the purpose of the analysis - the week before the election, the week of the election and the week after the election. The research included leaders whose electoral potential according to the Kantar model was above the threshold for winning a mandate according to the Act on Elections to the Parliament of the Czech Republic. Seven candidates met this criterion. The analysis studies posts on Facebook, Twitter and Instagram in terms of, for example, frequency, communicated topics or interactions. The analysis of individual profiles and the subsequent comparison of the results showed significant differences in the frequency, length and focus of the posts of each leader. For six of the seven leaders analysed, positive presentation of the programme and political views prevailed over criticism of other politicians or political entities. Only a small...
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Instagram Influencer Marketing - the success rate analysis of the promotional posts
Špičková, Martina ; Koudelková, Petra (advisor) ; Ortová, Nina (referee)
With the growing popularity of the social media marketing, every company wants to promote their product as effectively as possible and is aware of a very positive impact of the use of influencer on their communication campaign. The aim of the thesis is to map, with the help of combination of the qualitative and quantitative analysis, the most common elements in promotional posts of influencers on the Instagram platform, which lead to the increased interest of the public. The theoretical part of the thesis is focused on the issues of new media, social media, Instagram application and popular Instagram Influencer Marketing. The research identifies the main and secondary research question and formulates ten hypotheses, one of which could not be proven. In the first phase of the research, several factors were identified, which were analyzed in the second phase of the research and which led to the interpretation of the results of the thesis. On the basis of the conducted qualitative and quantitative research, it can be stated that the most popular with the virtual public are promotional posts from the fashion industry, which are published as unpaid promotion in the form of photography, show a person and do not show the logo of the company being promoted.
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The role of book influencers in realation to the publishers, booksellers and readers
Fejfarová, Adéla ; Halada, Jan (advisor) ; Zavřelová, Monika (referee)
The diploma thesis deals with book influencers and their use by publishers and booksellers as a marketing tool. The thesis presents this modern phenomenon, its characteristics, principles, the most important book influencers in the Czech Republic and the online environment where book influencers operate. The aim was to find out the principles and conditions of cooperation between book influencers, publishers and booksellers, their relationships and the effect of the online content of book influencers on readers. The evaluation was carried out on the basis of a questionnaire survey with six book influencers, eight publishers, two booksellers and 662 readers. The research part shows us how these cooperations work in practice, whether it is a key marketing tool for publishers and booksellers, how it will develop in the future and what are the attitudes of all three examined groups to this phenomenon. At the same time, the research outlines the issue of blurring the differences between book influencers and literary critics, where we can notice considerable misunderstandings on the part of literary critics and rivalry. At the end of the thesis, there are formulated specific assumptions for future development, current trends and shortcomings which should be improved or eliminated both by book influencers...
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Social media algorithms in Czech media literacy
Kořenář, Patrik ; Wolák, Radim (advisor) ; Supa, Markéta (referee)
Transition from mass media to new media is closely tied to a number of societal and technological changes. Global social media platforms are dominating both consumption and production of media content and doing so they employ series of complex technologies, e.g. algorithms. Delegation of labour from humans to these complex systems (in recent years operating on basis of machine learning) has serious influence on many aspects of individual life and processes inside a society itself. In this work we analyse function and influence of social media algorithms and we try to find out if and to what extend is this information transfered into media literacy of high school students in Czech republic. We come to a worrying conclusion that despite its massive influence in contemporary media landscape, the topic of social media algorithms in Czech media literacy and media education is basically absent.
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New media as a key factor of electoral marketing
Dohnal, Vojtěch ; Brunclík, Miloš (advisor) ; Kubánek, Martin (referee)
Diploma thesis " New media as a key factor of the electoral marketing " deals with the role of new media in the electoral marketing. The author of this thesis tries to demonstrate the influence of new media on the success of candidates in the elections. Specifically, the author works with the Presidential elections in 2013 in the Czech Republic. On thi example author tries to verificate the hypothesis that without the use of new media in the election campaign, candidates can not succeed in the campaign . To confirm the hypothesis, author uses the QCA - quantitative comparative analysis. This type of analysis brings mathematical elements to the social sciences. The main tool for this analysis is to statements manner , as we know from mathematics. In addition to the analysis itself, diploma thesis also describes the functioning of the new media , specifically social networks: Facebook , Twitter and Youtube, that is social networks, which are used by most Czech Republic . Without a comprehensive understanding of how the social networks work can not truly understand their potential for a political marketing. Powered by TCPDF (www.tcpdf.org)
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Qualman's theory of "socialnomics" and its form in practice
Hörnerová, Ria ; Slámová, Hana (advisor) ; Němečková, Lenka (referee)
The aim of this thesis is to present the "Socialnomics" theory of Erik Qualman and its form in Czech setting. The first part of thesis outlines the terminology of social media and introduces several social media that are known world wide. The second part analyzes the theory itself including its criticism. The last part of the thesis summarizes the situation in Czech republic when speaking of "Socialnomics".
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