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Media Representation of Celebrities in Late-night Talk Show Format
Cerna, Arina ; Novák, Vojtěch (advisor) ; Charvát, Martin (referee)
This diploma thesis deals with the media representation of celebrities, as it is designed within the framework of the adopted American television format of the late-night talk show. In the first part of the thesis, attention is focused on problems of understanding of the phenomenon of celebrities by various authors, as well as on the development of the late-night talk show itself and its characteristic features. The theoretical starting point is the theory of representation (Hall), three levels of representation (Trampota) and social construction of reality (Berger, Luckmann). The method of critical discourse analysis is chosen for the research and the four principles for the analysis are described: commoditization, infotainment, personalization, congeniality. The practical part presents an analysis of the typical representation of celebrities due to the principles mentioned above in selected talk shows which were broadcast in English and Czech languages in 2015-2016, namely American The Tonight Show Starring Jimmy Fallon and Czech Jan Kraus Show. Keywords: Celebrity, Late-night Talk Show, Media Representation, Personalization, Congeniality, Infotainment, Commoditization
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Phenomenon of first name in marketing campaign
Lukáš, Ondřej ; Černá, Jitka (advisor) ; Barczay, Lukáš (referee)
Personalization gains importance in marketing campaigns and is an interesting trend for companies and their marketing campaigns. The goal of the bachelor thesis Phenomenon of first name in marketing campaign is the analysis of communication campaigns based on the first names. The theoretical and methodological part is devoted to the topic of targeted marketing and personalization using the first name and methodology of the quantitative research of the campaign We Are City, Who Are You?. The practical part is devoted to the marketing campaign analysis We are City, who are you? and its comparison with Coca-Cola, Nutella and Starbucks approach to using first names.
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Methodology of implementing a recommender system using the Soyka tool
Müller, Petr ; Gála, Libor (advisor) ; Fanta, Michal (referee)
This diploma thesis is focused on content personalization and specifically on recommender systems. The aim of the thesis is to propose a methodology of recommender system implementation in e-commerce using the IT tool Soyka. Functions of personalization tools which directly support recommender systems are identified on the basis of a theoretical description of recommender systems and their technological approaches. Based on these identified functions the tool Soyka is classified. The main contribution of the thesis is the created and published methodology which is ready to be used on real implementation projects by anyone involved.
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The role of social media in communication of political leaders
Bartůněk, Michal ; Štětka, Václav (advisor) ; Zápotocký, Jan (referee)
It is a well-known that the role of social media in contemporary political communication is increasing. A great deal is being written and said about the online campaign of Barack Obama in 2008. In our environment, dispel any doubt in this regard, the presidential elections in January 2013. However, the attention of scientists is primarily focused on the analysis of online communication during the election campaign. Against this background, the bachelor thesis aims to analyze communication in a period when no election campaign is taking place. Our purpose is not to focus on the political parties, as it is usual in the Czech political environment, but we try to apply the concept of personalization on the communication of political leaders. Through the analysis of data collected from facebook's profiles of six leaders, we are trying to capture the character and basic trends of political communication on social network sites.
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Personalization of political communication in Czech republic: quantitative content analysis of presidental campaign 2013 in daily press
Chrtková, Kristýna ; Křeček, Jan (advisor) ; Hrdina, Matouš (referee)
This Bachelor Thesis on the topic Personalization of political communication in the Czech republic: Quantitative content analysis of presidental campaign 2013 in daily press deals with the developement of political communication and in particular with the trend of personalization. Personalization is the result of several media, social and political changes which emerged after the Second World War. This Bachelor Thesis consists of two parts. The first theoretical part deals with the development of political communication acompannied by the professionalization of political campaigns. Professionalization can be also considered as a precusor to personalization of political communicatin. The second part summarises the results of quantitative content analysis of presidental campaign in 2013 in the Czech republic. This analysis confirmed the hypothesis that political communication in the presidental campaign was personalized. This provided the opportunity for further research.
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The character of Wisdom in Holy Scripture
Červinková, Alena ; Větrovec, Pavel (advisor) ; Mikulicová, Mlada (referee)
Bachelor thesis "The figure of Wisdom in Scripture" is concerned with the theme of wisdom in general, then the concept of wisdom today, in the cultures of the Near East (Egyptian and Mesopotamian cultures) and in the Bible, and especially the concept of wisdom in Israel. Separately, discussed the topic of personification. The analysis in the second part focuses on the characteristics of wisdom, expressed either in attributes in Wis 7.22 to 8.1 and from 8.1 to 9.6 in Ex. The analyzes of texts is used narration and linguistic dividing means and the conclusion are the main themes of both the concept of wisdom compared. Attention will be focused on topics in which the texts are identical or similar. Keywords Sapiential books, Wisdom, Word, personalization
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Media reflection of partisan leader and its influence upon electoral success of the party in parliamentary elections in the Czech Republic
Vocel, Jan ; Brunclík, Miloš (advisor) ; Švec, Kamil (referee)
The key research question for my bachelor thesis deals with the problem of how great is the media image influence of the leader of a political party on the success in the elections. I will try to answer this question in the case of Jiri Paroubek, who was the leader of the Czech Social Democratic Party in the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2006. I decided to verify these theories, that explain the issue of leader and election campaign personalization. Then I carried out my research on two of the most famous newspapers on the right and left of the political spectrum: finding out how positive or negative was before the election the media image of Jiri Paroubek and Czech Social Democratic Party in these two newspapers. The research results are then compared with the pre-election opinion polls and election results and verified, if the media image of Jiri Paroubek was really different from his political party and whether it had an impact on the electoral success. It could help verify the validity of several theories, that leadership attributes of the leader have the great influence on the success of his party.
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