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Nation Branding of Middle East Countries: The case of Saudi Arabia
Kolská, Martina ; Soukeník, Štěpán (advisor) ; Shavit, Anna (referee)
Changing a country's image is a complex process requiring long-term strategic effort. Nation brands are influenced by a wide range of external influences possibly causing negative images or stereotyping. Thus, regarding states, rebranding is often used to redefine the generally perceived image. Nonetheless, the image of a state is deeply rooted and cannot be changed by marketing tools and communication alone. Noticeable changes and policy actions are needed to create a strong communication basis for the development of a nation branding strategy. Countries generally having reputation problems are often non-democratic and the growth of their brand tends to be limited. The Middle East frequently faces negative image and stereotyping. At the same time, nation branding receives vast attention, effort and budgets there. Saudi Arabia launched its nation rebranding strategy by presenting the Vision 2030 document. This paper aims to determine the extent of nation branding multidisciplinarity in the Saudi context. A combination of a quantitative analysis of national branding indexes and semi-structured expert interviews is chosen. Nation branding in Saudi Arabia has experienced moderate growth, considerable professionalization, and the first strategic achievements of the Vision 2030 plan. On the contrary,...
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Change of strategic communication of the capital Prague in the field of tourism in connection with the effects of overturism and Covid-19
Kmentová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The aim of the presented diploma thesis was to find and interpret key elements of the change in strategic communication of the Prague capital city implemented through its official destination management organization Prague City Tourism, Ltd., and to analyze the style and direction of communication in 2016-2019, when the wave of overturism grew not only in the Czech capital, but also on an European scale, and communication after 2020, when a new Conception of inbound tourism of the Prague capital city was created in cooperation with the destination management organization Prague City Tourism, Ltd. The theoretical part deals with the definition of strategic communication with a specific focus on the tourism industry. The practical part is focused on the reasons that led to the decision to change the strategic communication of the Prague capital city in the field of inbound tourism, so that it becomes sustainable in the years to come. Furthermore, the results achieved with the launch of initial projects, which are to lead to the stabilization of domestic and foreign tourism in the Prague capital city, so that residents, business subjects and the city can benefit from them.
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US Strategic communication towards Islamic state
Truchlá, Jana ; Beneš, Jan (advisor) ; Riegl, Martin (referee)
The main topic of my bachelor thesis is illustration of public image and strategic communication towards ISIS of two US most recent presidents Obama and Trump. In the theoretical part of the bachelor thesis I will outline the basic description of the Islamic state as a terrorist aggressor and the threat of the West as opposed to US protective policy and leadership in the World Anti-Terrorist Coalition. In this part of thesis I would primarily try to depict the main concept of strategic communication, its forms and the differences between the notions strategic communication and propaganda. In the main part I will describe the activities and the ways of formulating US strategic communication actors to explain the individual steps during the war against ISIS for the relevant audience - US citizens. In particular I will concentrate on official political strategic communication of the US Presidents which I will demonstrate on the particular examples - presidential press conferences and releases. Among digital media, I will focus on using the Twitter social network as a phenomenon to implement diplomacy through tweets. The key point of the work will be a determination of the priorities of strategic communication in the timeframe of Obama's and Trump's term in office. Choosing this specific timeframe...
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Combatting Disinformation Campaigns: A Reappraisal of Strategic Communications
Wilson, Alyssa Joy ; Karásek, Tomáš (advisor) ; Beneš, Jan (referee)
In the context of increasing technologicalization and the growing interconnectedness of our world through social media, this thesis aims to answer the question, why is disinformation not being sufficiently handled in the United States in the wake of the foreign meddling in the 2016 Presidential Elections, and what can and should be done about the threat? This master thesis therefore aims to delve into the inherent vulnerabilities in the U.S. societal fabric, and thus conduct an in-depth explanatory case study model analysis of what should be done to further combat and counteract disinformation and election meddling within the country. The author argues that disinformation and election meddling are not only a serious security threat, but are also not being properly handled as they are only being addressed technologically, and not through the realm of information, and societal resilience. This thesis therefore argues that strategic communication, which should be redefined and expanded in definition, should be used to combat disinformation campaigns to prevent further election meddling. The author posits that a two-level approach is best, one which aims to negate the negative disinformation campaigns through a single governmental body, while also addressing the root causes through education.
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US Strategic communication towards Islamic state
Truchlá, Jana ; Beneš, Jan (advisor) ; Riegl, Martin (referee)
The main topic of my bachelor thesis is illustration of public image and strategic communication towards ISIS of two US most recent presidents Obama and Trump. In the theoretical part of the bachelor thesis I will outline the basic description of the Islamic state as a terrorist aggressor and the threat of the West as opposed to US protective policy and leadership in the World Anti-Terrorist Coalition. In this part of thesis I would primarily try to depict the main concept of strategic communication, its forms and the differences between the notions strategic communication and propaganda. In the main part I will describe the activities and the ways of formulating US strategic communication actors to explain the individual steps during the war against ISIS for the relevant audience - US citizens. In particular I will concentrate on official political strategic communication of the US Presidents which I will demonstrate on the particular examples - presidential press conferences and releases. Among digital media, I will focus on using the Twitter social network as a phenomenon to implement diplomacy through tweets. The key point of the work will be a determination of the priorities of strategic communication in the timeframe of Obama's and Trump's term in office. Choosing this specific timeframe...
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Government Communication in the Czech Republic: Organisation, Perception, and New Theoretical Model
Soukeník, Štěpán ; Hejlová, Denisa (advisor) ; Just, Petr (referee) ; Eibl, Otto (referee)
This dissertation thesis titled 'Government Communication in the Czech Republic: Or- ganisation, Perception, and New Theoretical Model' is a seminal, exploratory work which contextualizes and maps the development of government communication in the Czech Republic from its foundation to the present time with a primary research emphasis on the years between 2015 and 2017. Stemming from interdisciplinary theoretical sources within media and communication, public policy, and management scholarship, the thesis rede- fines the way of thinking about government communication. It applies stakeholder theory paradigm by researching government institutions, private sector, and news media as three important actors of government communication. Analysing the organization, perception, and tensions of government communication, the dissertation thesis aims to introduce new theoretical model of government communication and provide the government, private sector, and other societal actors with challenging perspectives on their practices and status quo.
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Manipulating Verifiable Evidence
Šedek, Jan ; Gregor, Martin (advisor) ; Červinka, Michal (referee)
In this thesis we take the Bayesian persuasion model, impose a limitation on the signal space and subsequently derive the first order conditions for the equilibrium. Then we enhance the model for several different constraints. We find that the analysis is greatly facilitated if such constraints do not relax when more signals are added to the model. The first type of constraint is imposed to eliminate the perfectly informative persuasion mechanisms. The second type of constraint limits the total uncertainty reduction caused by the persuasion. Finally the third type of constraint is a participation constraint. It ensures a certain level of reservation utility for the persuaded party. Powered by TCPDF (www.tcpdf.org)
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Catholic Church and the Property Settlement: Case Study of Czech Bishops'Conference Communication
Pláteník, Václav ; Dolanský, Pavel (advisor) ; Hejlová, Denisa (referee)
This thesis aims to describe the communication activities of the Catholic Church in connection with the property settlement between the state and the church religion organizations in the Czech Republic. In the beginning thesis focuses on the historic genesis of the problem. In the second part it examines organization of communication of the Catholic Church a describes the communication activities within the property settlement in the years 2007 and 2012 with focus on years 2008 and 2012, when the topic was the agenda of Parliament of CR. The third part deals with evaluation and suggestions.
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Communication Strategy for the Company
Kavan, Jiří ; Sedlák, Leoš (referee) ; Šimberová, Iveta (advisor)
The bachelor thesis ‘Company’s communication strategy proposal’ deals with the current state analysis of the company Nářadí Veselý Brno, spol. s r. o., which sales manual electronical implements, authorized service, rental implements, and suggests possible improvements in the new company’s communication strategy. The communicative strategy should contribute to the betterment of the company’s current position on the market, raise company’s income and enhance the customers’ interest in the company.
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