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Návrh rámce pro monitoring sociálních médií a klíčových ukazatelů výkonnosti pro společnost působící na trhu vlasové kosmetiky
Maurer, Julia Elisabeth ; Král, Petr (advisor) ; Roscher, Katharina (referee)
This work reviews the current literature and application methods of strategic KPI frameworks, KPI definition and measurement, target setting and benchmarking for social networks based on journals, books and whitepapers while including an interview with a social media agency. In a second step, the acquired knowledge is applied on a case study for a salon haircare company. The conclusions are based on in-company experts in the field, external social media agencies and an internal survey. Based on a behavioral survey, the requirements and gaps in the organization are identified. This leads to the application of a theoretical framework on the case company and a suitable definition of KPIs. The final delivery includes an analytical tool measuring all KPIs. Finally, all KPIs are related to targets and benchmarks from industry, social network sites, competitors and historical data. The final results are easily transferrable to other players in the industry.
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Analýza inzerce nabízející zaměstnání
Čížková, Jana ; Koubek, Josef (advisor) ; Dušková, Lucie (referee)
Pracovní inzerce je specifickou oblastí personální práce z mnoha důvodů: je prostředkem komunikace organizace se širokou veřejností, může ovlivnit image organizace, je součástí procesu získávání zaměstnanců. Skládá se z různých doplňujících se činností jako je např. definování správného publika inzerce, napsání inzerátu, výběr správného média, rozvrhnutí dostupných finančních zdrojů a časové naplánování jednotlivých kroků. Zároveň inzerování zahrnuje i papírování, které obsahuje objednávání a monitorování inzerce, účetnictví, evidenci odpovědí a pak také především další komunikaci s uchazeči o pracovní místo.
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Impact of Economic Crisis on turism in Spain (a Study on the Basis of News Articles)
JEDLIČKOVÁ, Radka
The impact of economic crisis on tourism in Spain seen by the perspective of newspaper (study based on newspaper articles) The aim of the thesis is recognition of possibilities of analysis and interpretation of texts and reflection on limitations that emerge from this analysis. The thesis is divided in theoretical part and research. The theory starts with politic-economic background of the topic and continues with linguistic specifics of text analysis. The role of media is mentioned afterwards; also the description of the language used in the media and principles that rule newspaper article creation are described. One chapter is dedicated to the construction and description of corpus. Theoretical description of discourse analysis and narratological analysis follows. Research focuses on qualitative analysis and narratological analysis based on corpus written in Czech as well as in Spanish.\\
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Education towards values in contemporary Kindergarten
Vinšová, Kateřina ; Havlová, Jana (advisor) ; Opravilová, Eva (referee)
5 DIPLOMA THESIS SUMMARY This diploma thesis deals with the realation of reading and the creation of values. It confirms reading as educational value, as well as reading as means of education towards values in contemporary Kindergarten. In the theoretical part there are at first defined general terms such as value and education. Following these are described in context with kindergarten, preschool child, his needs and his family. The thesis deals with reading as such. There are clarified different aspects that influence the development of reading and its eduvational value. It is the action of educators and their relationship to books, as well as fairy tale itself, which enormously influence the relationship to the values and their subsequent formation. Similarly, the actual illustrations in books and, on the contrary, today's media such as television or the Internet, which may have negative influence, if used incorrectly. The practical part describes the conduct of investigation that focused on actual reading. The investigation was based on two questionnaires. One was addresed to the Kindergartens" teachers, the other one to the parents of preschool children. The questionnaire for teachers delt with the question how Kindergartens work with the books, whether the children have free access to books and...
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The Media Image of Visual Arts in Czech Television
Švarcová, Barbora ; BENDOVÁ, Helena (advisor) ; POSPISZYL, Tomáš (referee)
The thesis consists of a context and textual analysis of Artmix, a TV show dedicated to visual arts, while touching on other relevant programs on Czech TV. The results of these analyses are then brought into theoretical setting primarily using the philosophical and social concept of the Field of Power as defined by Pierre Bourdieu in his book Rules of Art.
Principal themes, interspersing throughout the text, are the limits of reflections of visual arts through TV screen and hidden interpretational patterns applied to visual arts through its media image. Furthermore there is an additional issue of traditional notions of an artist existing within our society, weighed down by history, or the quest for the ideal format of a TV show reflecting visual arts.
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Popular music and gender stereotypes
ZDEŇKOVÁ, Nikola
The thesis deals with the issue of displaying gender stereotypes in the media, with a particular focus on television and popular music. In this work the focus is in addition to defining the concepts related to the theme of gender and media theories also analyzing the stereotypical elements appear in the music videos of current popular songs, wherein are identified and described the mechanisms of gender stereotyping. For this purpose as a method was chosen the case study. The aim is to give a preview of what is the image of women and men provided by the contemporary media to viewers, readers or listeners and point out that it is the mass media that contribute to produce, expand and strengthen these stereotypical images in a society. It is without a doubt that the media are the bearers of considerable influence in the society. This work could contribute to the awareness of the effects of media on a man and the whole society, and also to raise the awareness about gender issues generally and particularly in conjunction with media messages.
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Power and Media Comparism of Development of the Russian Media During Yeltsin and Putin Eras
Vyhnálek, Tomáš ; Litera, Bohuslav (advisor) ; Běloševskyj, Dmitrij (referee)
The Diploma project Power and Media - Comparism of Development of the Russian Media's is devoted to the history of Russian media during the Boris Yeltsin and Vladimir Putin eras. Main goal of the work was to follow development of media during those two different stages of reborn of Russian state and to compare attitude of two presidents towards media and influence of media back to state and society during important political battles such as parliamentary and presidential elections or during Russo-Chechen wars. Powered by TCPDF (www.tcpdf.org)
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The shift in media consumption among generations Y and Z
Kotálová, Eliška ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
This master thesis deals with the shift in media consumption among generations Y and Z. It is based on both similarity and small differences in media consumption among these generations as a current issue. The aim of this thesis is to focus on both similarity and small differences, to analyse them using the available data and to bring new information obtained by performing an own survey. This new information also can be a help to all stakeholders including employers, marketers etc. This thesis is divided into two parts. The theoretical part includes three chapters, the practical part includes two chapters. The first chapter presents media theoretically, the second chapter explains how each generation was formed a the third chapter presents a principle of making a questionnaire. The fourth chapter shows some interesting information about media consumption among generations Y and Z and these are verified in the questionnaire in the last chapter.
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