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Sports Associations and New Media: Comparison of the Vision and Reality of Communication on the Example of the Czech Athletic Federation (case study)
Klímová, Lucie ; Turková, Kateřina (advisor) ; Macková, Veronika (referee)
Nowadays, new media play a big role in the world and among other things, they also change the role of classical media. Their use also significantly affects daily life in society. The possibility of communication through these channels is currently used not only by publicly known personalities and commercial entities, but also, for example, by non-profit organizations or sports associations. Diploma thesis Sports associations and new media: comparison of the vision and the reality of communication on the example of the Czech Athletic Federation (ČAS) is a case study, which examines the using of new media for the effective communication of the association with fans and journalists. The aim of this thesis is to describe the functioning of ČAS on social networks, namely on Facebook, Instagram and Twitter, and then to compare the actual state of communication with the ideas and visions of the employees of the association. First, the most important terms used in the thesis are described. The theoretical part defines new media and describes in detail the representatives of new media, which is further researched, namely Facebook, Instagram and Twitter. Then the Czech Athletic Association and social networks are introduced. The second chapter defines the research methods that were used. It describes how the...
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Health risks as a reflection of digital technologies development
Tóthová, Dominika ; Marádová, Eva (advisor) ; Šiška, Jan (referee)
This Bachelor's thesis deals with the theme of digital technology and it's infulence on development of psyche, consolidation of important values, and healthy lifestyle of teenagers in their fundamental life period, or so called "adolescence". The aim of the thesis is to study and describe possibilities of influence from digital media on teenagers, and to point out possible health risks related to using them, considering physical and psychological development. The theoretical section is based on research and analysis of various information sources such as; professional literature, internet articles, and social networks which are now an integral part of our society, and are a source of information on a daily basis. The practical section focuses on research of the impact of digital technology on teenagers in a high school facility. It helps to look closer into the issues of mental and physical development of teenagers in this particular school, their ways of spending free time, and the ability to receive and use information obtained through digital technology. This survey was realized using a quantitative empirical investigation using an anonymous questionnaire research technique. In the conclusion of the thesis results from the empirical investigation are summerized, the author's point of view from...
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Analysis of Firm’s Digital Marketing Communication Channels and Improvement Proposals
Peša, Jakub ; MBA, Jaroslav Palla, (referee) ; Chlebovský, Vít (advisor)
Diplomová práce se zabývá marketingovými komunikačními kanály vybrané společnosti, s digitálním zaměřením. Práce je zkomponována na principu datové analýzy a návrhu zlepšení pro firmu, se záměrem implementace. Rozsah práce zahrnuje teoretická východiska, výzkum prostředí společnosti a anlýzu e-marketingových dat, sbíraných firmou. Na základě těchto částí je založen návrh vylepšení, včetně odhadu nákladů a návrhu monitorování. Výstup práce je ve formě zlepšení efektivity marketingové komunikace firmy.
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Language management on social networks: Language as a topic being discussed and as an index of the author’s social identity
Mrázková, Kamila
The paper deals with various language management types on Czech social media, namely on Twitter and Facebook. Having provided an overview of some common types of language management activities on the Czech internet, such as the activities of the so called “grammar Nazis”, the author focuses on a special type of language management, which includes writing and interpreting strikingly non-orthographic texts. This type of a playful and humorous management is based on the shared beliefs of the communicants that people of xenophobic, chauvinist etc. attitudes have poor competence in Czech spelling and in the Czech language generally.
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"Too cool to pretend to care"
Vinklárková, Tereza ; Remešová, Anna (referee) ; Sterec, Pavel (advisor)
The aim of the project is to capture the consumer attitude of society, the millennial culture, fake news, as well as planetary and social changes. It presents a stylized post-ironic statement of mostly narcissistic millennials, whose social platforms have become the main platform for expression, forcing us to reflect on the variety of information we are surrounded by and the need of its selection. It also opens the discussion about the phenomenon of denying the existence of climate change visible through the absurd arguments and the phenomenon of geoengineering, targeted human interventions in natural processes, primarily to permanently or at least temporarily cool the planet.
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Proposal of Marketing Campaign of a product
Žďárská, Kristýna ; Bumberová, Veronika (referee) ; Kaňovská, Lucie (advisor)
The aim of the thesis is to propose a marketing campaign focusing on launching a new hair masks line series Circle Chronicles by Davines company on a German market. Theoretical part contains a summary of marketing problematics and communication mix. Analytical part deals with marketing environment analysis and current company´s communication mix. The final part is made of drafts of a marketing campaign for the promotion of new products.
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Marketing Communication
Buršík, Dominik ; Kruljacová, Anna (referee) ; Schüller, David (advisor)
Bachelor’s thesis focuses on efficiency of selected online marketing tools used by company Jazyková škola Jílek. The fundamental concepts of communication mix are explained in the first chapter. The correction of the communication plan, leading to the increase in brand awareness and to the enhancement of sales, is based on the analysis and evaluation of current online marketing tools.
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Social media as a source for journalists in Czech Republic
Žemličková, Martina ; Závozda, Petr (advisor) ; Groman, Martin (referee)
This Diploma Thesis are focused on social media as a tool for journalists in Czech republic. It contains two main parts - theoretical and practical. In theoretical part, social media are described in general, and Facebook, Twitter and Instagram are described in more details. This part is focused mostly on current trends in social media usage. Theoretical part is also focused on journalist's source problematic, primarily in internet era, and on source's credibility and verifiability. These trends are more described for media field in USA and Czech republic. Theoretical part introduce the newest available studies in social media and journalism field. Practical part is aiming to verify or deny these trends through quantitative analysis of media content, focused on usage of citations from social media as a relevant source for articles. Quantitative analysis is supported with e-mail questioning amongst czech journalist, who complete a context to this issue with their opinion. The research shows that journalists in Czech republic use social media daily for their work and they are following their colleagues from USA, so they use citations from social media more carefully and they verify their sources more. The main reason is the fear of fake news spreading, which they perceive as the biggest thread for...
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