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Trends in the news consumption within the current young generation
Oravová, Tereza ; Klimeš, David (advisor) ; Macková, Veronika (referee)
This diploma thesis deals with the topic of consumption of news content among representatives of the current young generation Z in the Czech Republic. The thesis aims to describe how university students from generation Z consume news content, what are their habits when obtaining current information and how representatives from generation Z perceive the issue of news content that is not created by journalists, but by citizen journalists or influencers. The theoretical part of the work is devoted to news, new formats and changes in journalism and in the media in the 21st century. Then it describes how people consume news and the characteristics of Generation Z. Theory is followed by research, which has two parts. First, a quantitative research method, specifically i tis a questionnaire survey among representatives of generation Z, which aims to answer the first research question: How do current university students, representatives of generation Z, consume news content. The questionnaire survey will be followed by qualitative research in the form of semi-structured interviews, which aims to answer the second research question of the thesis: How do representatives of generation Z perceive the issue of news content that is not created by journalists, but by citizen journalists or influencers. The data...
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Sexist portrayal of women in marketing communication: differences in the perception of sexist advertising between women and men of generation Z
Brázdilová, Eva ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the sexist portrayal of women in marketing communication, focusing on whether sexism in advertising is perceived differently by women and men of Generation Z. Despite the significant influence of advertising on social attitudes towards gender, there is a lack of academic texts on how people perceive and respond to sexist advertising. This thesis consists of three parts - theoretical, methodological and research, which provide an overview of the theory of sexism, the different forms of sexist portrayals of women in advertising, means of fighting against sexism and its regulation, research methodology and analysis of research findings. The research was conducted through semi-structured interviews with Generation Z respondents to obtain qualitative data on their views on sexism in advertising. The discussion of the research findings provides insight into the attitudes and perceptions of Generation Z towards sexist portrayals of women in advertising and offers important implications for the advertising industry and society as a whole. The gathered data shows that both genders view sexist portrayal of women in advertising in a similar way, which is negative. The only significant difference was men's lower ability to recognize sexism.
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Intergenerational comparison of reasons and motivations for not watching television
Florián, Petr ; Reifová, Irena (advisor) ; Vochocová, Lenka (referee)
This thesis focuses on an intergenerational comparison of reasons and motivations for not watching television broadcasting. The aim of the research is to find out why people do not watch television broadcasting and what activities they substitute for this activity. Then the differences between the responses of the first target group, which includes people aged 20-30 who do not watch television broadcasting, and the responses of the second target group, which includes people aged 50-60 who do not watch television broadcasting, are compared. The theoretical part focuses on the historical background of television, mass audience, post- broadcasting age, television viewing, leisure and digital detox. The next part of the thesis discusses the methodology that was used for the research part. The practical part focuses on the categorization and interpretation of the semi-structured interviews with the respondents. The research was conducted in the spring of 2023. The data then shows a number of findings regarding not only what the respondents' main reasons for not watching television are and what they substitute for this activity. At the very end of the paper, a transcript of one of the interviews is also included to give an example of how the semi-structured interviews were conducted.
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The communication of the British Royal family in 2021 on Instagram and its influence on the opinion of the generation Z
Hlavatá, Kateřina ; Ortová, Nina (advisor) ; Halada, Jan (referee)
This bachelor thesis examines the influence of the communication of the British Royal Family on the perception of the generation Z. At first it presents the theory of public relations and the usage of social media in the communication strategy, where it also describes one of the most significant theories of PR, the Cutlip's and Center's theory 7 C. This thesis aims to determine the share of communicated topics on @theroyalfamily Instagram profile, to evaluate the quality of its content and to find out if it has any influence on the opinion of the generation Z. The research was divided into three parts due to various research questions: questionnaire survey, content analysis and subjective analysis of the author.
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Perception of Balenciaga brand by Generation Z in the Czech Republic
Žurková, Tracy ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
This bachelor's thesis focuses on the characteristics and marketing of luxury fashion brands, with an emphasis on the Balenciaga brand, and subsequently examines the perception of the brand by Generation Z in the Czech Republic. The work begins with an introduction to the topic and continues with an analysis of the brand as a key element of marketing, the characteristics of luxury brands, which are then put into the context of luxury fashion brands, and describes the marketing communication and public relations of luxury fashion brands. The thesis then describes the origin, history, and significance of the Balenciaga brand, from the time of its foundation to the current era of Demna Gvasalia. The typical clientele, marketing communication, and public relations are described for each period. The practical part of the work follows, describing the reasons for choosing qualitative research to fulfill the goals of the bachelor's thesis, the research methods, objectives, research questions, the set of respondents, and the wording of the questions for in-depth interviews. The analytical part then deals with the analysis of data from the responses of selected Generation Z respondents in the Czech Republic and uses their interpretation to answer the research questions. The work aims to understand the...
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Generation Z and Digital Work
Stránská, Anna ; Miessler, Jan (advisor) ; Wolák, Radim (referee)
The Generation Z and digital work diploma thesis examines the currently ongoing entry of individuals born between 1995 and 2012 into the work environment. The specifics of Generation Z's approach to digital work are examined in terms of their use of digital communication technologies, their experience of stress and perception of collaboration with older generations. The conducted qualitative research aims to provide insight into the way digital work is performed and seen by Generation Z.
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The effect of athletes in the marketing communication of companies on consumers of the Z generation
Skrbek, Matěj ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: The effect of athletes in the marketing communication of companies on consumers of the Z generation Objectives: The main objective of the bachelor thesis is to find out through focus groups whether athletes appearing in companies' marketing communications influence the purchasing decision process of Generation Z consumers and if so, to what extent. Methods: The qualitative method of focus groups was used in this study. The scenario for these focus groups was developed based on operationalization and literature search. Data analysis was conducted using a summarizing protocol and then the grounded theory method was used to create a model of the effect of athletes in corporate marketing communications on Generation Z consumers. Results: Athletes in marketing communication have a positive effect on the credibility of the entire message, as well as on promoting brand loyalty and building product awareness among Generation Z representatives. However, this effect varies from one Generation Z to another, as they are demanding consumers who require originality and an individual approach. Companies must therefore choose the appropriate form of communication to reach as many Generation Z consumers as possible. Keywords: marketing, generation Z, sports celebrities, buying behaviour, celebrity endorsement
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Perception of femvertising and femwashingt and their influence on Czech women's shopping behaviour
Kazimírská, Veronika ; Rosenfeldová, Jana (advisor) ; Konrádová, Marcela (referee)
Over the last few years, femvertising - feminist advertising, has become a trend in marketing communication. Current research suggests that it has a positive impact on both, the brands and the customers. Femwashing - an inauthentic form of femvertising, is a phenomenon that has not been researched much. Studies provide data on its differences from femvertising, but its impact on purchase decisions is yet to be clarified. Czech research has been focused on femvertising, femwashing has not been studied. The aim of this thesis is to clarify the perception of both, femvertising and femwashing, by Czech women of generation Z and generation X and to discover if at all, perspectively how these forms of feminist advertising influence their decision making while shopping. Qualitative research, specifically in-depth interviews were conducted in order to answer these questions. The main findings of this thesis are positive perception of femvertising by women of both generations. Generation Z was observant to visual representation of women, while generation X was attentive to their skills. Femwashing was perceived as hypocritical by both generations, however, they were willing to condone it in case the brands were not tampering women's rights themselves. Femvertising would positively influence purchasing...
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Needs analysis of Generation Z in relation to the construction labour market
Juránková, Radka ; Pitronová, Almíra (referee) ; Pelčák, Svatopluk (advisor)
This bachelor's thesis deals with the analysis of the needs of generation Z in relation to the labor market in the construction industry. Currently, one of the biggest problems in the construction industry is the lack of labor on the market. This is largely due to the fact that the construction industry, by its very nature, does not have the opportunity to provide employees with other benefits like other industries (e.g. Home Office, etc.). The goal of the work is to find out what the Z generation's work preferences and requirements are, so that future employers can prepare for how the demands of the upcoming generations will change. And with the help of this knowledge, create a more favorable working environment and thus make work in the construction industry more attractive so that interest in working in this field increases.
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