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Instagram and its influence on Gen Z woman related to the development of eating disorders
Kafková, Kateřina ; Vranka, Marek (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis examines the impact of Instagram on eating disorders in Generation Z girls. Due to the visual focus of this social network, the thesis primarily focuses on exploring the ideal of thinness widely presented by influencers. All is interpreted in the context of the addressed group, namely women born between 1995-2009 using Instagram. The thesis is divided into 3 chapters - theoretical, meta-theoretical and practical. The theoretical part of the thesis presents a comprehensive set of basic information directly related to the issue of eating disorders, hence media. It also defines the very concept of generation and body image, which is closely associated with the development of eating disorders. The methodological part presents proven scientific methods, some of which have been directly modified for the specific environment of Instagram. In the last, practical part, the context is explored through quantitative research in the form of a questionnaire according to the above methodology. The discussion offers an evaluation of the results and a review of related research. At the very end of the thesis, I then present practical benefits that can be applied preventively, while offering theoretical foundations for further research on the issue of Instagram's influence on the development of...
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How the Generation Z Consumes News on Social Media
Tomášková, Petra ; Macková, Veronika (advisor) ; Turková, Kateřina (referee)
This bachelor thesis aims to examine how the Generation Z receives news from social media in the Czech Republic. Using a qualitative research method, focus groups find out the reasons for this group to use social media as a source of news, describe how Generation Z evaluates the news contribution and how it handles it and the information from it then. The first part of the thesis gives an insight into the knowledge of news on social media (specifically Facebook and Instagram) and explains the main features of Generation Z; especially in relation to information and technology. Subsequently, the research method of semi-structured interviews is presented, which served as a preliminary research for the main technique of researching focus groups. This method is also explained in detail in the methodological part. The study group of 24 respondents was divided into three samples according to age; 16 and 17 years, 18 and 19 years, 20 to 24 years. The results are presented as a selection of significant participants' statements across groups. Although group interviews operate more specifically with the participants' specific statements, some generalization and the resulting understanding of Generation Z behavior is possible. Among other things, it was partly possible to register differences across the groups...
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Femvertising in Czechia through the eyes of gen Z and gen X women
Rohlíčková, Františka ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
In the last few years, femvertising has become a topic within the public sphere and in the media, which makes sense in the broader spectrum of feminism and inclusivity being more accepted by society in general. The question of perception of femvertising still lies unanswered. What also fails to be answered is how different generations view femvertising and also how it is accepted in the Czech Republic, since the topic has not been reviewed much here. The main goal of this bachelor thesis is thus to get to know the perception of femvertising of two generations: gen Z and gen X. That is being done through qualitative research, namely deep interviews. The differences of the views of these two generations are also a part of this paper. The main findings of the paper include that femvertising is perceived by Czech women very positively. The differences between the two generations can be spotted for example in their perception of stereotypes or how explicit an ad should be. Generally, one could say that both generation Z and generation X women in Czech Republic appreciate femvertising and this style of advertisement seem to be very sympathetic to them, which can be seen also as sympathies toward the brand which uses femvertising.
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Meaning of the term eco-frinendly behaviour to Generation Z
Beranová, Eliška ; Rosenfeldová, Jana (advisor) ; Shavit, Anna (referee)
The topic of ecology and eco-friendly behaviour is very current and often debated, as it is an issue that concerns us all and our future. The main objective of this paper is to find out what does Generation Z perceive as eco-friendly behaviour, both in the context of the behaviour of the respondents themselves and in terms of their interpretation and perception of corporate behaviour. The thesis comprises a theoretical section dealing with green marketing, green behaviour and related theoretical concepts, and a practical section that includes the research itself. The research was conducted using a qualitative method in the form of semi-structured interviews, which were then analysed using thematic analysis and open coding. The analysis of the conducted interviews shows that Generation Z mainly interprets the concept of eco-friendly behaviour as reducing their personal footprint, being led by waste sorting. In the context of companies, eco-friendly behaviour according to Generation Z then includes eco-friendly products and their packaging. However, it is also important for it not to be only a pose, ecology should actually be at the core of the company's business and its main philosophy.
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Research of positioning of brand second hand stores on the Czech market
Rejchrtová, Karina ; Schneiderová, Soňa (advisor) ; Koudelková, Petra (referee)
This bachelor thesis examines how customers perceive the position of second hand stores with their own brand on the Czech market. As this is a relatively new segment of shops, the work also largely focuses on how the second hand market originated and why it is growing so fast. Among other things, it deals with the change in customers' shopping behaviour, which is one of the reasons. This work aims to find out how second hand stores with their own brand stand in comparison with chain stores and second hand stores without their own brand. Part of the work is also the design of a pyramid of the second hand market, which divides second hand brands into segments designed according to the pyramid of brands by author Harriet Posner. The research was conducted by a questionnaire survey. In analysing the answers of the respondents in the practical part, theoretical knowledge was used and based on the results, the findings and conclusions that emerge from the research were expressed in the conclusion.
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Transformation of the usage of new media and their role in romantic relationships
Zemanová, Eliška ; Turková, Kateřina (advisor) ; Hrbáčková, Anna (referee)
The bachelor thesis focuses on the transformation of the usage of new media in romantic relationships of Generation Z. The thesis aims to find out what is the role of social media in romantic relationships, what functions they perform, and how they interfere with them. The first part of the thesis defines new media and social networking sites and then the specifics of presentation and online communication on social media in romantic relationships are explained. The practical part is based on qualitative research. Respondents are members of Generation Z who are users of social networking sites, maintain long-term relationships, and do not share a household with their partner. The data obtained from the conducted semi-structured interviews were analysed by the method of grounded theory. The key topics were those which dealt with the social networking sites impingement to the time shared together, the insistence on privacy, the communication inside relationships, the communication with other sex and motivation for presenting a romantic relationship on social networking sites.
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Attitude of generation Z towards influencer marketing on Instagram
Čapková, Erika ; Hejlová, Denisa (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on the phenomenon of influencers on social media and their use as part of marketing communication. The purpose of this thesis is to explore the attitude of Generation Z towards influencer marketing on Instagram. Theoretical part of this thesis defines the terms influencer and influencer marketing. It discusses the benefits, risks, costs and options of collaborating with influencers. It also offers an overwiev of qualities that influencers should possess and presents the legislative and ethical framework for influencer marketing in Czech Republic. The second part of this thesis collecst information from in- depth interviewes with representatives of Generation Z and shows how they perceive influencer marketing on Instagram.
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Generation Z' s attitude to shocking advertising
Procházka, Ondřej ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on Generation Z and its attitude towards shock advertising. The theoretical part is firstly devoted to the definition of advertising and shock advertising. Next, it introduces Generation Z, its specifics and key attitudes. The practical part of the thesis describes the attitudinal research through in-depth interviews with ten respondents. Finally, the main findings from the research are presented in the form of eight key attitudes held by Generation Z towards shocking advertising.
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World: Anything bad happens. Internet: Let’s make a meme of it!
Balcaříková, Ivana ; Heřmanová,, Marie (referee) ; Kubíková, Zuzana (advisor)
So called Generation Z was born between the years 1995 and 2012. They came into The World when The Internet was already in full bloom. Gen Z and Internet are inseparable. It's their natural habitat. They move across the internet waters skillfully without any problem and at all times. The feeds of Gen Z kids are constantly filled with new information, themes, phenomenon, trends, memes. That makes the nature of the whole generation rather nihilistic and in surrender to the constant shit storm which they have to deal with every day. The biggest weapon of the Gen Z is undoubtedly their specific kind of humor. Memes, references, reaction videos are their biggest coping mechanism. These things can be seen all through their normal day to day life. This format however gives plenty of space to individual creators to express their frustration with The World's situation which they get exposed to on a daily basis. It's only natural for them to be interested and engage in bigger themes such as racism, refugee crisis, climate change or LBTQIA+ problems. Unlike their previous generations, Gen Z uses memes and humor to cope. This Bachelor theses focuses on mapping the content that through specific meme format on Tiktok explores the big themes of today's day and age. Do these short clips have any potential informative or educational value or are they just sometimes funny, cool or offensive videos that teens make to keep up with the trends. If it is so, is it problematic?
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