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PR goes on air: The media portrayal of Public Relations on Czech and British television scene
Kopová, Daniella ; Jirák, Jan (advisor) ; Zezulková, Markéta (referee)
This paper aims to contribute to knowledge of stereotypization mechanisms, bringing in the case of PR consultants. Using lenses of the key cultural form - film and television series - the project analyses a way of representing PR profession, as depicted on TV screen both in Czech Republic and the United Kingdom, during 2000-2017 time period. Theoretical frame is drawing on key ideas on stereotype, narrowed by film usage, as seen in the work of Walter Lippmann and others. Main hypothesis is based on assumption that negative media portrayal might interfere with professional reputation. Analytical part employs qualitative, thematical analysis that focuses on interpretation of personal features, behavioral characteristics and depiction of reocurring key themes. The final outcome then presents a professional portrayal of Public Relations on Czech and British television scene, builded up on prominent steretypes, accompanied by relevant quotes to illustrate the point. Key findings show undestanding communication as means of persuasion, leading to egoism, a lack of ethical values and dominant attitude in relation to clients and journalists. To prove the contribution argument that these negative attributes will further affect the future professional status of PR, the final insight illustrates such impact by...
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The Role of Propaganda in Online Discourse of Selected Blood Donation Campaigns in the Czech Republic
Blažková, Barbora ; Dolanský, Pavel (advisor) ; Bednařík, Petr (referee) ; Jirák, Jan (referee)
The voluntary blood donation issue is topical in the Czech Republic since the number of blood donors has not yet reached the number of donors existing in the neighboring countries. Because of this fact the Czech Blood Cross together with transfusion services centers in the Czech Republic and in cooperation with various organizations, e.g. Czech Radio, do their best to obtain new voluntary blood donors via blood donation campaigns. Language of these campaigns is mainly of persuasive character. As such, it is often viewed as a means of white propaganda which stems from factual information and whose aim is to persuade the consumer of the message about the legitimacy of its ideology. White propaganda also helps to build trust which is lately used. In other words, the consumer of the message becomes blood donor. The thesis analyzes persuasive linguistic means of propaganda present in online discourse of the selected campaigns. On the basis of learned facts, the thesis also tries to characterize this discourse type; moreover, it makes suggestions for designing a new blood donation campaign.
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Signiíficance of the moderator and television studio backround in TV show otázky Václava Moravce
Chrenčík, Roman ; Jirák, Jan (advisor) ; Wolák, Radim (referee)
This thesis is focused on analysis of political television show Otázky Václava Moravce. It is particularly focused on the period one year before and one year after the territorial change of the broadcasting studio which occured in the summer 2015. Firstly, through a quantitative analysis the change in the guest composition of the show is examined. Using the method of qualitative analysis it consequently captures fundamental semiotical elements of the studio and describes the role of the moderator in broadcasting. It also deals with moderator's rhetoric and the way in which his bias is expressed. The thesis sets out influences affecting final media release, among others socially-political background of the guests and influence of the studio and the moderator. Its aim is a comparison of these influences and possible explanation of the change that occured in the show Otázky Václava Moravce.
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Bias of Czech media: the image of Radovan Krejčíř and his activities in the contemporary press
Němeček, Jan ; Jirák, Jan (advisor) ; Nečas, Vlastimil (referee)
Bachelor thesis Bias of Czech media: the image of Radovan Krejčíř and his activities in the contemporary press analyzes how chosen media informed about events during the escape of Radovan Krejčíř from the Czech Republic in 2005. The quantitative analysis aims to reveal potential journalism methods and working procedures, that could cause, at the end, bias on public. Theoretical part of these thesis focuses on defining the term bias and specifies defined terms, which this study contains. Theoretical concepts kinds of bias are introduced and monitored press is defined. Practical part of this study draws information form monitored periodicals in defined time table and emphasizes on following comparation of analyzed data. The main aim of this study is to find out, how media worked with information and confirm or refute potential bias.
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Representation of Mass Death in MF DNES
Strnadová, Kristýna ; Jirák, Jan (advisor) ; Lütke Notarp, Ulrike (referee)
This diploma thesis focus on a media representation of a mass death which is caused by terrorist attacks. Due to terrorist attacks around the whole world many innocent people die and media write about these affairs in many ways depending on different factors. By combining quantitative and qualitative analysis of six cases of terrorist attacks which took place in different world locations, thus thesis shows how are these events represented in daily newspaper Mladá Fronta DNES. On the one hand, the number of victims appear to be less significatnt factor, on the other hand, the geographic proximity and possible connection to the Czech Republic plays bigger role. Thus, more space is devoted to these attacks. Each event also appear to be framed differently according to the time when they took place. Either, they were framed as attacks against humanity with focus on heroism of the victims, or they were framed as geopolitical conflicts with attention to the consequences and political responses. It is also possible to find narratives which repeat in the articles about terrorist attacks. These narratives use archetypal stories which can be found in acient myths. The usage of these stories helps not only journalists, who do not have to invent their very own stories, but also readers because it helps them to...
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Analysis of the contents of the weekly magazine 5+2 days between 2012 and 2013
Hradiský, Jakub ; Klimeš, David (advisor) ; Jirák, Jan (referee)
Abastract The thesis called Analysis of The 5+2 Days Weekly Magazine between 2012 and 2013 in its empiric part looks into the contents structure, its preferred topics and ratios of stories and cases from the defined parametres point of view throughout the period beginning the foundation of the magazine to the parliamentary elections held in October 2013. The analysis deals with the issue of presentation of the Agrofert holding as the magazine is its part and Andrej Babiš from his position of an owner and chairman of a political movement ANO he led to the snap parliamentary elections in 2013. The analysis examines if the fact that its owner is an enterpreneur, owner of one of the bigest Czech companies and a high-ranking politician has any impact on the contents of the magazine. The method used to analyse the contents is quantitative contents analysis. In its theoretical part the paper deals with basic social roles and functions of the media, concepts of free speech and independence of the media. This part of the thesis sees these concepts mainly from the ownership of the media point of view and the ownership's impact on their contents and function. The theoretical part also presents a review of the Czech media environment development after 2008 from the change of the ownership point of view.
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Use of media logic by corporations
Kubíčková, Vladimíra ; Jirák, Jan (advisor) ; Kraus, Jiří (referee) ; Bína, Daniel (referee)
The belief that economic entities influence media contents and shape them through their public relations professionals, is shared with an increasing intensity by both academics and journalists. One feature of this effect on media is publishing unlabeled public relations (PR) articles. This thesis "Detection of Unlabeled PR articles - the Theory and Application on Comparison of Czech Dailies" deals with methods that can reveal such texts. This work assumes that an unlabeled PR article is characterized by a lack of journalistic objectivity and as for the language aspect, by its persuasive component. The theoretical part therefore focuses on objectivity of journalistic texts and communication intention as seen from pragmalingvistic theory. For consequent use in the empirical part, this work summarizes existing research of unlabeled PR articles, with a special consideration for methods used by scholars. It stems from the findings of the critical political economy of communication, particularly the issue of advertisers influence on media contents. On grounds of these conclusions, this work then introduces its own design for identification of unlabeled PR articles, by classifying according to several predefined PR parameters. The classification system was designed on the basis of content analysis of...
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The transformation of presentation of the middle east populationin post-9/11 american films
Leimerová, Magdalena ; Kruml, Milan (advisor) ; Jirák, Jan (referee)
The master thesis named The Transformation of Presentation of the Middle East Population in Post-9/11 American Films aims to closely analyze eight chosen mainstream American films with the help of the combination of qualitative and quantitative methods. The plot of the observed films has to be placed in the Middle East, picture terrorism or contain the Arabs or Muslims as characters. On the basis of a wide range of criteria and the final comparison, the thesis focuses on the comparison of the Hollywood movies which were created before and after the terrorist attacks in New York in 2001. The theoretical chapters are dedicated to the introduction of the social construction of reality, stereotyping and one-dimensional description of the Arabs in Hollywood films and mainly to the deep introduction of West and Islamic culture, not only from the historic but also cultural and valuable point of view. The applied methodology follows after. The detailed analysis of the chosen films is accompanied by photographs and excerpts directly from the films to help readers to understand the differences as much as possible. This part is followed by the final evaluation of the analysis on the basis of the comparison of the observed criteria. The hypothesis is confirmed at the end but there are also some other important...
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Adolescents perception of the television advertising
Lepková, Klára ; Jirák, Jan (advisor) ; Zezulková, Markéta (referee)
This thesis named Adolescents' Perception of Television Advertisement is an analysis of the relationship between the television advertisement and the chosen target audience - adolescents at the age of 17 - 20. The thesis examines to what extent the television advertising contributes to forming an image of the world in the members of the target audience and asks whether the advertising pressure focused on the target audience is effective or whether the adolescents are able to think critically and indipendently and to create their own opinion on the proposed and explored issue. The introduced thesis is devided in two parts - practical and analytical. The first one is primarily based on findings gained form relevant literature and the sedondone presents the process and results of the very quantitative research. The main aim of this thesis is to find out what is the overall attitude of adolescents at the age of 17 - 20 towards the television advertisement and to give evidence whether they believe the informatik presented in the TV advertising. In order to meet the given goal 105 students of two last years of Catholic Grammar School in Pilsen were put through the quantitative questionnaire research detected the trends in adolescents' attitudes and perception of TV advertising. The research included four...
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The transformation of czech political satire in TV broadcasting after year 1989
Píšová, Nikola ; Jirák, Jan (advisor) ; Štoll, Martin (referee)
The aim of the Master thesis "The Transformation of Czech political satire in TV broadcasting after year 1989" is to capture and describe changes of political satire in television shows over last 25 years on sample of six selected shows: Česká soda, Gumáci, S politiky netančím, Politické harašení, Stalo se and 168 hodin. Theoretical part of this work is trying to explain idea of satire itself and to introduce of the topic into more general historical context. Practical part is then, using semiotic analysis, aiming at what expression/aesthetic and thematically variables create satiric constructions in the level of visual picture, press and graphics, language level and music component. Last chapter is dedicated to offer political satire in TV broadcasting after 2010. This work is then connecting results of the analysis and findings from the theoretical part in the conclusion.
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