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Contemporary trend of inclusivity demonstrated on magazines Vogue CS and Vogue FR
Skorkovská, Sandra ; Klabíková Rábová, Tereza (advisor) ; Ivanišová, Markéta (referee)
This bachelor thesis deals with the diversity of models in the Czech and French editions of Vogue. It is based on three studies that mention the rise in popularity of plus size, ethnic, queer, disabled and mature models on catwalks, magazine covers and Instagram. It focuses on the representation of three groups of models, specifically models of different skin tones, models of different body types and models aged 50 and above. The aim of this thesis is to determine whether (and to what extent) selected editions of Vogue magazine include selected groups in their content through photographs that promote a product or brand, and how these editions differ from each other. The thesis is divided into a theoretical and a practical part. The theoretical part first deals with defining the concept of diversity and the representation of selected groups in the fashion industry. The following section characterizes magazines, including magazines aimed at women. Afterwards, the history of the Czech and French editions of the examined magazine is presented. The methodological part deals with the content analysis of 24 magazines and their subsequent comparison, with a total of 976 models analysed. In addition to the two research questions, three hypotheses are also established, building on the theoretical part and...
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Linguistic Analysis of podcast Zkouškový
Tesařová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Šimková, Karolína (referee)
The bachelor's thesis "Linguistic Analysis of podcast Zkouškový" deals with a relatively young format of audio content that has recently become a popular form of shared content. Practically everyone has a podcast nowadays. The analysis will deal with a podcast series about life of young people. Just like the format in which the show was produced, the creators of Zkouškový are young people bringing new topics that are downplayed by society. The aim of this bachelor thesis is to present a comprehensive case study. To evaluate whether the topics presented are in line with the motivation behind the show. To evaluate whether the used words are appropriate to decribe the life of young people. The theoretical part of the thesis will anchor the thesis by using definitions, portraying the current podcast scene and introducing the programme under analysis. The analysis will be based on the principles of conversation analysis, focusing on how the characters are and what their behaviour is. It will analyze the podcast series linguistically by using a description of typical linguistic devices and excerpts from the podcast series. It will evaluate how the dominant themes are presented. In the conclusion of the bachelor thesis, we summarize the findings already established. We evaluate whether this type of audio...
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Media for Young Generation: Linguistic Analysis of the Jsem v obraze
Novotná, Adéla ; Klabíková Rábová, Tereza (advisor) ; Odstrčilová, Klára (referee)
This bachelor thesis focuses on the current trend of news channels emerging on social networks and targeting mainly the young generation. Digital creators use communication elements common for the online environment and for the communication of the young generation in the creation of this type of content. The thesis illustrates these specifics through a linguistic analysis of the posts of one of the representatives of these platforms, the Instagram profile Jsem v obraze by Johana Bázlerová. The aim of the research is to describe the significant linguistic phenomena that occur in this type of media content, taking into account the conditions of the online environment and social networks and their pressure on the attractiveness, speed and brevity of the message. The theoretical part of this thesis defines the specifics of new media, digitalization, Web 2.0 and the transformation of news content in the social networking environment. At the same time, it introduces the Jsem v obraze profile itself and its author, as well as other similar projects operating on social networks. The methodological part characterizes the methods used in the research. The linguistic analysis itself is based on the findings of the literature and provides concrete examples of the linguistic devices described in the posts...
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Media coverage of Ivan Jonák
Kobela, Jan ; Klabíková Rábová, Tereza (advisor) ; Doležal, Aleš (referee)
This thesis focuses on the representation of Ivan Jonák in the discourse of selected Czech media and points to the phenomenon of celebritization of criminals, which is becoming more and more frequent in the media environment. The theoretical part of the paper briefly deals with the basic understanding of the phenomenon of celebritization and follows the description of Jonák's life with a rich criminal past and the main case connected with his name - the murder of his wife Ludvika. At the same time, it attempts to approach the cult of personality he built, which, in the author's words, the media helped to build, and the ways in which it embedded him in the discourse of the Czech media built one of the first criminal celebrities. In the analytical part, according to the established methodology of Critical Discourse Analysis (CDA) by Norman Fairclough, the author is devoted to uncovering the main discursive frames in which the topic was presented in our media environment and in which context Jonák appears most often in the selected media. The author then engages in a selective analysis in the field of popular culture, podcasts, where Jonák's name resonated strongly given the publication of his autobiography and the airing of the drama programme The Nineties. The thesis concludes by offering a summary...
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Development of Andrej Babiš' performance between 2013-2017
Jimel, Šimon ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
The analysis of Andrej Babiš and his media appearances can be useful not only for understanding the situation of Czech politics. His successes in politics and business have made him one of the most influential personalities in the Czech Republic. The thesis therefore focuses on the analysis of his verbal and non-verbal communication traits to provide further insight into this unique politician. This thesis describes and analyses Andrej Babiš's performance in media debates in the early period of his political career in 2013 and compares it with his performance in 2017, when he became an established politician. The aim is to find the characteristic speech and non-verbal features that appear in his speeches and compare them with their evolution 4 years later. The thesis analyses television and radio outputs from the public media - Czech Television and Czech Radio. The theoretical part presents the background for the analysis and the analytical part consists of a description of the methodology of the work, a description of the sources and the characterization of the communication features of Andrej Babiš.
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Success factors of place branding of European cities
Zakharova, Dinara ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The thesis is devoted to determining the factors influencing the success of place branding implementation in European cities. The involvement of stakeholders in the city branding process, the focus of city branding strategy on citizens and life quality increase, the inclusion of the EU- level stakeholder represented by the "Eurocities" network, management of digital identity, and the inclusion of the rhetoric of sustainability and "greenness" into the place branding strategy are considered as factors that can influence the success of city branding implementation in European cities. The analysis proved that city branding is a complex process that cannot be influenced by only one factor. The study outlined three elements necessary for the success of city branding of European cities. These factors include the involvement of stakeholders in the city branding process, digital identity management, and the inclusion of the rhetoric of sustainability and "greenness" into the place branding strategy. Also, the combination of factors sufficient to produce place branding was identified. Thus, for place branding to be successful, the place branding strategy should simultaneously involve citizens, focus on the citizens and life quality increase, and include management of digital identity and the rhetoric of...
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Semiotic analysis of chosen fashion advertisements with a focus on green marketing
Konířová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the fashion industry, green marketing and semiotics. The theoretical part of the work is focused on fashion and sustainability. The work first introduces the issues of the fashion industry, later on also discusses fashion markets and current trends in this industry. The work also presents examples of fashion brands in the fashion markets and the problems that the textile industry is facing. The second chapter deals with green marketing, its beginnings, the current market situation, both global and Czech, and last but not least, it introduces the issue of greenwashing. The thesis discusses the topic of sustainable consumption, which is a concept closely related to fashion and the specifics of green marketing in the fashion industry. The third chapter deals with semiotics, important theorists and their theories and defines concepts of semiotics. It also talks through the stages of semiotic analysis. The next chapter presents the methodology of the practical part of the bachelor thesis. The practical part of the work is covered in the fifth chapter, in which semiotic analysis is performed on selected marketing communication. For each analysed advert, text identification and first and second level labeling analysis were performed. Based on the analysis, it was possible...
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Generation Z's attitude towards online privacy protection and data collection for personalized advertising
Kubiš, František ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This Bachelor thesis looks at perception of the impact of personalised advertising on privacy protection of social networks users, namely Facebook and Instagram. In the theoretical part, therefore, the concept of privacy is first defined, generation Z is further characterized, and finally the business model of Facebook and Instagram, based on personalized advertising and data collection, is described. In the practical part of the work, in-depth interviews with representatives of the Czech generation Z are evaluated, and based on the data obtained, it is examined what awareness the Czech generation Z has about the functioning of personalized advertising, about the extent of related data collection, and finally about overall attitude and approach to the issue of online privacy is also examined.
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The Portray of Woman in an Advertisment for Intimate Products on Social Media
Filipová, Klára ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the issue of gender stereotypes in advertising for intimate women's products. The topic is first described from a theoretical point of view, where the concept of gender stereotype and menstrual taboo is explained The chosen methodology of the work is quantitative content analysis, which examines the contents of the profiles of the selected brands Always, tampons o.b., Ria and Snuggs on the Instagram social network for the calendar year 2021. The results of the analysis show that a woman during menstruation is depicted alone behind the closed door of the home. In their communication, brands use elements of de-tabooing menstruation, but do not include men in the communication. The stereotypical depiction of a woman in white clothes and actively playing sports is disappearing from the advertising space.
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A case study on public diplomacy and nation branding - the Czech center in New York City
Richter, Daniel ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The bachelor thesis "A case study on public diplomacy and nation branding - the Czech center in New York City" focuses on the activities of Czech Centers, specifically the Center in New York, in communicating the objectives of the Czech Republic's foreign policy and building a positive image of the country amongst the foreign public. In the introductory theoretical part with the definition of the terms, public diplomacy and nation branding, it summarizes the mission, history and development of the Czech Centers and describes the government's concept of a unified foreign presentation of the Czech Republic. It also recalls the history of the New York Czech Center. The practical part is based on the author's research on a sample of the American and Czech public about their awareness of the existence of the Czech Centers, or the Czech Center in New York, and their preferences and recommendations regarding its program offerings. The author confronts these findings with the actual program of the New York Center. The thesis also focuses on the actual communication with the target groups of the New York Czech Center, drawing on published documents and interviews with representatives of the Czech Centers. The findings are summarized in an analysis, based on which the author presents brief recommendations...
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