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Media Image of Brexit in the Czech Press
Volfová, Štěpánka ; Lütke Notarp, Ulrike (advisor) ; Křeček, Jan (referee)
The diploma thesis on the topic Media Image of Brexit in the Czech Press deals with how Czech journalists inform about that specific world affair, what kind of media image they create about it. The analysed period is 2016 when a referendum was held on the topic of the United Kingdom's staying in the European Union in which citizens decided to leave the EU. The material studied includes articles that were published in 2016 in the largest Czech daily newspapers and several weekly newspapers. Using a qualitative content analysis the so-called Grounded theory method a system of categories and subcategories was created that reflects the topics that journalists perceive as key topics to understand the Brexit. In the second part of the research I investigated whether the media system has a direct influence on the Czech media coverage about Brexit. To characterize the media system, I use the parameters defined in the theory of three media models D.C. Hallina and P. Mancini. The theoretical part includes the specification of the term "media image of the world", explains the term "brexit" and presents a brief history of the evolution of the United Kingdom's departure from the European Union. The theoretical part also includes the introduction of the theory of three media models written by Hallina and...
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Media Image of Angela Merkel: portrayal of chancellor in Czech press
Tajzlerová, Lucie ; Osvaldová, Barbora (advisor) ; Lütke Notarp, Ulrike (referee)
The master thesis Media Image of Angela Merkel: portrayal of chancellor in Czech press examines the representation of Angela Merkel in two most widely read Czech national newspapers during her tenure as Chancellor of Germany from November 2005 to March 2018. The theses first familiarizes the reader with Angela Merkel in historical context and summarizes theoretical concepts and terms, which explain the relationship between media and politics. After that, the reader gets acquainted with the research questions and hypotheses, method of quantitative and qualitative content analysis, basic characteristics of the selected daily newspapers, data sample and three parts of the studied period. Then the selected media contents are analyzed: individual periods are first examined separately and then compared. After that, the chancellor's media image is also compared in both journals. The thesis explains how Angela Merkel was represented in the first, second and third term of office, how her media image changed during the course and how it differed in selected newspapers. The research also verifies the assumption that the media image of Angela Merkel has changed over time to the worse, especially during her last term in office.
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Media Recipes for Happiness
Pogranová, Magdaléna ; Jirák, Jan (advisor) ; Lütke Notarp, Ulrike (referee)
This diploma thesis with the title Media Recipes for Happiness focuses on media representation of happiness in the Czech Republic. In the first part, the thesis outlines essential media theories, with emphasis on media representations and on the construction of reality, then it conceptualises happiness in the sociological viewpoints on it in its two opposing perspectives - happiness as a hedonistic short-term satisfaction connected to owning things, and happiness as an eudaimonic long-term state of inner satisfaction. The second methodical part provides a description of used research methods, namely qualitative content analysis, and selection of specific representatives of Czech print media. The third and last analytical part of this thesis describes how the representation of happiness looks on the pages of lifestyle magazines Elle, Žena a život a Blesk pro ženy and how each magazine differs in their representation.
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Germany in Czech Daily press: Stereotypes and the ,,Image of the Other'' in Comments and Opinions in Polls-Year 2017
Stojanovová, Kamila ; Jirák, Jan (advisor) ; Lütke Notarp, Ulrike (referee)
This thesis bases on an constructivist approach in media studies in context of the role of Germany as a civilian power and hegemon of the European Union and deals with the extent, to which arguments arising from the asymmetric partnership between the Czech Republic and Germany in the past ten years in terms of bilateral relations, foreign policy making of the both states and agenda such as different energy policy conceptions were being reflected in comments and opinions by the Czech daily press in connection with the German parliamentary elections in 2017. In addition to the theory of social construction of reality in this thesis, the concept of role theory serves to explain the role of Germany as a civilian power and the process of shaping its identity. The thesis presents the results of an research, in which a critical discourse analysis (CDA) aimed to formulate hypotheses reflecting the way of image-construction of Germany as "the other," in terms of van Dijk's ideological square "us versus them" and the presence of stereotypes in the comments and opinions in the Czech press. The formulated hypotheses later became the basis for a quantitative content analysis carried out on a research sample of 59 articles published in the daily Mladá fronta DNES, Právo, Lidové noviny and Hospodářské noviny.
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Brand engagement on social media: Case study of intercultural raction comparison to commercial media content of Purina brands
Kubínová, Monika ; Zezulková, Markéta (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of this thesis is to understand how the same marketing media content affects audiences of different cultures. Many global brands are managed centrally with unified marketing communication shared across the nations. Content relevance is tested abroad and may not be relevant to all countries where the communication is published. McQuail in his book Introduction to Mass Communication, mentions that different cultures accept the same media content with different effects. I will use a case study for the analysis of intercultural communication of centrally managed brands that will examine the difference in responses of Facebook users to centrally created marketing communication of the Felix and ProPlan brands that belong under the umbrella brand Purina. I divided the case study into two parts, the first part will be devoted to the content analysis of documents, statistics and already existing research from which I formulated research questions. The second part is a semiotic analysis of comments of the Facebook users to the Purina brands that is answering the research questions. The data from the comments shows that the reactivity within the two countries studied differed significantly and depended on the cultural differences defined by Hofstede's cultural comparison. Based on this case study, it...
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Deep Learning a Soucially Constructed Technology
Libovický, Jindřich ; Orhan, Mehmet A. (advisor) ; Lütke Notarp, Ulrike (referee)
The presented thesis focuses on deep learning and artificial intelligence as a socially constructed technology. Unlike the traditional view which explains the emergence of the technology via the inner state of technological reality, I try to follow Bijker's theoretical framework of social construction of technology and explain the development via interests of relevant social groups (general public, technology fans, IT specialists and AI researchers) and values they attribute to the technology. For each of the groups I selected several English-language online media and analyzed their content between years 2012 and 2016. The analysis showed a shift from scientific to more technological topics in articles targeted on AI researchers and broad public. In these articles, deep learning is presented as a breakthrough technology. Articles targeted on technology fans cover the news about artificial intelligence in details, but they do not attribute any special status to the technology. Similarly to IT professionals, they consider deep learning to be a technology as any other.
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Westernization of Pop Culture in China - "China's Got Talent"
Hädler, Victoria ; Reifová, Irena (advisor) ; Lütke Notarp, Ulrike (referee)
This master thesis deals with the phenomenon of Westernization of pop culture in mainland China on the example of the Chinese adapted version of the Talent Show China's Got Talent. (CHGT) In its theoretical part it outlines the overall globalizing and Westernizing tendencies and sets a theoretical framework of the main terminology of media studies. The research goal of the thesis was to analyze the audience reception of CHGT in China and their ideas and views on pop culture The research goal is included in the broader context of cultural imperialism theories and the specifics of talent and reality shows are elaborated. Furthermore a historical overview of the evolution of pop culture in mainland China is provided. In the practical part, the applied methodological approaches and their potential strengths and weaknesses are described. A basic thematic analysis of certain selected social media like Weibo, QQ and Baidu was conducted. The two versions of the adapted Got Talent format were compared as far as the formal features are concerned, the British version of Britain's Got Talent and the Chinese adaptation China's Got Talent. Moreover qualitative in-depth interviews with Chinese respondents in the PRC and the UK were performed. The group in the UK served as a control group for comparison and the...
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Printed Books vs eBooks: What, Why and How Does Generation Y Read?
Nykl, Jan ; Halada, Jan (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of the thesis 'Printed Books vs. eBooks: What, Why and How Does Generation Y Read?' is to uncover what motivates a group of young people, specifically twenty students attending universities based in Prague, to choose either printed or electronic books. Furthermore, while using the qualitative method of semi-structured interview it was also the aim of this thesis not only to describe and analyse how important are the social aspects of books as well as the ways of acquiring them, but similarly to get a better understanding of how Generation Y perceives books. For this reason the conducted research could be beneficial to an academic area of interest, while correspondingly valuable for publishers, bookshops or e-reader manufacturers and their marketing strategies. Practical research is built upon a relevant theoretical basis: history of reading, characterization of printed and electronic books, together with a Czech book market summary and an introduction of Generation Y. In addition, the fourth chapter presents methods used when conducting the research, particularly Grounded Theory. However, the results of this research and their interpretations are presented in the final chapter along with respondents' descriptions, research goals and the course of interviews. In conclusion, research limits...
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Media image of child sexual abuse in Czech TV news
Vopravilová, Anna ; Štoll, Martin (advisor) ; Lütke Notarp, Ulrike (referee)
The bachelor's thesis is focused on media image of child sexual abuse in Czech TV news. The thesis introduces the issues of this serious social problem, presents context of social sciences, rapist, victims and consequences of sexual abuse. The media chapter introduces possible influences of news about child sexual abuse on society. Quantitative content analysis was used for the research. Three of the most popular TV stations - ČT1, Nova, Prima − were included in the research. News transcription related to child sexual abuse was monitored from the beginning of 2010 until the end of 2015 with the aid of the Newton Media SEARCH database. The time period was chosen because of actuality and sufficient sample of news. Three large cases were chosen. Cases were connected with organizations (the Scout group, the BBC television, the Catholic church). These organizations should help and protect children. The affairs were presented, in detail, the data from the news were analyzed, then interpreted and compared. The aim of the analysis was to find if society is sufficiently informed about this problem, if news about child sexual abuse can transform the society's view and if the news had some taboo or stereotypes about this problem.
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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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