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Advertising impact of influencers as perceived by the young online users
Kadeřábková, Tereza ; Supa, Markéta (advisor) ; Reifová, Irena (referee)
This work titled Advertising impact of influencers as perceived by the young online users defines the term influencer in its theoretical part, offering several perspectives through which this phenomen can be viewed. For example, the number of followers on influencers' profiles, the interaction between these two sides, or the characteristic features of influential figures, such as their behaviour on the Internet. Furthermore, this work deals with influencer marketing, some types of collaboration between influencers and companies within social media, and the issue of tagging the sponsored commercial content. Also, one of the chapters summarizes some of the findings from several relevant studies, creating an initial insight into the topic. The research part of this work explores the issue as perceived by the young online users, using the research sample comprising 179 respondents in the range of 16-26 years old. The data collected through the electronic standardized questionnaire revealed, for example, that respondents require tagging sponsored posts on influencers' profiles, even though they trust these commercial posts less. Also, the pattern of behaviour hinting some verifying information before immediate tasting influencers' recommendations was indicated. The analyzed answers also point to the...
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Gender stereotypes in communication of retail chains on Facebook network
Zieglerová, Lenka ; Reifová, Irena (advisor) ; Vochocová, Lenka (referee)
The thesis "Gender stereotypes in the communication of retail chains on Facebook" deals with the topic of gender stereotyping in the Facebook network. In the theoretical part of the thesis, the theoretical foundations are analyzed. The introductory part of the thesis introduces new media, their theoretical basis and history, and then defines the social network Facebook, on which this work focuses. The thesis focuses on gender and gender stereotypes, specifically the gender stereotyping of women. The aim of this thesis is to transfer the outlined theoretical basis, which focuses primarily on new media and gender stereotypes, into practice and to analyze the presence of female gender stereotypes on Facebook pages on the Czech market that primarily target the female audience. Specifically, it is examined whether and how retail chains use female gender stereotypes to communicate, frequency and what types of female stereotypes are most common, and whether the use of gender stereotyping of women changes over time. At the same time, the work also focuses on women's autostereotypes, specifically how women respond to the presence of female gender stereotypes in Facebook communication and whether there is a visible difference from communication without using gender stereotyping of women.
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Czech and Dutch Audience and Their Perception of Enviromental Issues on the Example of the Big Bang Theory Series
Homolková, Lenka ; Reifová, Irena (advisor) ; Štoll, Martin (referee)
In this work, I focus on the propagation of environmental issues through sitcom and comparison of the perception of these topics by Czech and Dutch audiences. I report on the results of focus group research of the American show The Big Bang Theory (2007-2019), from which artefacts were pre-selected with the assistance of thematic analysis. These findings suggest different perception of the environmental contents included in the researched series, the same as the varying perception of hypothetical promotion of the environmental issues in the future series. Generally speaking, the global sample perceives the promotion of environmental issues in popular media positively, though the degree and the form of the accepted usage of these topics vary. Czech audiences perceive the topics more negatively than the Dutch audience, showing a lower sensitivity threshold for a possible attack on their own opinions and identity. The most significant differences were observed in the perception of the concept of nature, the person interested in the environment, and the individual impact on the improvement/deterioration of the environment. A suitable tool for communicating environmental issues in the sitcom is corrective irony (allowing to emphasize the contrast between environmental awareness and personal actions to...
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The role of travesti show in media culture
Provázková, Jana ; Reifová, Irena (advisor) ; Miessler, Jan (referee)
The diploma thesis The Role of Travesty Show in Media Culture is concerned with a question if we can find some similarities between the way how media presents travesty show and the way how people think and talk about this kind of entertainment. As a research method I chose qualitative content analysis and questionnaire. Theoretical part focuses on explanation of technical terms, history of homosexuality, queer culture, queer theory, travesty show and history. In practical part I will create concrete codes from qualitative content analysis and from these codes I will make categories. Part of practical part is also a questionnaire. In the end of this thesis I will compare the codes from qualitative content analysis with the answers from the questionnaire. And based on this comparison I will find out if there exist any similarities between the way how media presents travesty show and the way how people think and talk about this kind of entertainment.
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Stereotypes of Teenage Mothers in UK Reality Shows
Moore, Pavlína ; Reifová, Irena (advisor) ; Lütke Notarp, Ulrike (referee)
This thesis captures and describes the stereotypes of teenage and underage mothers regularly represented in British and American reality shows, broadcasted in the United Kingdom. The task of this paper is to explore and define the most frequent stereotypes presented by these TV shows on randomly selected samples. The thesis is divided into two parts. The first part deals with the phenomenon of teenage and underage mothers in the UK as a result of underclass demonisation, poverty shaming and social stigma in the context of British culture and society. The second part of this thesis applies the theoretical findings and analyses the common stereotypes represented and displayed in particular reality shows broadcasted in the UK using qualitative content analysis.
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Sex On a Plate: ,Food Porn' on Czech foodblogs
Pospíšilová, Tereza ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
Diploma thesis "Sex on a plate: Food porn on Czech food blogs" explores the link between food and sex. It argues that this connection is deeply rooted in our culture and nowadays it is reflected in food porn circulating on social media. The aim of this thesis is not only pointig out the connection between food and sex but also demonstrate that "porn" in food porn is well justified and not at all coincidental. The phenomenon of food porn is also set in the context of a contemporary trend of online sharing. The theoretical part explores the relationship between people and food with emphasis on the differences between eating habits of men and women. Furthermore, the thesis draws attention to the similarities between food porn and sexual pornography. In the theoretical part of this thesis, I also comment on the trend of online sharing and digital narcisism. The second half of the thesis presents the chosen methodology, its design and my analysis using grounded theory, a method of qualitative research.
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Social media in a perspective of chosen generations
Renčová, Michaela ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
The diploma thesis Social media in a perspective of chosen generations covers the topic of differences in the use of social networks between generation X and generation Y. The aim of the thesis is to find out if there exist differences in the use of social networks between generation X and generation Y. Furthermore, the subject of the research is to explore the motivation of generation X and generation Y for using specific social networks and the needs they satisfy through social networks. The first part of the thesis consists of introduction of theoretical concepts and terms related to the theme of the thesis. Specifically, the uses and gratifications theory is defined, followed by the concept of active audience and the terms digital immigrants and digital natives. The following chapter presents characteristics of generation X and generation Y and the specifics of social networks. The methodological part of the thesis describes methods used in the research. For the research I chose a combination of qualitative and quantitative methods. Within the practical part of the thesis, a qualitative research was carried out through in-depth interviews. The second part of the research was carried out in the form of a quantitative questionnaire survey. In conclusion, the outcomes of both studies are summed up...
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Mandatory vaccination in Czech media in the paternalism and risks context
Brejchová, Dominika ; Reifová, Irena (advisor) ; Nečas, Vlastimil (referee)
This thesis deals with presentation of mandatory vaccination in Czech media in the first half of 2017. The topic of mandatory vaccination becomes an important part of social discussion. In recent years, more voices have been heard against mandatory vaccination and against a currently set system. During the followed period, there was a public debate about change of the law, which would allow the compensation for persons with provable serious consequences of vaccination, there was also an active petition for voluntariness of vaccination against measles, mumps and rubella. In 2017, political parties within the election campaign to Chamber of Deputies clarified their attitude to the currently set system in the context of mandatory vaccination. This paper aimed to find out how the media construct the role of medicine in the social debate on mandatory vaccination. The task was to answer the question of how the paternalistic and partner models are applied to the theme of mandatory vaccination in the media coverage, and how is this topic communicated in the context of risks. The quantitative content analysis of sequences was used for this purpose. 15 media, counting dailies, radios, televisions, news websites and magazines, were included in the research sample, and 618 sequences were analysed.
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The world of editors in women's magazines: Print versus online
Houdková, Lucie ; Reifová, Irena (advisor) ; Miessler, Jan (referee)
This diploma thesis focuses on the organizational structure of the magazine and the web site for women - Blesk pro ženy and Blesk pro ženy.cz. The editorial office is part of the Czech News Center media organization. An increasingly common model for the operation of different media platforms is merging them into one newsroom, in which the editors produce the content for different channels. It is the so-called integrated, multimedia or converged editorial office. The diploma thesis aims to find out, whether this trend of convergence in media production has also affect on the editorial office in Blesk pro ženy. Another goal is to identify the professional identity of editors working for the lifestyle medium, and what does multiskilling and multimedia journalist mean in the context of Blesk pro ženy. Finally, the aim is to discover, what are the specifics in the work practice of an editorial staff composed of women. As for the methodology, a qualitative research was formed by interviews with editors from both printed and online platform, and also the method of participant observation was applied.
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The use of media in men's prison
Šlejharová, Veronika ; Reifová, Irena (advisor) ; Bednařík, Petr (referee)
The aim of thesis The use of media in men's prison is to uncover the relationship between prisoners and media. Futhermore, by using the qualitative method of semi- structured interviews it was also the aim of this thesis to analyse how the prisoners use the media in the time-space framework of everyday life and if the media help to maintain day-to-day routines. This research could be of academic benefit, because this topic is not only largely neglected in the Czech Republic in general, but also in the prison area, especially when considering how to better resocialise prisoners through the utilisation of the media. Practical research is built upon a relevant theoretical basis: the history of the prison, sociological aspects of the prison, and regulation of the media in prison. In the next chapter, the media audience is described, together with an overview of important views of active access audience to media. The following chapter presents methods used when conducting the research, particularly Grounded Theory. The results of the research and interpretations thereof are presented in the final chapter along with respondents' descriptions, research goals and the course of interviews.
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