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Greenwashing in fashion industry: perspective of GenZ
Kyselová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the subject of greenwashing, its occurrence in the fashion industry and focuses on a specific target group - generation Z. The theoretical part first describes the concept of green marketing, its definition, benefits for companies and society, as well as its criticism. The following chapter focuses on greenwashing, its history, the most common practices and then the strategy for sustainable communication. The final chapter of the theoretical part of the work is devoted to the fashion industry itself, fast fashion and trends. Next, Generation Z, its perception, purchasing and consumption behavior is brought up. In the practical part, based on the theoretical part, the author defines three areas of questioning for use in qualitative research. The interviews are conducted in a semi-structured manner. The analysis of the interviews then tries to answer the research question of the perception of greenwashing by Generation Z.
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The Means and Influences of Communication in Fashion in 18th and 19th Century England
Sekal, Monika ; Halada, Jan (advisor) ; Schneiderová, Soňa (referee)
This master's thesis is set to analyze communication tools of fashion in Great Britain in the 18th and 19th century. It studies the meanings, symbolisms, and communication tools of fashion, primarily in the context of the aristocracy and royalty of Great Britain, using primary sources supported by secondary literature. First, it describes the period with emphasis on the key historical events and goes on to describe fashion and clothing customs in the set period. Next it focuses on the relation between fashion and the state economy, communication through fashion, describing more meanings of fashion and its symbolisms. Afterwards it compares fashion and its development across Great Britain, France and the United States. An important part of this thesis is also an insight into the behavioral customs of men and women of the period through a fictional interview with a lady and a gentleman, based on information gathered from primary sources. This master's thesis analyzes the communication tools of fashion in the 18th and 19th centuries. It studies the meanings, symbolisms, and tools of communication in fashion, primarily in relation to the aristocracy and royalty of Great Britain using primary sources supported by secondary literature. It begins with a description of the period under study, focusing on...
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Comparation of marketing communication and positioning of the company Burger King in Czech republic and USA in the period of 2019-2021
Utíkal Řeháková, Adéla ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the comparison of the marketing communication of Burger King in the Czech Republic and the USA in the years 2019-2021. The theoretical part of the thesis contains an explanation of basic marketing concepts such as marketing mix and communication mix. Furthermore, it presents Hofstede's theory of cultural dimensions applied to the Czech Republic and the USA and states the influence of psychological aspects on the perception of marketing communication. At the end of the theoretical part, the functioning of fast food restaurants and their anchoring in the legal system of both countries is presented. In the practical part, an analysis of Burger King's communication mix for the given countries was carried out, as well as a subsequent analysis of individual marketing campaigns that took place in the selected time period. Subsequently, a comparison of findings was made for individual countries, from which final recommendations for Burger King communication in the Czech Republic were drawn.
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Preferred gender pronouns from the journalistic ethics point of view on the example of Czech news sites
Netíková, Magdaléna ; Klabíková Rábová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis observes the way Czech news sites inform about people with preferred gender pronouns other than he/him or she/her. Its goal is to investigate the possibilities of a gender-neutral language in Czech and in what ways they can be applied in journalistic practice. Implementing qualitative interviews with editors of Czech news sites, I aimed to find out what their experiences are with editing texts that report on, for example, transgender or non-binary person. Among other things, I was interested in whether the respondent's wish to use their preferred pronouns would be respected by the journalist, whether there is a discussion between the author and the editor regarding the appropriate language, and who has the last word in the newsroom regarding this topic. Based on the interviews, the factors affecting journalists' approach to reporting on transgender and non-binary people were presented, and it was stated that the topic of different gender identities can in its current form be considered an ethical problem, as well as a linguistic problem.
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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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Linguistic Analysis of Internet Hip Hop Magazines
Vokatá, Lenka ; Schneiderová, Soňa (advisor) ; Hroch, Miloš (referee)
The thesis deals with the language used in online hip hop magazines. The objective is to describe the language that is characteristic of such magazines. The language is analysed against the backdrop of journalistic style and its genres, and the standard language norm. The language analysis includes articles published in Bbarák and HipHopStage magazines. The thesis also defines hip hop and briefly describes its history, including the beginnings of hip hop music journalism. The practical section of the thesis provides a language analysis of articles published in the selected magazines. It describes the composition of the articles and focuses on the ways to connect with readers. The section also focuses on the orthographic quality of the articles. The final outcome of the analysis is a description of individual language levels, while highlighting characteristic features of the language in online hip hop magazines.
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Female consumer view on menstrual stigma in advertising of menstrual products
Malečová, Tereza ; Ježková, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the perspective of female consumers on menstrual stigma in advertisements for menstrual products. Firstly, it focuses on how the view of menstruation was changed throughout history and how it formed period stigma. It describes how the advertising world worked with menstrual stigma from the beginning of the 20th century to the present day and how the view of menstruation is shaped today. It deals with the so-called #periodpositive phenomenon, which has been reflected in social discourse and advertising communication for several years, and analyzes several advertisements that were created with the intention of de- tabooing menstruation. Last but not least, part of the theoretical work focuses on the impact of the stigmatization of menstruation on the consumers themselves. The subject of the research part is to understand how Czech female consumers perceive menstrual stigma and how they approach current advertising communication for menstrual products. The thesis examines whether the view of female consumers on the issue differs depending on their age. The method of quantitative collection of data was used for the research.
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The specifics of television road cycling commentary - comparative analysis of linguistic features used in live streams from the Tour de France
Tinková, Alexandra ; Svobodová, Ivana (advisor) ; Schneiderová, Soňa (referee)
The main goal of this work is to analyze the linguistic features of road cycling commentary, as used by the Czech television's commentator Tomáš Jílek, and to observe the changes, that may have occurred in the ten years, that Czech television broadcasts the cycling race of Tour de France. The author firstly focuses on Czech linguistic theory, follows up with the theory of sports journalism and describes the specifics of spoken language used in the journalistic field. Furthermore, the author specifies concrete linguistic features, on which she then focuses in the analysis. The theoretical findings are thereafter applied and demonstrated in the analytic part of the work, which is focused on two race days selected from the Tour de France. Last but not least, the author compares the linguistic aspects of both commentaries and states other interesting outcomes of the analysis.
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Disinformation on Czech Fake News Websites during Covid-19 Pandemic
Schneiderová, Soňa ; Moravec, Václav (advisor) ; Končelík, Jakub (referee)
The Bachelor thesis "Disinformation on Czech disinformation websites during the covid-19 pandemic" studies the content published on the disinformation media Ac24.cz, Sputnik, Aeronet and Parlamentní listy during the covid-19 pandemic and examines it in the context of the false news phenomenon. The goal of the thesis is to analyze articles on the mentioned websites, find out what topics the articles were about and how they were changing over time. At the same time, this thesis also examines the format of the articles, the presence or absence of clickbait headlines and if their authors were anonymous or not. In the theoretical part of the thesis, the concept of false news is explained first, together with its division into misinformation, malinformation and disinformation. In the following subchapters, disinformation is discussed the most, as well as the risks connected to it, its authors and the disinformation media. The thesis also deals with the topic of legislation and the regulation of disinformation and the disinformation media. In the second part of the thesis, the research including the methodology is introduced. The research is based on a quantitative content analysis, supplemented by a qualitative content analysis. The research sample consists of a random selection of ten articles published...
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