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Theory of agenda-setting, framing and communication of social change on case study of media campaign for smoking ban in restaurants
Slíž, Miroslav ; Hejlová, Denisa (advisor) ; Soukeník, Štěpán (referee)
This diploma thesis presents the application of theoretical concepts of agenda- setting, media framing, public opinion, spiral of silence, social change communication and social marketing, including the specifics of public interest campaigns, on the example of research project "Changing the paradigm: Smoking in restaurants bothers people" which was conducted by the Faculty of Social Sciences, Charles University and research agency Ipsos, and following media campaign against smoking in restaurants. The concept of public opinion is introduced together with the theory of the spiral of silence. In addition, the thesis deals with the issue of influencing public opinion through the media, where theories of agenda setting and media framing are illustrated on examples connected to smoking ban in restaurants. Selected theoretical concepts are shown in a reflection of new media influence. Communication of social change is introduced together with social marketing theory and aspects of health communication. The specific process of social change is introduced from the perspective of issues management. There are two case studies describing the specific phases of the research project with the media campaign in the context of the presented theory. The importance and impact of the project on the public, media and...
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Communication of social change: case study of the campaign Smoking in restaurants bothers people
Slíž, Miroslav ; Hejlová, Denisa (advisor) ; Orban, Karol (referee)
The communication project "Changing the paradigm: Smoking in restaurants bothers people" is described in this bachelor thesis. Its goal was social change according to the theory of social marketing by Philip Kotler. The aim was to change the social, media and political discourse on smoking in restaurants and help to ban smoking in restaurants. Our activities disrupted the spiral of silence by Noelle-Neumann and create a communication framework: smoking in restaurants bothers people. This communication project was set into a broader context by analyzing the basic aspects of tobacco communication in history. The role of Edward L. Bernays and his legendary contribution in the form of torches of freedom was described. It is also focused on aspects of current anti-smoking campaigns on the example of Australia, which can be described as anti-smoking world power. Before the project itself is described, the situation in the Czech Republic in the field of anti-smoking campaigns was summarized. The project has not reached its imaginary victory in the form of the adoption of the smoking ban in restaurants, but it significantly changed the perception of the issue for Czech public and general media discourse. The project was awarded in the eighth year of the Czech award for public relations in two categories...
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