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Nation Branding of Middle East Countries: The case of Saudi Arabia
Kolská, Martina ; Soukeník, Štěpán (advisor) ; Shavit, Anna (referee)
Changing a country's image is a complex process requiring long-term strategic effort. Nation brands are influenced by a wide range of external influences possibly causing negative images or stereotyping. Thus, regarding states, rebranding is often used to redefine the generally perceived image. Nonetheless, the image of a state is deeply rooted and cannot be changed by marketing tools and communication alone. Noticeable changes and policy actions are needed to create a strong communication basis for the development of a nation branding strategy. Countries generally having reputation problems are often non-democratic and the growth of their brand tends to be limited. The Middle East frequently faces negative image and stereotyping. At the same time, nation branding receives vast attention, effort and budgets there. Saudi Arabia launched its nation rebranding strategy by presenting the Vision 2030 document. This paper aims to determine the extent of nation branding multidisciplinarity in the Saudi context. A combination of a quantitative analysis of national branding indexes and semi-structured expert interviews is chosen. Nation branding in Saudi Arabia has experienced moderate growth, considerable professionalization, and the first strategic achievements of the Vision 2030 plan. On the contrary,...
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The influence of communication channels on decision making of first-time voters shown on the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2017
Karasová, Kamila ; Soukeník, Štěpán (advisor) ; Křeček, Jan (referee)
This master's thesis named The influence of communication channels on decision making of first-time voters shown on the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2017 focuses on the influence and use of the consumption of communication channels on the decision making of first-time voters. This thesis also portrays the phenomenon of contemporary opinion leaders, such as YouTubers, bloggers, and other Internet celebrities. The theoretical section of the thesis describes the organization of elections to the Chamber of Deputies of the Parliament of the Czech Republic, defines the first-time voter in terms of psychological and sociological, discusses the impact of socialization within family, school, and media, presents the concept of political efficacy, and describes the electoral participation of adolescents. In addition, this thesis focuses on current trends in the consumption of communication channels by young people and opinion leaders. This section draws upon particular international studies and other relevant literature. The analytical section presents the methodology of the research, defines the research sample and its selection, and describes the results of the research. The established hypotheses are based on the results of international studies and for...
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New trends in acquiring customers through online marketing platforms on the example of ŠKODA AUTO a.s.
Němcová, Markéta ; Koudelková, Petra (advisor) ; Soukeník, Štěpán (referee)
ŠKODA AUTO Inc. is nowadays trying to reach out to customers more with digital communication because of the changes brought by the technology of smartphones and the internet. This theses focuses on the techniques of online marketing alongside with digital brand strategy. Using specific online platforms, the ŠKODA AUTO company tries to introduce the brand to people who do not know the brand yet and tries to connect it more with the sponzorship of the company. The aim is to familiarize the reader with the selected types of communication activities, to describe the principles of their functioning and to analyze the strategy that is behind the creativity. Then to analyze the success of these channels, the available data and to recommend possible changes in the communication strategy.
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The influence of the political movement ANO 2011 and Andrej Babiš on Czech policy and society after the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2013
Becková, Tereza ; Shavit, Anna (advisor) ; Soukeník, Štěpán (referee)
The main aim of the thesis "The influence of the political movement ANO 2011 and Andrej Babiš on Czech policy and society after the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2013" is to introduce the complex analysis of Andrej Babiš and the political movement ANO 2011 in Czech society and identify the tools of political marketing which they used. The thesis represents the personality of Andrej Babiš and indicates the beginning of political movement ANO 2011, its first significant electoral success in the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2013. This movement professionally used instruments of political marketing and then started with the permanent campaign. It is used to assure the voters that they realize the election promises. The permanent campaign was interrupted during the year 2014 because of the elections to the European Parliament and the local and Senate elections. The thesis also mentions a crisis communication connected to the media scandals which accompany ANO 2011. As the top of the permanent campaign of political movement ANO is identified and analyzed Andrej Babiš speech during the extraordinary session of the Chamber of Deputies that was held in May 2016 because of the resort Čapí hnízdo. Finally the thesis...
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The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016
Samšuková, Jana ; Klabíková Rábová, Tereza (advisor) ; Soukeník, Štěpán (referee)
The diploma thesis The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016 analyzes the development and possible changes of advertising in the Czech daily broadsheet Mladá fronta DNES of the publishing house Mafra, a.s. between the years 2012-2016. In particular, this thesis aims to describe the trends in the concentration of advertisements, the ratio of original content and advertising, the interconnection of advertising with the graphic or thematic side of the editorial content of the journal, or the development of advertising formats and topics. These findings are attained by quantitative content analysis, namely so-called emergent coding. In the addressed theoretical Framework, the aspects of the economic functioning of the media are addressed as well as the theory of advertising, the phenomenon of advertising in the press or its legislative anchoring. The author also devotes several pages to the phenomenon of media commercialization, as well as its appearance in the Czech media environment. Part of the work is also devoted to the presentation of the daily broadsheet Mladá fronta DNES, its history and its current position on the Czech media market. In the second half of the thesis the methodology of research is presented, as well as both its design...
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Podcasts production and consumption in the Czech Republic with a focus on marketing and business
Gregorová, Leona ; Soukeník, Štěpán (advisor) ; Groman, Martin (referee)
This diploma thesis is devoted to the phenomenon of podcasting and its definition within the new media. It introduces the term in the context of its history and its current situation on foreign markets, ie the cradle of its origin. It also defines it in detail in terms of its characteristic features, form, content, and in terms of its consumption and creation. It also defines it in the context of other media types such as radio, online video and audiobooks. Attention is also paid to the possibilities of its monetization. The phenomenon is anchored in the context of new media concepts such as produsage, participatory culture and long-tail. Last, but not least, several chapters are devoted to the development of the medium and its current state in the Czech Republic. A significant part of the thesis offers and insight into the patterns of media usage by Czech listeners, as well as an insight into the current podcasting scene through the eyes of podcast creators with a focus on marketing and business. Based on quantitative survey among the listeners, the characteristics of media usage, its socio-cultural aspects, motivations to listen, opinions on the diversity of Czech offerings and the perception of advertising in podcasts were further explored. Based on qualitative analysis, the types of podcasting...
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Relations between media organizations and digital intermediaries
Bešťák, Václav ; Soukeník, Štěpán (advisor) ; Křeček, Jan (referee)
The diploma thesis focuses on the relations between digital intermediaries and media organizations on the Czech market. Its goal is to describe a new, ever-evolving environment, which has been affected by the swift rise of digital platforms and by the change in business models of publishers. The thesis puts this phenomenon in the context of media studies and critical political economy and defines the terms "digital platforms" and "digital intermediaries". It also looks more closely at the current challenges related with the content consumption in the digital environment - which includes a discussion of copyright, changes in user behavior and content monetization. The research part is based on individual in-depth interviews with members of digital intermediaries, media organizations and third parties. The analysis takes place in a general, ethical/normative point of view and aims for understanding how the parties interact and work together, how they perceive this environment, how they see its changes and future development.
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Social Media and Gender in Political Campaigns: The Role of Candidate's Spouses in the Czech Republic
Gejdošová, Iva ; Soukeník, Štěpán (advisor) ; Švec, Kamil (referee)
This bachelor thesis titled 'Social Media and Gender in Political Campaigns: The Role of Candidate's Spouses in the Czech Republic' is an exploratory work which analyses how potential first ladies were portrayed on Facebook whilst their husbands, candidates in the 2018 Czech presidential election, ran their official campaigns. The objective was to uncover the role assigned to female spouses during the campaigns, how the women were constrained by traditionally feminine roles and to whom is their presence affecting. This thesis utilises the method of content analysis, which is employed not only as a mere data gathering tool to detect the textual side of posts, but also applied visually. A coding instrument which used Goffman's (1979) Gender displays was employed to detect the visual frames of the First lady. The textual portion of Facebook communication was sorted based on the mentioning of a spouse and then further examined using a coding sheet consisting of a total of 13 variables. By analysing Facebook posts published by each candidate during the official campaign, the thesis aims to depict how potential first ladies were depicted in traditional female roles, constrained by norms, and with no further role in the political process. The practical assessment of the paper crucially demonstrates the...
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Government Communication in the Czech Republic: Organisation, Perception, and New Theoretical Model
Soukeník, Štěpán ; Hejlová, Denisa (advisor) ; Just, Petr (referee) ; Eibl, Otto (referee)
This dissertation thesis titled 'Government Communication in the Czech Republic: Or- ganisation, Perception, and New Theoretical Model' is a seminal, exploratory work which contextualizes and maps the development of government communication in the Czech Republic from its foundation to the present time with a primary research emphasis on the years between 2015 and 2017. Stemming from interdisciplinary theoretical sources within media and communication, public policy, and management scholarship, the thesis rede- fines the way of thinking about government communication. It applies stakeholder theory paradigm by researching government institutions, private sector, and news media as three important actors of government communication. Analysing the organization, perception, and tensions of government communication, the dissertation thesis aims to introduce new theoretical model of government communication and provide the government, private sector, and other societal actors with challenging perspectives on their practices and status quo.
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