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Comparison of sexist advertising: websites vs. other forms of marketing communication
Nápravníková Kořanová, Johana ; Klabíková Rábová, Tereza (advisor) ; Zezulková, Markéta (referee)
This diploma thesis compares linguistic and sexist expressions used in adverts and on websites of companies Free Rádio, ÚAMK, Pila Pasák and Rodinný pivovar Bernard. The first part of the thesis provides broad theoretical background focusing on media, media communication, new media, marketing communication, sexism and linguistic aspects of marketing communication. Great deal of attention is paid to pragmatic aspects of advertising language, the communication functions and speech acts in adverts. The work also deals with sexual information in adverts, e.g. types of sexual information used in advertising, its effectiveness, typical sexist expressions but also with legal and ethical frames in advertising. The second part of the thesis are the analyses themselves. The adverts are analysed through a questionnaire that covers pragmatic, semiotic and semantic aspects so that the intersemiotic character of advertising is covered; other issues included are types of sexual information and sexist expressions. The websites are analysed through a questionnaire that challenges the structure of the website, its aim, design, used vehicles of expression, pragmatic aspects of the used language and the presence of sexism. The aim of this thesis is to answer five questions covering such issues as used vehicles of...
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Image of media in British television political fiction
Nitra, Vojtěch ; Hladík, Radim (advisor) ; Štoll, Martin (referee) ; Zezulková, Markéta (referee)
NITRA, Vojtěch. Obraz médií v britské televizní politické fikci. Praha, 2018. 75 s. Diplomová práce (Mgr.) Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistky. Katedra mediálních studií. Vedoucí diplomové práce PhDr. Radim Hladík, PhD. Abstract This diploma thesis deals with the image of media in selected works of popular culture. Specifically, in the television production, where politicians play the central role or those series which take place in the political sphere and in the state bureaucracy. Another condition is that the stories are fictitious and originally produced in the United Kingdom of Great Britain and Northern Ireland. The researcher choosed those TV series for his research: Yes, Minister; Yes, Prime Minister; The New Statesman, the trilogy of House of Cards, To Play The King, and The Final Cut; and The Thick of It. The research tracks individual series with the focus on the theme of the research. After introducing the reviewed material, it focuses on individual characters and their relationship to the media or whether they are directly representatives of the media professions. In the end of the thesis the research searches for the examples of model depictions of journalists in popular culture and summarizes the role of journalism in the events of the...
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The content analysis of Forbes magazine's facebook page
Pištorová, Sára ; Rosenfeldová, Jana (advisor) ; Zezulková, Markéta (referee)
The bachelor's thesis "The Content Analysis of Forbes Magazine's Facebook Page" describes the connection of traditional media (specifically printed periodicals) and social networking sites. It focuses on content quantitative analysis of published articles on the official facebook page of Forbes magazine. The theoretical part provides the comprehensive overview of the characteristics of social networks, the benefits connected to their use for printed periodicals and describes the basic functionality of Facebook social network. The methodological part is focused on the quantitative research and the method of content analysis in general. These principles are subsequently used in the research which is a pivotal part of the thesis and answers to the research questions asked to confirm or rebut the established hypotheses. The aim of the work is to find out how the Czech magazine Forbes communicates on Facebook, considering the structure of the published content and the amount of interactions generated by the fans of the site.
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A comparion of Czech and Slovak blogs as a marketing tool
Ježková, Nikola ; Vlasák, Zbyněk (advisor) ; Zezulková, Markéta (referee)
This bachelor thesis Comparison of Czech and Slovak blogs as a marketing tools examines personal internet blogs. In this work is crucial qualitative research method which is performed in several Czech and Slovak selected bloggers. All these bloggers are represent or represented by the czech agency Elite Bloggers. The goal is to show how marketing communication differs in the Czech Republic and Slovakia and what position the bloggers have in their countries. Similarly, cooperation with companies that appear on both markets will be compared. Finally, the actual numbers of readers and followers on social networks will be used for the final comparison. For the sake of timeliness, the period under review is the current year of 2018. This is mainly due to the ever-increasing range of individual bloges. The theoretical part deals first with the Internet, which is dissected from history to the present. And also the blogs themselves, which are the main topic of the work. It is explained the concept, the species and the critical view. The empirical part is mainly a questionnaire survey, a presentation of individual bloggers and companies working with them, a personal interview with the CEO of Elite Bloggers, and emphasis is placed on other elements that can compare the Slovak and Czech blogger world.
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Health myths Promoted by Online Media
Jeníková, Anna ; Vochocová, Lenka (advisor) ; Zezulková, Markéta (referee)
The diploma thesis deals with current media myths about health and the human body. Dissemination of myths among the general public has been facilitated by the emergence of new media that allow a multi-layered debate across social groups. Online content offers a quick source and a wide range of answers or inspiration on health and human body issues, usually without the need to indicate where the information comes from. I will focus on the discussion about detoxification of the human body in life-style online media for women. Contemporary discussions on this topic show that easy access to information has prompted a wave of so-called "self-healing" described as a situation in which people consult their health problems primarily with online content, and then, if at all, with their GP or with another expert. Although some myths have been scientifically refuted, they still have their "proponents" who can represent legitimate knowledge. The very word "myth" or "half-truth" or "superstition" is discursively specific, burdened and represents an ideology. In many health and human body issues, there are many arguments of both parties (both mainstream and alternative medicine). I will observe this extreme polarization in the diploma thesis that is neither a defense of expert votes nor "experts by...
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Qualitative research of media literacy clas-books
Randus, Tomáš ; Wolák, Radim (advisor) ; Zezulková, Markéta (referee)
abstract.en This study is an analysis of media literacy school books. The research method is combination of quantitative and qualitative analysis. The study begins with a market research and then all the relevant books found are analyzed from content point of view. The goal is to investigate the best structure definition for the final quantification. The media literacy as a program of primary and high schools has been started eleven years ago and there is significant lack of information what is actually taught and how it is processed. Czech school system gives freedom of teaching form. One piece of the answer for this wide question can be the research of all available text books. The study aims at real printed and published school books and excludes all methodology guides, worksheets and non-printed documents. There are some official conceptual and normative materials released by government which will be used in this study for comparison. Moreover, the study will try to find an efficient and objective media literacy textbooks analytical method. Stránka 1
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Domesticaton of smartphones among youth in Czech Republic: Mixed-method study
Tkačenko, Jekatěrina ; Zezulková, Markéta (advisor) ; Huněk, Filip (referee)
This paper applies to domestication of smartphones among young population in Czech Republic. It provides theoretical and empirical perspective at how research participants adopted their smartphones and how they incorporated them into their daily routine. Using mixed method study this paper offers insight into which applications are participants using, how long, how intensively they spent time with smartphones and which part play smartphones in their daily life. Study is consists of three phases. First phase was based on log data collection by participants via application installed on their smartphones. Second phase was mapping subjective perception of measure and frequency of users activity via structured questionnaire. In the last phase all participants met for group interview to talk about results from the first and second phase and to expand topics realated to excessive smartphone activity. The study shows participants were spending three hours a day on their smartphones, they have check it more than every thirty minutes and the most used applications were social media. Communication via applications for instant messaging is common part of their lives. They have spent time on their smartphones mostly at school. Study did not show addiction of participants to smartphones, however it pointed out a...
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Social media as a tool for promotion of artistic craftsmanship
Kašová, Jana ; Zezulková, Markéta (advisor) ; Wolák, Radim (referee)
The Diploma Theses aims to investigate the role of social media in promotion of particular art-craft workshops. Based on half-structured qualitative interviews we analysed, what is the role of promotion of art-crafts on social media in their competitiveness and long-term sustainability. Also, we focused on how do the owners of art-crafts workshops evaluate the role of social media in promotion of artistic craftsmanship and finally, which particular practices or types of content work the best in their opinions, either isolated or in context of other promotional techniques and channels. The goal of this research was to understand how exactly art-craft workshops use social media to promote themselves. The main social media sites appearing in the research are Facebook and Instagram, but also others. During the research we managed to discover other interesting findings related to the community of followers and their function, or to concepts of WOM and Direct marketing. As well as we managed to cover reactions of the owners of art-craft workshops to recent changes in Facebook's algorithms and its practical impact on them.
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New media as a part of media education on high schools
Hejlová, Karolína ; Wolák, Radim (advisor) ; Zezulková, Markéta (referee)
Thesis New media as a part of media education on high schools focuses on the representation of new media in education on high school level. The trend of new media and the number of their users are still growing; the adolescents in particular spend great portion of their time using them. That is why I have decided to find out what is the position of this phenomenon in Czech education system on high school level, at grammar schools in particular. To get complex results I firstly analyse statutory documents for national curriculum, then methodological handbooks and other information sources for media education; I also look into teachers' knowledge of this topic and how they implement it to their lessons, and I also directly ask the students. The theoretical part of this thesis creates content base for the thesis itself and also for a lecture about new media that I have put together. The practical part combines qualitative and quantitative methods of research to get as precise results as possible.
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Element of family as and important part of family business advertising campaigns
Puklová, Anna ; Rosenfeldová, Jana (advisor) ; Zezulková, Markéta (referee)
The topic of this thesis is the use of the element of family in advertising campaigns of family businesses in the Czech Republic. The issue of family businesses in the Czech Republic is becoming more and more current due to the first upcoming generational change in family businesses established after the restoration of the market economy in the 1990s. In the theoretical section, this thesis introduces definition of the family business and the element of family. It is also dealing with all types of media advertisements and the direct marketing. The second practical part is divided into two parts of the research - qualitative and quantitative. The qualitative part was realized by three semi-structured interviews with representatives from three pre-selected family businesses EMCO, LIKO-S and GUMEX. Apart from interviews, all available advertisements were also analysed. The aim of this part was to answer the question if the element of family is a part of the marketing communication of family businesses. The quantitative part was realized by the survey with the aim to find out if the element of family of businesses is important also for customers. Results of the qualitative part of the research show that the element of family is a part of the marketing communication of family businesses and it is...
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