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Accountability of international NGOs
Staša, Michal ; Skovajsa, Marek (advisor) ; Muhič Dizdarevič, Selma (referee)
Diploma thesis concerns two current issues filling scholarly magazines in recent years. The first one is a discourse about the global civil society, its existence, definition and scope. Thesis maps the basic approaches and creates three groups of authors: globalists, skeptics and empiricists. The second issue is about the need of better accountability which arises after few scandals of global institutions in the early years of new century. The scandals didn't avoid the international non-governmental organizations. The diploma thesis summarizes few types of typologies of accountability and introduces the basic areas divided into the two groups: moral and political accountability and procedural and internal accountability. The research part of thesis comprises the accountability assessment of three branches of international non-governmental organizations: Amnesty International, Greenpeace and Hnutí DUHA - The Friends of the Earth. The goal was to find the appropriate methodology for assessing the national branches and verify it. The main result is the modification of an existing methodology of One World Trust organization and the finding that the organizations have the low rate of accountability.
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Transmedia Storytelling & Amnesty International In the Czech Republic and the UK, 1993-2003
O'Donoghue, Veronique ; Cviklová, Lucie (advisor) ; Reifová, Irena (referee)
1 Abstract Since the 1990s, two parallel international phenomena have occurred: the growth of digital communications and the growth of the non-profit sector. The latter growth has taken place globally, but is acutely visible in the Czech Republic. In the Czech Republic, the 1990s posed an interesting challenge for the growth of non-profit organisations after the fall of Communism. One communications practice which has been utilised in business, journalism and the media is transmedia storytelling, though its application has been lacking in the non- profit sector. Through the utilisation of SWOT analysis methodology, this master's thesis will see this practice extrapolated to the non-profit sector in an exploratory case study of Amnesty International groups at various levels in both the Czech Republic and the United Kingdom. From this, the work hopes to achieve a better understanding of how transmedia storytelling practices could aid an international non-profit organisation, such as Amnesty International, in the effectivity of its agenda setting and resource mobilisation - thus eliminating discrepancies between regions in campaigning and fundraising. Keywords: Agenda Setting, Amnesty International, Non-Profit Organisation, Resource Mobilisation, Transmedia Storytelling
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Transmedia Storytelling & Amnesty International In the Czech Republic and the UK, 1993-2003
O'Donoghue, Veronique ; Cviklová, Lucie (advisor) ; Reifová, Irena (referee)
1 Abstract Since the 1990s, two parallel international phenomena have occurred: the growth of digital communications and the growth of the non-profit sector. The latter growth has taken place globally, but is acutely visible in the Czech Republic. In the Czech Republic, the 1990s posed an interesting challenge for the growth of non-profit organisations after the fall of Communism. One communications practice which has been utilised in business, journalism and the media is transmedia storytelling, though its application has been lacking in the non- profit sector. Through the utilisation of SWOT analysis methodology, this master's thesis will see this practice extrapolated to the non-profit sector in an exploratory case study of Amnesty International groups at various levels in both the Czech Republic and the United Kingdom. From this, the work hopes to achieve a better understanding of how transmedia storytelling practices could aid an international non-profit organisation, such as Amnesty International, in the effectivity of its agenda setting and resource mobilisation - thus eliminating discrepancies between regions in campaigning and fundraising. Keywords: Agenda Setting, Amnesty International, Non-Profit Organisation, Resource Mobilisation, Transmedia Storytelling
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Marketing communication of a nonprofit organisation: Amnesty International ČR in year 2013
Tajzlerová, Lucie ; Obluk, Ondřej (advisor) ; Shavit, Anna (referee)
The bachelor thesis Marketing communication of a non-profit organization: Amnesty International ČR in year 2013 deals with the marketing activity of the Czech section of global movement in the given year. The thesis presents the organization and the environment of Czech non-profit sector, explores its activities in 2013 and identifies used communication tools from the marketing point of view. The aim of this thesis is to verify the presumption that Amnesty International ČR as a non-governmental non-profit organization prefers rather inexpensive marketing tools but also strives for maximum effectiveness (with regard to limited sources and long-term strategy) at the same time. The analysis of the activity of the Czech section shows that the association particularly uses the following marketing and public relations tool: press/media relations, event management/marketing, celebrity PR, government relations/lobbing, fundraising and guerrilla marketing. The goal is to achieve publicity that facilitates endeavor and helps Amnesty to meet its objectives in the field of human rights observance. Limited budget, financial dependence on voluntary contributions, problematic target group and competing interest groups belong to the obstacles on the way to success. However, there is also some room for improvement,...
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Motiv of violence and its various uses in advertising with ilustration on The social advertising of the organization Amnesty International in diverse media forms in specific years
Poliaková, Karolína ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The work explores the transformation of the motif of violence in advertising. The first part focuses on possible formal acts of violence and the function that the element of violence can have in the advertising work. In sake of complexity of the analysis of the formal aspects I include both the style illustrations and the content elements. For a more detailed analysis of the motif of violence in advertising I explain the role of emotions that shape the final reception. In my work I also focus on the motif of violence within the legal system of the Czech Republic and self-regulatory principles with regard to the activities of the Council for advertising. The work also set the theme of violence in advertising in the context of research on this issue. Considering the scope of the analytical part, which is devoted to advertising of nongovernmental organization Amnesty International, firstly I introduce the issue of social advertising compared with commercial marketing. Variability of the motif of violence in terms of formal aspects and functionality is demonstrated in the commercials of Amnesty International in the years 2006, 2008, 2012 and 2014, and in various types of media - outdoor advertising, print, video and online applications. Individual advertising works are analyzed based on Roland Barthes...
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Accountability of international NGOs
Staša, Michal ; Skovajsa, Marek (advisor) ; Muhič Dizdarevič, Selma (referee)
Diploma thesis concerns two current issues filling scholarly magazines in recent years. The first one is a discourse about the global civil society, its existence, definition and scope. Thesis maps the basic approaches and creates three groups of authors: globalists, skeptics and empiricists. The second issue is about the need of better accountability which arises after few scandals of global institutions in the early years of new century. The scandals didn't avoid the international non-governmental organizations. The diploma thesis summarizes few types of typologies of accountability and introduces the basic areas divided into the two groups: moral and political accountability and procedural and internal accountability. The research part of thesis comprises the accountability assessment of three branches of international non-governmental organizations: Amnesty International, Greenpeace and Hnutí DUHA - The Friends of the Earth. The goal was to find the appropriate methodology for assessing the national branches and verify it. The main result is the modification of an existing methodology of One World Trust organization and the finding that the organizations have the low rate of accountability.
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Creating lobbying strategies of NGOs - the case of Amnesty International France
Mydlilová, Jana ; Tomalová, Eliška (advisor) ; Matějka, Ondřej (referee)
The aim of this Master thesis is to find out whether the lobbying carried out by Amnesty International France as NGO is different from the lobbying carried out by professional lobbying organizations, which means the organizations which promote primarily the interests of its own members. From the general theory of lobbying and theory of lobbying of NGOS the tools for creating pressure on politics was chosen and factors which could influence usage of these tools were identified. Then it was verified if these tools are really used by Amnesty International France and by which factors the tools are picked up. Expected result of this research was that lobbing of Amnesty International France as NGO is specific because of different circumstances, reasons and goals of lobbying from the professional lobbying. From the results of interpretation of Amnesty International France's documents and interviews with persons involved in the lobbying strategy imply that this NGO really choose some different tools from professional lobbying and is influenced by different factors. But there are also similarities.
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The Role of Non-Governmental Organisations in International Law
Nohová, Zuzana ; Grmelová, Nicole (advisor) ; Votava, Tomáš (referee)
The main aim of this bachelor's thesis is to analyze the role of non-governmental organisations in international law. The work answers three questions involving: The status of non-governmental organisations, participation in conferences and negotiations and enhancing the participatory status of non-governmental organisations within the international legal system. Case study provides an example of functioning of international non-governmental organisations in the framework of the international community illustrated by the example of Amnesty International -- one of the most influential non-governmental organisations of our times.
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INGOs and the concept of good governance: the case of Amnesty International
Zlotos, David ; Dvořáková, Vladimíra (advisor) ; Vymětal, Petr (referee)
In this paper, Jürgen Habermas' account on 'The Structural Transformation of the Public Sphere' will be set into relation with the emergence of INGOs as actors in the public sphere. The emergence of NGOs, and later INGOs, can be closely linked to the transformation of the public sphere as described by Habermas. An account from the early beginnings of non-governmental associations to the institutionalized status of INGOs following the establishment of the UN aims to describe the roots and roles of such organizations as actors within the public sphere more precisely. The concept of 'good governance' will be related to the commitments of the INGO Accountability Charter of which Amnesty International (AI) is a signatory. The case of AI will then be used as an example to apply the insights gained from the theoretical perspectives explored before. The question of whether AI is successful in its application of good governance relies on the definition of 'successful'. In this paper, the definition is given by Habermas' definition of the actorness in the transformed public sphere and the fulfilment of the commitments to the INGO Accountability Charter. Identifying AI as an actor in the public sphere provides the ground on which the development and controversies surrounding this INGO will be analyzed. Understanding the role AI aspires to play is an important factor. In this context, the controversies AI has faced in the public eye become a starting point into the inquiry of what role good governance plays in AI's communicative efforts. These, in turn, are a key to the organization's attempts to counterbalance negative perceptions and to maintain its position as a successful communicative actor. The end will be formed by conclusions given on the analysis of AI's employment of good governance in transformed, transnational civil society. Points for future research will be indicated if applicable.
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Successful Campaigns in the Pursuit of Human Rights
Kalousková, Lucie ; Mikeš, Jiří (advisor) ; Kultová, Dana (referee)
The importance of NGOs has been on the rise since the World War II. Amnesty International is one the best-known human rights nongovernmental organizations which has been globally successful in human rights agenda setting. This Diploma thesis analyzes the common features of three selected successful Amnesty International campaigns and aims to determine key attributes that can help to reach the goals of human rights campaigns.
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