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The influence of artificial intelligence on the perception of quality and trustworthiness of content in digital communication
Richter, Martin ; Slavíček, Daniel (advisor) ; Koblovský, Petr (referee)
This master's thesis focuses on the impact of artificial intelligence (AI) on digital communication, content perception, and potential negative consequences associated with generated content. The thesis also presents opportunities that generative artificial intelligence brings in the context of multimedia content creation. At the same time, it addresses factors and biases that influence the perception of such generated content. The thesis also analyzes the awareness and abilities of primary and secondary school students in the field of generative AI. The results show that students have an awareness of the capabilities of generative AI but struggle to recognize generated content, which points to potential risks associated with manipulation and disinformation.
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Comparison of the Presidential Candidate's Website with their Presentation on Facebook
Čechmanová, Monika ; Hrůzová, Andrea (advisor) ; Vocásek, Tibor (referee)
This bachelor thesis focuses on the analysis of the campaign of presidential candidate Jaroslav Bašta, who is running for the political party Freedom and Direct Democracy (SPD) in 2023. Specifically, the content of his website will be compared to the content on the social network Facebook, which serves as a support for his candidacyThe thesis aimsis to identify differences between the content on these two platforms and to analyse the strategies used in the areas of marketing, public relations, and public opinion. The thesis will also examine whether the presidential candidate uses elements of illiberalism and how he communicates his electoral program. In the theoretical part, the thesis will focus on digital communication as a "new tool of political communication" and define key concepts and theories related to digital and political communication and marketing. The starting point will be the works of political scientist Chytilek (2012 or 2019), who specializes in political marketing, and the works of Matušková (e.g., 2006), an expert on political and electoral marketing. In the practical part, the method of analysing rhetorical and visual means will be used to map the use of populism for political purposes in the pre-election period, the issue of "fake news," and strategies of populist rhetoric on...
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Imagining the West: Marginality and Possible Lives at the Outskirts of a Mexican City
Heřmanová, Marie ; Stöckelová, Tereza (advisor) ; Kandert, Josef (referee) ; Grill, Jan (referee)
PhD Thesis Summary: Imagining the West: Marginality and Possible Lives at the Outskirts of a Mexican City Mgr. Marie Heřmanová The thesis aims to develop various results of a long-term fieldwork in the city of San Cristóbal de Las Casas, Chiapas, México, where rural-urban migration was pervasive since the 1960s. The research concentrated on the second generation of Tzotzil and Tzeltal migrants living at the suburbs of the city. Young indigenous people, whose parents came to the city to seek jobs, are now completely bilingual (they speak their maternal language - mostly Tzotzil as well as spanish they have learned in the school in the city). They mostly work in the same areas as the first generation migrants - as shop-keepers, souvenirs sellers or street-food vendors. They are thus in everyday interaction with both tourist and expats in the city centre. These interactions and meetings are in the context of the thesis seen as a consitutive element to imageries of mobility, modernity and Western lifestyles developed by the the young indigenous people from the suburbs. The concept if "Imaginary West" (Yurchak 2005) is central in the thesis, an unseen and yet ever-present homeland of the tourists and most importantly a place where "better lives" happen. The text explores how the search for...
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Chain e-mails as e form of politican propaganda
Šalplachtová, Iva ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
The goal of this thesis is to raise awareness of, mostly politically oriented, chain disinformation emails, which can be found especially among the members of the oldest generation. Furthermore, another objective of the thesis is to analyze the contents of the emails and their influence on recipients and senders. The first part of the thesis defines the basic concepts, e.g. disinformation, its occurrence and comparison, the senior generation and its activity in the digital environment, or chain emails and their origin. The second part deals with analysis of news-it focuses on revealing disinformation present in selected emails. This part also points out the often-recurring narratives. The third part of this thesis is the research. On the basis of four different hypotheses, this last part analyses the influence of chain emails on focus group respondents. The hypotheses are formed on grounds of findings obtained from processing the theoretical part of the thesis and from the results of the email analysis and the second part of this thesis.
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Imagining the West: Marginality and Possible Lives at the Outskirts of a Mexican City
Heřmanová, Marie ; Stöckelová, Tereza (advisor) ; Kandert, Josef (referee) ; Grill, Jan (referee)
PhD Thesis Summary: Imagining the West: Marginality and Possible Lives at the Outskirts of a Mexican City Mgr. Marie Heřmanová The thesis aims to develop various results of a long-term fieldwork in the city of San Cristóbal de Las Casas, Chiapas, México, where rural-urban migration was pervasive since the 1960s. The research concentrated on the second generation of Tzotzil and Tzeltal migrants living at the suburbs of the city. Young indigenous people, whose parents came to the city to seek jobs, are now completely bilingual (they speak their maternal language - mostly Tzotzil as well as spanish they have learned in the school in the city). They mostly work in the same areas as the first generation migrants - as shop-keepers, souvenirs sellers or street-food vendors. They are thus in everyday interaction with both tourist and expats in the city centre. These interactions and meetings are in the context of the thesis seen as a consitutive element to imageries of mobility, modernity and Western lifestyles developed by the the young indigenous people from the suburbs. The concept if "Imaginary West" (Yurchak 2005) is central in the thesis, an unseen and yet ever-present homeland of the tourists and most importantly a place where "better lives" happen. The text explores how the search for...
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Digital communication of banks with a selected customer segment
Vojtěchová, Kristýna ; Filipová, Alena (advisor) ; Fišerová, Kateřina (referee)
The topic of my Diploma Thesis is Digital communication of banks with a selected customer segment. The target group is created by people aged 18 to 30. The goal of the thesis is to find out the preferences of young people how their banks should communicate with them through digital technologies. To find out the preferences, I will use published studies and my own survey. In response to the findings, I will try to recommend the right digital communication with young generation. The theoretical part of this thesis is devoted to topics such as communication and customer. This part will concentrate on on-line communication and social networks. The practical part will focus on current digital communicaton of banks, it will present the results of my survey and recommendation for the banks for the future.
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Comparison of Czech leading auction houses media communication and publicity with world auction houses Christie's and Sotheby's media communication and publicity in years 2010-2016
Žížala, Jan ; Sládková, Hana (advisor) ; Zezulková, Markéta (referee)
This Diploma thesis deals with a media communication through new technologies, specifically then specific social networks such as Facebook and Instagram, in the field of art auctions market. Major focus is given especially to the 1. Art Consulting, Dorotheum and European Arts Auction houses. The international auction houses are represented by two art auctions market world leaders, Christie's and Sotheby's. The Thesis first summarizes the art market and it's characteristics, marketing and media communication of the Czech auction houses, both Czech and international auction market and a history of the auction houses examined in this Diploma thesis. The methodology used is a quantitative content analysis. The analysis primarily focuses on the number of social networks used by the auction houses for a communication with fans and other public, on the hit rate of this communication. The largest part of the research is given to the nature of individual media messages. In selected cases, the length, hit rate, origin, focus, topic etc. is examined. The analysis covers the period between the fall 2016 and spring 2017. The results of the quantitative analysis are described and as a conclusion a comparison is made between the Czech and foreign auction houses in the area of communication through social networks.
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Description of Burberry marketing communication
Kulesová, Kateřina ; Maxa, Martin (advisor) ; Hejlová, Denisa (referee)
Hlavním tématem této bakalářské práce je marketingová komunikace módního domu Burberry. Cílem práce je analyzovat jednotlivé komunikační kanály a jejich specifika, která značku odlišují od ostatních. V teoretické části se autorka zabývá módním marketingem a představením značky, včetně historického pozadí, marketingového mixu a SWOT analýzy. V praktické části pak autorka analyzuje offline a online komunikační aktivity. V této části se věnuje přístupu značky například k store marketingu, eventům nebo sociálním sítím. Součástí práce je také stručné porovnání facebookového profilu značky Burberry a na trhu obdobně postavené značky
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On-line communication of The Office of the Government of The Czech Republic in the years 2012 and 2013
Hodboď, Tomáš ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis "Digital communication of Office of the Government of the Czech Republic in 2012 and 2013" wants to describe and analyse one specific part of marketing communications of a public institution. Author provides outline and specifics of political communication. The next part of the thesis describes digital communication as an integral part of mass media communication and also brings basic digital channels overview with focus on social media. The theory of strategic digital marketing communication defines the ideal approach for digital communication of any brand or product. Last part of the thesis focuses on the descriptive analysis of real digital communication of Office of the Government of the Czech Republic via the main digital channels such as websites, Facebook Page and Twitter channel. Author describes frequency of posting, content structure and type of content. The conclusion of this work brings comparison of the theory outputs and real digital communication research and tries to find out, if digital communication of the main Czech institution was correctly and successfuly done.
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