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Opposing concepts of masculinity in the communication of Fernet Stock and AXE and their reflexion by different generations of men
Ružičková, Judita ; Krobová, Tereza (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor's thesis focuses on different representations of masculinity in marketing communication targeting men. Cases presented are those of Fernet Stock and AXE brands, whose communications portray masculinity in starkly contrasting ways. Fernet Stock urges middle-aged men to resist societal changes and not to yield their traditional masculine toughness, whereas AXE attempts to encourage young men to be their true selves, even at the cost of breaking masculine stereotypes. The aim of the thesis is to deepen the understanding of male self-identified views of masculinity, how they differ from one generation to another, and how well these correspond to the representation in the studied cases of marketing communication. The research is guided by existing theoretical concepts of masculinity, using the theory of hegemonic masculinity by Australian sociologist Raewyn Connell as a basis. The thesis is conducted as a qualitative research, using the method of thematic analysis of semi- structured interviews with members of both target groups, middle-aged and young men, respectively.
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Dětští mediální hrdinové
MADAROVÁ, Tereza
This bachelor thesis focuses on children's media heroes. Semi-structured interviews with selected children from ages six to twelve from elementary school in Kardašova Řečice were used for the research. Twenty one children participated in the research were answering questions about favorite heroes, watching TV, reading books or playing computer games. The primary purpose of this thesis was to determine what media heroes children choose, for what reason and where the heroes come from. The secondary purpose are the topics arising from the interviews with children, media consumption by children in general, its possible risk, pertinent regulation by parents and so on.
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What Motivates the Students to Study Biology Teaching?
Klášterková, Tereza ; Mourek, Jan (advisor) ; Janštová, Vanda (referee)
The diploma thesis deals with the motivation of university students to study the teaching of biology. The aim of this thesis was to find which factors influenced the students when deciding the field of their studies. Student motivation was examined using a qualitative method of semi-structured interviews. The research group consisted of 11 university students of the master's degree program of the Faculty of Science and the Faculty of Education at Charles University in the teaching fields combined with biology. The research results show that the primary interest in biology was evident in respondents already during their early childhood or later at an elementary school. In relation to biology, the respondents were influenced by the family and the teachers at either primary or secondary schools. The thesis presents extrinsic and intrinsic motives for the study of biology. The choice of teaching was affected the most by the interest in working with children and the expectation of creative work in the future, even though the respondents were aware of the low financial valuation, the time and psychological demands of the profession. The biology teachers also opted for the possibility of further subject developing and supporting interest in biology interest among pupils. The thesis also contains a...
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Efficiency analysis of the protection instruments of forest and agricultural land resources
Javoříková, Zuzana ; Vejchodská, Eliška (advisor) ; Pražan, Jaroslav (referee)
Soil is an irreplaceable natural resource, a fundamental component of the environment and a source of livelihood. At present, however, urban sprawl is excessive and land cover is detrimental to the agricultural system; these are the leading contributors to soil damage and the loss of its function. The most serious type of soil degradation is "land grabbing". Such land grabbing may be considered one of the major environmental problems of the Czech Republic. Development in greenfield sites has significant environmental impacts, such as the loss of good agricultural or forest land. Unlike tools to protect forests, tools to protect agricultural land resources (ALR) appear to be ineffective. The objective of the present thesis is to explain how such tools are applied in practice, and to analyze the tools and to answer the crucial question: How do tools to protect agricultural land resources work in practice and for what reasons do tools to protect ALR appear to be ineffective? The theoretical section of the thesis provides the legislative and theoretical background. This section is primarily based on Act No. 334/1992 Sb. on the protection of agricultural land resources and Act No. 289/1995 Sb. on forests. An analysis is made and the defined issues are assessed in practice. I used qualitative research,...
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Audiovisual demonstrations as a part of teaching geography
Morová, Lenka ; Matějček, Tomáš (advisor) ; Řezníčková, Dana (referee)
AUDIOVISUAL DEMONSTRATIONS AS A PART OF TEACHING GEOGRAPHY This diploma thesis is focused on using audiovisual demonstration as a part of teaching geography. The theoretical part is dedicated to theory of methodology and aims of thesis, to interpretation of term audiovisual demonstration and its principle and possibilities of work. The second part of thesis is dedicated to qualitative research activities, include interviews with teacher and students. The aim of the diploma thesis is to clarify and summarize experience of teacher with an audiovisual demonstration in their teaching geography. Especially how and when they using them, its advantages, disadvantages, contributions and potential risks. The second part of the aim is clarify and summarize experience of students with and audiovisual demonstration in geography. Especially how audiovisual demonstration can help them in learning, what is their contributions to students. Key words: audiovisual demonstration, modern teaching, teaching of geography, interviews, teacher, student
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The Gender Construction of the Role of Male Teachers in Kindergarten from the Perspective of Pedagogical Professionals
Šinfeltová, Jitka ; Kobová, Ĺubica (advisor) ; Havelková, Hana (referee)
The thesis The Gender Construction of the Role of Male Teachers in Kindergarten from the Perspective of Pedagogical Professionals deals with gender construction of the role of male teachers in kindergartens, from the perspective of the male teachers themselves and from the perspective of female teachers and female directors who teach with male teachers in kindergartens. For this purpose I conducted nonparticipant observation, which was complemented by semistructured interviews. The thesis consists of two parts - theoretical and empirical part. Theoretical part deals with fundamental concepts which are related to the research question and empirical part consists of methodical procedures and analysis of interviews with male teachers, female teachers and female directors as well as analysis of fieldnotes from nonparticipant observation. Key words: gender role construction, male teachers, pedagogical professionals, educators, kindergarten, early childhood education, nonparticipant observation, semistructured interviews
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The Use of Facebook by the Czech Municipalities
Turková, Kateřina ; Kouřilová, Jana (advisor) ; Říhová, Gabriela (referee)
This diploma thesis discusses the evaluation of the extent and way of using the social network called Facebook by the municipalities of the Central Bohemia Region, participating in the local Agenda 21. The subjects of the research are official Facebook pages of the municipalities on the mentioned social network. Emphasis is placed on revealing the relationships between the characteristics of individual municipalities and their activity, or the way of using Facebook. The theoretical part of the thesis provides definitions of the basic terms and the theoretical background. The research questions are formulated in the Methodology chapter. They are answered in the research section of this thesis by using combination of research methods. Official Facebook pages were created by four municipalities (until the 1 January 2016) from total number of twelve municipalities and small municipalities, participating in the local Agenda 21 in the Central Bohemian Region. According to the results of the econometric analysis, the higher the unemployment rate in these municipalities, the more likely it is that the municipality has an official Facebook page.
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The impact of recent trends in dieting on consumer behaviour in Czech republic in marketing
Černý, Matej ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
This diploma thesis analyses the impact of alternative trends in dieting on consumer behaviour in Czech Republic. Alternative diets and healthy lifestyle are nowadays very popular topics and a lot of consumers are changing their preferences towards alternative types of dining. These changes are affecting producers which need to adapt their supply to market needs which is also affecting their marketing orientation towards these consumers. The aim of this thesis is to review actual trends in dieting and to show their impact on consumer behaviour. The aim of the thesis is also to suggest marketing recommendations which are connected with new trends and evaluate financial burden of particular trends on consumers. The thesis is focused on detailed description of actual trends in dieting, health impacts connected with the new trends and their actual occurrence in Czech Republic. Analysis is based on qualitative research in the form of semi-structured interviews and quantitative research in the form of questionnaire. The MML-TGI data and actual research papers are also used in the thesis. Based on the semi-structured interview and method of open coding are uncovered important categories which are affecting particular consumers. Subsequently based on the multi-regression analysis is estimated the impact of particular trends in dieting on healthy lifestyle of consumers. The results show that actual trends have significant impact on orientation of consumers towards healthy lifestyle. Based on the multi-regression analysis also other factors affecting consumers in a way to live healthier are discovered. From the results can be seen that the alternative trends do not need to be automatically connected with higher financial burden. According to the research results are suggested complex marketing recommendations. Marketing recommendations are focused on effective promotion of products, potential business opportunities and recommendations how to approach the consumers.
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The creation and reproduction of historical consciousness on the example of the association Radecký Praha
Petrnoušková, Anna ; Marková, Alena (advisor) ; Maslowski, Nicolas (referee)
The master thesis "The creation and reproduction of historical consciousness on the example of the association Radecký Praha" deals with the historical consciousness, its creation and reproduction. The theoretical part defines not only historical consciousness but also pays attention to the related issues, such as collective memory, historical memory, sites of memory, or national identity, due to the fact that the boundaries between collective memory and historical consciousness are often at least unclear. Theoretical part is primarily based on the works of Maurice Halbwachs, Jan Assmann, Miroslav Hroch and Pierre Nora. The empirical part of this study concludes the research of the association Radetzky Prague, which seeks to return the monument of Marshal Radetzky on the Malostranské náměstí. The research tries to describe and understand the ways of creation and reproduction of historical consciousness of its members throughout the analysis of qualitative interviews. Mentioned authors already provide a certain methodological background research. Conclusion contains a summary and a comparison of research results with theses of authors that are dealing with similar themes. This work is not a purely historical or sociological one; it is trying to stay somewhere between historical and sociological...
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"We do not belong yet to the scrapheap" - Paradoxes of care migration from the Czech Republic to Austria
Kuchyňková, Andrea ; Ezzeddine, Petra (advisor) ; Kiczková, Zuzana (referee)
ABSTRACT1 The thesis is focused on the social situation and social practices of female care migrants (at the age of 50 and above) from South Moravia (the region of Mikulovsko, Břeclavsko) and at regular intervals (circular migration) migrate for work to Austria as domestic workers- caregivers for seniors. The main aim of the text is to argue that translocal female migrants paradoxically perceive their labor migration as a specific way of the emancipation, despite the fact that they work in the so called live in-service jobs (where they live and work in private households) and often experience indignity. Thus care migration became an effective possibility for the extension of their gender power in the situation of transforming Czech society. This is done by paid reproductive work and better access to their income, which leads to personal consumption on their own interests and the overall personal benefit. The special attention is paid to the new forms of translocal care chains and new forms of partner cohabitation of these women (living apart together). Key words: female care migration, gender identity, semi-structured interview, translocal care chains, living apart together . 1 Tento abstrakt je upravenou verzí anglického abstraktu v článku "Ještě nepatřím do starého železa" aneb paradoxy migrace péče z ČR...
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