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Perception of stereotypes in advertisement by children of age 4 - 6 and 11 - 13
Kovačovičová, Dominika ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis is devoted to the perception of gender stereotypes in advertising among children in two age groups, 4 to 6 years old and 11 to 13 years old. Children are considered more vulnerable to the effects of advertising compared to adults. This applies to the influence on purchasing behaviour, as well as to the acquisition of displayed content, for example in the case of stereotypes. The goal of the research was to find out if and how children in these two age groups perceive gender stereotypes in advertising and to compare these groups with each other. The research used interviews and selected activities aimed at different types of advertisements to understand the decision-making process based on them, to investigate how children replicate stereotypes in their own work and to understand what is significant for children in advertisements. The thesis also includes possible approaches and issues of a research with children and, last but not least, the ethics of this type of research. Based on the research, it was found that children in the younger group replicate gender stereotypes significantly more in advertising and in general, and they also use gender to defend their decisions and choices. In the older group, on the other hand, gender stereotypes were less noticeable, and children in...
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Media literacy in the digital age: Ethnic and national stereotypes in the media and their impact on high school youth
Truhlářová, Jana ; Kárníková, Lydie (advisor) ; Lütke Notarp, Ulrike (referee)
This bachelor's thesis examines the influence of the media on youth and explores it through the focus on ethnic and national stereotypes in the media. Through a quantitative method of questionnaire survey distributed among high school students in the Karviná region, it examines the ways of media consumption, experiences with media representation of ethnic and national minorities, as well as attitudes towards the represented reality. It also examines how students themselves perceive the influence of the media and what media and digital literacy tools they are aware of themselves. The theoretical part of the thesis focuses on the current state of media influence on youth, ethnic and national stereotype theory and digital literacy. The practical part is devoted to the analysis and presentation of the results of the questionnaire survey.
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Bosnian diaspora through the eyes of Sarajevans - perceptions of emigration and stereotypes
Čajić, Sanina ; Šístek, František (advisor) ; Žíla, Ondřej (referee)
The master's thesis entitled "Bosnian diaspora through the eyes of Sarajevans - perceptions of emigration and stereotypes" brings a closer view of the Bosnian diaspora and public opinion about it from the perspective of Sarajevans. It represents a socio-psychological qualitative research based on the analysis of 18 semi-structured interviews with the inhabitants of Sarajevo. Using existing theoretical concepts, the primary goal is to explore and list the most widespread stereotypes about the Bosnian diaspora, regardless of whether they are war refugees or economic emigrants. The thesis also represents an attempt to identify the main reasons for their existence and maintenance and looks for possible proposals for their elimination. Whether the departure is legitimate in the eyes of Sarajevans, whether the diaspora lives better, how it was affected by life in the "West" and to what extent Sarajevans are aware of the diaspora's potential and benefits for Bosnia and Herzegovina are some of the questions this thesis seeks to answer. The political and ethnic dimension of the diaspora is not the subject of research, as cultural stereotypes about the Bosnian diaspora do not distinguish between different ethnicities. To complete the overall context, the emigration trends of Bosnia and Herzegovina are also...
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The Portrayal of the Greek Economic Crisis in Czech Media
Mrňáková, Nicole ; Tsivos, Konstantinos (advisor) ; Klimeš, David (referee)
This thesis deals with the way how Czech newspaper reported about Greek debt crisis and which frames were used to illustrate Greece. In the theoretical part the history of Greece is described, since independence till the debt crisis. The historical context captures difficult times of Greek history which contributed to the spiral of dept crisis lasting from 2010 to 2018. In the following part some of the important concepts concerning agenda setting, gatekeeping and frame analysis are compared. Some of the important foreign studies concerning frame theory and even framing of the Greek debt crisis in Czech media are depicted. The methodology of the thesis is formed by a qualitative analysis of the articles from two peaks of the crisis - the first half of 2010 and the first half of 2015. In the first period the frames used by Czech media were predominantly following the German point of view and the point of view of the European creditors. Journalists only rarely reflected the real life of the Greeks which was quite different from the used stereotypes. The second period was marked by the world affairs like the immigration crisis or invasion to Ucraine and the sanctions against Russia. In many cases the framing of the crisis concentrated on the character of the Greek nation and its moral judgement as a...
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Old Age from the Perspective of the Elderly
MLČOCHOVÁ, Kateřina
The bachelor thesis title states "Old Age from the Perspective of the Elderly". It's theoretical part focuses on old age and population ageing, it's changes and quality. It also describes prejudices, stereotypes, ageism and discrimination, all of which are linked with ageing. This topic is pretty current because of demographic ageing of the population not only in the Czech Republic. That is why it is needed to pay attention to. The goal of this bachelor thesis is to find out how seniors of the age 65 and older perceive the time of being old. Partial goal is to find out if the elderly of the age 65 and above have encountered discrimination or stereotyping because of their age. For the purpose of data collection a qualitative research strategy with polling method and semistructured interview technique were chosen. The informants were elderly of the age 65 and above, living in České Budějovice in a home environment. For the purpose of this research, 10 seniors were asked 5 of which were women and 5 men. The research took place in March 2020. The informants were chosen by a Snowball sampling technique. The acquired data analysis was implemented with open coding method, that enables the break down of the text to smaller parts. For displaying of the results were used diagrams and tables created in Microsoft Excel and Microsoft Word. The research results show that the retirement for the elderly people don't mean end of life. Eight out of ten asked seniors perceived retirement positively. They described this change as a source of free time that can be used for hobbies and spending time with relatives. Seniors also said that ageing has its ups and downs. Eight of them stated couple of advantages such as mentioned free time. Only two seniors saw no benefit in being old. Seniors were also asked if they felt other people treating them differently after retiring. Seven informants stated that they don't see a difference. Two seniors stated that others treated them more politely than before and only one senior said, that others are treating him more arrogantly. To the question if the elderly encountered discrimination because of their age or gender, seven of them replied negatively and three of them positively. They felt discrimination in their job while being close to retirement. On the other hand none of the elderly have encountered discrimination because of gender. While being asked about prejudices, none of the informants have come across it. However, all the asked have encountered stereotyping. The informants couldn't answer question about myths about ageing as they weren't aware there were any.
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How Children in Foster Homes Perceive Their Life Situation
SEKALOVÁ, Eva
In my bachelor's thesis, I deal with the issue of children placed in care institutions. The aim of the work is to find out the current view of children from children's homes, whether they feel their social disadvantage with respect to peers in the school environment, on social networks and during social events. The work is divided into the theoretical and practical part. The theoretical part describes the functioning of the children's home, as a facility for institutional education, the area of social disadvantage and its impact on children at risk, and then discusses the approaches of social work related to the issue. In the practical part, a quantitative research strategy using a method of questioning is applied. The collection of research data took place in August to September 2019 using an anonymous questionnaire, to which 112 children, aged 7-18, from 11 children's homes from the South Bohemian, South Moravian and Moravian-Silesian regions responded. After processing and statistical evaluation of the data by the Chi-square method, applying a test of independence in the contingency table, my hypothesis was not confirmed, as only two out of fifteen questions showed a negative relationship between children's stay in the children's home and the behaviour of the environment. As a result, children from children's homes, in most cases, do not subjectively perceive their social disadvantage. This bachelor's thesis can provide an up to date information material for children's home management and it could also be used as a basis for further research on the subjective perception of children being placed in institutional care.
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Woman's Image in Czech Advertisement
MACHÁČKOVÁ, Věra
The bachelor thesis focuses on the analysis of Czech advertisements and its aim is to show the image of advertising texts about women and their roles in society. Not only the linguistic material, but also the pictorial components of these types of communication will be analyzed. In the theoretical part of the thesis, types and the style of advertising and the concept of stereotype in ethnolinguistic approaches will be introduced. The practical part of the thesis will be based on excerpts of advertisements in which a woman is the main actor or, on the other hand, the stereotypical perception of a woman in Czech society.
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The Taliban in a pedal boat: A visual framing analysis of Associated Press and Reuters news photographs of the fundamentalist regime after the end of the Afghanistan war
Gironès Martín, Cristina ; Lábová, Sandra (advisor) ; Turková, Kateřina (referee)
The early photographic coverage of the Afghanistan war in 2001 was part of the 'War on terror' discourse, arising from the 9/11 attacks. The information environment was shaped by the US administration's control (Cherkaoui, 2017), and frames were used to depict the enemy, the Taliban, in a way that justified the military intervention (Miller, 2004). Twenty years later, in 2021, US forces decided to leave the country definitively; thus, the war is considered over. This study compares the visual representation of the fundamentalists in Associated Press and Reuters news photographs in 2001 and 2021 through the lens of framing theory (Entman, 1993) with the peace journalism concept (Galtung, 1986). For this aim, a mixed methodology is employed. On one hand, the content analysis discovered that after 9/11 a polarized frame was used to portray the Taliban, something that strongly changed after the war ended. Even though peace is not completely established, the fighters are overall seen from a more humanizing point of view. On the other hand, the semiology analysis found that in 2021 Western coverage still reproduces the Us/Other rhetoric which is reinforced by a misperception of the Arab/Muslim world. Keywords Afghanistan war; framing; peace journalism; photojournalism; stereotypes; information dominance.
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