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Chodící lidé campaign 2011-2013 with focus on teaser campaign elements
Skopalová, Pavla ; Koudelková, Petra (advisor) ; Klimeš, David (referee)
Bachelor thesis Chodící lidé campaign 2011− 2013 with focus on teaser campaign elements analyses the communication of the two first phases of this campaign. The first theoretical part deals with the specifics of a teaser campaign. Furthermore it follows-up theoretical issues of the disabled people, naming issue, stereotyping and particular stereotypes towards handicapped. Next part is devoted to the first and the second phase of the campaign Chodící lidé itself, contracting authority, project funding, target group, timing and specific communication activities and its goals. The last part of the thesis is quantitative research which evaluates familiarity with the campaign and changes in attitudes towards disabled people through the analysis of data from post-tests for each phase of the campaign. The conclusion contains possible recommendation for the future based on the research and my studies of marketing communication.
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Islam in Contemporary Czech Discourse: perception and representation of "the other"
Franioková, Tereza ; Yasar, Abu Ghosh (advisor) ; Militello, Paolo (referee)
Islam and its believers who reside in the Czech Republic are the main theme of this master thesis. My research focuses, first of all, on the Muslim presence in the country over the last ten years. Secondly, I aim to present Islam through the Czech media which is rather unexplored field till today. The text is divided in two parts: a theoretical one and a practical one. The first mentioned deals with the following topics: religiosity in the Czech Republic, history of Islam in the country (especially in Prague and in Brno), Muslims residing in the Czech Republic, image of Islam in the literature and widely debated Muslim question in Europe. The second part of the text is more pragmatic and it is exactly in this part that I lead an analysis of several blogs and Facebook pages emerged from a preliminary research on the Internet. Besides the Internet that is my source number one, I place emphasis also on other Czech mass media such as book market, audiovisual productions or press.
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Media Representation of Prague ZOO
Vojtová, Magdaléna ; Jirák, Jan (advisor) ; Dorčáková, Jana (referee)
The main aim of the bachelor thesis "Media Representation of Prague ZOO" is to analyze and describe the media representation of this institution in daily newspapers BLESK, MF DNES and Pravo in the period from 1st January 2009 to 31st December 2011. The theoretical part of this thesis deals with media concepts and theories, primarily with concept of representation, stereotyping and media construction of reality. This part also serves as a platform, which anchors the following practical part. In practical part, first, I introduce the method of quantitative content analysis and the specific procedure I have chosen. Then I present the results of my research and their interpretation. The data evaluation confirms the main hypothesis, that the media representation of Prague ZOO is associated with the family of lowland gorillas, which lives there. We can say, that representation of Prague ZOO in media is created in very stereotypical framework, which has not changed in the monitored period and we can not expect any change in the near future.
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The Image ofa Journalist in Hollywood Films
Štáfová, Monika ; Jirák, Jan (advisor) ; Dominik, Šimon (referee)
The objective of this thesis, The Image of a Journalist in Hollywood Film, is to interpret the images of journalists created in Hollywood films in the period from 1997 to 2007 by means of qualitative and comparative analyses. The analysis is carried out based on journalist characters appearing as protagonists in thirteen motion pictures from the given period. The comparison of the characters is executed within three groups, classified according to the type of journalist - investigative journalists, celebrity and lifestyle journalists and television anchormen and reporters. The characters are compared to each other from the point of view of physical appearance, character traits, family and social relations, their attitude towards authorities, the most common stereotypes and other character's perception of them. The summarization and data evaluation of the analysis confirms that journalist stereotypes do not often occur in this period, the protagonists are predominantly portrayed as heroes and that the differences outweigh the similarities.
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Presentation of domestic violence in media during the period after the death of Simona Monyová
Doušová, Kateřina ; Vochocová, Lenka (advisor) ; Reifová, Irena (referee)
Thesis is devoted to the media representation of domestic violence. Text is thematically divided into theoretical and practical parts. In the theoretical, the first chapter is devoted to the introduction to domestic violence issue, both in terms of socio-psychological and legal, and there is also mentioned the issue of media violence representation of violence and in particular the representation of violence against women. In the practical part of the thesis, the results of research are presented. The research method is quantitative content analysis. The analysis is focused on the period before and after the murder of writer Simona Monyová (the whole year 2011). Thesis analyzes whether and how the Simona Monyová case has affected the representation of domestic violence in selected media - Mlada fronta Dnes, Lidove noviny, Hospodarske noviny, Pravo, regional Dailies, television Nova, Czech TV and TV Prima. The aim is not only to observe and describe changes in the representation of domestic violence after the murder, but also describe how the media frames the issue of domestic violence - focus on media sources, news values, routines and how does it affect the represent the topic to public. Thesis is based on several international studies, with which our research results are compared. One of the main...
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Portrayal of Native Americans in American Cinema in 1980s and 1990s
Vodňanský, Martin ; Sehnálková, Jana (advisor) ; Raková, Svatava (referee)
My work deals with the process of displaying of the North American Indian in the American cinematography. It describes the development, transformations and stereotypes in this process from the very beginning until the end of the nineties. In detail it deals with the Indian-thematized filmmaking in the 80s and 90s and it emphasizes, according to the author, the most important Indian movies. The focus point of the study lies in the analysis of two movies Powwow Highway and Smoke Signals, which were created by the Indian production in the late 80s and 90s. The aim of the work is, with the help of the analysis, to answer the question "Were the Indian actors and directors essential for more realistic portrayal of American Indians in American cinematography?" After analyzing the mentioned movies and presenting the arguments to this question, the conclusion is affirmative.
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Editorial methods in dealing with multicultural topics
Lávičková, Adéla ; Láb, Filip (advisor) ; Osvaldová, Barbora (referee)
This bachelor thesis deals with journalist's processing of multicultural themes in printed media. The aim of the thesis is to find out, how journalists from different kinds of media act, when they create a media product relating to a multicultural topic. The theoretical part in the first phase describes multiculturalism and his development, terminology, which is frequently used in this area, and a situation in the Czech Republic. The second part deals with occurrence and treatment of multicultural topics in the media and also with editorial procedures of journalists, both in general and in conjunction with multicultural topic. The practical part focuses on in-depth interviews with journalists, who usually cover this area. The talks are afterwards analysed by a method of open coding, which creates a part of grounded theory.
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Image of old age and elderly care Institutions. Representation in daily newspaper Blesk
Stehlíková, Zuzana ; Šmídová, Olga (advisor) ; Trusinová, Romana (referee)
This diploma thesis deals with the representation and categorisation of old age and elderly care and their changes in media discourse of daily newspaper Blesk. Theory focuses on definitions of elderly and description of seniors and practices of elderly care in the Czech Republic. It describes changes of old age discourse in connection with the development of social policy and expert knowledge. It describes the concepts of representation and categorisation and their possible impacts in the form of stigmatisation, stereotyping and ageism. It discusses media as resources of symbolic power, ideology and discourse and sets out media representation of elderly. Related empirical part is based on qualitative discourse analysis of articles from Blesk in years 2007 and 2011. It discusses the outcomes with respect to changes of discourse and representation, stereotypes and active old age. It distinguishes three types of senior representation - like normal, stigmatized and active. Thematic distribution and stigmatisation of elderly constructs symbolic subordination of elderly as a population category. Care is described only rarely and isn't offered as the solution of the elderly's frailty.
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Stereotyping in Perception of Domestic Violence Victims
TUZOVÁ, Aneta
This bachelor thesis titled "Stereotypes in perception of victims of domestic violence" refers to the issue of domestic violence. It deals with how university students, who live in České Budějovice, perceive a victim of domestic violence. Therefore, the thesis considers the opinions, attitudes and views of these students. In the theoretical part of the thesis, the terms that relate to the topic are defined. For example: the terms of domestic violence, the attributes, the causes and consequences of domestic violence. Furthermore, the victim and the aggressor are characterized. At the end of the theoretical part of the bachelor thesis, there is non-professional as well as professional support of the victim clarified. The aim of the thesis was to find out how students perceive the victim of domestic violence. On the basis of this objective, two hypotheses were formulated: H1: "The university students are convinced that the victims of domestic violence initiate the aggressor to commit domestic violence". H2: "The university students perceive the victims of domestic violence as stupid and ignorant". The practical part of the thesis deals with a research file, which was made up by students of a university in České Budějovice. The total number of respondents, who were engaged in the research, is 457. To be more precise, there were 82 men and 375 women. Students involved in the research are in the master's and bachelor's programme of study. The age of respondents is between 19-25 years. Students in both full-time and also extra-mural study were involved in the research. The respondents were approached by me, my friends and acquaintances, who also study at university. Thanks to them, the questionnaires could reach a larger number of universities, and therefore a relatively high number of students in České Budějovice. For example, the students were from these universities: VŠE, VŠTE, Charles University, and others. As for the University of South Bohemia, I tried to provide the questionnaire for all faculties. In my point of view, it appeared to be successful. In the survey, which was carried out by using the semantic differential, the respondents selected their opinion and the view of a victim of domestic violence. On one side of the semantic differential, there was a positive quality or perspective given, on the other side it was negative. Those respondents, who chose neither the positive nor the negative side, were impartial and selected the average values. Therefore, their point of view and attitude were neutral. I was collecting the data in a period of 7 weeks. After gathering the questionnaires, I continued with processing the data into graphs, and verifying the hypotheses. The statistical evaluation was not necessary, since the results were striking. The respondents hold this view of the victim: they find the victim to be a sad, tolerant, scared, rather a reclusive person, who does not feel comfortable about the domestic violence they go through. Their perception of other qualities and the attitude to the victims is neutral. Many respondents took a neutral approach. My interpretation of this is that university students are afraid of an independent decision, so they rather choose a neutral decision. The result is that the stated hypotheses are not verified.
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Application of insights in commercial communication targeted at women
Dúbravská, Pavla ; Klosová, Anna (advisor) ; Zadražilová, Dana (referee) ; Přikrylová, Jana (referee)
Commercial communications is often accused of stereotyping when picturing women in commercials. To certain extent women expect and ask for "better and easier world" when it comes to advertising. In many cases however women tend to feel simplified. Both from advertising theory and practice insight is crucial for advertising to resonate with its target audience. If the communication is built on well-chosen insight the consumer gets a feeling that the brand understands him better. The main task of this work is thus to give insight into the mind of women as consumers and to find out how women perceive themselves in commercial communication. Two levels, theoretical and practical, are distinguished within this task that were later transformed into specific goals. Foreign literature gives evidence that insight is actually important part of both advertising theory and practice. No literature maps the attitude of practitioners in advertising in the Czech republic. Therefore the first goal is to map the role and understanding of insight in the Czech republic. To research this topic 12 in-depth interviews with advertisers and practitioners from communication and research agencies were executed. The in-depth interviews confirm the importance of insight also in the Czech republic. Second specific goal of the thesis is to map what kind of advertising Czech women consider as insightful. For the research purposes the insightfulness of communication is transformed into self-identification with media and commercial content. In the first part of this research respondents were asked to come up with content that evokes a feeling of understanding and self-identification. The research also verifies two hypotheses. H1: Stereotypes in advertising bother women. H2: Insights created in foreign countries can be applied in the Czech market. 200 women were interviewed through online questionnaire. As a stimuli television commercials with chosen parameters were used. It was found out that the self-identification with media content came through the identification with the main heroine, identification with realistic situations and through humour. The first hypothesis is not confirmed by the research. Women were not really bothered by stereotypes in advertising according to the research. The second hypothesis is not confirmed either. Foreign insights cannot be automatically used in the Czech market. There are national and cultural differences that need to be taken into account. The thesis is divided into 7 chapters including the introduction and the summary. The benefit of this work on the theoretical level is seen in mapping the topic in its complexity. The practical contribution is seen in how the work assesses insights, its creation but also expectations of the subjects in the market.
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