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The impact of brand communication activities on consumer behaviour and perception during the COVID-19 pandemic
Janouch, Filip ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
Based on the knowledge of moral foundations theory, this thesis examines the influence of brands' communication activities on consumer behavior and perceptions. The theoretical part focuses on moral foundations theory, its origins, and the selection of moral foundations (modules), which are then examined in the practical part. The practical part consists of an introduction to the methodology and the aim of the research and the implementation of the research in the form of eight in-depth interviews with representatives of Czech advertising and communication agencies. The findings from the research are further collected, summarized, interpreted, and evaluated. The results thus obtained are subsequently discussed. The conducted research allows to answer the main research question, as well as to confirm or refute the hypotheses with which the author entered the research part of his work.
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Application of the Moral Foundations Theory on Czech Environmental Discourse
Rysková, Lenka ; Smetana, Michal (advisor) ; Franěk, Jakub (referee)
The bachelor thesis focuses on moral argumentation related to environmental issues within Czech discourse. The aim of the thesis is to find out what moral foundations is the environmental discourse in the Czech environment based on, which is achieved by applying the Moral Foundations Theory to this discourse. The theoretical part of the thesis maps the Moral Foundations Theory itself and the existing knowledge from its application to political science and environmental issues. In the practical part, the theory is applied to two separate parts of environmental discourse - op-eds published on internet news portals and speeches delivered in the Chamber of Deputies of the Parliament of the Czech Republic. A qualitative content analysis is used to establish an image of the representation of each moral foundation within these two parts of the research. The combination of the results from these parts is then used to answer the research question.
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Elections and Morality: Moral Foundations Theory (Jonathan Haidt) and Analysis of 2017 Elections in the Czech Republic
Pšenčný, Tomáš ; Lánský, Ondřej (advisor) ; Stracený, Josef (referee)
The aim of the proposed work is to verify the hypothesis based on Jonathan Haidt's Moral Foundations Theory, which says that the wider the range of the so-called moral foundations a political party addresses with its programme, the higher its chances of a good election result. This hypothesis is examined within the framework of Czech political reality. The first part of the work introduces Haidt's Theory of Moral Foundations and examines the question of its applicability to the Czech political sphere. In the next step, the mentioned theory is used (with the help of appropriate operationalization) as a means of analysing the election results of Czech political parties in the elections to the Chamber of Deputies of the Czech Parliament in 2017 in order to verify this hypothesis. The programme points of the election programmes of ten Czech political parties are subjected to the analysis. These are the parties that, according to pre-election surveys, had the greatest chance of exceeding the 5 % electoral threshold for joining the Chamber of Deputies of the Czech Republic (i. e. ANO 2011, ČSSD, ODS, SPD, TOP 09, KDU-ČSL KSČM, STAN, Pirate Party and Green Party). The second part of this work handles the analysis of the representation of the different moral foundations in the programme of all examined...
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Influence of racist attitudes on moral reasoning
Drahovzalová, Dominika ; Hnilica, Karel (advisor) ; Klusák, Miroslav (referee)
The thesis deals with the theme of morality and racist attitudes towards Roms. The theoretical part is focused on describing the development of studying the phenomenon of morality, especially on intuitionistic theory (eg.:. J. Haidt). Next on moral emotions, namely disgust, and their influence on individual judgment in a social situation. And on attitudes to other racial groups. The intention is to refer to theories that assume influence of emotions on moral judgment, as well as the activation of attitudes. In the practical part was examined moral dilemma situations rating among 142 respondents, while their disposition to the perception of disgust and their racist attitudes. By the research was proved that people evaluate the situation as more immoral if there is participant with different ethnicity, depending on their perception of disgust. Direct relationship between evaluation and racist attitudes was not proven. The conclusions are in detail discussed in the thesis.
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