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The influence of the viral trends of TikTok on the beauty industry
Miroškina, Marija ; Zavadilová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis explores the influence of TikTok on the spread of beauty trends and their impact on user purchasing behavior. The main goal of the study was to examine how viral videos on TikTok can shape consumer habits and perceptions of cosmetic products, with a focus on how cosmetic brands can strategically utilize these trends to their advantage. The theoretical part provides an overview of the origins and development, algorithms, and users of this social network, while the practical part focuses on analyzing viral videos on TikTok and their impact on consumer preferences, particularly among Generation Z users. Research through a survey revealed that organic trends can be more effective for brands than traditional advertising and that brands adapting to current trends achieve greater interest from users. The most popular cosmetic trends identified in the survey include "clean girl aesthetic," "glass skin," and makeup styles inspired by well-known films and series. The findings indicate that these trends not only strengthen brand perception but also directly influence purchasing decisions, suggesting that TikTok is a key channel for the marketing communication of cosmetic brands, especially those targeting a younger demographic. The thesis emphasizes the importance of continuous monitoring...
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Implications of TikTok's algorithm and user interaction on political preferences
Rejchrtová, Karina ; Shavit, Anna (advisor) ; Rosenfeldová, Jana (referee)
In today's digital age, social media is a pivotal tool for political campaigns. With the growing importance of social media in politics, it is essential to understand how the algorithms of these platforms can influence voter preferences. In particular, platforms like TikTok attract younger voters, which political parties use to spread their messages. The topic of examining the effects of social media algorithms on political campaigns is now very important, especially considering how algorithms can favor certain types of content and thus influence voting behavior. Current research of this topic so far has shown that although social media algorithms are designed to increase user interaction, they can have side effects such as polarizing opinions or unfair representation. Eli Pariser in the book "The Filter Bubble" pointed out the potential danger of such algorithms in creating closed information bubbles. Tarleton Gillespie in the book "Custodians of the Internet" then addresses the role of platforms in moderating content and deciding what goes viral. In the context of the upcoming European elections in 2023, I will focus on the issue of the manifestation of the TikTok algorithm and user interaction on political preferences. The thesis will examine what political content is preferred on TikTok,...
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Experiment Influencer
Urbanová, Nikol ; Trnková, Barbora (referee) ; Mazanec, Martin (advisor)
In my bachelor's thesis, I delve into the functioning of social networks and the rapid transformation of ordinary users into influencers. Part of the thesis involves documenting a process where I will be active in the Czech influencer scene, exploring questions of epigones, pastiche, and appropriation in interactions. The project's output is an online identity presented on social media platforms and subsequently, a edited video documenting the process. Within my research, I explore genres such as pseudodocumentary, mockumentary, and manipulative algorithmically-driven narratives.
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World: Anything bad happens. Internet: Let’s make a meme of it!
Balcaříková, Ivana ; Heřmanová,, Marie (referee) ; Kubíková, Zuzana (advisor)
So called Generation Z was born between the years 1995 and 2012. They came into The World when The Internet was already in full bloom. Gen Z and Internet are inseparable. It's their natural habitat. They move across the internet waters skillfully without any problem and at all times. The feeds of Gen Z kids are constantly filled with new information, themes, phenomenon, trends, memes. That makes the nature of the whole generation rather nihilistic and in surrender to the constant shit storm which they have to deal with every day. The biggest weapon of the Gen Z is undoubtedly their specific kind of humor. Memes, references, reaction videos are their biggest coping mechanism. These things can be seen all through their normal day to day life. This format however gives plenty of space to individual creators to express their frustration with The World's situation which they get exposed to on a daily basis. It's only natural for them to be interested and engage in bigger themes such as racism, refugee crisis, climate change or LBTQIA+ problems. Unlike their previous generations, Gen Z uses memes and humor to cope. This Bachelor theses focuses on mapping the content that through specific meme format on Tiktok explores the big themes of today's day and age. Do these short clips have any potential informative or educational value or are they just sometimes funny, cool or offensive videos that teens make to keep up with the trends. If it is so, is it problematic?
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Social networks and youth mental health care
Dobrocká, Romana ; Vrzáček, Petr (advisor) ; Bosá, Monika (referee)
Perceiving the world from the perspective of the present and adapting to it represents the continuum of life. The aim of the graduate thesis is to analyse the mainly communicated topics on mental health on selected social networks and to examine social networks from the point of view of e-social work. The theoretical part characterizes social networks in general, discusses the relationship of social networks with mental health problems of young people and individually discusses the pitfalls that the use of social networks brings with it. Furthermore, the research offers insight into the characteristics of young people's mental health problems, deals with them from a contemporary perspective, and connects them with the specific social networks. The subchapter of social work determines need of e-social work and its possibilities. The end of the theoretical part looks at social identity and the need for community in the life of adolescence. The aim of the research is defined by four research questions and follows four social networks: Twitch, Instagram, Facebook and TikTok. The qualitative research combines netnography with an additional interview. The results of the research include identification of the mainly communicated topics on social networks, possible ways of mental health support provision,...
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Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities in Q3-Q4 2022
Marinovová, Kristina ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The diploma thesis entitled "Brand strategy on Facebook, Instagram and TikTok, focusing on available social media advertising opportunities Q3-Q4 2022" addresses the expansion of communication options caused by the arrival of so-called new media. The work then focuses in detail on communication on the social networks Facebook, Instagram and TikTok and their use for the advertisement. The theoretical part of the work provides a comprehensive view of selected platforms, their environment, trends and an overview of terms necessary for basic understanding and strategic work. In addition, it provides cross-sectional work with basic advertising formats that can be used for advertisement and also description of the environment of the advertising tools Meta Ads Manager and TikTok Ads Manager. The diploma thesis discusses in detail specifically the work with Meta Ads Manager, which is a tool used for running experiments in the practical part. The practical part of the work aims to verify three hypotheses, which aim to compare the results of different approaches when setting up advertising campaigns on the Facebook platform and thus simplify future decision-making process for marketers, companies or individuals starting to work in the environment of the Meta Ads Manager. This part of the thesis also...
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The influence of the social network TikTok on the body image of adolescents in the Czech Republic
Chrastilová, Aneta ; Rosenfeldová, Jana (advisor) ; Vranka, Marek (referee)
In today's digital era, social media is becoming increasingly influential. The popularity of the social network TikTok is increasing, especially among adolescents, and is thus affecting various areas of their lives. One of these areas is body image, the perception of one's own body. Adolescents in particular attach great importance to appearance. The topic of this bachelor thesis is the influence of the social network TikTok on the body image of adolescents in the Czech Republic. The theoretical part of the thesis describes the social network TikTok, provides insight into the issue of body image and the ideal of beauty, and also presents existing research on the influence of media on body image. The practical part of the thesis is carried out in the form of qualitative research, specifically through semi-structured interviews. The respondents are both male and female, aged 17-22, who are TikTok users. The aim of the research is to find out how adolescents in the Czech Republic perceive the influence of TikTok on body image. The research seeks to capture their personal experiences, perspectives, and attitudes to better understand this issue. It also focuses on the subjective perception of body image among teenage TikTok users, the content they consume on TikTok, and the ideal of beauty they believe...
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Marketing "That Girl" and the commodification of perfect womanhood on TikTok
Golden, Serena Renay ; Turková, Kateřina (advisor) ; Součková, Barbora (referee)
The 'that girl' trend on TikTok has emerged as a compelling representation of an idealized woman, embodying self-improvement, wellness, and perfection. However, beneath the surface of this aspirational portrayal lies a darker reality, as young women reported its detrimental impact on mental health and self-esteem. This research investigates the commodification of 'that girl' as an ideal woman on TikTok, exploring her adherence to or defiance of mainstream beauty standards and how wellness, beauty, fashion, and diet products are presented as tools for achieving this image. Adopting a case study approach, mixed methods data analysis examines publicly available TikTok videos tagged with #thatgirl between March and August 2021. Utilizing a multimodal content analysis informed by social semiotics, thematic categories were developed to understand patterns in the portrayal of womanhood. The findings reveal that the 'that girl' trend encourages consumerism by promoting products and lifestyle choices as pathways to attain the ideal womanhood depicted on TikTok. This study highlights the complex interplay between social media, consumer culture, and gender norms, offering valuable insights into the implications of beauty standards veiled as empowerment and wellness in digital spaces.
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Privacy protection and profiling
Miková, Timea ; Kasl, František (referee) ; Míšek, Jakub (advisor)
The bachelor thesis deals mainly with the issue of the right to privacy and data protection in the context of social network sites and ongoing user profiling. The theoretical part specifies the legislative of these concepts and then focuses on social network sites and their privacy violations. The thesis also specifies the social network site TikTok, ongoing user profiling, personal data collecting and ways how to stop it. The practical part of this thesis is a website which serves as an educational portal in the context of privacy protection on social network sites.
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