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A motivation of the Czech alternative and revisionist media to the revisionis activity
Merc, Jakub ; Střítecký, Vít (advisor) ; Ludvík, Jan (referee)
According to the annual report of the BIS from 2017, Czech republic is a target of Russian hybrid strategy. Alternative and disinformation media can be one part of this strategy, because of their spreading of propaganda and disinformation, which jeopardize strategic interests of the Czech republic. This diploma thesis has two main aims in this framework. The first aim is a description of the czech alternative and disinformation media scene in the context of Russian hybrid strategy. The second aim is to recognize motivations, which lead to this kind of revisionist activities. The first aim is based on the analysis of particular disinformation media in the context of information about Russian hybrid strategy and Russian strategic interests. The second aim is based on semi-structured interwievs with representatives of alternative media.
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The content analysis of Czech feminist zines
Kopecká, Mahulena ; Krobová, Tereza (advisor) ; Hroch, Miloš (referee)
Cílem práce bylo prostřednictvím kvalitativní obsahové analýzy najít témata, skrze která vybrané české feministické ziny (tedy neprofesionální nezávislé publikace, které jejich tvůrci produkují a distribuují sami) prezentují myšlenky feminismu a problematiku ženské emancipace, a následně porovnat, jak ziny jednotlivá témata pojímají. Šlo vždy o dvě vybraná čísla zinů Wicca, Esbat, Bloody Mary a Přímá cesta, vycházejících z českého anarchistického hnutí. Nejdříve práce popisuje, co je to zin, z čeho vznikal a jaká byla politika jeho vydávání, kdy se tvůrci ohrazovali proti fungování mainstreamových médií a konzumerismu. Následně se soustředí na vývoj jednotlivých vln feministického hnutí, které rozebírá v souvislosti s tím, jaké publikační metody využívaly. Zatímco první vlna se utvářela skrze "scrapbooky", lepené knížky plné koláží, dopisů a novinových výstřižků, druhá vlna se soustředila na letáky a manifesty, tisknuté na cyklostylu. Třetí vlna se v 90. letech utvářela právě skrze dívčí ziny a vycházela z hnutí Riot Grrrls. Zkoumání obsahů jednotlivých zinů probíhalo prostřednictvím prvního stupně kódování zakotvené teorie. Nejdříve se porovnal tematický záběr obsahů jednotlivých zinů, pojmenovaly se témata a definovaly ústřední kategorie - pojetí feminismu, konstrukce mužství a ženství a pojetí...
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Development of anarchism press in the Czech republic after 1991, A-kontra and Existence
Kořínská, Tereza ; Křeček, Jan (advisor) ; Hladík, Radim (referee)
The Diploma thesis titled 'The Development Of The Anarchist Press In The Czech Republic Since 1991' takes the examples of magazines A-kontra and Existence to examine not only anarchist media as the representatives of the alternative media, but also the anarchist movement itself and its thought foundations. It further examines the anarchist groups active on the territory of the Czech Republic since 1991 and the press published by them. The quantitative content analysis is used to further examine the anarchist media using the examples of the magazines of A-kontra and Existence, for instance in the area of topics, and to look for the common traits with alternative media.
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Modern Methods in Marketing
Jandová, Pavlína ; Hesková, Marie (advisor) ; Tomek, Ivan (referee)
Traditional marketing methods are losing their effectiveness and credibility. It has been worse and worse to communicate with customers, and marketers are therefore looking for new techniques and way how to appeal buyers. They turn to the use of modern marketing methods, which typical features are possibility of accurate targeting and low costs, and, also, the fact that they are still not considered being a classic promotion. In the theoretical part of the diploma thesis the alternative marketing forms are described; word-of-mouth, product placement, guerilla marketing, mobile marketing, event marketing and social marketing. Their main features, forms, pros and cons are analyzed, and a practical example is included. The analytic part of the work is dedicated to a company of Budějovický Budvar, n. p. and a launch of a new product Pardál to the Czech beer market at the beginning of 2007. This very important step in the history of the Budějovický Budvar brewery was preceded by a detailed company strategic marketing analysis. This resulted in a decision of an unusual and original new product development and brand launch based on event and buzz marketing principles. The opportunity to influence the final attributes of the new product was given to the very customers -- beer drinkers. They participated in a project called "My New Beer" where the final taste and name of the beer was determined, and they also cooperated at a launch communication campaign of the Pardál brand in the Czech Republic. Significant sales and marketing results were achieved, and the unoriginal product development process and its marketing have been discussed by marketing specialists and professional media since. The brand has entrenched in the Czech beer market and has strengthened its position.
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