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Celebritization of czech youtubers and bloggers as part of marketing of czech food companies
Soukupová, Patricie ; Jirák, Jan (advisor) ; Miessler, Jan (referee)
The topic of this bachelor thesis is "Celebritization of Czech Youtubers and bloggers as a part of marketing of Czech food companies" and tries to define four research questions (one main question and three secondary questions) using qualitative research. The introductory part of this work provides an explanation of why it differs from the original thesis, in which it is explained that the name Youtuber or blogger is summarized by the unified term micro-celebrity. The thesis focus on research of only one social network - Instagram, because of the complexity of this platform and its great popularity among young people. In any case, adolescents are not the only age group that it is focused on, the research also focuses on the cross-section of age groups. The theoretical and practical part of the thesis focuses on ways of interaction between micro-celebrity - followers - product (or company, which is by micro-celebrities promoted). Individual ways of interaction are described separately, for example how the company establishes cooperation with micro-celebrity. The practical part of the work contains description of the main monitored product Coca-Cola, research questions and the course of qualitative research, which includes a graph representation. Several research methods were needed to complete the research -...
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The media image of chosen czech hockey players from the beginning to the end of their careers in NHL in czech daily newspapers
Rampa, Robert ; Němcová Tejkalová, Alice (advisor) ; Macková, Veronika (referee)
This thesis deals with analysis of the media image of five Czech hockey players Patrik Elias, Martin Havlat, Milan Hejduk, Jiri Hudler and Tomas Kaberle during their active career (1996 - 2017) in National Hockey League (NHL). The qualitative method analyzes texts from six Czech newspapers (Blesk, Hospodarske noviny, Lidove noviny, Mlada fronta DNES, Pravo and Sport). Thesis analyzes every twentieth article about Patrik Elias whose headline contained his surname. For the remaining hockey players the thesis analyzes every tenth article due to fewer texts. The thesis use for analysis the theory of news values, specifically the categorization of Alastair Hetherington and works with concepts of heroism, fallen heroes and celebritization. The results of the analysis describe the development of the media image of Czech hockey players, how the Czech dailies worked with events that contained given news values, how and what media image they formed. It also compares individual media images and the approach of the newspapers themselves. In conclusion, it also offers a new categorization of news values solely for the sport media area.
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The Fallen Sport Hero: Media Image of Oscar Pistorius
Beranová, Eva ; Macková, Veronika (advisor) ; Trunečka, Ondřej (referee)
Many people remember Oscar Pistorius as the handicapped athlete given the opportunity to compete with non-handicapped racers. Thanks to his results, diligence and perseverance, he a model in society. His successful sports career was interrupted by a case that awoke the emotions of both foreign media and the Czech Republic. Pistorius shot his girlfriend Reeva Steenkamp in a house in Pretoria, South Africa. From a celebrated athlete who served as an example to others, in one day he became a man suspected of murdering his partner. Pistorius can be called a fallen sports hero who experienced great sports achievements and fame in his life, as well as police, court and prison investigations. With all this, pressure was exerted on him by the media that reported on the subject. This thesis intends to map the media image of Oscar Pistorius in selected online news servers iSport.cz and iDnes.cz, and to answer the question of how his representation in the media gradually changed during individual periods. The analysis should also demonstrate how the Pistorius' image changed after being found guilty. Through a qualitative content analysis, selected myths, frameworks, elements of celebrities typical of the representation of famous figures, will be interpreted in specific examples of selected texts and, last...
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The role of social media in communication of political leaders
Bartůněk, Michal ; Štětka, Václav (advisor) ; Zápotocký, Jan (referee)
It is a well-known that the role of social media in contemporary political communication is increasing. A great deal is being written and said about the online campaign of Barack Obama in 2008. In our environment, dispel any doubt in this regard, the presidential elections in January 2013. However, the attention of scientists is primarily focused on the analysis of online communication during the election campaign. Against this background, the bachelor thesis aims to analyze communication in a period when no election campaign is taking place. Our purpose is not to focus on the political parties, as it is usual in the Czech political environment, but we try to apply the concept of personalization on the communication of political leaders. Through the analysis of data collected from facebook's profiles of six leaders, we are trying to capture the character and basic trends of political communication on social network sites.
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Celebritization of news service and journalism on Czech commercial TV channels
Hložková, Dominika ; Jirák, Jan (advisor) ; Křeček, Jan (referee)
The diploma thesis "Celebritization of news service and journalism on Czech commercial TV channels" focuses on the growing trend of appointing celebrities as anchormen on news broadcasts. Entertainization and celebritization of news services raises the question of whether these patterns contribute to the professionalization or deprofessionalization of journalism. This work aims to examine the consequences of celebrity presence in newscasting because of the obvious changes in broadcaster representatives. Primarily, this analysis focuses on private channels (Prima, Nova, Barrandov) employing Czech celebrity as anchormen despite their lack of previous media experience or education in the field. The theoretical part introduces the requirements for TV presenters and elaborates on the terms "professionalization" and "celebritization". The methodological part clarifies the selection of presenters researched, as well as the chosen methods of analysis. The qualitative method is utilized to analyze the research portion of this thesis, which mainly addresses the linguistic aspect of the speakers' speech and their non-verbal communication.
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The development of Jaromír Jagr's media image in 1994-2014
Suchan, František ; Němcová Tejkalová, Alice (advisor) ; Trunečka, Ondřej (referee)
This thesis deals with the analysis of the media image of a hockey player Jaromir Jagr during the past 20 years (1994-2014), when he was a significant figure in the Czech national hockey team and one of the most outstanding athletes of the country. Qualitative analysis of the texts subjected primarily from three major newspapers (Sport, Mladá Fronta DNES, Blesk) is supplemented by examples from books and television programs. The research sample is defined by periods in which Jaromir Jagr have had publicity mainly due to the events in his sports career. Analysed periods mostly connect to major tournaments of hockey national team or to change of Jagr's employer. With the help of specific examples of each of the time periods this thesis describes the evolution of reporting about Jagr in Czech mass media. In terms of media theory it classifies analyzed media exposure with identifying myths and elements of celebritization contained in the texts. They make the media picture of Jagr different during the time. The analysis shows that the media image of Jaromir Jagr has undergone significant changes during the period. Powered by TCPDF (www.tcpdf.org)
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Media image of David Černý and his work in the zech press
Kušiaková, Anna ; Sládková, Hana (advisor) ; Ježková, Tereza (referee)
This bachelor thesis "The medial image of David Černý and his work in the czech press" is trying to present the medial image of contemporary czech controversial artist in selected periodicals, formed both by the media and his personality. For specific documentation of the image, its changes and development while outlining development of periodicals themselves were selected two seasons; five-year period before the turn of the millennium (1996-2000) and equally long period after the turn of the millennium (2006-2010), the periodicals were chosen from among the most read newspapers (MF DNES, Lidové noviny, Hospodářské noviny and Blesk) and weeklies (Reflex, Respekt a Týden). In the first part is presented the biography of David Černý and his work, as well as some of the press trends since 1989. The second part of the work is focused on a specific period and personality in the monitored titles, the aim is to describe from selected articles the medial image of David Černý and describe, how it has been transformed, how has changed expression of the artist and which changes have occured in press. David Černý is a significant czech artist and because it does not occur too many comprehensive publications, dealing closer with his controversial person and work, I would like this work to contribute to the...
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