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Lifestyle and social capital "active young generation".
Bajerová, Kateřina ; Šafr, Jiří (advisor) ; Soukup, Petr (referee)
Diploma thesis "Lifestyle and Social Capital 'active young generation'" discusses the background of the relevant theoretical anchor, the two dimensions of individual life in society - the lifestyle that is in this work conceived as a space for identity formation (through the dimension of consumerism) and it operationalize the concept of leisure sports and related sportive activities, the second dimension is the theme of social capital, in accordance with its structural components (egocentric individual networks) and cultural aspects (defined by degree of tolerance and social trust ). The aim of this work is through the empirical sociological analysis of representative survey ISSP 2007 Volný cas a sport and Distinkce a hodnoty 2008, map to the active lifestyle of the individual in its socio-demographic and socio-economic determinants, monitors the process of sport socialization within the family and close friends and value preferences and orientation, the which may be active in leisure sports potential impact. In conclusion, this work deals with effects of sports on the components of social capital.
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Gender and Media in the Age of Post-Modernity: Revealing Gender Stereotypes in the Contemporary Czech Advertising Discourse
Olbertová, Martina ; Šoltys, Otakar (advisor) ; Nečas, Vlastimil (referee)
ENGLISH SUMMARY The main objective of this thesis was to provide a complex perspective on the mutual relationship of gender and media in the age of post-modernity with a special attention to the stereotypical gender portrayal presented to us by the contemporary Czech advertising discourse. We chose to demonstrate this problematics through the methods of semiotic analysis on the analytical sample of 5 advertisements (consisting of selected TV commercials) representing various aspects of stereotypical gender images appearing in the today's Czech advertising contents. We then subjected these selected advertisements to the analytical methods in pursuit of finding the answers to the questions related to the media image of men, women and our society that the stereotypical gender depictions contained in these advertisements help to construct. Although many of these advertisements appear to be openly sexist or even misogynic on the first sight, using the mechanisms of semiotic analysis we came to a rather opposite conclusion proposing the analyzed contents are rather pro-feminine tending toward an extensive masculine critique. This result, however, is based mainly on the mechanisms of oppositional reading of the subjected texts. On the other hand, it is presumable that the "average media consumer" not having access...
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Magazines for women today: a shop-window of consumerism?
Študencová, Andrea ; Vochocová, Lenka (advisor) ; Hejlová, Denisa (referee)
The graduation thesis Magazines for women today: a shop-window of consumerism? focuses on analysis of editorials in periodicals Blesk pro ženy and ELLE. I analyzed the year 2009 by using qualitative content analysis. In this thesis I am trying to find out how much these editorials are engaged in consumerism and how much they are appealing to the consumer life style. I was also interested in values connected with consumerism and in the ways the consumer life style is being tied in the editorials. By using semiotic theories, sociology and critical media studies literature I am decoding that the pleasurable images and editorials are primarily rooted in the economic system of consumer goods distribution. This thesis is devoted to anyone who is interested in women's magazines and their economic background.
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Masculine Identity in Chuck Palahniuk's Early Novels
Ondrášek, Jakub ; Ženíšek, Jakub (advisor) ; Chalupský, Petr (referee)
This MA thesis deals with the masculine identity of the three main male characters of Chuck Palahniuk's early novels Fight Club, Survivor and Choke. It consists of two parts. The first theoretical part briefly explores anthropological and sociological notions of masculinity, with the focus on the manhood in the contemporary USA. As such it serves as the theoretical basis for the second part of literary interpretation. There the masculine identity of the three main characters is discussed. As all the three characters experience the same development of masculine identity, the interpretation advances along this progress. Its stages are identity crisis, turning to the traditional male strategies, rejecting those strategies and searching the basis of one's identity in a personal relationship.
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Struggle between civilization (culture) and nature (attempts forming a cultural maturity strategy)
VAVROUŠKOVÁ, Edita
People are not aware of the fact that we are living on the edge of a serious ecological disaster. One fifth of the population could afford to pollute our planet while these people are enjoying prosperity before the ecological problems begin directly to affect them, as the main culprits. The thesis is divided into seven parts. In the first part I analyze the roots of a conflict between culture and nature, the development of a relationship between humans and nature from the beginning of their existence and two evolutionary lines, cultural and natural. Further I explain the heart of the ecological disaster as well as an anti-natural characteristic of technology. In the second part I deal with the turning points in the evolution of technology. In the third part, I analyze the impact of technology and information on the time and the human labour. The fourth part is devoted to the analysis of the development of economy from the original gatherer-hunting economy to the today's modern economy. In the parts, five to seven, I analyze who is responsible for the depleted and devastated nature. Is it market economy, party politics or consumer society? The seventh part is engaged in the history of consumer society. The eighth part is focused on possible solutions to the conflict and on the ways how people could find way back and behave the way that they would not devastate natural systems from now. In the research part I am engaged in a question if we realize that our consumption of any various goods would have to be adequate and if we as humankind are willing lower our sights or if we are not interested in our future. I choose a qualitative research method for collecting data. A questionnaire is created for the purposes of my research. The questionnaire is divided into five parts focusing on social structure, transportation, consumption of energy, water and food. The research question is not answered clearly, the results differ in particular areas of consumption. In the area of transport 68 % of respondents use their own vehicle for the transportation to their work and they are not willing to change it. In the area of energy 69 % of respondents are not willing to lower the temperature while heating the rooms they live in. However, another result is more propitious. Only 26 % respondents of the quantity are not willing to invest into thermal insulation. 21 percent of respondents are not willing to refuse usage of domestic appliance or lower consumption of energy. Although the global scarcity of water is perceived as a serious or rather serious problem by 95 % of respondents only 56 % of them do not save water or they do not have any general knowledge about their own water consumption. Appliances saving water are not used and also would not be used in the future by 30 % of questioned people. 36 % of respondents throw away food into the waste but 80 per cent of them are willing to think more about what they buy and how they could use their unconsumed food. The thesis could be used by interested people (sociologists, teachers of ethics, etc.) as a research of thinking of common population and also as a foundation for thinking about nowadays values orientation of the society. Furthermore, it could be used as a study material for further consideration related to the willingness of people to re-evaluate their requirements in connection with our future generations. Keywords
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Consumerism in Culture
Rozvoralová, Michaela ; Hanzlík, Jan (advisor) ; Tyslová, Irena (referee)
Master's thesis deals with consumerism in culture. Thesis analyzes cultural institutions and the way they are influenced by consumer society and the requirements of the general public -- the masses. The first part defines the term of culture, consumerism and consumer society. Next part discuss Culture in meaning of Art and permeation of consumerism into the selected domain of culture -- theaters, cultural centers and museums (art galleries). The final part of thesis demonstrates the influence of spectators and visitors to the specific selected representatives of Brno's cultural scene. The survey was conducted through interviews with representatives of Reduta Theater, theater for children Polárka Theater, Cultural Center Semilasso and Wannieck Gallery, currently renamed Richard Adam Gallery.
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Social aspects of consumerism as a phenomenon of the present time
MAJEROVÁ, Aneta
The diploma thesis has the title Social aspects of consumerism as a phenomenon of the present time. The theoretical part is divided into five chapters. The introduction chapter is designed as a theoretical framework of the whole thesis. That is why it describes hedonism as the original philosophy, consumer mentality and also the historical-cultural context of the development of the consumer society. The second chapter is in order to clarify main concepts devoted to terminological definition of consumerism and it also specifies concepts such as consumer society, consumerism etc. The third chapter focuses on aspects of consumer behaviour from marketing perspective, such as the cultural influences, personality determinants of consumers and impact of advertising. To social aspects of consumer behaviour that are the main object of study in this work is devoted the fourth chapter. The last chapter outlines the negative effects associated with consumer society, what involves issues of environmentalism in the context of the consumer society, further I mention modern forms of addiction (oniomania, shopaholism) and in the conclusion there are considered questions of what happens to our souls in the time of dominant, increasing, consumer thinking. The aim of this work is to map the social aspects of consumerism in the target group aged 30-55 years. Considering the methodological point of view, I applied a qualitative approach. Emphasis was placed on methodological triangulation of techniques therefore there were selected two data collection techniques - narrative interview technique (17 respondents) and the technique off standardized questionnaire (20 respondents). Primary data was coded/indexed and processed according to Ritchie and Spencer frame analysis method. In this diploma thesis there were set for research questions. The results show that two-thirds of respondents are aware of the influence that family has on their consumption patterns. Considering the dominance of married couples are decisions about shopping subordinated to traditional gender role - the dominant person is in two-thirds of families by shopping woman. The results also show that almost three quarters of respondents perceive regardless of their own income or education, their own social prestige as a middle-class one. Results also show that in the higher income categories were respondents more open to the influence of environment, their preference in clothing, choice of car and type of housing and lifestyle. The opinions of respondents on the life on loan have been predominantly unified - the vast majority of respondents rated this method of obtaining finance negatively. Characteristic common features in consumer behaviour in a middle class can be seen in a single perception of own social prestige as a middle-class one. Another common feature is a realistic idea related to the increased income that would bring respondents the feeling of happiness. Respondents also share negative attitude to life on the loan. On the basis of framework analysis and data interpretation, there were induced following theoretical concepts.
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The impact of cultural globalization on czech society
Vránová, Alice ; Vlčková, Jana (advisor) ; Erbenová, Monika (referee)
The aim of this bachelor thesis is to evaluate the impact of cultural globalization on Czech society. This thesis examines the assumption that the gradual interconnection of economic relations homogenizes consumer behavior and Czech consumer has easily accepted model of "mass consumption". The first part provides a general description of globalization, focusing on the economic and cultural area. The second part deals with the impact of cultural globalization and the trend of consumer society worldwide. In the last part the view is limited to the Czech Republic. Gathered statistics help us to observe influence of processes which are mentioned in previous chapters.
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Vybavenost československých domácností domácími spotřebiči v šedesátých letech 20. století
Sedlmajerová, Jana ; Szobi, Pavel (advisor) ; Chalupecký, Petr (referee)
My dissertation deals with the progress of consumer society in the 60th of 20th century in the Czechoslovakia. At the beginning of my work i try to theory of consumer society, everydayness and the free time in czechoslovak society. My aim is equipment of electric apparatus in the families and their importance for women's work in households. Especially I reply the questions, where and how the apparatus were sold, how was the quality of them and how much apparatus saved women's jobs. I analyse the availability of those apparatus for consumers/users. I compare amount, prices and design of home appliances in Czechoslovakia and abroad. My dissertation is based on the fact that in 60th of 20th century was very big increase of refrigerators, automatic washing machines, irons, hoovers, hairdryers, televisions and next smaller home appliances. I compare this growth with countries of Western Europe. My dissertation is based on studium of specialized monographs, articles and studies of czech and english provenance. But I also use the unpublished sources of institucional and personal characters (Archive of the National Technical Museum, the National Museum Archive
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