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How can Chinese sportswear and equipment brands use ethnocentrism to attract young Chinese consumers?
Su, Wenkai
With the continuous advancement of economic globalization, Chinese consumers are facing more diverse choices when shopping. This thesis aims to study how Chinese sportswear and sports equipment brands use ethnocentrism to attract young Chinese consumers. The purpose is to propose recommendations to further enhance market competitiveness. The thesis investigates the impact of consumer ethnocentrism on the purchase intentions of sportswear and equipment, primarily considering direct effects, mediating effects, and moderating effects, ultimately establishing a conceptual model. In the subsequent empirical study, the thesis collects data through online questionnaire surveys (n = 302), utilizes SPSS for regression analysis, and examines the hypotheses proposed. The results suggest that application of ethnocentrism in marketing of Chinese sportswear and sports equipment brands can be a source of competitive advantage.
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I, you, we and they: forms of patriotism in teaching materials of the Czech educational system and the Czech classrooms
Kubíček, Jan ; Lánský, Ondřej (advisor) ; Samek, Tomáš (referee)
This thesis focuses on the form of the discourse of nationalism in educational materials, specifically in selected history and civics textbooks for primary schools. The aim of the paper is not to cover all available educational materials in the Czech school environment, but to conduct a probe into textbooks from selected subjects from one publisher, which serves as a sample. There are subtle forms of nationalism that are part of public discourse, and the thesis will map these forms in the textbooks as manifestations of the discourse of nationalism, which seeks to shape national identity, among other things. Therefore, the work follows in these textbooks their language, the topics they choose, the ways in which they report on the topics and the other media they use (e.g. visual documents). The thesis examines the aforementioned elements of the textbooks through qualitative analysis, specifically critical discourse analysis. The main question that the thesis seeks to answer is which discursive means are used to form Czech national identity, and whether this identity also includes an ethnocentric view of the world. The thesis is divided into three main parts. The first chapter focuses on the key concepts needed for the research. The second chapter focuses on the research methodology. The theoretical...
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Writing Australia: The Motif of Journey through the Prism of Cultural Anthropology
Pavlíčková, Barbora ; Topolovská, Tereza (advisor) ; Chalupský, Petr (referee)
This MA thesis is focused on discovering the literary motif of journey in selected works defined by Australia. These works also share the interest in shaping Australian identity. A socio-historical background of colonisation and the first settlement in Australia is provided and the key terms of cultural anthropology are further elaborated on. The thesis depicts traditional Aboriginal culture and focuses especially on its earthbound philosophy. Special attention is paid to the differences among various literary approaches towards the subject matter, to the application of cultural anthropology findings, to the depiction of clashes between different cultures and possibilities of their reconciliation. Furthermore, the works of selected authors are closely characterised from the point of view of their degree of authenticity and the genre specifics. Various treatments of the literary motif of journey are compared and critically analysed. Powered by TCPDF (www.tcpdf.org)
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Writing Australia: The Motif of Journey through the Prism of Cultural Anthropology
Pavlíčková, Barbora ; Topolovská, Tereza (advisor) ; Chalupský, Petr (referee)
This MA thesis is focused on discovering the literary motif of journey in selected works defined by Australia. These works also share the interest in shaping Australian identity. A socio-historical background of colonisation and the first settlement in Australia is provided and the key terms of cultural anthropology are further elaborated on. The thesis depicts traditional Aboriginal culture and focuses especially on its earthbound philosophy. Special attention is paid to the differences among various literary approaches towards the subject matter, to the application of cultural anthropology findings, to the depiction of clashes between different cultures and possibilities of their reconciliation. Furthermore, the works of selected authors are closely characterised from the point of view of their degree of authenticity and the genre specifics. Various treatments of the literary motif of journey are compared and critically analysed. Powered by TCPDF (www.tcpdf.org)
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Transformation of societies in Central Africa
Vašíčková, Barbora ; Půtová, Barbora (advisor) ; Soukup, Václav (referee)
The aim of this Bachelor's Thesis is to investigate the formation of the Rwandan Kingdom, with regard to the broader area which later became the state of Rwanda. It describes the Kingdom's division into provinces and districts, the administration system and all its institutions, the role of the king as a rule. The thesis discusses the way the society was stratified and the way the hierarchical character of the society was fixated. The thesis then identifies the terms Hutu and Tutsi in the context of life and endeavor of the communities and hierarchical social structure of the Rwandan Kingdom. It takes into account the importance of the dynastic mythology and its use to legitimize the established order. It reflects the consequences of the Kingdom's contact with the European culture. Powered by TCPDF (www.tcpdf.org)
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Myths and prejudices about Czech sign language
Herynková, Jitka ; Hudáková, Andrea (advisor) ; Macurová, Alena (referee)
This bachelor work focuses on myths and prejudice concerning Czech sign language and communication among deaf people in general. This work is divided into a theoretical and practical part. In the theoretical part, the author follows the development of chosen myths regarding this topic in Czech and Slovak literature published from 1900 until 1995 and tries to disprove them on the basis of present scientific, especially linguistic, literature. In the empiric part, the author aims to map, with the help of questionnaire inquiry, how the myths and prejudice in the above mentioned scientific literature spread in the awareness of both lay and pedagogical public
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Cultural relativism: its philosophical roots, contemporary debates and critical exaluation
RYBOVÁ, Nela
The work deals with topic of cultural relativism. The first chapter is concerned with concept of cultural relativism, its understanding, definitions, its connection with other conceptions of relativism, i.e. ethical and cognitive relativism. The second part concentrates on finding of philosophical roots, which became the fundamental presumptions for origin of cultural relativism, whereas the second part contains the chapter about history of cultural anthropology, which treats of establishment of cultural relativism as the one of the most fundamental concept of cultural anthropology. The third section foreshadows current debates dealing with cultural relativism. The critical perspective is applied to arguments and objections for or contra cultural relativism appearing in the work. And equally there is the treatise of role of cultural relativism in anthropological practises.
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Causes of genocide in Rwanda: Psychological aspects
Burešová, Jana ; Zemanová, Štěpánka (advisor) ; Peterková, Jana (referee)
Ethnic discrimination has deep roots in Rwanda. For many dozens of years, Tutsis have been marked down as those whose task it is to rule the country and Hutus have been treated as those who have to submit to it. As time moved on, Hutu hatred had been growing steadily and resulted in coup d'état in 1959 and consequent persecutions of Tutsis. However, hidden grudge lingered on. The pretext for its revival was the RPF incursion into the country at the beginning of nineties. The invasion also became one of the major preconditions of the fastest genocide in history. This thesis aims to pinpoint actors with direct and also indirect influence, to specify their motives, to assess implications of their decisions and on the grounds of this all to divide them into groups of perpetrators, bystanders and rescuers. The identification of psychological aspects of Hutu perpetrators was made with intent to analyse the process of Us-Them thinking with its typical features and consequences and the process of dehumanization with particular emphasis on its linguistic forms. In connection with that, this thesis points out crucial importance of Rwandan media of hate which determined anti-Tutsi propaganda to a considerable extent.
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