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Advertisement aimed at children and its ethic framework
VOTRUBOVÁ, Jindra
The thesis debates the issue of mass communication and one of its important parts - advertisment. It is focusing on advertisment aimed at children, describes the means and sources of its regulation - be it legal or self-regulation. It explains the workings of the Committee for advertisment and compares the legal regulation and self-regulation in Slovakia and Germany. The thesis is pointing at the need of regulation of unethical advertisments which is abusing its influence on the child consumers. It is also stressing the need of teaching children media literacy which should be the children's first line of defence against the influence of advertisment.
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Communication and Media Portrait of our Youth
SCHNEEDORFER, Ondřej
This bachelor thesis deals with the media and communicative customs of today?s youth. It concentrates on the influence of the mass media and new media on the everyday lives of the youth. The first part of this study provides definitions of the essential terms in media communication. Moreover, this part also describes current Czech and European researches on digitalisation of the media and their influence on changes in the media consumption. The second part analyzes questionnaires, media diaries and media-abstinence diaries. According to the comparison of these documents, the present study concludes with findings on the temporal distribution of the media and communication activities during the day. The study also concerns the dominance of these activities within the school days and the weekends.
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Parents education attitudes in relation to television
SŮROVÁ, Eva
This thesis is dedicated to the parents of pre-scholars and their educational attitudes regarding television. It deals with the question, to what extent these parents are informed about the negative effects of television and film on children as spectators. The second part records the situation in families without television and the reasons leading to this decision. It is trying to find out if children from families without a television had or have to deal with problems resulting from not having the possibility of sharing television content with their coevals.
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Ethics in the World of Advertisement
ANTL, Pavel
The dissertation deals with the dilemma of ethics in advertisement; it is divided into six chapters. The first chapter concerns communication and advertisement{\crq}s function in it. In the second part, I focus on the targets and methods of advertisement (they can be positive and negative). I describe the following processes: influence, manipulation, persuasion, suggestion, motivation and purpose of advertisement in the sectors of the market. The third part is directed at the principles of regulation and self-regulation (I explain their differences). How does self-regulation work in practice I showed in the practical example. The fourth chapter describes the most frequently forbidden commercials and in the practical examples, I show how the consumer{\crq}s protection works. In the fifth part,. I stress the importance of media literacy and the problems in media education. In the sixth chapter I focus on the advertisements and at different attitudes and opinions related to it.
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Media Education in English Language Classes
SERVÍTOVÁ, Jana
This diploma thesis focuses on Media Education in English language classes. The first section introduces media in general and deals with media education and its place in Framework Educational Programme for grammar schools. Next part monitors the ways of using media education in other school subjects and describes methodology itself. On the basis of this knowledge some of the methodological books are analysed. The last part of the first section introduces advertisements and their main characteristics. The second section presents a project of media education which is called Advertisement and Slogan. The project was prepared to be used in three English lessons. The structure, aims and methods of each of them as well as lesson plans and the process of each lesson are described in detail. The final part is devoted to students? and teacher?s evaluations.
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Youngs, values and media.
FANTOVÁ, Kristýna
This bachelor work deals with the problematics of value orientation of nowadays` youth, media models influence, and the influcence of media as such on the value orientation of our youth. In the theoretical part, work is divided into three sections. First section deals with the value orientation generally, it defines kinds and essence of values as well as it deals with the axiology in the history of philosophy. Second section deals with values, interests, attitudes and adolescence generally. Furthermore it deals with the axiological view on youth. Third section is aimed on media and rules of law that limit it{\crq}s activity within the frame of youth{\crq}s protection. Practical part consists of working out a questionnaire that will catch the intensity of consumation the media offer, influence of media model and receiving opinions, values and attitudes in construed media. It also consists of a high-school research and questionnaire evaluation.
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Teachers´ and pupils´ views of the influence of masmedia and dangerous behaviour of children and youth
HRKALÍKOVÁ, Jana
Children lack sufficient life experience, and therefore they are not able to resist the temptation to get the offered pproduct. Advertisement creators present mystified world in the advertisement. When the child's family does notwork as it should and the child is not informed in school environment on the dangerous character of mass communication either, there is danger that the child will be influenced by advertisement and look for the missing positive model in it. A consumer of alcoholic drinks can become such model. The advertisement presents the alcohol consumer as a person leading seemingly happy life, and so alcohol consumption can attract the child. The theoretical part deals with classification of mass communication and advertisement. It describes psychological aspects of advertising. Further I describe some theories of mass media impact there. Futher part deals with the act on advertisement and ethical code of advertisement. I mention negative aspect of advertisement, particularly alcohol advertisement. I do not omit medial education and its use. I focus on alcohol abuse by youth and on harmful effects of alcohol. The goal of the thesis is to map opinions of the pupils and their teachers on the contens of advertisement in relationship to alcohol and to compare the opinions supsequently. The hypotheses are as follows.Medial education is taught of the elementary schools. Absolute majority educationalists agree on the point that children are negatively influnced by advertisement.Majority of the pupils watch advertisements. The pupils know the alcohol advertisements. The strategy of quantitative research was used, questioning and questionnnaire technique were chosen as data collection method. The questionnaire investigation was performed in 60 pupils of eighth and ninth grade of the Elementary School of Lišov and in 60 teachers of five elementary schools of the Region of South Bohemia. The questionnaires were evaluated with the help of elementary statistics of SPSS and Excel programs. I have found out that a lot of pupils watch advertisement and that they do not realise that their opinion is moulded by advertisement to some degree. The pupils like alcohol advertisement. Pupils are not sufficiently. Informed of the harmful character of alcohol. Most pupils have consumed alcohol already and they have been drunk already. Teachers state that advertisement offering alcohol mould the children's opinions. They welcome medial education and they would restrict more the promotion of alcohol advertisement.
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Media Education at the 2nd primary school from the perspective of the future teachers of civic education
HANDRLICOVÁ, Erika
This thesis deals with the teaching of media education at the upper primary school from the perspective of the future teacher of civic education. The first section defines some of the topics that are part of media education and media literacy, they provide the reader basic information about this issue. The practical part contains my own research, whose aim is to identify and compare the development of media education in different schools from the perspective of both pupils of the 9th class and the future teacher of civic education. Part of this practice section are results of the research whose aim was to investigate if teachers systematically and purposefully work with the cross-cutting theme of media education and how they integrate it into education. For the research there was used direct observation in the lessons and questionnaires for pupils of the 9th forms of primary school.
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Education to "media literacy" in the form of project education as the base of education of the mother language at the secondary stage of the basic school.
SCHALLENBERGEROVÁ, Martina
The theme of the diploma work is the education to media literacy. It concerns the common project linking to diploma work which theme is education to communication competency. Basic principles the work is based on are pragmatic pedagogy and project education. First part of the work is focusing on theory. The content of this work is dealing with the problem of media education. Second part of the diploma work is dealing with education to media literacy. Game and cooperation activities are emphasized which serve to train the interactive forms of communication. The endeavour is to develop the skills such as looking up, gaining, processing, evaluation and using of information which comes from media (newspapers, radio, television and internet). The component of this part is proposal of structure of practical projects for 6. up to 9. grade of the basic school.
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Information literacy in Czech republic
Matouš, Vladimír ; Střížová, Vlasta (advisor) ; Pavlík, Petr (referee)
Thesis deal with information literacy as a new phenomenon in education. In the first part define what information is about and how communication proceed. In the next part of the text follow this thesis information and disinformation problems, define what are new media and what are thein specificity. In the next part follow this thesis information literacy, define its single components and their substantiality, deal with its contributions, which result from achievement as for single person as for society as whole. Further is the substanciality of separated parts of information literacy, divided into three levels of information literacy, which answer to three levels of education. Consequently is this achivement analysed and compared with defined levels of information literacy. On the basis of this comparation the recommendations which may lead to improvement of achiving information literacy are defined.
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