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Marketing Communication Action Plan of FBM BUT in Social Media
Červený, Benjamín ; Kita, Peter (referee) ; Chlebovský, Vít (advisor)
Today, social media represent a new way of communication marketing and promotion of companies with the outside world. The thesis deals with the analysis of the current state of the marketing plan and with the way how the Faculty of business and management in Brno and other competing faculties promote themselves. The main purpose is to create a marketing action plan designated for the Faculty of business and management in order to increase the number of applicants applying for this faculty.
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Self-presentation strategies of political candidates in the Czech presidential campaign 2023
Balážová, Zuzana ; Shavit, Anna (advisor) ; Konrádová, Marcela (referee)
The bachelor thesis examines the role of visual communication in politics and the formation of self-presentation strategies of selected candidates during the Czech presidential elections in 2023. The theoretical part of the thesis introduces visual political communication, cognitive processing of images and the formation of political image through visual frames and relevant dimensions. The analytical part of the thesis uses quantitative and qualitative content analysis to explore the self-presentation strategies of candidates Petr Pavel, Andrej Babiš, Danuša Nerudová and Pavel Fischer on Instagram. The aim of the study was to find out how the selected political candidates used the social media Instagram for self-presentation and which visual frames they emphasized. An analysis of 1,371 Instagram posts of the selected candidates reveals a preference for the ideal candidate frame over the populist candidate frame. The analysis equally reveals gender differences in the use of the dimensions of compassion. The work further explores users' interactions with different visual frames and dimensions, and slight differences in the number of interactions are noted.
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Treating social media platforms as public utility: the case of the DSA package
Rybnikár, Jakub ; Špelda, Petr (advisor) ; Střítecký, Vít (referee)
Social media platforms have become deeply entrenched in contemporary social reality. For this, there has been a surge in scholarship investigating the numerous harms and risks such technoscientific artifacts pose to society. To tackle the risks, the European Union has put forward a set of policy initiatives and legislative proposals that ought to provide a comprehensive response to the increasingly fragile security environment. Despite recent efforts to take on this emerging security threat, there has been very little theoretical and empirical scholarship regarding the intersection between security, technology and law. One of the most intriguing, yet heavily understudied, areas of this intersection is the conceptual understanding of social media platforms. Based on recent insights from security, media and legal scholars, this thesis seeks to introduce a new agenda to the discipline of security studies by applying a novel concept, it being public utility, on social media platforms and thus producing crucial empirical evidence. Utilizing the multiple streams framework, the thesis performs a qualitative content analysis on the EU stakeholders' contributions to the European Commission consultation on the Digital Services Act package. The analysis of the selected texts reveals a significant overlap...
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The influence of personality and selected media on the perception of the Covid-19 pandemic
El Hadjoine, Muhamed Amin ; Vranka, Marek (advisor) ; Ježková, Tereza (referee)
The subject of this diploma thesis is the issue of spreading false reports about the disease COVID-19. The work aims to map the relationship between personality traits, political orientation, used sources of information, and susceptibility to conspiracy theories in the Slovak Republic with the help of quantitative research, specifically a questionnaire survey. The theoretical part of the thesis explains the key concepts, concepts related to false reports, their characteristics and dissemination practices. Following the set goals, it presents psychological factors that influence the spread of false information, justifies the tendency of a large part of the population to trust false reports, and presents the concepts of a five-factor model of personality and cognitive reflection testing. The practical part of the work is devoted to research, the aim of which was to present the factors influencing the tendency to consider false reports about the disease COVID-19 to be credible. Greater attention has been paid to the influence of individuals' personalities on their attitudes to pandemics. The data collected in the form of a questionnaire survey suggest that personality characteristics do not have a significant effect on the tendency to believe in false reports. However, research suggests that...
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The filter bubble and its consequences
Riva, Alexandra ; Šlerka, Josef (advisor) ; Souček, Martin (referee)
The bachelor thesis focuses on negative consequences of personalized social sites called "The Filter Bubble". As for example, bachelor thesis focuses on Facebook, the typical social media platform which tailors its services to our personal preferences. The main question of the bachelor thesis is whether we are aware of negative consequences caused by filter bubble and how filtered information effects our worldview. The aim of this work is to introduces the term "Filter Bubble", evaluate benefits and risks and map awareness of the issue within a specific group of Facebook users using semi-structured interviews. Research uses qualitative method in line with Hendl J. (2005, 2nd ed.). Presented results of the research report how is the issue perceived by respondents and whether they are aware of the Filter Bubble. At the same time, the results present basis for a future research.
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The filter bubble and its consequences
Riva, Alexandra ; Šlerka, Josef (advisor) ; Souček, Martin (referee)
The bachelor thesis focuses on negative consequences of personalized social sites called "The Filter Bubble". As for example, bachelor thesis focuses on Facebook, the typical social media platform which tailors its services to our personal preferences. The main question of the bachelor thesis is whether we are aware of negative consequences caused by filter bubble and how filtered information effects our worldview. The aim of this work is to introduces the term "Filter Bubble", evaluate benefits and risks and map awareness of the issue within a specific group of Facebook users using semi-structured interviews. Research uses qualitative method in line with Hendl J. (2005, 2nd ed.). Presented results of the research report how is the issue perceived by respondents and whether they are aware of the Filter Bubble. At the same time, the results present basis for a future research.
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The Creation of Personal Identity on Social Network Sites
Mesiariková, Ivana ; Vochocová, Lenka (advisor) ; Švelch, Jaroslav (referee)
This final thesis is looking for ways social networking site users understand their virtual image, online identity and the way online identity is made. It also deals with the way users view the use of social networks and the fact that their virtual profiles reflect their personalities and opinions. It also handles a study on how users perceive the closeness of "Facebook world", whether as a world made up of real people contacts or just a cold virtual space. Social network users leave a digital trace behind. In addition, this thesis follows its impact on online reputation. Also it follows effect it has on user's virtual contacts. It considers attitudes towards social networking sites based on age and gender. It mentions certain effects that accompany user and his presence on internet and social network in general: disinhibition effect, flaming, trolling or spiral of silence theory. It describes evolution of the communication on social networks. In the final stage it focuses on commercial potential: marketing opportunities on Facebook, ways to exploit users' data and what will be the benefit for both parties.
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Marketing Communication Action Plan of FBM BUT in Social Media
Červený, Benjamín ; Kita, Peter (referee) ; Chlebovský, Vít (advisor)
Today, social media represent a new way of communication marketing and promotion of companies with the outside world. The thesis deals with the analysis of the current state of the marketing plan and with the way how the Faculty of business and management in Brno and other competing faculties promote themselves. The main purpose is to create a marketing action plan designated for the Faculty of business and management in order to increase the number of applicants applying for this faculty.
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