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Bilingualism on Social Networks: The Use of Czech, English and other languages among Czech users of Facebook
Pilzová, Zuzana ; Švelch, Jaroslav (advisor) ; Jirák, Jan (referee)
The main goal of this thesis is to find and describe the evidence of bilingual communication of English language among Czech users of the social network Facebook. A qualitative method of both text document and semi-structured interviews with six active users was used to describe the type of bilingualism which occurs in the social media environment, in what situations and what is the user's motivation behind it. Therefore the main theoretical approaches I focus on are bilingualism and its place in the Czech Republic and the role of the English language in this socio-culture context. Furthermore I study the communication in an online environment: what are the specifications and what role does the CMC (computer-mediated-communication) play in relationship of the language and the user. Finally, I search for previous studies in the field of online bilingualism, social media preferably. The results show not only the Czech users are well situated within the discourse of English as (online) lingua franca, moreover they seem to be very active in self-imposed code-switching into the English language. The data acquired through the interviews helped to identify bilingualism occurs on both levels of code-switching and code-mixing. Additionally, Anglicism's in the Czech language were reported widely.
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ALTERNATIVE THEMES AND APPROACH: MEDIA ACTIVISM IN THE CZECH MILIEU
Bořuta, Petr ; Láb, Filip (advisor) ; Křeček, Jan (referee)
Bachelor's thesis 'Alternative themes and approach: media activism in the Czech milieu' deals with dissimilar forms of so-called media activism. The main goal of this paper is to describe activities that under comprehensive denotation 'media activism' are aimed at promoting unpopular agenda or alternative approach to social themes and problems in nontradional ways, scilicet in the context of the Czech milieu. The thesis tries to answer the question whether the Czech media activism absorbed the trends from Western Europe countries and the USA or not, prospectively if it drags behind. Another purpose of the thesis is also to discover at what certain extent is media activism influenced by new media and how media activists use them.
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"My Ryor" campaign in 2010
Bendlová, Eva ; Kopecký, Ladislav (advisor) ; Halada, Jan (referee)
This bachelor thesis deals with interactive communication from the sight of marketing communication. As a result it applies the findings on the Czech cosmetics brand Ryor. The thesis consider a deeper consequences of interactive communication with culture as well as social interaction. One part of this work is theoretical communication model of interactivity and study of basic elements of relations between members of a communication act. All these conclusions are at the end applied on the real activities of Ryor brand.
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Marketing communication of the Gambrinus brand focused on consumer competitions between 2009-2010
Hrabáková, Alexandra ; Báča, Ladislav (advisor) ; Köppl, Daniel (referee)
This bachelors thesis concerns the marketing communication of the Gambrinus brand and is focused especially on consumer competitions between 2009-2010. With the help of the descriptive method this thesis is trying to show the look of the advertising campaigns of this brand, which has for a long time been holding first place in popularity and consumption in the Czech beer market. The introductory part shows the historical developments that contributed to building strong foundations of the brand, built on solid values and a progressive development of marketing activities. It introduces Gambrinus in terms of the portfolio of Plzeňský Prazdroj and shows its definition compared with the other brands, especially compared to the targeted groups. The core of this thesis introduces the consumer competitions, which took place during those 2 years. It shows their principles, gains and media campaigns that accompanied them. Lightly outlined the strengths and weaknesses of these competitions and it points out the fact that in principle all the competitions are the same. The conclusion of my thesis evaluates individual competitions and outlines which route Gambrinus should take, especially what could possibly be done to improve the competitions. It highlights the biggest mistake which is the communication on the...
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Specifics of the extreme right in the Internet environment
Avukatu, Jiřina ; Lupač, Petr (advisor) ; Podaná, Zuzana (referee)
The bachelor thesis "Specifics of the extreme right in the Internet environment" deals with the role of Internet in the life of the czech extreme and radical right movement. It discourses the groups which use Internet networks and forums, examining their manifestations, strategies and objectives of their activity, and the contribution of such activities in the area of virtual identity. First, the thesis defines the evolution of the Czech extreme right and also the current situation in the country. Furthermore, attention is paid to the topic of the far right on the Internet. The thesis analyses the activities of extreme right in the virtual world and its specifics in creating and maintaining a virtual identity of members of the movement. However, there is considerable space devoted to the processes of self-presentation, as well as to the structure and characteristics of communication, which play a crucial role in the process of identity formation. The second methodological part of the work aims to examine a wide range of czech far-right virtual sites using a combination of quantitative approaches, namely social network analysis and content analysis. The results of these empirical attempts will be combined with the findings of the theoretical part and altogether will be applied to the reality of the Czech...
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Legitimation and professionalization of a Romani NGO in the Czech Repulic
Synková, Hana ; Vrhel, František (advisor) ; Uherek, Zdeněk (referee) ; Mušinka, Alexander (referee)
Legitimation and professionalization of a Romani NGO in the Czech Republic Hana Synková This PhD. thesis maps strategies of legitimation and survival of non-governmental organizations working with people that use to be categorized as "socially excluded" or "Roma". It attempts to answer the question: "What NGOs do to be able to look successful, gain resources, and create organizational reputation?" This work does not treat organizations as "things", but as processes and social networks influenced by state and European policies, funding mechanisms and internal competition. Despite the organizations being discursively divided into those preferring more ethnic or social definition of their clients, they have to cope with the same pressures in the shape of social services law, standards of quality or control systems that come with projects. Organizations are far from devoting their time to "work with clients"; they are also involved in enlarging social capital of their members and in production of "texts" that serve their legitimation claims towards control bodies, other organizations and public. In order to research these publicly less visible processes, the authoress uses methods of organizational anthropology - fieldwork inside organization and at many places which are contextually linked to the...
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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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Approches to the Study of Culture and Social Theory
Lachmann, Filip ; Balon, Jan (advisor) ; Holeček, Tomáš (referee)
Sociology, social science and human sciences in general are interested in the study of culture since its inception. This concern, however, have transformed over the years and the development of individual disciplines, especially in the 20th century, where the phenomenon of culture has become one of the main indicators of social coexistence. The concept of culture itself represents a very wide range of activities, objects and characteristics tied with the human and his behavior. This work focuses on the process, during which social scientists have begun to perceive the culture no longer just a file or a store of values, but as part of power struggle, hegemony, ideology and oppression in their everyday impact on the scientific knowledge and the creation of social discourse. It notes the rise of critical theory, which arose mainly in the context of the so-called "cultural turn", starting in the postwar period. It records the development of social theory as a discipline combining several approaches, grounded in a larger frame of reference, the main aim is to highlight the difference between social science typical for modernity and more or less postmodern authors, which we nowadays consider the leading scientists and philosophers of the 20th century. This report covers the Frankfurt School of T. Adorno,...
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