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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Sports Communication on Social Media: Analyzing the Facebook Content of Czech Professional Athletes and Audience Reactions
 Turková, Kateřina ; Němcová Tejkalová, Alice (advisor) ; Trültzsch-Wijnen, Sascha (referee) ; Mikuláš, Peter (referee)
This dissertation is aimed at exploring social media communication of Czech athletes, with a focus on the commercialization of their content. Its purpose is to analyze the subject from the perspective of the athletes who are communicating through social networking sites as well as from the perspective of their fans who are receiving their messages with both sports and commercial character. Although studies focused on athlete's communication on social media and audience reactions to it have been conducted in other countries, similar studies have not yet been conducted in the Czech Republic. Athletes' communication via social networks and its commercial potential is a topic of current interest. Exploring it is beneficial, and this work will expand the body of knowledge of the subject. It will also help to show the regional specifics of sports- related communication via social media and the commercialization of sports-related content. The research consists of two parts: the first is a content analysis of selected athletes' Facebook pages, which encoded data over the course of one year in order to preclude distortion of the results due to seasonality. The second part is an analysis of interviews with athletes and some of their representatives. Both parts are mutually complementary and expand...
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Use of new media in football club communication
 Běhounková, Pavlína ; Klimeš, David (advisor) ; Halada, Jan (referee)
The bachelor thesis Use of new media in football club communication, shows the ways how to use new media and social media in sports marketing and sports communication, specifically in the field of football club communication. Its main goal is to show the phenomenon of new media in sport. After that on the basis of content analysis and interviews to evaluate how the six selected football clubs from the top Czech football league Synot liga communicate, how they take advantage of new media and whether they use their potential. An integral part of the work is the communication recommendation for each analyzed football club. The goal of this thesis is also to design an ideal model of how the Czech professional football club should communicate and how should exploit the new media, which is proposed at the end of this thesis. The theoretical framework describes the problems of sports communication and sports marketing, and shows the possibilities of using new media in communication on specific cases from foreign professional football leagues.
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