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Data Protection and Data Misuse in Marketing Communication
Tokarčíková, Zuzana ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
The diploma thesis deals with the issue of data protection and misuse in marketing. The aim of the work was to examine the perception of this issue by digital marketers, to identify the causes of insufficient compliance with the principles of data protection and to find out the main barriers related to data protection in this industry. In the theoretical part of the work, basic terms are defined, the use of data in digital marketing, methods of obtaining them and risky areas of working with them are presented. The practical part of the work includes qualitative research in the form of semi-structured interviews with digital marketers. The results of the research showed that digital marketers perceive the topic of data protection as important, but in practice the procedures appear to be inadequate. The main reasons for the lack of data protection among digital marketers are the low priority of the topic within the marketing community, the transferred responsibility for data protection and the technical and legal complexity of the topic. The main barriers contributing to insufficient data protection include the attitude of the marketers themselves, lack of support from company management, lack of easily accessible information on correct procedures and mistrust of the enforceability of sanctions.
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Facebook as a Digital Archive
Bernasová, Jacqueline ; Řehořová, Irena (advisor) ; Švantner, Martin (referee)
The thesis deals with Facebook archives. The topic is treated by a combination of theoretical and practical approaches. In the theoretical part of the thesis, the first chapter provides an introduction to the concepts of archives and the digital form of archives today. In the second chapter, I discuss Laura Millar's theory, which details the nature of archives in terms of its content, institution and place. This is followed by the practical part of the thesis, where in the third chapter I conduct an analysis of Facebook. I conduct two analyses, one from the perspective of the administrators of the network and the other from the perspective of its users. In both analyses I follow the same aspects defined using Laura Millar's theory, I observe Facebook in terms of the content of the archive and as a place for keeping the archive. Due to the double observation, differences emerge in the conception of the network from the perspective of the two aforementioned parties. The results of the analyses are then accompanied by a final fourth theoretical chapter in which I attempt to ground the observed practices in broader theoretical contexts. The aim of the work should be to describe as accurately as possible the situation in which Facebook works differently for its administrators than for its users in...
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