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Content analysis of advertisements in magazines for students of primary schools (focused on season 2009-2011)
KIMMEL, Tomáš
The main theme of the work is content analysis of advertisements in magazines for children and youth and the inclusion of this issue into a cross-cutting theme in Media Education (for 2nd grade of primary school), including applications in the teaching units. The characteristic of these journals is followed by an analysis of individual advertising messages, including their evaluation. The practical part is focused on the design of educational activities designed for use in lessons of civics and art education in the cross-cutting theme of Media Education. Teaching units are designed based on previous implementation and subsequent evaluation at a primary school in Lhenice during the academic year 2011/12.
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Mediální prezentace veřejné zeleně v Českých Budějovicích (obsahová analýza jihočeského regionálního tisku)
Kušová, Drahomíra ; Těšitel, Jan ; Bartoš, Michael
Press is a part of mass communication providing the public with information and symbolic contents. It always reflects the supposed interest of the public in concrete problems and it mediates social control of the institutions which are responsible for the particular spheres. On the basis of the content analysis of the regional press in South Bohemia we can state that citizens do not perceive the problem of public greenery as urgent and thus this topic is not very frequent in the media. People mainly observe if public greenery is in good shape. The number of organisms to be encountered in urban environment by greenery users is not large according to the press.
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The use of social media in marketing of retail
Rožková, Lucie ; Stříteský, Václav (advisor) ; Březina, Martin (referee)
The subject of the thesis The use of social media in marketing of retail is to analyze and evaluate success of the marketing strategy in social media used by retail. Comparing the effect of social media with competition and formulation of recommendation for analyzed company in efficient and successful communication on the social media. The theoretical part is focused on examination of performance issues. Also on examination of possibilities in using of social media in marketing strategy. Following methodic part shows used research and analythical methods. In the practical part the survey, competitive comparison and also content analysis is used to compare the effect of the analyzed company and its competitors on the social network, Facebook. Then according to the results of analysis the author suggests recommendations for better assessment of communication with customers by using social media. In conclusion, there is appreciation of the work and commenting defined hypotheses.
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Political marketing in the pre-election period
Baghdasarjan, Inesa ; Müller, Karel (advisor) ; Fleissner, Kamil (referee)
The purpose of this thesis is to analyze strategies of political marketing of the Czech Social Democratic Party and the political movement ANO 2011 in the Czech regional elections 2016. Furthermore, the work aims to analyze their media image in selected economic and political weeklies (Euro, Respect and Week). This thesis will attempt to answer the following questions through content analysis and qualitative interviews: What were the main differences in political strategies of those political parties? Were there some variations in interpretation of their media images in the selected magazines? The thesis is structured into four chapters. The first chapter defines the main terminology of political marketing. The second one is devoted to media-politics relations and to the Czech media. The third analytical part characterizes marketing strategies of the political parties. The last chapter interprets the results of content analysis.
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Content Marketing for Lead Generation in B2B Educational and Consulting Services
Nykodýmová, Barbora ; Zamazalová, Marcela (advisor) ; Pospíchal, Tomáš (referee)
The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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Analysis and design of intranet structure
Novák, Miroslav ; Pour, Jan (advisor) ; Šedivá, Zuzana (referee)
Nowadays, Intranet is an inseparable part of every company, notwithstanding of their size or field of activity. Both, in my work and personal life, I often come across different intranets that usually do not get a positive response. But they usually have the same source of the problem, which is based on their wrong structure. This is why is chose this topic for my thesis. The goal of my thesis is to perform an analysis of an existing intranet of a particular company and subsequently create a design of the intranet new structure using the card-sorting method. This thesis primarily represents a generalized method of how to proceed during such realization and which areas to look into. Theoretical part of this thesis covers the topics of information architecture and also the term intranet itself, where the most frequent issues I came across in the intranets are pointed out. Practical part covers the analysis itself, where I focus on the structure of the existing intranet, categorization of its content, connections with other systems, customization, permission management, surveys of contentment, and intranet usage. The analysis is performed manually by scanning through the existing intranet of the company, since other methods or approaches could not be applied due to technical limitations or insufficient permis-sions. Based on the outputs of the analysis, web categorizations and the card-sorting method, a design of a structure of the new intranet has been proposed. The design itself is a demonstration of the method how to approach the new intranet design.
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Role of the chancellor in the foreign policy of the Federal Republic of Germany: Angela Merkel
Farská, Kateřina ; Druláková, Radka (advisor) ; Dubský, Zbyněk (referee)
This master thesis is concerned with the role of the chancellor in the foreign policy with respect to the institutional possibilities that the German political system provides him, and also with respect to the personality of the chancellor - it strives to answer the question, if it is possible to identify the personality impact in the chancellor foreign policy positions. As the case example the current chancellor Angela Merkel has been chosen, who serves for a period long enough to carry out the research and who is at the same time well-respected personality abroad. The thesis comes to the conclusion that the chancellor has the rights to intervene in the foreign policy and uses those rights. By means of the discourse and content analysis of chancellor's speeches it has been possible to identify foreign policy preferences of the chancellor which can be associated with her personal life experience.
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Foodjournalism in Czech newspapers betweenthe wars
Šemberová, Kristina ; Köpplová, Barbara (advisor) ; Bednařík, Petr (referee)
In recent years, there is an apparent renaissance of the Czech cuisine, the "First Republic era" (1918 - 1938, CSR I) especially. Both chefs and journalists writing about cooking and dining are referring to the gastronomy of this time period more and more often and they are praising its quality and taste. However, there is no comprehensive publication about Czech gastronomy in 1918 - 1938 period, sparse references and notes can be found in witnesses commemorative volumes, from history of folklore and from the historical press, respectively. Based on the last especially, the image of "first republic" gastronomy is gradually puzzled out. Using a content analysis method, the four biggest newspapers (Lidové noviny, Národní listy, Český deník and Venkov) and eight women journals (Žena, Ženské listy, Ženské noviny, Ženský list, Rozsévačka, Česká Žena, Ženský svět and a "Československá žena" calendar) being published in examined period are investigated. For further findings of completive and linking facts, the historical analysis method is being used as well. Aim of this work was to answer questions about the first republic journals topics and titles, and in what fashion the first republic press thought about gastronomy. Further, this work explores the possible tendency, and development and attention is...
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Relationship between use of television and new media in spectator habits of teenagers at secondary schools
Pražáková, Hana ; Reifová, Irena (advisor) ; Vochocová, Lenka (referee)
The thesis named Relationship between using TV and new media in the habits of secondary school teenagers is trying to identify ways of using common TV broadcasting and TV contents reachable with a help of new media by czech secondary school teenagers. It also examines their relationship towards above mentioned delivery technologies and contents. In the theoretical part the attention is paid not only to the specific category of adolescent viewers and video content users, but to technological and social aspects that can influence ways and motives for using TV contents as well. This thesis also touches current issue of television studies, which has arrised together with new digital technologies arrival . Practical part is with a help of quantitative and qualitative research trying to reach empirically-based data, supporting and developing findings described in the theoretical part. Performed questionaire research results in statistically not yet recorded information about equipment (such as TV and PC with internet access) installed in teenagers' apartments. It is especially easy access to above stated technologies, what has the biggest impact on the way and intensity of using these technologies. Subsequent qualitative interviews, focus on motives and reasons leading to changes of teenaged viewers'...
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Analysis of the selection of negative stories in TV news of chosen commercial TV broadcaster
Šefčíková, Soňa ; Kašparová, Eva (advisor) ; Surynek, Alois (referee)
The main objective of master thesis is to analyse the selection of negative stories in TV news of chosen commercial TV broadcaster with a focus on the relationship between negative stories and the impact of advertisement. At the beginning, the theoretical analysis devotes to mass media and matters related to audience, the media influence, and historical development of views on media content. After that, the next part is dedicated to TV news. The research has been based on the analysis of documents, in-depth interviews and the analysis of previous study. They have helped to find the answers on the problematic questions that are to find in the last overview chapter. The master thesis provides one of possible views on TV news of commercial TV broadcaster and can lead to thinking about the influence of negative news on advertiser in the commercial break.
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