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Preference of Media in Different Cultures
Hořínková, Adéla ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
This thesis deals with relationships of culture and media which are used by people of definite culture. In the research there is the most widespread media of present. It includes newspaper, radio, television and internet. The culture is assessed from the viewpoint of Hofstede's cultural dimensions theory. In this theory there are five dimensions which are Power distance, Individualism, Uncertainty avoidance, Masculinity, and Long Term Orientation. The methods, which were used for results, were chi-square and Pearson's adjusted residuals. The researched dates of quanti-tative research originate in Mindreader project of the company Mindshare which was taking place in year 2012.
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