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The relationship between ad's message and effectiveness
Rybáček, Kryštof ; Malvotová, Pavla (advisor) ; Lupač, Petr (referee)
7 Abstract Researchers observe the growth of advertising communication as a feature of the information society. However, they are not in agreement about the relationship of ad's effectiveness and its message. In this thesis, I examine the mentioned relationship and show how sociology can contribute to this debate in marketing. First, I summarize the key arguments in marketing literature. Second, I identify key insights in agenda-setting theory and symbolic interactionism which are relevant to message in advertising. Based on the first two parts, I define four hypotheses: ad's effectiveness is related to recognition of the message by audience, message type, its relevance, and uniqueness. In the third part, I analyze a sample of 90 television ads aired from 2021 to 2023. Based on the results, the first two hypotheses can be confirmed. In the last section, I discuss the conclusions and their limitations with respect to marketing and sociological approaches. Keywords ad effectiveness, ad messages, video segments analysis, brand lift, brand salience
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Trust of young adult third-country nationals in the Department for Asylum and Migration Policy in Prague
Antonenko, Polina ; Dudová, Radka (advisor) ; Malvotová, Pavla (referee)
This bachelor's thesis is devoted to exploration of the topic of trust of young adult third-country nationals in the Department for Asylum and Migration Policy in Prague. Theoretical part offers a demographic overview for migrants, discussion about connection between migration policies and attitudes towards migrants from the host society. It delves into the topic of institutional trust in the context of legal consciousness and migration in the Czech Republic. Semi-structured interviews were conducted to collect primary data in order to identify the factors that contribute to the trust in the Department. Then the data was analyzed using thematic analysis.The main conclusion suggests that the following factors influence the trust: discrimination, the treatment received from staff, their language competence and communication, complications encountered throughout the process, system of government, process transparency, clarity of information, efficiency and speed. Moreover, the thesis offers practical solutions that can help to increase institutional trust. Ultimately, the thesis also suggests further research topics that can deepen the understanding of the complex reality related to institutional trust and legal consciousness of third-country nationals in the Czech Republic. Keywords: third-country...
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Factors related to academic stress among students of Czech universities
Lövenhöfer, Kryštof ; Malvotová, Pavla (advisor) ; Sládek, Jan (referee)
This study aimed to explore the topic of academic stress among students of Czech universities, to determine the level they experience, and most importantly, to verify whether the characteristics of students at Czech universities are related to their level of perceived academic stress. Specifically, the following factors were considered: gender, year of study, field of study, unhealthy eating, average time spent on social media, and financial situation pressure. To measure individual characteristics and the level of academic stress, data was collected through own questionnaire survey, which students entered by self-selection, and the final sample consisted of 610 respondents. The questionnaire utilized a self-translated version of the Perceived Academic Stress Scale (PAS), for which internal consistency was measured using Cronbach's alpha at 0.83. This represents a higher value than the original scale and can be considered a sufficiently reliable tool. The measured values of academic stress indicated 18 % of students with low academic stress, 63 % with moderate, and 19 % with high levels. At the same time, seven out of twelve hypotheses were confirmed. Specifically, higher values of academic stress were found among female students, students of veterinary fields, students who consumed some of the...
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Interventions to destigmatise mental disorders
Maršíková, Lucie ; Malvotová, Pavla (advisor) ; Nejedlá, Barbora (referee)
(in English): This review paper focuses on the destigmatization of mental disorders through mental health interventions and prevention programs. Stigmatization of mental illness permeates Czech society and prevents the creation of a tolerant environment for the mentally ill and those around them. The aim of this study was to identify and evaluate the effectiveness of various interventions and prevention programs used in the Czech Republic to combat the stigmatization of mental disorders and thus answer the question What is the effectiveness of interventions in the field of destigmatization of mental disorders towards the identified target groups. At the same time, the aim of the thesis is to formulate recommendations for the subsequent development of destigmatization programs. For this purpose, a systematic analysis of publications in the field of mental health was conducted. The research, studies and reports used in the thesis deal with the effectiveness of these programs. Documents were searched through the online tool Google Scholar and then through the online databases Scopus, PuBMed and JSTOR. The search was conducted in both Czech and English and was limited to the last 15 years. Primarily Czech studies were used, as well as foreign studies from Europe, USA, UK and Australia. Studies from...
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Stigmatization of voluntarily childfree women
Bergmannová, Lucie ; Dudová, Radka (advisor) ; Malvotová, Pavla (referee)
The bachelor thesis deals with the issue of women's reproductive strategies with a focus on the stigmatization of voluntary childlessness. Research to date suggests that pronatalist norms continue to exist in society that stigmatize individuals who voluntarily choose not to have children. The aim of this study was to investigate what behavioural and communication strategies voluntarily childless women use to negotiate their stigmatized identity and maintain their positive identity in the Czech Republic. Semi-structured interviews with five female participants of different ages ranging from 30-45 were used to explore these strategies. Subsequent data analysis revealed one central theme common to all participants, namely the (dis)acceptance of decisions by parents and loved ones. Then there were six strategies: passing; silence, non-shared and cautious; honesty - I don't want is also the answer; redefining the situation; proactivity in relationships and (un)willingness to compromise in relationships. The conclusion of this thesis suggests that further research on the subject would be useful to confirm the strategies identified in the research for this thesis and possibly identify other communication and behavioural strategies used by voluntarily childless women.
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Perception and usage of public space during the Covid-19 pandemic
Němečková, Johana ; Malvotová, Pavla (advisor) ; Sládek, Jan (referee)
This bachelor thesis explores the experience of public space during the covid-19 pandemic. Specifically focusing on how respondents from Bohnice in Prague described their experience of perceiving and using public space during the pandemic. For such purpose, a qualitative research was conducted using semi-structured interviews and interpretive phenomenological analysis. Themes of safety, control, and injustice emerged in the respondents' accounts. These themes were also linked to a specific physical space. In particular, with the division into green spaces and areas where more people congregate (such as shopping centers). The statements are reflected, among other things, through the principles of ideal public space or in response to the thesis of the decline of public space.
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Visual communication of the Police of the Czech Republic on Instagram
Klabouch, Adam ; Malvotová, Pavla (advisor) ; Sládek, Jan (referee)
This thesis focuses on the functioning of the Czech State Police on social networks, in this case Instagram. Given the current nature of policing, public cooperation with the police is an increasingly important component of police work. Academic literature has shown that the main source of views on the police, in addition to family and friends, are the media. The arrival of the interactive environment of Web 2.0 and the emergence of social networks sites have enabled institutions to have their own communication channels and the Instagram account of the Czech State Police policecz is unprecedentedly successful. By using the qualitative method of a focus group, my analysis deals with topics like. how the communication is perceived by the viewer, how it affects them, and which factors of police visual communication can have the greatest influence on them. In the context of visual rhetoric goal is to understand nature or function of post images, but also add further insight into a very modestly discussed topic, which police operation on social network sites definitely is. Keywords Visual communication, police, , visual rhetoric, social networks sites, focus group,
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Public opinion on third culture kids in the current Czech society
Millerová, Anna-Marie ; Malvotová, Pavla (advisor) ; Vinopal, Jiří (referee)
The master's thesis deals with the topic of stereotyping of (adult) third culture kids, also known as (A)TCKs, in the current Czech society. The aim of this work is to examine how (A)TCKs are perceived by Czechs, particularly in the context of stereotyping. The author mainly focuses on verifying preselected areas of potential stereotyping of (A)TCKs. She is particularly interested in whether (A)TCKs are perceived in a more positive or a more negative manner. She furthermore deepens her research by focusing on the role of sociodemographic factors of respondents in relation to stereotyping of (A)TCKs. Since it is an empirical thesis, the author chose to verify the aforementioned topics via her own research executed on 500 respondents from the Czech Republic. Data has been collected using quota sampling, the sample itself is quasi-representative. Results of the analysis indicate that (A)TCKs in the Czech Republic are perceived more positively in certain aspects (in the case of capitals, personal characteristics and traits) and quite neutrally in others (like the Bogardus social distancing scale). We may say that in these terms people tend to assign more positive stereotypes to (A)TCKs. Nonetheless, this result might have been influenced by questionnaire construction. Further on, the analysis of effect...
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Visual communication of the Police of the Czech Republic on Instagram
Klabouch, Adam ; Malvotová, Pavla (advisor) ; Sládek, Jan (referee)
This thesis focuses on the functioning of the Czech State Police on social networks, in this case Instagram. Given the current nature of policing, public cooperation with the police is an increasingly important component of police work. Academic literature has shown that the main source of views on the police, in addition to family and friends, are the media. The arrival of the interactive environment of Web 2.0 and the emergence of social networks sites have enabled institutions to have their own communication channels and the Instagram account of the Czech State Police policecz is unprecedentedly successful. By using the qualitative method of a focus group, my analysis deals with topics like. how the communication is perceived by the viewer, how it affects them, and which factors of police visual communication can have the greatest influence on them. In the context of visual rhetoric goal is to understand nature or function of post images, but also add further insight into a very modestly discussed topic, which police operation on social network sites definitely is. Keywords Visual communication, police, , visual rhetoric, social networks sites, focus group,
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The relationship of social comparison and wellbeing
Kovářová, Barbara ; Malvotová, Pavla (advisor) ; Sládek, Jan (referee)
Our work focuses on three aspects of the mental process of social comparison (frequency, importance, preferred strategy) and their variability among the czech society. Our goal is to find which socidemographic groups have higher propensity to socially compare than others (we focus on sex, socioeconomic status, education and age). Higher propensity has implications on wellbeing, health and also negative implications on the individual and his environment (envy, scorn, depression etc.). At the same time we search for dimensions in which the differences between groups are salient. We hypothesize the increase of social comparison due to immediate, situational conditions (pandemic) and long-term cultural changes that are taking place in czehc republic. With the help of online questionnare and a representative sample of internet population of 1009 respondents we found out, that the negativne relationship of higher propensity and wellbeing (satisfaction with life, subjective health) does exist in czech society. We find that some comparison dimensions have stronger consequences on wellbeing - for example significant relationship between frequency of comparing selfs health and reported subjective health. Variability between sociodemographic groups has been confirmed. Women compare more often and upward...
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