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Impact of Subscribed Instagram Content to Self-acceptance and Self-reprezentation
Petráková, Kristýna ; Zezulková, Markéta (advisor) ; Miessler, Jan (referee)
The theme of this master thesis is Instagram - a social networking service and its impact on self-acceptance and self-promoting of teenagers. In the first place, theoretical part aims to describe concepts, that are linked with social networks, such as prosuming, participative culture, and Web 2.0. Furthermore, general approach regarding the impact of social networks on teenagers is introduced. The main subjects of this research are contextualized in the field of social networks. The thesis strives to introduce following topics: the presentation of a distincitve identity on social media, the self-reflection under the influence of the subscribed content, and the marketing exploitation of Instagram influencers. There are three main goals of the dissertation, as stated in a hypothesis part. Firstly, how are the participants of the research influenced by the subscribed content. Secondly, whether is the information stream they are following being reflected in their own Instagram presentation. And finally, what is the impact on the participants of the research in case of advertising activity represented by the Instagram influencers. Qualitative research is focused on girls at the age of sixteen. This is a moderate deflection as the original hypothesis was aiming to involve wider research group of...
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Olfactory marketing and its sales impact
Šimáčková, Pavla ; Vranka, Marek (advisor) ; Zezulková, Markéta (referee)
The Bachelor's Thesis entitled "Olfactory marketing and its sales impact" addresses the marketing possibilities of our olfactory sense utilisation in marketing. This Thesis is divided into three parts. The first part is supposed to put the readers in the context of the field. It tries to provide the readers with sensory marketing overview since the olfactory marketing is its subcategory. This theoretical part of Thesis includes concepts relating to human sensory perception, a definition of sensory marketing and short description of sensory marketing evolution in history and also nowadays. This chapter is concluded with description of human senses marketing utilisation. The second part is dedicated to olfactory marketing itself. It includes a definiton and also describes a human scent perception and scent impact on human emotions and memory. The olfactory marketing in history and current olfactory marketing utilisation in practice is mentioned, too. An analysis of factors impacting olfactory marketing effectivity and case studies proving positive olfactory marketing impact on sales are the pivotal points of this chapter. Olfactory marketing instruments and their approximate price are also mentioned. All the knowledge coming from the theoretical part will be used in practical part of the Thesis. The...
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Comparison of Czech leading auction houses media communication and publicity with world auction houses Christie's and Sotheby's media communication and publicity in years 2010-2016
Žížala, Jan ; Sládková, Hana (advisor) ; Zezulková, Markéta (referee)
This Diploma thesis deals with a media communication through new technologies, specifically then specific social networks such as Facebook and Instagram, in the field of art auctions market. Major focus is given especially to the 1. Art Consulting, Dorotheum and European Arts Auction houses. The international auction houses are represented by two art auctions market world leaders, Christie's and Sotheby's. The Thesis first summarizes the art market and it's characteristics, marketing and media communication of the Czech auction houses, both Czech and international auction market and a history of the auction houses examined in this Diploma thesis. The methodology used is a quantitative content analysis. The analysis primarily focuses on the number of social networks used by the auction houses for a communication with fans and other public, on the hit rate of this communication. The largest part of the research is given to the nature of individual media messages. In selected cases, the length, hit rate, origin, focus, topic etc. is examined. The analysis covers the period between the fall 2016 and spring 2017. The results of the quantitative analysis are described and as a conclusion a comparison is made between the Czech and foreign auction houses in the area of communication through social networks.
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Marketing communication of companies wia corporate periodicals on example of the Čilichili magazine
Škardová, Lucie ; Groman, Martin (advisor) ; Zezulková, Markéta (referee)
The diploma thesis deals with corporate magazines, namely those that are aimed at customers. Customized corporate periodicals include selected magazine ČiliChili. It is examined in terms of marketing and media communication. The paper summarizes the history and current situation in the field of corporate periodicals, available literature and theory. The methodical basis of this thesis is quantitative content analysis and qualitative method - oral history method. The analysis focuses mainly on linking editorial and marketing content. The editorial part examines the scope of contributions, text and image structure, themes, the presence of marketing tools, their language, and so on. The work also examines the trends of the magazine from 2004 to 2016. The interview method with witnesses complements the work of otherwise inaccessible information. The results of the quantitative analysis are summed up together with the information obtained from the interviews with the witnesses.
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Strategic brand communication on Instagram
Marková, Kateřina ; Láb, Filip (advisor) ; Zezulková, Markéta (referee)
The main objective of this master thesis is to describe the way Czech brands are using Instagram in their strategic communications. Instagram allows brands to share information about their products, communicate with fans and to gather feedback. This two-way communication also influences the development of a brand identity. The theoretical frame focuses on concepts related to strategic brand communications on Instagram and it describes tools and features that can be used in this process. Collaboration with influencers is also mentioned as one of the crucial strategies. Qualitative research was conducted using in-depth interviews with curators and strategists responsible for Czech brand accounts on Instagram. The sample consists of six brand accounts, representing various industries (fashion, car industry, photo products, electronics, food and FMCG). The data obtained from these interviews were divided into six groups where the role of Instagram, content creation, hashtags, the use of Instagram features, collaboration with influencers and future predictions were mainly emphasized. The results of this thesis could potentially serve as an inspiration and recommendation for smaller companies or brands that just started using Instagram in their communication plan.
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Net generation on social networks in the Czech Republic
Bicanová, Monika ; Jirků, Jan (advisor) ; Zezulková, Markéta (referee)
The Master's thesis is focused on status and role of social networks in the life of the Czech Net generation (known also as Generation Y). The members of this generation are almost one quarter of the whole population of the Czech Republic nowaday. Based on many theories these representatives are different in several specific aspects from previous generations. Methodological background of this thesis is a qualitative approach through interviews of semi- structured questionnaire survey with ten members of the Czech Generation Y. The research will also present a short experiment with members of the foreign Generation Y for comparison of the results. You can find also structured questionnaire at the end of the survey, which is intended for subsequent validation of the theory for the future research in quantitative way for generalization to the whole Czech Generation Y.
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Image of media in British television political fiction
Nitra, Vojtěch ; Hladík, Radim (advisor) ; Zezulková, Markéta (referee)
Nitra, Vojtěch. Obraz médií v britské televizní politické fikci. Praha, 2017. 57 s. Diplomová práce (Mgr.) Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky. Katedra mediálních studií. Vedoucí diplomové práce PhDr. Radim Hladík, PhD. Abstract This diploma thesis deals with the image of media in selected works of popular culture. Specifically, in the television production, where politicians play the central role or those series which take place in the political sphere and in the state bureaucracy. Another condition is that the stories are fictitious and originally produced in the United Kingdom of Great Britain and Northern Ireland. The researcher choosed those TV series for his research: Yes, Minister; Yes, Prime Minister; The New Statesman, the trilogy of House of Cards, To Play The King, and The Final Cut; and The Thick of It. The research tracks individual series with the focus on the theme of the research. After introducing the reviewed material, it focuses on individual characters and their relationship to the media or whether they are directly representatives of the media professions. In the end of the thesis the research searches for the examples of model depictions of journalists in popular culture and summarizes the role of journalism in the events of the...
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Reproductive medicine on the Czech and British news servers
Kochová, Julie ; Kasík, Pavel (advisor) ; Zezulková, Markéta (referee)
In the diploma thesis Reproductive medicine on Czech and British news servers, the ways in which Czech and British media communicate the subject of reproductive medicine are described and compared. The method used is quantitative and semiotic text analysis. The focus is placed on the contribution of the media of the two countries to the public debates on ethics which is operationalized as the presence or lack of pluralism of opinions on individual topics and attitudes of the people featured in various articles. In the thematic agenda, the thesis deals primarily with anomalous pregnancy, contraception, genetics, surrogate motherhood, abortion and assisted reproduction. It also examines the concept of the article (event, personal story and others), representation of individual sections, ethical framework, the representation of spokespersons (doctors, patients, researchers, etc.) and their attitudes to the matter in question. The semiotic text analysis then discusses in detail the communication of a major milestone of reproductive medicine - the announcement of the birth of the first child that bore the genetic information of three people. For each topic, one article is selected from each of the studied news media, namely the Czech servers Blesk, ČT24 and iDnes and the British BBC, Daily Mail and The Guardian....
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