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Analysis of the contents of the weekly magazine 5+2 days between 2012 and 2013
Hradiský, Jakub ; Klimeš, David (advisor) ; Jirák, Jan (referee)
Abastract The thesis called Analysis of The 5+2 Days Weekly Magazine between 2012 and 2013 in its empiric part looks into the contents structure, its preferred topics and ratios of stories and cases from the defined parametres point of view throughout the period beginning the foundation of the magazine to the parliamentary elections held in October 2013. The analysis deals with the issue of presentation of the Agrofert holding as the magazine is its part and Andrej Babiš from his position of an owner and chairman of a political movement ANO he led to the snap parliamentary elections in 2013. The analysis examines if the fact that its owner is an enterpreneur, owner of one of the bigest Czech companies and a high-ranking politician has any impact on the contents of the magazine. The method used to analyse the contents is quantitative contents analysis. In its theoretical part the paper deals with basic social roles and functions of the media, concepts of free speech and independence of the media. This part of the thesis sees these concepts mainly from the ownership of the media point of view and the ownership's impact on their contents and function. The theoretical part also presents a review of the Czech media environment development after 2008 from the change of the ownership point of view.
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Elderly people in TV advertising
Maršíková, Tereza ; Vochocová, Lenka (advisor) ; Nečas, Vlastimil (referee)
Diploma thesis Elderly people in TV advertising focuses on advertising representation of the old age in Czech Republic and Lithuania. Since the old age is considered as a social construct, a theoretical part tries to describe the specifics of the theory of social constructivism in general, and then on the example of the old age. The next section of this paper outlines, based on a literature and a number of already published researches, character of the media and advertising representations of old age. The following section takes into account the advertising perspective from a different angle when describing current trends and approaches in marketing communications targeting the elderly or showing elderly people. In the practical part of this thesis, I describe the main characteristics of qualitative research together with research method, which is the semiotic analysis. The research sample includes selected TV advertisements from Czech and Lithuanian campaigns in which actors of older age appear. The analytical part aims to reveal the nature of advertising representations of old age, and attributes with which elderly people are associated. The conclusion presents research findings and framing tendencies of advertising representation of old age, and consequently the partial interpretation of each...
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May 1945in optics of journal Mlada fronta in time-spiral of 65 years
Stoszková, Šárka ; Halada, Jan (advisor) ; Sekera, Martin (referee)
The thesis "Looking through the lens of the Czech daily newspaper Mlada fronta for 65 years" examines the topic of the liberation of Czechoslovakia in May, 1945. The qualitative content analysis of selected texts available from the newspaper is used to explore the interpretation of the event in Mlada fronta. The thesis has concentrated on the development of attitudes, beliefs, ways of communications and journalistic transformation of media content concerning the liberation event over time. The main objective has been to answer the question as to whether the media portrayal of the event has remained constant or altered over the stated time period and which factors influenced the portrayal. In the conclusion of this thesis we can confirm that the monitored event has been described differently in different time periods respectively, in connection with political progress and the value of democracy in the country. The more totalitarian the regime, the more the newspaper has described freedom through preferred ideology, biased themes, dogmatic posture and offered interpretations that suited the ruling party. This indicates a form of totalitarian hegemony. During periods of greater totalitarianism, the newspaper tends to describe the theme of the freedom completely within that communist ideology. However,...
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Changes in communication, branding and consumer behaviour and impacts on communication planning
Pavel, David ; Mikeš, Jiří (advisor) ; Lauko, Tomáš (referee)
This diploma thesis is dedicated to changes in commercial communication, branding (and brand management) and consumer behaviour. Its aim is to describe these changes and actual trends and show their impacts on communication planning. This work then describes in details new trends in digital communication and internet and how these trends influent behaviour of today's consumer. After reading this diploma thesis the reader should have a complete view of the most important changes in communication and should be able to apply them.
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