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Reception of media strategies used to promote Japanese culture in the Czech Republic
Grynyuková, Irena ; Miessler, Jan (advisor) ; Soukup, Martin (referee)
This master's thesis examines how powerful and determining Japanese cultural influence is and how it impacts today's globalized world. It primarily focuses on the Czech audience and its relationship to Japan. The aim of this research is to assess the current efforts made by the Japanese government to export its culture, and compare them with the image that Czech society has on Japan. The primary source of this research is quantitative data collected from Czech and Slovak respondents. . Data was collected by a semi-structured questionnaire that consisted of both open and closed questions and that was spread in electronic form. The first section of the thesis empirical. The main theoretical, historical, and socio-cultural concepts of Japan. are defined and explained in the context of modern convergence culture and the Japanese media mix theory. Japanese cultural diplomacy and the application of soft power as the primary bearer of influence over the West are explained through the critical analysis of specific campaigns. Then, the methodological section analyzes the answers of 1,609 respondents across three predefined samples. Analysis shows that Japan's cultural promotion efforts in the Czech Republic are limited, and that take place primarily through official agencies or directly through the fans of...
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The role of media in the diffusion of Japanese culture
Paták, David ; Soukup, Martin (advisor) ; Köpplová, Barbara (referee)
The focus of this master's thesis is on the role of specific media in the diffusion of Japanese culture. Even though Japan is both geographically distant and culturally distinct from the rest of the world, it has become popular among fans globally. One of the main factors contributing to this fascination is a so-called media mix including Japan-specific media ranging from manga and anime to videogames. The aim of this master's thesis is to find out, based on a quantitative research conducted in both Czech and English-speaking environments, how various media outlets in Japan contribute to its popularity world-wide, identify the most important medium and scrutinize it through a descriptive analysis based on the theories of globalisation and cultural hybridisation to see what makes this medium so distinct. The author discovered that the most significant medium contributing to the diffusion of Japanese culture is anime. One of the main reasons behind its success is a commercial strategy of Japanese producers who intentionally remove cultural boundaries out of anime to make it globally acceptable. Another contributing factor connected to that, is the hybrid look of anime characters that do not have the physical features of Japanese people, which is why audiences tend to link the characters to their own...
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Planning of communication campaigns with respect to current media trends.
Švalbová, Barbora ; Olšanová, Květa (advisor) ; Matějka, Karel (referee)
The aim of this diploma thesis is to find out the future of tradition TV format in marketing mix of big advertisers in the Czech market. Future of TV format in marketing mix has been evaluated based on case study of Vodafone marketing mix between years 2013-2016 and qualitative research based on interviews with representatives of Vodafone company (advertiser), communication and media agencies. Key finding is that TV format has a perspective in the Czech market as it has been proved that its effect on target is not substitutable.
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Developmnent and characteristic of the media mix in Japan
Klozová, Dominika ; Švelch, Jaroslav (advisor) ; Švelch, Jan (referee)
The thesis is about development of the media mix in Japan and its characteristics from the history to the present. The core points are the key elements of the media mix - manga, anime and video games. These media are described within the historical context in connection with the media mix. Beside the historical development and interconnections of these media, the thesis compares the media mix with the term transmedia storytelling. It defines both of these terms and illustrates their similarities. Practical research shows concrete examples of media mix, their mutual comparison and classification within the defined terms of media mix and transmediality. This is achieved by selecting samples with different media source from the media mix that are used as a demonstration for the media mix or transmedia storytelling practices.
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Media planning (with focus on print media planning)
Vyskočilová, Hana ; Koudelka, Jan (advisor) ; Lašek, Ladislav (referee)
One of the main goals of this Master's Thesis was to characterize the process of media planning and its organization, to determine the factors influencing this process and get to know the specifics of print media planning. Diffrent sources of information were used to study the process -- available literature, available analysis of the media market in the Czech Republic and also practical experience of media planners. Another important goal was to propose a media plan Spring 2004 for the Open University Czech Republic o.p.s. The analysis shows that media planning is very complex process involving many individual steps. The starting point is a deep analysis of the company and product. The next important step is then a selection of appropriate media strategy and creation of the the most effective media mix. During the print media planning must be taken into account factors such as the creativity of advertising, its format, campaign timing and the content of communication. In the practical part the Open University media plan for print and electronic media was designed. The media type has been chosen according to the target group of the potential students. The plan is based on the real situation of the company and therefore, together with other proposals for changes of the corporate communication, in the next period feasible.
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Media mix in the FMCG category - yoghurt products
Kraft, Zdeněk ; Postler, Milan (advisor) ; Smékal, Vít (referee)
This thesis inquires into media mix in the FMCG category, focusing on yoghurt products. The theoretical part describes the mediamarket entities and functioning, important media indicators, media research projects and monitoring projects of advertising expenditures. After the division of the media from a theoretical point of view comes a chapter exploring the markets of particular media types and their characteristics which results in the evaluation of their advantages and disadvantages in advertising communication. The final part analyzes the media mix and advertising spending over the whole Czech advertising market, the FMCG market and then yoghurt market comparing the communication of the major yoghurt manufacturers.
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Media mix development from 1996 with 2016 prediction
Bartoň, Lukáš ; Postler, Milan (advisor) ; Topinková, Martina (referee)
The thesis is focused on analyzing the media mix development from 1996 with prediction of 2016. The theoretical part characterizes particular media (classification, efficiency and their advantage). I analyze both media mix and macroeconomics trend in the practical part because I assume that this two factors influence each other. As future development prediction I compare the questionnaire result to statistic simulated data.
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