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Types of brand personification on the Czech market
Nierostková, Klára ; Klabíková Rábová, Tereza (advisor) ; Konrádová, Marcela (referee)
This bachelor thesis deals with types of brand personification on the Czech market. The aim of the thesis is to describe different models of personification and their division based on the AMOP structure. The thesis serves to summarize the basic information on this topic and compare it with the actual advertisements that we could or still can see on the Czech market. This summary has been created in order to bring together the various theories contained in the literature, as this topic, despite its great application in practice, is not given much attention and a substantive summary of this information is basically non-existent. The knowledge contained in the theoretical part is reflected in the practical part, as some of the questions for the unstructured interviews with practitioners were designed so that the respondents respond to the content of the theoretical part with their knowledge and opinions that they have developed over years of practice and use of brand personification. The responses of the practitioners are compared to see the agreements and disagreements in their views.
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Big Social Data and the Study of Celebrity Fandom
Sedláček, Jakub ; Numerato, Dino (advisor) ; Špaček, Ondřej (referee) ; Mikuláš, Peter (referee)
This thesis provides a novel view of celebrity fandom through the lens of big social data, while at the same time exploring the opportunities and challenges of using digital traces from social media for sociological research. The first chapter provides a sociological framing of celebrity, a short, joint history of celebrity and the media, and a discussion of the revolutionary role that social media and its platforms played in celebrity culture. Finally, it attempts to bridge theories related to celebrity's role in society with research on "lifestyle politics", "polarization", "taste cultures" and "lifestyle enclaves". The second chapter serves as an introduction into big social data and digital trace data. First as a socio-technological phenomenon, then as a research tool. It covers its historical and current availability and discusses its epistemological and practical opportunities, limits and dangers. Finally, it introduces Facebook pagelikes as a valuable source of information on lifestyle politics. Chapter three is an exploration of Facebook digital traces of 90k celebrity followers. It asks whether celebrity preferences are related to differences in various aspects of life, including politics, leisure or cultural consumption. Methodologically, it covers combining data from APIs with web scraping and...
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Viktor Cabadaj: an analysis of a movie character
Novák, Karel ; Rosenfeldová, Jana (advisor) ; Šuhajová, Klára (referee)
Viktor Cabadaj is one of the most memorable, even legendary movie characters of the Czech popular culture, who has entertained whole generations of audiences. However, no one asked yet, what is the real reason, that he attracts and fascinates people? By combining the scientific method of content analysis and Richard Dyer's theory of signs of a movie character, it was revealed in our case study, what is Viktor Cabaj's movie character like. From the research of the movie "Sněženky a machři" (Snowdrops and Aces) (1982), a massive amount of both qualitative and quantitative data was obtained, and an analysis and interpretation of this data was made. The results of this research proved, that Cabadaj is the main star of the movie, a person who fascinates people, an eternal leader, the main and funny organizer of events. His true nature is discovered by examining his relationships, his position in the social structure, his actions, his speech, speech of others, his objective correlatives, appearance, gestures, meaning of his name, audience foreknowledge, and mise-en-scene. The most important information about the object of the research seems to be his dualism. He manages to enter into the minds of his social vicinity and film spectators, by combining obvious mastery in the game of power, and apparent...
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Media Representation of Celebrities in Late-night Talk Show Format
Cerna, Arina ; Novák, Vojtěch (advisor) ; Charvát, Martin (referee)
This diploma thesis deals with the media representation of celebrities, as it is designed within the framework of the adopted American television format of the late-night talk show. In the first part of the thesis, attention is focused on problems of understanding of the phenomenon of celebrities by various authors, as well as on the development of the late-night talk show itself and its characteristic features. The theoretical starting point is the theory of representation (Hall), three levels of representation (Trampota) and social construction of reality (Berger, Luckmann). The method of critical discourse analysis is chosen for the research and the four principles for the analysis are described: commoditization, infotainment, personalization, congeniality. The practical part presents an analysis of the typical representation of celebrities due to the principles mentioned above in selected talk shows which were broadcast in English and Czech languages in 2015-2016, namely American The Tonight Show Starring Jimmy Fallon and Czech Jan Kraus Show. Keywords: Celebrity, Late-night Talk Show, Media Representation, Personalization, Congeniality, Infotainment, Commoditization
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Celebrity stalking
Kolínská, Viktorie ; Podaná, Zuzana (advisor) ; Krulichová, Eva (referee)
As Meloy (1998: 4) says: "Stalking is an old behavior, but a new crime. Postmodern society which is evolving not only in real environment but also in multimedia cyber-space brings much more instruments and trends where stalking can be realized. I focus my bachelor work on celebrity stalking, a specific type of stalking in which celebrities are the victims. Scholarly research on stalking exists and focuses on domestic violence, working environment, or other kinds of harassment. Celebrity stalking cases, however become public through the media especially from particular cases, mainly those of foreign celebrities, presented as tabloid articles. Because of the lack of formal research on celebrity stalking, I analyze the common forms and connections in celebrity stalking. My research is based on 5 qualitative interviews with celebrities who are victims of stalking. I try to define relationship between respondents and their fans where I am focusing on break point of change from common fan into chaser. Then I show manifestations of celebrity stalking compared with "common stalking". Keywords: Celebrity stalking, stalking, celebrity, media, funs 2
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World of Children as Media Users
Kalivodová, Hana ; Gillernová, Ilona (advisor) ; Wolák, Radim (referee)
This dissertation consists of two parts - a theoretical and an analytical, empirical part. In the theoretical segment, there is a summary of theoretical knowledge about celebrities and their relationship to society and the public, a comparison between celebrities and real authorities, an overview of mass-communication and its influence on the socialisation of children and a series of advantages and disadvantages of the impact of mass-communication on children. The final stage of the theoretical segment characterises, from the point of view of developmental psychology, the two age groups that will be compared in the second segment. The empirical segment answers such questions as how much do children use media in their leisure time, what types of media are most popular amongst them, which celebrities do the children admire and why are these celebrities important for them in particular. The empirical segment is based on analysis of data taken from questionnaires created purposely for qualitative-quantitative research. These questionnaires were given to students in the 4th and 6th grades of an elementary school in Polepy in the Czech Republic (ages 10/11 and 12/13 respectively). The goal of this dissertation is to show the trending habits of children as mass- media users.
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Negative impacts of media fame
Jirmářová, Ivana ; Závozda, Petr (advisor) ; Jirák, Jan (referee)
The main topic of the work is how Czech media inform about psychological problems of celebrities such as depression, manic depressive psychosis, addictive behavior, or suicide, and tries to answer the question of how much the media fame can affect these issues. The theoretical part summarizes concepts from media studies for better understanding media behaviors, for example media news selections process, concept of news values, the role of media in today's society and the difference between tabloid and serious media. From the psychological point of view, work summarizes the preconditions of psychological problems and their manifestations. It also provides brief pieces of information from official sources about lives and careers of selected celebrities. The second part of thesis is about analyzing the data, it means articles that informed about selected celebrities in connection with their psychological problems. The practical part is about finding there some common features and tendencies in media informing and also about showing differences between the ways of how tabloid and serious media present news. The result is the summary of how the media generally approach this issue, and after completing it with informations from an interview with a psychologist and some celebrities, it also outlines...
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Tabloidization of Czech dailies before and after the death of Karel Svoboda
Cífka, Petr ; Trampota, Tomáš (advisor) ; Vojtěchovská, Martina (referee)
The diploma thesis "Tabloidization of Czech dailies before and after the death of Karel Svoboda" focuses on suicide of popular Czech songwriter and composer and analyzes the way in which Czech dailies covered this event - including tabloids and also quality papers. This diploma thesis is a case study, with brief theoretical introduction about tabloidization and framing and detailed analysis of framing in three important Czech dailies, which contributes to the description of some of the aspects of tabloidization of Czech newspapers.
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