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The Impact of High Accessibility of Pornography on Relationships
Skalický, Václav ; Sotáková, Hana (advisor) ; Špačková, Klára (referee)
The bachelor's thesis deals with the connection between romantic relationships and internet pornography use. Initial research goal was to identify significant relations between pornography use, characteristics of romantic relationships and sociodemographic attributes and continuously determine, whether interest in relationships among single people can be inhibited by pornography use. Final goal was to asses, whether relationships can be influenced not only by pornography in general, but also by pornography's current unlimited accessibility on the internet specifically. Results show that the ways people use pornography - such as the frequency of use, the type of content viewed or the age of the first exposure to it - are significantly related to many aspects of people's relationships and are also significantly related to some sociodemographic attributes. In addition, unlimited accessibility of pornography can indeed have its own impact on relationships through the consequences of the decreasing age of first exposure to pornography. Inhibitory effect on interest in relationships hasn't been demonstrated. KEYWORDS pornography, internet pornography, romantic relationships, sexuality
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Marketing Practices on Pornsites
Votruba, Daniel ; Krobová, Tereza (advisor) ; Vranka, Marek (referee)
This bachelor thesis analyses the relation between internet pornography and marketing communication. The topic has lately been very relevant, as it examines the dynamic internet porn industry combined with the phenomenon of the last decade - marketing. The theoretical part of the thesis outlines the basic facts, genesis and history of pornography in the online environment. The influence of pornography on the technological developments of the internet is also described. The thesis introduces the basis of marketing communication that is relevant to the applying practices which lead to profit in the context of the pornographic industry. Key online marketing tools, which are used for advertising purposes on porn sites are introduced. At the same time, specific concepts related to the operation of erotic content are defined, furthermore, various types of business models are listed. The practical part deals with the analysis of advertising space on porn sites and together with this, it describes particular examples of communication within the activities of individuals as well as companies whose marketing activities are related to the porn industry. In particular, the factual communication practices and their effectiveness for profitability on the porn sites are primarily investigated. The content...
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Communication strategy Development of Pornhub brand
Fléglová, Radka ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis deals with the analysis of the communication strategy of the Pornhub brand, a distributor of internet pornography, during 2013-2017. It also aims to answer the question whether the pornographic brand can be considered as a mainstream brand. The paper contains four chapters. The first chapter discusses the relationship between pornography and internet, the term mediated sex and, furthermore, the legislative framework of internet porn. In the second chapter, the author describes the Pornhub brand from the perspective of the marketing theory. The third section is focused on the marketing mix of the brand and then the development of the communication mix and its tools used by the brand. In the last chapter, the author evaluates the communication of the brand considering the position of pornography in the contemporary society. This paper shows that the brand is rather successful at communication with its users and broader public despite persisting social conventions. The effective communication is the key element for building the strong brand, and moreover, it leads to lower fluctuation in the page traffic and also creates a competitive advantage. Even though the brand is able to gradually change certain social norms, it is not certain that it will become a mainstream brand.
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