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Digital and traditional fashion brand communication on example of DIOR chain
Vašutová, Mariana ; Jirák, Jan (advisor) ; Oukropec, Jindřich (referee)
The bachelor's thesis "Digital and traditional communication of fashion brands on the example of Dior chain" analyzes the communication strategy of this world-successful brand. The work should simply specify the very operation of the brand, but especially their communication activities. The aim is to examine the changes in communication strategies and to describe or rather identify the differences between traditional and digital communications. The intention is also to approach fashion marketing communication as such based on a descriptive analysis of the acquired knowledge. The work is divided into theoretical and analytical part. The theoretical part offers a better view and orientation in the topic, while the analytical part, based on qualitative research in the form of semi-structured interviews, helps to reach more detailed conclusions. The conclusions are derived because of descriptive analysis and synthesis of the obtained information and knowledge. The bachelor's study presents the communication of the Dior brand and is intended to enrich all available works focusing on communication in the fashion industry. Although Dior has a long tradition and history, in today's world of competition and modern technology, it does not appear in communication without a combination of traditional and...
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The language of internernet media focused on skateboarding
Hroch, Miloš ; Šoltys, Otakar (advisor) ; Karaščáková, Zuzana (referee)
The aim of this study is to analyse language of internet media focused on skateboarding. An essential element of the introduction is a brief history of skateboarding globaly and here in the Czech Republic. The basis for the analysis of contemporary audiovisual clips also touches on the development of the distribution of skateboard videos. In this study I also mention the role of YouTube as a distributing tool and phenomenom of instant fame, which is not strong only in skateboarding, but it is a phenomenon across the full spectrum of society. The principal basis of this study is the definition of two print and later Internet traditions in skateboard journalism - Thrasher and Transworld Skateboarding magazine. The study also concerns itself with maping out the Czech media environment, where skateboarding has its own place. The genesis of skateboard media in the Czech Republic follows the formation of Thrasher and Transworld, which is a very interesting fact that is important for the general understanding of the topic. For deeper insight into skateboard subculture, I also mention the journalistic style of Czech skateboarding media. The Internet media has a special emphasis on visual content, more so than print media, due to traditional text being replaced by moving pictures, and therefore with help of...
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Is the only purpous of czech litestyle magazines to present advertisements?
Samšuková, Jana ; Osvaldová, Barbora (advisor) ; Lábová, Alena (referee)
Bachelor's thesis: Is the only purpose of Czech lifestyle magazines to present advertisements? An evaluation of the content of two Czech lifestyle magazines - JOY and Harper's Bazaar. This thesis is based on a hypothesis that Czech lifestyle magazines are oversaturated with advertisements and that their creators devote more space to the advertisers than to actual own lifestyle/journalistic content. This thesis compares the amount of space devoted to advertisements and original lifestyle content in particular, within a three- month period in the year of 2012. It also deals with a possible coherence of advertisers and lifestyle content and thematic agenda of analysed magazines, to a lesser extent. There will be comparisons of both JOY and Harper's Bazaar provided for each aspect evaluated by quantitative analysis, specifically through emergent coding. In the first part of the thesis, the author discusses the presentation of analysed magazines, their appearance, history, and their place among the Czech media market. The topic of media commercialization is also discussed. The coding book is attached to this thesis as well as a CD with the full coding book and definitions of variables.
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The Subculture of Tattoo - The Content Analysis of Inked Magazine
Fléglová, Marie ; Poštulka, Filip (advisor) ; Heřmanský, Martin (referee)
The theses named Subculture of a tattoo, Content analysis of a magazine Inked is primary focused on the nowadays phenomenon of a tattoo, there then the whole development of this social subculture. The aim of this thesis is to sum up and analyse the term of subculture, to see in detail the historical beginnings and development of tattooing, to describe functions, motivations and the reasons of an actual act of a tattoo. The main focus will be set on the American lifestyle magazine Inked. I will try to analyse this printed media, which targets on the tattoo subculture, culture itself, style and art. This thesis will characterise the magazine and will basically follow the Inked in two year time period. Which are the years 2009 and 2010, my interest is focused in this theme agenda and its development during this period of time. The researching method will then be a quantitative content analysis. Key words: Tattoo, tattouage, subculture, history, phenomenon, skin, motif, colour, development, function, analysis, research, Inked, magazine.
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Kraus Magazine in Terms of the Political Economy of Communication: A Critical Analysis of a Year of Existence of the New Concept in the Czech Media Market
Podzimková, Linda ; Vochocová, Lenka (advisor) ; Bednařík, Petr (referee)
This rigorous thesis researches the Czech printed magazine Kraus which was launched in November 2011 and ended in July 2012. The magazine was unique due to its media format of so called personality magazine. Kraus magazine was the first personality magazine in the Czech republic and no such other has been released since then. The thesis tracks and analyzes the existence of the magazine in Czech media market, while following the perspective of the critical political economy of communication. In order to put the Kraus magazine into a broader context of the political economy of communication, one part of the thesis is focused on foreign personality magazines such as Dutch Linda or American O, The Oprah Magazine. The successful Dutch Linda magazine was explicitly a pattern for Kraus, being published by the same media production company Sanoma Magazines. Another part of the thesis characterizes the public media image of Jan Kraus, a well-known Czech TV host, whose name and face the first Czech personality magazine bare. Marketing strategy, influences of the media management and ownership, advertising, internationalization, concepts such as commodification and structuration and more are the main interests of critical political economy and the key areas of this study too. The thesis includes a qualitative...
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Czech football monthly magazine Hattrick in years 1999-2009
Čermák, David ; Kraus, Jiří (advisor) ; Zamazal, Ondřej (referee)
This bachelor's thesis aims at mapping the history of the football magazine Hattrick, which has been published in the Czech Republic since October 1999. In an attempt to elaborate on the development of the magazine, I will first try to document the social background at the time of the magazine's launch, and to describe the competitive environment (albeit not very broad) and the titles that preceded the issuing of Hattrick or subsequently shared their readership. The main objective of this paper is the introduction of Hattrick as the most significant contemporary Czech periodical fully devoted to football and the analysis of content and other changes in the first ten years of its existence. The thesis focuses on the development of individual columns, which underwent gradual alterations, reflecting personal changes in the editorial team and the financial situation. In the chapter Football shifts on the background of time, I will attempt to analyze football as a social phenomenon and the way its perception changed in the Czech society in the period between 1999 and 2009. The shifts will be supported by several materials published in Hattrick. In the final part of my paper, I will assess the development of the magazine and the reasons behind the fact that despite its decreasing sales it has maintained its...
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Evolution of computer magazines by example of Softwarové noviny
Dolejš, Radan ; Köpplová, Barbara (advisor) ; Wolák, Radim (referee)
The thesis "Evolution of computer magazines by example of Softwarové noviny" deals with the Czech media scene of computer magazines. First part of it takes a glimpse at the history of world computer journalism and a closer look at the history of Czech computer journalism, describes its inception and first periodicals of its kind. The second part takes the example of the monthly Softwarové noviny and observes changes that it went through since its birth in 1991. Results of content analysis are used for describing the changes.
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Stereotypes in Fashion Photography in Women's magazines
Zítková, Radka ; Lábová, Alena (advisor) ; Turek, Pavel (referee)
Bachelor thesis "Stereotypes in Fashion Photography in Women's magazines deals with the question of using stereotypes in media. The theoretical part of the work is concentrated on the two main issues connected with thesis topic - on fashion photography and stereotype. Both issues are right in the beginning defined and the scientific literature, which has been published so far, is mentioned. The Analysis of stereotypes in fashion photography follows. The samples are Czech versions of world's leading magazines Elle and Harper's Bazaar. As women's magazines Bakalářská práce Stereotypy v módní fotografii v ženských časopisech focused mainly on the topics such as fashion, beauty and slender figure, they provide a sufficient amount of fashion photographs. The entire magazines are then analyzed one by one as they were published in the last ended year - year 2007. Visual analysis of each issue contains official information such as the amount of pages, photographs and fashion photographs. The next part of analysis is concentrated on the content of picture. I describe all the stereotypes I found in every single issue of magazine. As I close the concrete magazine I sum up the stereotypes in fashion photography, which were uncovered through its issues of the year 2007. In the end of the work I compare both...
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