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Celebritization of czech youtubers and bloggers as part of marketing of czech food companies
Soukupová, Patricie ; Jirák, Jan (advisor) ; Miessler, Jan (referee)
The topic of this bachelor thesis is "Celebritization of Czech Youtubers and bloggers as a part of marketing of Czech food companies" and tries to define four research questions (one main question and three secondary questions) using qualitative research. The introductory part of this work provides an explanation of why it differs from the original thesis, in which it is explained that the name Youtuber or blogger is summarized by the unified term micro-celebrity. The thesis focus on research of only one social network - Instagram, because of the complexity of this platform and its great popularity among young people. In any case, adolescents are not the only age group that it is focused on, the research also focuses on the cross-section of age groups. The theoretical and practical part of the thesis focuses on ways of interaction between micro-celebrity - followers - product (or company, which is by micro-celebrities promoted). Individual ways of interaction are described separately, for example how the company establishes cooperation with micro-celebrity. The practical part of the work contains description of the main monitored product Coca-Cola, research questions and the course of qualitative research, which includes a graph representation. Several research methods were needed to complete the research -...
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The Rise of the YouTube Celebrity: The Migration of Young Audiences from TV to Independent Content Creators
Sedláček, Jakub ; Slussareff, Michaela (advisor) ; Koubský, Petr (referee)
This thesis aims to uncover the reasons behind the sudden rise of the YouTube celebrity and to test (by means of an experimental study of teenager interests) media claims that YouTubers have become more popular among teenagers than any traditional type of celebrity. The thesis integrates YouTubers into celebrity studies by first outlining the origins of celebrity and its general role in society and then drawing parallels between traditional types of celebrity and YouTubers via describing the characteristics they embody and the specific roles they perform. As a result, YouTubers are found to be a technologically determined next step in the evolution of the TV personality, whose celebrity is mainly structured around the concepts of familiarity and intimacy. What follows is a discussion of participatory culture, monetization and doing YouTube as a job, with emphasis on the effects these developments had on the rise of the YouTube celebrity and online content & culture in general. The thesis is concluded by an experimental study conducted using quantitative research methods on a sample of over 5,000 Czech teenagers by analyzing their Facebook page-likes. The results suggest that YouTubers really are more important to teenagers than traditional celebrities.
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The role of authenticity in the process of developing the relationship between mikro-celebrities their fans
Fryčová, Markéta ; Švelch, Jaroslav (advisor) ; Šmejkalová, Jiřina (referee)
This thesis examines the role of authenticity, its elements and manifestations in the process of developing a relationship between micro-celebrities and their fans. The issue is demonstrated by the example of YouTube, the most important video-sharing site. Part of the issue is whether the YouTube content creators and their subscribers develop parasocial relationships as defined by Horton and Wohl (1956), and authenticity as an element that sets the relationship between micro-celebrities and their fans apart from the relationship between traditional celebrities and their fans. The theoretical part of the thesis deals with concepts that are associated with development of the micro-celebrity phenomenon, discusses the concepts of micro-celebrity and authenticity themselves, and expounds the parasocial relationships theory. Analysis of the role of authenticity in the process of developing the relationship between micro-celebrities and their fans is based on qualitative research that draws from interviews with micro-celebrities and their fans and the analysis of videos and comments by which viewers respond to them.
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