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English as a Lingua Franca in IT Advertising Campaigns
Arutsiunian, Aliaksandra ; Haupt, Jaromír (referee) ; Zmrzlá, Petra (advisor)
Ve 21. století můžeme s jistotou hovořit o významném počtu lidí, kteří používají angličtinu, ať už v každodenní komunikaci, nebo se ji intenzivně učí. Angličtina se stala světovým jazykem vědy, techniky, vzdělávání a podnikání a jako hlavní komunikační nastroj obdržela status Lingua Franca (ELF). Anglický jazyk využívají představitelé různých kultur, a proto se angličtina vyvinula na úroveň nadnárodního jazyka, který propojil vlastnosti různých jazyků a kultur. Ačkoli je výzkum v oblasti ELF stále ještě v počáteční fázi vývoje, pokusím se v této semestrální práci o identifikaci jeho specifických rysů, a to v reklamních kampaních v IT sektoru s využitím tiskových zpráv od předních světových IT společností.
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Linguistic Analysis of the Press Releases of a Selected IT Company
Přidal, Tomáš ; Haupt, Jaromír (referee) ; Reich, Pavel (advisor)
Tato práce je zaměřena na manipulativní jazyk užívaný tiskových zprávách. Je rozdělena na dvě části. V první, teoretické, části je vysvětlen pojem tisková zpráva a zároveň jsou popsány všechny náležitosti. Dále jsou popsány metody cílené komunikace, přesvědčování a manipulativního jazyka. V praktické části je provedena analýza tiskové zprávy za pomoci nabitých znalostí. Cílem této práce je analyzovat a identifikovat takový jazyk v tiskové zprávě.
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Czech telecomunications companies in chosen specialized media in 2013 - 2017
Ullmann, Ondřej ; Miessler, Jan (advisor) ; Huněk, Filip (referee)
This Master's Thesis focuses on the most popular online media, which are writing about telecomunications companies in the Czech Republic (mobil.iDnes.cz, MobilMania.cz a Mobilenet.cz). The aim of the thesis is to provide an overview of the way how these media inform about mobile providers in the Czech Republic (T-Mobile, O2 and Vodafone). The thesis reveals differences and similarities in media output of the monitored media and thus can help in a critical approach to the received information. In the theoretical part the thesis shows approach of a journalist as a mediator of information with an explanation of the main theories. It further reflects the role of a journalist as a recipient of information and also focuses more on the role of PR.The research part contains the results of the content analysis, from which it is possible to get an overview of media output frequency, sentiment or extent of use of press releases and the way they are taken over. All monitored quantities are compared across the media and mobile providers. The results show that there are significant differences how journalists rework press releases and in the overall sentiment of published articles. MobileMania.cz is significantly more critical of all mobile operators than other followed media, while at Mobilenet.cz research confirmed...
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The transformation of the press releases into the media texts
Vlková, Barbora ; Trunečková, Ludmila (advisor) ; Šoltys, Otakar (referee)
The diploma thesis " The transformation of the press releases into the media texts" deals with criteria according to what journalists make decisions, what press release should be included into the news and what should not. Since the present media studies perceive gatekeeping as a broader process of information control involving all aspects of message encoding, therefore not just a selection but also a compilation, a transmition, a formation and the timing of information transmition from a supplier to a recipient, the diploma thesis also pursues the transformation process of a press release into a media text itself. The diploma thesis is divided into a theoretical and a practical part. The theoretical part includes the gatekeeping process analysis, the pseudoevent problems analysis and news production routinization analysis. This chapter summarizes the knowledge to the topic from scholarly literature. The second and the principal part of the diploma thesis is the practical and application part. This part argues a personal and a creative approach to a chosen problem solution. The premediate defined hypothesis are being disproved or approved on the basis of a practical research. The background material for this diploma thesis are the press releases of three private companies (G-PROJECT, s.r.o., The Hlubocko -...
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Analysis of Crisis Communication in Retail Chains
Pralovszká, Sára ; Ivan, Michal (advisor) ; Marcelli, Miroslav (referee)
This diploma thesis focuses on an analysis of crisis communication in food retail chains, using pragmatic linguistic methods. In the theoretical part I deal with speech acts theory from the viewpoint of John L. Austin and Emile Benveniste, Grice's Cooperative Principles and the Theory of Argumentation. I use all these methods in analyzing press releases published by retail chains in the case of a negative food affair. I am therefore interested in the way those linguistic tools are used by the authors in the press releases in order to communicate most effectively in a time of crisis, so as to prevent the loss of either costumers or the good name of the company. I will also focus on the most frequent mistakes made by the authors of press releases. The aim of my thesis is to find out whether it is possible to find some repetitive mechanisms used in the communication of different crisis topics. The main hypothesis is that although there are different crisis situations which need to be communicated, communication methods used in individual press releases are similar and they often recur. Key words: pragmatics, speech acts, cooperative principles, argumentation, crisis communication, food affair, press release.
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Media Presentation of Liberec region
Nápravník, Jan ; Miessler, Jan (advisor) ; Křeček, Jan (referee)
- English version The diploma thesis, in the form of a case study, deals with the issue of media presentation of the Liberec region as a state institution. The study focuses on the period from 1 January 2020 to 30 June 2020. The evaluation is limited to printed reports generated by the regional authority and contributions to the social networks Facebook and Instagram. The work includes the specifics of communication at the regional level, which is located exactly between the municipal and governmental levels and has not yet been typified. The main goal of this diploma thesis is to analyze the communication of the region on the example of the Liberec region and for further research to provide such a study that will offer insight into how the region communicates. The thesis places the region in the context of state administration and defines the basic concepts and customs that characterize communication at this level through an extensive theoretical part.
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Younger school age children exercises at Sokol Festival
Krutilková, Eva ; Hájková, Jana (referee) ; Kašpar, Ladislav (referee)
Keywords: Festival, Exercises, Sokol, Spartakiáda, pupils, practice, training, Press release, Pedagog-trainer, younger school age children Abstract: The theoretical part is focused on the development of physical education in the Sokol - movement in our country from 1907 to the present. Particular attention will be devoted to the Sokol - movement and training of large group practices in relation to younger school age children. The essence of the study will be a practical research. The aim will compare exercises from 1932 and 2012 in terms of gymnastics and education. The group used in the study are children aged 8 years. The study will lead to the solution of the research problem, whether the differences in the implementation of these two exercises give us an inside of the spirit of the age, educational access and relevance for today's children.
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Requirements of Selected Czech Media on Media Relations of Sports Organisations
Slobodníková, Aneta ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Requirements of Selected Czech Media for Media Relations of Sports Organisations Objectives: The objective of this thesis is to synthesize sports media's opinions on media relations of sports organizations in Czech republic. The aim is to create a document that will have the potential to improve communication between media and Czech sports organizations. Methods: The qualitative method of interviews was used for data collection, alongside with a guideline based on theoretical framework. Respondents were selected by targeted sampling employing criteria. Interviews were recorded and subsequently transcribed into written form. Obtained data were processed by the deductive method of thematic analysis. Results: The result of this thesis is a summary of requests from media representatives. The results reflect the theoretical framework with practical comments for the Czech sports environment. Overall, media representatives focus on trust from sports organizations and their representatives. They recall that a media output is also a part of a sports career of athletes. They wish to be seen as someone who is a partner in spreading information to the public and fans, not as an enemy. Keywords: public relations, communication, press release, press conference, sports media, media guide, media room,...
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Czech telecomunications companies in chosen specialized media in 2013 - 2017
Ullmann, Ondřej ; Miessler, Jan (advisor) ; Huněk, Filip (referee)
This Master's Thesis focuses on the most popular online media, which are writing about telecomunications companies in the Czech Republic (mobil.iDnes.cz, MobilMania.cz a Mobilenet.cz). The aim of the thesis is to provide an overview of the way how these media inform about mobile providers in the Czech Republic (T-Mobile, O2 and Vodafone). The thesis reveals differences and similarities in media output of the monitored media and thus can help in a critical approach to the received information. In the theoretical part the thesis shows approach of a journalist as a mediator of information with an explanation of the main theories. It further reflects the role of a journalist as a recipient of information and also focuses more on the role of PR.The research part contains the results of the content analysis, from which it is possible to get an overview of media output frequency, sentiment or extent of use of press releases and the way they are taken over. All monitored quantities are compared across the media and mobile providers. The results show that there are significant differences how journalists rework press releases and in the overall sentiment of published articles. MobileMania.cz is significantly more critical of all mobile operators than other followed media, while at Mobilenet.cz research confirmed...
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Intercultural communication mediated by a PR agency
Jelínková, Petra ; Jettmarová, Zuzana (advisor) ; Svoboda, Tomáš (referee)
This diploma thesis aims to describe comprehensive processes of intercultural communication in a Czech PR agency. The agency's mediation activity is seen in a broader context - not only as the one of a mere intermediary supplying translation and interpreting services provided by local third-party subcontractors, but the one of an active element that co-creates and completes the final shape of these products and services. First of all, we are going to introduce our topic in the context of the existing research made in translation studies, media studies and marketing communications theory. The empirical part of this thesis consists of a case study of a selected Czech PR agency. We used qualitative methods in order to gain data enabling to describe communications processes heading from the client, i.e. a foreign company (seen as the author and primary contracting entity), through the agency (the manipulator) to the translator, and then back to the agency and through its mediation to the primary recipients, i.e. Czech mass media. Besides the description of these processes, subsequently summarized in several basic models, we will also focus on the form of the intercultural communications products, as well as the norms that govern their form. We will use a translation analysis to identify whether these...
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