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Marketing Strategy of Community Centre Rubín in Brno
Varmužová, Romana ; Urbánek,, Jiří (referee) ; Chlebovský, Vít (advisor)
The main objective of this thesis is the description and complex evaluation of the functioning of the Cultural House Rubin in Brno Žabovřesky in the context of the neighborhood and the city, and create a strategy for its further development. Thesis deals with marketing of culture and describes the functioning of the House of Culture, its program and service offerings, visitors and defines its position within the city. It also contains characteristics of major competitors in the cultural context and sets hypotheses for the practical examination.Research part consists of quantitative research - in the form of a survey among the target audience. The conclusion contains a summary of findings from the theoretical part and practical research and their incorporation into the overall marketing strategy of Community Centre Rubín in Brno.
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The Legitimacy of Public Service Media in the 21st Century: The Role of Audience Analysis
Vysloužilová, Kristýna ; Nečas, Vlastimil (advisor) ; Trampota, Tomáš (referee) ; Kroupa, Jiří (referee)
The dissertation thesis addresses the current position of European public service media. After many years in the position of naturally monopolistic broadcasters, these media are competing for attention not only with a number of private media but also with an unlimited number of online platforms. The thesis analyzes the main potential threats to the legitimacy of public service media and gradually describes the normative requirements that are imposed on public service media primarily by legislation, but that also arise from a socio-historical context. Furthermore, it describes technological trends in the media sector that influence media consumption patterns. Finally, it covers the transformation of the relationship between public service media and their audience. The audience and their expectations are identified as the key source of public service media legitimacy. The research in the thesis aims to analyze to what extent and how the public service media in Europe use audience analysis when defending their own legitimacy. It also presents specific recommendations and results of the author's own quantitative pilot research on a representative sample of the Czech population, which verifies the potential of some of these recommendations on the example of the Czech Television's perception.
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Shifting Behaviour of Czech TV Viewers in Context of Rising VOD Platforms
Pančochářová, Natálie ; Macková, Veronika (advisor) ; Jirků, Jan (referee)
Television as a medium has demonstrated dominant status since its establishment. However, the consumption of audiovisual content is shifting towards new possibilities. Digitalization has led not only to the expansion and differentiation of the television market, but also to changes in the consumption of audiovisual content and consumer habits. Television broadcasting has no longer faced competition only from other television companies, but also from the internet and streaming service providers. The aim of the thesis was to explore how the behavior of Czech viewers has changed in the context of strengthening VOD (video on demand) platforms, which allow consumers to watch audiovisual content of their own choice without time constraints. The thesis focused on answering the following research questions: How has the behavior of Czech television viewers changed in the context of strengthening VOD platforms? Why people do (or do not) own televisions? What are the reasons of why television broadcasting is (or is not) attractive? Do VOD platforms have disadvantages? What attracts viewers to using VOD platforms? Where do people get their news from? In what direction should linear television broadcasting move in the future? To answer these questions, focus groups (group interviews) were used. A total of twenty-three...
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The depiction of Czechoslovakia in the years 1989 - 1990 through the eyes of viewers in the television series Vyprávěj
Vitoušová, Natálie ; Kárníková, Lydie (advisor) ; Reifová, Irena (referee)
The bachelor thesis entitled "The depiction of Czechoslovakia in the years 1989 - 1990 through the eyes of viewers in the television series Vyprávěj" deals with the question of how the perception of the portrayal of a particular stage of contemporary history (the November Revolution of 1989 and the social events of the early 1990s) in the series differs between two different groups of viewers, the memorials and the non-memorials. The thesis consists of pilot research conducted with two respondents, each representing one of the two audience groups. Their experience of watching and perceiving the series is explored through a semi-structured interview method with predetermined thematic headings. On a theoretical level, the thesis explores how the format of the series: the memory medium, utilizes concepts of nostalgia along with cultural and communicative memory, while considering account the specificities of post-television audiences. Furthermore it describes the relation between memory and history, as well as presenting the specific importance of the period 1989-1990 in modern Czechoslovak and Czech history. The thesis contributes to the understanding of how cultural memory is shaped in the series Vyprávěj, and its further aim is to develop interview scenarios for more extensive research with more...
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The Reprezentation of Selected Socialist and Communist Countries in the Czech Press in 2010
Javůrek, Karel ; Nečas, Vlastimil (advisor) ; Křeček, Jan (referee)
Theme of this diploma work are news related to selected socialist and communist countries in the Czech press. Characteristic works are the specifics of media countries with the socialist (or communist) government in the Czech press. Theoretical work is beyond theory Frankfurt and Birmingham schools. The basis of the analysis work will stereotypes concerning the socialist and communist countries, the Czech news media contents. The findings will then be the basis for in-depth interviews with the news media workers and the staff representative bodies of the countries. The goal is to reveal the motives and the construction of stereotypes at the production of media content.
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The history of television audience research methodology in Czechoslovakia and in the Czech Republic
Vitková, Zdeňka ; Reifová, Irena (advisor) ; Bednařík, Petr (referee)
Diploma thesis "The history of television audience research methodology in Czechoslovakia and in the Czech Republic" deals with measurement methodology of TV ratings with focus on the recapitulation of the whole process of data acquisition. In the first part of the work, the author approaches theories about audience measurement and social use of television. The following part already concentrates on the development of the audience measurement methodology from the diary method to electronic measurement. The diary method measurement is divided into three periods: measurement before 1970, surveys in 1970 - 76, measurement after 1976. As for electronic measurement author deals with measurement methodology and development of new technologies. The work is enclosed by the brief summary of the audience measurement methods in other selected countries.
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Manipulating practices in selected Czech newspapers during the elections into the Chamber of Deputies of the Parliament of the Czech Republic in 2010
Straňáková, Kristýna Barbora ; Kraus, Jiří (advisor) ; Křeček, Jan (referee)
This thesis deals with the manipulating practices in the political media coverage in the period before the elections to the House of Parliament of the Czech Republic in May 2010. It describes the types of communication in terms of its ability to influence and focuses on the effects of the media and its impact on the audience. It also deals with the theoretical framework of the issues of manipulating methods and techniques and their causes. It defines the function of media in terms of intentions and evaluates the current situation in the Czech Republic, including the existing control mechanisms. A part of this thesis is a comparative analysis that focuses on a detailed qualitative analysis of texts published in the dailies Mladá fronta Dnes and Právo and their comparison during the period under consideration.
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Pošta pro tebe-reality TV and social motivation of participations
Ptáčková, Renáta ; Bednařík, Petr (advisor) ; Gerbery, Juraj (referee)
Abstrakt_anglicky _Diplomova_prace_Ptackova_Renata The diploma thesis "Pošta pro Tebe - reality TV and social motivation of participants" focus on the use of social television. It describes in detail the reality TV genre, its brief history of broadcasting, focusing on the motivational elements of the program participants Pošta pro Tebe. It investigates the impact and effect of media and mediated relationship to the contents of a reality. It analysis the audience base, explores reasons for visiting the TV studio spectators, why people looking for this TV show and why they watch it by questionnaires, interviews. It's looking for the credibility of the program and asking whether the audience would become program participants. Further, the work captures the audience ratings and popularity in each year of its broadcast. Finally, describes the creation of the show and behind the scenes. The diploma thesis is divided into 4 chapters: Theoretical introduction thesis (clarifying the concepts that are crucial for the work related), Ratings (analyzing rating charts of the first channel of Czech Television and the demographic composition of the audience), Behind the Scenes program (described shooting of, the role of interested participants, technical background of the show), Audience (defines who is the audience and...
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