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Queer journalists in the Czech media space
Jezberová, Gabriela ; Vochocová, Lenka (advisor) ; Maňák, Vratislav (referee)
The topic of this thesis is the feelings of queer journalists in the Czech media space. The author interviewed 13 queer journalists from different types of media. The theoretical framework of this thesis is identity theory, feminism, liberalism, conservatism and queer theory. The research is designed to be qualitative, drawing on grounded theory practices to analyse how queer journalists' sexual orientation or gender identity affects their journalistic work through open, axial and selective coding. It answers how these journalists perceive the atmosphere in the newsroom, whether there are any barriers that make their work difficult, and what coping mechanisms they use to help them deal with stressful situations caused by their orientation or identity. The analysis also focuses on their perceptions of gender and sexual diversity in newsrooms, how their queer identity is reflected in the treatment of media topics, how they perceive the treatment of queer topics in the Czech Republic, or whether any obstacles arise in their fieldwork. In total, thanks to the three-level coding, it was possible to identify four categories that shield specific categories and encompass several problematic aspects. Thus, the basic themes are the field and newsroom environment, the impact of queer identity on media...
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Business model of a small business directed by Markéta Lukáčová with an accent on a marketing plan
Lukáč, Vojtěch ; Koudelková, Petra (advisor) ; Moravcová, Hana (referee)
The main goal of this thesis was to describe the main fields of the business model and create a marketing plan for the small enterprise managed by Mrs. Lukáčová. The thesis firstly describes the theoretical framework of small enterprises in the Czech Republic and in the European Union. It briefly describes the form of the business model and the marketing plan, which will be used in the proposal parts of this thesis. Then a characterization of the business, offered products and services takes place. In the methodological parts thanks to two qualitative methods the perceptions of new and loyal customers are tested in connection with the business of Mrs. Lukáčová. Beforehand the situational analysis take place, namely the threat and opportunity matrix, SWOT analysis and PESTLE analysis. The description of marketing communication of the enterprise of Mrs. Lukáčová and competition is performed right after. In the proposal part of the business model the main necessities are written down in the template of Business Model Canvas. It mainly takes into account the actual situation of the business and then serves as a material that could help the implementation of new realities. Mainly the value proposition, where core values will be found, is appropriate for future marketing communication. In the proposal...
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The first month of war ain the media through eyes of students: case study of Grammar school Písek
Havrdová, Monika ; Šimková, Karolína (advisor) ; Wolák, Radim (referee)
The thesis deals with students' attitude towards media content about the war in Ukraine in the context of media education at the grammar school in Písek, South Bohemia. The main aim is to investigate how students perceived and interpreted media content about the war in Ukraine during the first month of the conflict, to analyse their views on the media coverage of the conflict, and to find out what role media education had in informing students about the war in Ukraine. The thesis is divided into two parts, namely theoretical and empirical, and links several important and current issues such as the Russian-Ukrainian conflict, its media coverage and media education in secondary schools in the Czech Republic. The theoretical part of the thesis deals with the context of the issue, the role of media in reporting on war conflicts and the importance of media education and media literacy in relation to media coverage of the war in Ukraine. This is followed by the empirical part, in which qualitative research is presented. The research inquiry was conducted in the form of a case study by semi-structured interviews with 16 third-year students of a grammar school in Písek. The results provide answers to the set research questions, provide context of the topic and can be a stimulus for further discussions on...
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Body Representation and Eating Disorders in the Communication Strategy of Czech Influencers
Řezáčová, Natálie ; Heřmanová, Marie (advisor) ; Soukup, Martin (referee)
1 Abstract This masters thesis aims to analyse the everyday practice of Czech influencers on social media. It asks how they approach topics that may influence the onset and development of a particular form of eating disorder within their audience. The thesis also aims to find out the Czech influencers attitudes towards regulation of social platforms and who they think should communicate experttopics and in what way. Last but not least, the thesis aims to analyze how the influencers articulate and use the influence they have gained through their activity on theplatforms during their career. The text of the thesis is divided into three parts. The first part is dedicated to the current state of knowledge. It consists of several chapters that review publications dealing with influencers, social media in relation to eating disorders, and the current regulation of these platforms. The research methodology, which is built on the grounded theory method, is introduced in the second section The method of data collection through semi-structured interviews is also described in more detail. The third, empirical part of the thesis then analyses the interviews. The statements from these interviews are placed in the context of current knowledge. Those that relate specifically to eating disorders are then considered in the...
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Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes
Světelská, Denisa ; Klabíková Rábová, Tereza (advisor) ; Turková, Kateřina (referee)
The thesis "Strategic communication of Crossfit: fulfilling the brand discourse through the eyes of Czech Crossfit athletes" deals with a qualitative analysis of brand perception by individuals participating in CrossFit. From a theoretical point of view, it covers the explanation of the concept of brand and also looks at the models that are used in brand making and branding. It also focuses on brand communities, their specificities and their contribution to brands. CrossFit, the history of branding and other essentials that CrossFit presents are then specified in detail. This includes the gym environment and specific training regimen. The available analyses of the brand's communication are also outlined. Part of the theoretical background includes an overview of the CrossFit community from previous analyses. Through semi-structured interviews on brand communication, competitive advantages and differences from other sports and the CrossFit community being an integral part of the brand, the dimensions of branding used were unravelled. Through individuals' experiences with the brand, the thesis aims to identify the factors that contribute to the success of the brand in the sporting area, as well as how the brand impacts the individuals themselves. Thus, attention is also paid to the impact of the...
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Research of the Heartstopper perceived influence of LGBTQ+ community
Vlašicová, Dagmar ; Kruml, Milan (advisor) ; Štoll, Martin (referee)
The British series Heartstopper was first available online on the Netflix platform on april 22, 2022, although the graphic novel that became the basis for the series was first published in 2019. It is now one of the most successful series produced by Netflix, also on the social network TikTok the #heartstopper hashtag reached trillions of views. The third television part and the fifth part of the graphic novel are currently being prepared. In this work, I want to focus on the series, and specifically how viewers of the LGBTQ+ community perceive the series. The main goal will be to find out if the series in any way affects their lives and the concept of relationships and if it had an effect on their attitudes towards the majority society judging the LGBTQ+ minority and other stuff. For this finding, I will use qualitative analysis and a form of in-depth interviews with viewers of the series who identify as queer. The main areas that I would like to focus on are a) the relationship of the viewer to individualism, b) the relationship to the LGBTQ+ community, c) the perception of oneself as queer in the majority society.
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Local action groups in the inner periphery of Bohemia: perception of success and its analysis
Ambrozková, Marie ; Chromý, Pavel (advisor) ; Konečný, Ondřej (referee)
This master's thesis examines the success of Local Action Groups (LAGs) from the perspective of how success is defined by LAG representatives, which is compared with the approaches of state and European authorities and experts. It further analyzes the factors influencing LAG activities with an emphasis on the context of the inner periphery of Bohemia. The research methods employed were qualitative, involving semi-structured interviews with representatives of six active LAGs from the inner periphery of Bohemia. The results indicate that, according to LAG representatives, the success lies in networking within the territory, LAG awareness, knowledge of the territory's needs, and active targeting of these needs. Particularly in terms of LAG awareness and informed targeting of territory needs, LAG representatives' perspectives differ from other approaches. Respondents identify a good team as the foundation of successful LAGs, which utilizes positive factors and overcomes negative influences on LAG activities. Key findings from the research include a description of the successful LAG team and an overview of factors influencing their activities, including those typical of the inner periphery. Internal factors such as small municipalities with non-full-time mayors, sparse population, and missing services...
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