Search

The topic of the submitted thesis is a symbolic performance of the papal institution. We are laying stress on the form of communication of the papal institution and design of its legitimacy within the medial discourse. In the first and second chapter, we summarize the definition of papal institution as such. First of all, we investigate papal institution from the point of view of its historical development, eventually of its rich structure. Third part is defining the basal papal symbolism by means of discussing the principles of clothing and papal insignia. The key parts are composed by analyzing of both, the Pope election according to the Constitution Universi Dominici Gregis and the analysis of the Doctrine of impeccability of the Pope. The first of the phenomenon, being analyzed using the theory of modern myths by Roland Barthes and which is being derived from traditional conception of investigation of symbols performed by Ferdinand de Saussure. The second semiotics analysis is focused on the doctrine of impeccability of the Pope stressing the Theory of performatives of John Langshaw Austin with remarkable contribution of Pierre Bourdieu and his conception of the social conditions for the effectiveness of ritual discourse. Our hypothesis is, that investigation of instruments of symbolic performance of...

This bachelor's thesis deals with the development of line advertising in journals. It is divided into theoretical and practical parts while the development is described on the basis of textual and thematic analysis of line advertising in journals Lidová demokracie and Lidové noviny. In the thematic analysis the work focusses on the volume of advertisements and specifically whether and when it rises (or drops). The textual analysis tries to record language and orthography norms as they evolved. The work is also focused on vocabulary changing and advertisers' active vocabulary. The corpus of researched material comes from years 1968 and 1988 of Lidová demokracie, always first week of March, June, September and December and the same months of Lidové noviny from years 1998 and 2008. Both journals can be paralleled because of their relatively comparable edition, number of readers and position on the newspaper market. On the basis of practical comparation of the analysis a demonstration of the line advertisement is made. The theoretical part describes briefly history of advertisement including the censorship in the second half of the 20th century. Further it deals with legislatives measures and actual principles of advertisement in the Czech Republic. It is also accompanied by basic principles of...

The bachelor's thesis "Extent and use of advertisement on TV (permission of product placement from June 1st , 2010)" focuses on the change in Czech television production, caused by adoption of amendment to the law, which allows the use of product placement as a way of commercial communication and ranks it among the commercial TV products. The thesis briefly describes the evolution of product placement from the historical beginnings, through the success in motion pictures to the permission in TV broadcasting. It also describes the Czech Broadcasting Act and the interpretation of this law by the Czech Radio and Television Broadcasting Council (RRTV), focuses in more detail on the situation in the Czech TV stations, on the manners of use of the product placement and possible benefits it may have comparing to classical TV commercial spots. The study compares public Czech TV to private TV Nova, shows the examples in TV programs, in which the products were placed. This thesis also presents the opinions of media experts, advertisers, ratings and interventions by RRTV and audience's opinions. The aim of the thesis was to find out and evaluate, whether the PP entered the TV programs successfully, if the expectations of advertisers and broadcasters were fulfilled and how it affects the viewers.

The thesis deals with the analysis of the marketing communication and advertising campaign of the running event Nike Run Prague, which took place in Prague 3 September 2011. It also deals with semiotic and narrative means and with the research of the effectiveness of the campaign. Nike Run Prague is a 10 km long run throughout Prague and it was organized by Nike for the very first time. The running event was amply publicized and within its advertising campaign adopted the marketing strategy targeted on the youthfulness, amusement and brand image, utilizing the various communication channels. Nike Run Prague relies on originality, interactivity, contact with registered runners and on promoting by unusual kinds of advertising and media contents. These types of advertising and used media messages, visual, verbal and nonverbal means are analyzed in this thesis. For each type of advertising is placed an emphasis on narrative and semiotic analysis. Further quantitative research was carried out that examined the effectiveness of the means utilized in the advertising campaign Nike Run Prague. The research target group is formed by individuals aged 18 to 24 years in which the campaign was targeted. After subsequent analysis of obtained data they were explicated and finally the effectiveness of the used...

This bachelor work deals with Cause Related Marketing in the Czech Republic. Cause Related Marketing presents alliance between a non profit organisation and a business company in order to create a charitable project. At the begining this topic is explained, its history and development is mentioned as well, goals and influences of this marketing actvity are given, different forms and mechanisms of CRM projects and also andvantages and risks of these projects are dealt with. In the next part, some successful case studies are specified and thus show us how efective and beneficial these activities could be. In the last part, the research which was realized by the questionaire is introduced and views, opinions and perceptions on Cause Related Marketing of young people in the Czech Republic are presented.

The thesis is focused on construction of Czech national identity in press (MF DNES January - June 2010). It describes this complex problem in the way of discourse analysis. Therefore, there is not used special or particular research method, because the subject of matter is approached and thought by ontological and epistemological assumptions behind it. The objective of the work is find system, which characterizes construction of Czech national identity, Czech patriotism and Czech character. There must be emphasized that it is not providing absolute answers to the specific problem, but enable us to understand the conditions behind it. First of all, there is shown thinking about Czech national identity from the historical point of view. There are described presumptions of Czech identity and character from the times of Karel Čapek and Tomáš G. Masaryk. Secondly, there is shown contemporary discourse through the study of different levels of the media text, the concepts of Teun van Dijk or Jack Lule are involved.

The thesis "Medial muck-raking of sexual affairs in the Church in Czech press in spring 2010" through the use of medial ruts, stereotypes and logic, inquires into medial texts from the springtime 2010, which have referenced to sexual affairs in Catholic Church. Based on medial theories (gatekeeping, social construction of reality, agenda setting etc.) the thesis follows up the reflection of the theme and specifics of media discourse. This view is complemented with interviews with members of the Church, which give the thesis out-of- media extent. Qualitative part of the thesis takes sexual affairs in Church as illustrative theme, which is meant in connection with the Roman Catholic Church reflected by Czech media. The thesis also attempts to generalize the actual medial reflection of the Church on the background of current medial trends. It tries to offer a way how to improve the relationship between two part of culture - media and the Roman Catholic Church. To put the thesis into context it will be provided with information about history of the Roman Catolic Church and relationship of Czech society to matters of the church, because it determinates perception of medial news about this theme.

t_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...

The bachelor theses deals with guerilla marketing which presents an unconventional form of the products and services propagation. The aim of the guerilla marketing is surprise, to shock, to strike at the strategic location and the affordable price. The overall description of non-traditional marketing is mentioned in the theses content. I will also deal with the typical kinds of guerilla marketing or the samples of the individual campaigns. I will focus mainly on campaigns that have been realized in the Czech republic, even if the guerilla marketing relatively rarely occurs. Unusual types of the promotion are trying to work with the customer emotions, that is why I will deal with advertising psychology in one section. I'm going to use questionary with hooked illustration like the research method. The purpose of my research is exploring the human attitudes to the guerilla marketing. I will try to find out the consumer's reaction to the traditional types of advertising and whether they would welcome the more frequent uncommon campaigns. An important part of research will be investigation of the overall consciousness about the mentioned phenomenon.

Univerzita Karlova, Fakulta sociálních věd / Smetanovo nábřeží 6, 110 01 Praha 1 info@fsv.cuni.cz, tel: 222 112 111 www.fsv.cuni.cz Dle čl. 4 Opatření rektora č. 6/2010 o Zpřístupnění elektronické databáze závěrečných prací http://www.cuni.cz/UK-3470.html a čl. 1 Opatření děkana 29/2010 se z časového hlediska závěrečné práce dělí do tří skupin: a. "nové práce", tj. práce odevzdávané k obhajobě počínaje 29. 9. 2010, b. "starší práce", tj. práce odevzdané k obhajobě od 1. 1. 2006 do 28. 9. 2010, c. "práce před rokem 2006", tj. práce odevzdané k obhajobě před 1. 1. 2006. V tomto případě jde o "starší práci" odevzdanou k obhajobě od 1. 1. 2006 do 28. 9. 2010. Omlouváme se, ale dokument není v elektronické verzi k dispozici.

Diploma thesis "Development of press media of the Evangelical Church of Czech Brethren in the period between 1968 and 1990 shown on the example of the magazine Český bratr" deals with changes of content of the Český bratr magazine during the mentioned period. The magazine is the most important printed periodical medium of the Evangelical Church of Czech Brethren which is the largest non-catholic church in the Czech Republic. The diploma thesis introduces the Evangelical Church of Czech Brethren as the second largest church and the largest prostestant church in the Czech Republic, and besides describing its contemporary work in the Czech society it handles also its history. Further it deals with the history and development of the Český bratr magazine since its creation in 1924 till today. Also other printed media given out by this church are described, and also the space is mentioned that Czech media of public service devote to religious topics. History of the period 1968 - 1990 in Czechoslovakia is briefly described. The most important laws and rules are mentioned according to which media and churches were functioning at that time. For the research part, a simple content analysis was used to show the main themes that were present in the content of the Český bratr magazine and how they were changing during...

The Bachelor's essay "Analysis of the medialization of pope Benedict XVI.'s visit to the Czech Republic in the printed media between 26th and 28th September 2009" will monitor how the the events connected to this visit were presented in the print media. The Pope's visit is without any doubt such a rare and significant occasion that it is nearly impossible that the media wouldn't react to it. The visit was also quite short, so during three days full of various events unique material was created on which it is possible to observe, demonstrate and characterize the various methods of medialization. The first part of the essay focuses on a characteristic of the general terms used in media studies and on the description of semiotic conception. In the practical part a semiotic analysis, which examines how the Pope's visit was presented in selected dailies, is performed. The particular findings are then interpreted and the final part deals with the generalised results of the research.

This bachelor's thesis, with the title of "Comparing the media image of churches in 1991, 1999 and 2008 in selected Czech dailies", aims to capture the potential change in the content of the Mladá fronta DNES and the Právo dailies. Following the events of November 1989, the Czech society experienced an increased interest in religion and churches, which then gradually declined over time. The research focus of this thesis is on determining whether and how the content of the selected dailies reflected these shifts within the society. The research method applied included examining selected articles using a quantitative content analysis. The research did not examine only the scope of media space dedicated to Christian spiritual topics but also the degree of negativity and topic selection. The research also compared the results between the dailies, with Mladá fronta DNES maintaining the profile of rather an independent daily and Právo representing a daily with a left-wing inclination. The bachelor's thesis also examines the phenomenon of religion from both the general viewpoint and the viewpoint of the specific situation in the Czech Republic.

Diploma thesis "Progress in digitizing of television broadcasting in Czech and Slovak Republic at the example of ČT4 Sport and Trojka" deals with contemporary status of analogue to digital broadcasting changeover. Its goal is to explore and compare this difficult process in two countries - Czech and Slovak Republic. For detailed results of this comparison there will also be analysis of two digital sport channels - ČT4 Sport and Trojka - in my diploma thesis. Both channels belong to public broadcasters. This diploma thesis intends to notice, describe and explain all differences found throughout the analysis.