The dissertation deals with the dilemma of ethics in advertisement; it is divided into six chapters. The first chapter concerns communication and advertisement{\crq}s function in it. In the second part, I focus on the targets and methods of advertisement (they can be positive and negative). I describe the following processes: influence, manipulation, persuasion, suggestion, motivation and purpose of advertisement in the sectors of the market. The third part is directed at the principles of regulation and self-regulation (I explain their differences). How does self-regulation work in practice I showed in the practical example. The fourth chapter describes the most frequently forbidden commercials and in the practical examples, I show how the consumer{\crq}s protection works. In the fifth part,. I stress the importance of media literacy and the problems in media education. In the sixth chapter I focus on the advertisements and at different attitudes and opinions related to it.

Critical media pedagogy - theoretical underpinnigs and contribution to media education Dissertation Mgr. Petr Valenta Keywords critical theory, critical media pedagogy, media literacy, critical pedagogy, media, ideology, discourse, power, symbolic power, knowledge Abstract The theoretical dissertation analyzes the traditional media education model issues, which derives from the orientation of media literacy on the dominant paradigm of media effects research in media studies. Media education takes the "media effects concept" and uses it to organize its own teaching practice. Theoretical dependence on media studies and the concept media effects leads media education to protectionism and normativity, which is reflected in the directive establishment of knowledge, skills and values pupils may acquire. This situation has negative effect on efforts of developing critical media thinking as independent on social authorities. Moreover, media education potentially reproduces the dominant modes of knowledge about media and society, without revealing them as social constructions. The theoretical basis for changing the paradigm of media education to become more critical and transformative practice able to form the student's personality as an autonomous, critical- thinking and committed citizen is presented in the second...

The aim of this diploma thesis is to map the importance of media education in general education and also to find out the way how pupils of the 2nd stage of elementary school and pupils of lower grade of multi-years grammar schools reflect the media education and at the same time to find out its benefit and usage in their real life. The theoretical part describes the basic knowledge that are connected with the theme of this work. The greatest emphasis is placed on the concept of media education in the Czech educational system. The practical part is focus on the results of the research which was made with the mentioned pupils. With the use of the interview with these pupils should be find out what is their opinion on the media education. Through their answers the author of this diploma thesis will try to outline if there is any difference in concept of media education between pupils of the elementary school and pupils of lower grade of multi-year grammar school. At the end of this work the author gives some suggestions for improvement and diversification of teaching media education that reacts on results found out in the research.

The central theme of the diploma thesis is incorporation of media education at the first stage of primary school. The theoretical part of the thesis briefly defines the basic concepts related to media education, offers an insight into historcal background and gradual integration of media education into the Czech educational system and, last but not least, introduces current state of this cross-curricular topic at Czech schools. The practical part is devoted to a research survey aimed at finding out which didactic topics of media education are mostly reflected in educational materials intended for the first stage of primary school and at the same time at ascertaining how the pupils are mostly involved in media education in terms of task assignments contained in teaching materials. The results of the research show that the most frequently reflected topics of media education that appear in educational materials are advertising, its regulation and influence and characteristics and function of traditional media. In case of the method of pupils involvement in media education, the research findings show that pupils are mostly called upon to receptive activities. To obtain the results of the research survey, qualitative content analysis of selected teaching materials was used.

L'objectif de ce travail de recherche est d’élaborer une approche pédagogique renouvelée pour un enseignement du français et de l’italien comme langues étrangères qui utilise le support publicitaire. Pour cela, nous avons fait référence aux principaux travaux existant dans ce domaine et nous avons analysé les caractéristiques de la publicité dans une approche contrastive en français et en italien et dans une perspective didactique. L’étude de l’évolution des stratégies et des formes de codage du message publicitaire ainsi que de ces spécificités linguistiques, iconographiques et culturelles est mis au service d’une approche qui s’inscrit tant dans la dimension actionnelle, interculturelle et plurilingue prônée dans le CECRL que dans l’éducation aux médias recommandée par l’UE et présente dans les plans d’études des systèmes scolaires et universitaires français et italiens. Notre propos est à la fois de montrer les atouts d’une exploitation didactique de ce type de documents à plusieurs niveaux de compétence et pour différents publics et de prouver l’efficacité de certaines approches méthodologiques, notamment celles qui intègrent les nouvelles technologies de l’information et de la communication et les outils numériques. Ce travail de recherche constitue le cadre général d’un vaste programme multimédia interculturel et interlinguistique pour l’enseignement de l’italien et du français qui aboutira à la creation d’un site ou d’un blog didactique offrant la possibilité de réaliser et répertorier de nouveaux scenarios pédagogiques dans le domaine de l’enseignement-apprentissage des langues étrangères en milieu scolaire et universitaire. / The purpose of this research work is to develop a renewed pedagogical approach which uses advertising as tool for the teaching of French and Italian as foreign languages. To this end, we have made reference to the major studies in this area, and we have analysed the characteristics of advertising adopting a contrastive approach in French and Italian and in a didactic perspective. The study of the evolution of the strategies and forms of encoding of the advertisements message – as well as the linguistic, iconographic and cultural peculiarities – is put at the service of an approach which places itself in an action-orientated, intercultural and plurilinguistic dimension. This approach – adopted in the educational plans of French and Italian schools and universities - meets both the recommendations of the CEFR and the media literacy endorsed by the EU. In addition to illustrate the advantages of a didactic exploitation of this type of documents at different levels of competence and for different users, our objective is also to prove the effectiveness of certain methodological approaches, especially those integrating new information and communication technologies and digital tools.This research work represents the general framework of an extended multimedia, intercultural and interlinguistic programme for the teaching of Italian and French and it will lead to the creation of a website or an educational blog, offering the opportunity to implement and catalogue new pedagogical scenarios in the field of teaching-learning of foreign languages in schools and universities.

Thesis deal with information literacy as a new phenomenon in education. In the first part define what information is about and how communication proceed. In the next part of the text follow this thesis information and disinformation problems, define what are new media and what are thein specificity. In the next part follow this thesis information literacy, define its single components and their substantiality, deal with its contributions, which result from achievement as for single person as for society as whole. Further is the substanciality of separated parts of information literacy, divided into three levels of information literacy, which answer to three levels of education. Consequently is this achivement analysed and compared with defined levels of information literacy. On the basis of this comparation the recommendations which may lead to improvement of achiving information literacy are defined.

(abstract) The main aim of this diploma thesis is to describe projects of selected Czech media institutions that arised from the beginning 2008 until the end of May 2019 and aimed to develop and support media literacy of the public. It will be primarily about researching of programs of the Council for Radio and Television Broadcasting, the Czech Television and the Czech Radio. We also pay certain attention to projects of other media institutions. For individual projects, the work focuses primarily on the period of origin, format, type and its thematic content. The obtained data will be summarized in a well arranged way at the end. Based on the results and with regard to the current state of media literacy in the Czech Republic, at the end of the thesis, will be proposed other formats for individual institutions that could help the development and support of media literacy. In addition to this systematic research, at the beginning the work will deal with the history of implementation of media education, that means systematic education, to achieve various levels of media literacy in the world and Czech society. In describing the history of media education, particular account will be taken of the role played by the media and media institutions in the process. The thesis will also mention some...

This diploma thesis deals with a phenomenon of influencers - specifically how do these producers of media content perceive their audience. The goal of this diploma thesis is to identify and understand the behavior and culture of followers from the perspective of influencers in the context of media literacy. Nowadays anyone with an internet connection can become a follower of an influencer and basic knowledge about the cyberspace is not necessary. Thanks to the qualitative research among six different influencers this diploma thesis does offer theoretical and empirical point of view on a behavior, culture and media literacy of a young digital audience. The first part of the diploma thesis is dedicated to theoretical knowledge related to the digital audience, internet and danger that comes with the usage of cyberspace as well as media literacy in the context of a new media. The next part focuses on the interpretation of the methodology of research, followed by the presentation of results of the conducted research and their summary. Based on the research the author found out that participating influencers are aware of a connection between their behavior and hobbies and behavior and hobbies of their influencers. Subjects of the research perceive their audience in a positive way, their feedback is important to...

The following master's thesis deals with the issue of media literacy in relation to elderly population. The theoretical basis of this work contains of the theory of media literacy and media education, which is regarded to as a tool for cultivating media literacy. In addition to media education, the work also presents other ways to acquire media competencies, which are so needed in today's information society. After the introduction of theoretical approaches to media literacy, there is also a description of selected methods applied to determine the level of media literacy. The next part includes a description of media literacy in relation to senior citizens who form a very specific group in this area. As part of my own research survey, the level of media literacy in a group of 12 senior citizens is mapped on the basis of a proposed tool for determining the level of media literacy, which is based on the presented theoretical approaches. Qualitative research includes a detailed analysis of data, which were collected through interviews with the target group and which were supplemented by practical exercises. Media literacy research focuses on the area of knowledge, abilities and skills, and patterns of media use. According to the collected and analyzed data, a description of all respondents is...

This diploma thesis focuses on social networks and their usage in media education at a lower secondary school. The thesis exclusively deals with Facebook and Instagram and is divided into two parts, the theoretical one and the practical (empirical) one. The theoretical part studies both types of social networks and presents their development. Moreover, it focuses on the specifics of electronic communication and alludes to other topics such as media communication, media literacy, media education etc. The concluding passages of the theoretical part then focus on the relationship between media education and the curricular documents of the Czech educational system. The following practical part applies the outcomes of the theoretical part. Firstly, it takes into account works of several Czech linguists on whose findings the empirical analysis rests. Secondly, the reasons why media education should be present in education are listed. In its main part, the thesis then presents an analysis of selected material related to media education and offers possible methodological suggestions relevant to media education. The outcomes of those suggestions for the curricular documents are present, too. Finally, it also copes with research conducted on Czech language teachers and their stance towards Facebook and...