This diploma thesis deals with the marked word order in Italian and its translation into Czech. The work is divided into two parts. In the opening of the first, theoretical one the author applies her mind to the development of the linguistic attitude to the word order. The author focuses on the description of the basic parameters of the Czech and Italian word order with respect to the marked structures. The second, analytical part works with the selected examples of the Italian marked word order and its translation into Czech. The comparative examples of word order in the analytical part are chosen from the spoken corpus, fictional text and the parallel corpus InterCorp. The aim of this thesis is firstly comparing the Italian marked word order to the Czech one and secondly mapping general principles of translations into Czech. Conclusions and recommendations are drawn for translation into Czech.

The aim of this study was to investigate reading difficulties as barriers to learning experienced by learners entering the intermediate phase. The researcher conducted an in-depth literature study and by means of a qualitative research approach, empirical data were collected through individual interviews, observations and document studies. The findings revealed a number of common themes on the impact of reading difficulties and the factors that may cause these difficulties. The research findings revealed that in order to prevent reading difficulties as barriers to learning, the essential components for reading development must be acquired effectively, the role of the teacher and the parent are crucial and the early identification and remediation of reading difficulties is paramount. Resulting from the findings in the empirical investigation and in correlation with the findings from literature, the researcher made recommendations regarding strategies to reduce reading difficulties. / Education / M.Ed. (Psychology of Education)

The new method of automatic term recognition TERMIT is focused not only on the high number of correctly labeled terms, but also on the most important attributes of a term (in terms of their role in automatic term identification process). The method is based on data mining, i.e. finding meaningful information in very large corpus data. It was able to both successfuly identify terms in academic texts and find constitutive features of a term as a terminological unit. The single-word term (SWT) can be characterized as a word with a low frequency in corpus (SYN2010) that occurs considerably more often in specialized texts of a given field than in non-academic texts, occurs in a small number of academic disciplines, its distribution in the corpus (SYN2010) is uneven as is the distance between its two instances. The multi-word term (MWT) is a stable collocation consisting of words with low frequency and contains at least one (and often more) single-word term. Based on the characteristics of SWT and MWT, it is possible to classify individual tokens in texts as terms or non-terms with a success rate of more than 95 %. Automatically identified terms can be used to identify percentage of SWT or MWT in different academic disciplines, as well as find terms shared by two or more domains in order to assess their...

This thesis aims to map the occurrence of reproduction of own and other people's language in everyday communication and focus on characteristic features of spokenness. After the first part, which will study this issue in theoretical level, proceed to the analysis. Everything will be completed by pondering on the research results and their implications. The material from which the work is based, consists monologues and dialogues of 65 people of different ages, gender and social inclusion. By these criteria the material is also categorized and analyzed in the context of reproduction and of characteristic features of spokenness in all layers of simple communicative style. All the material isn't older than two years and using by a recording equipment is maintained in spoken and subsequently also in written form.

Made available in DSpace on 2016-06-02T20:25:22Z (GMT). No. of bitstreams: 1 6180.pdf: 11186222 bytes, checksum: 34306124bf7af71b0d3920277f369300 (MD5) Previous issue date: 2014-03-25 / Financiadora de Estudos e Projetos / On the assumption that a text is the guiding object for both teaching and learning, according to words by Geraldi (2003; 2010), the aim of this study is the analysis of written stories retold by students who are in process to become literate and focuses on how a otherness word becomes their own word in written production. Based on enunciative studies of language and on Bakhtin, it is assumed the idea of language as an interactive process and the constitution of the subject. The literacy is comprehended as a discursive process. Thus, the written language acquisition is considered from the relationship between subjects with, about and of the language. The corpus which permitted such analysis is formed by twenty four texts of middle school students from 2nd grade, written in 2010, based on the story Menina bonita do laço de fita by Ana Maria Machado. The genre retelling constitutes of an activity of retelling and happens to be from the perspective of counter-word of somebody else s discourse, in which the students written productions are the answer to somebody else s discourse.The paradigm of evidence, developed by Ginzburg (1986), is the methodological approach used to analyze the written productions and allows the comprehension of the singularity evidences related to written process. The association between the paradigm of evidence and the studies related to written acquisition allows the comprehension of the subject s dialogical relation processes and language. It was intended to develop a reflexive look at texts from the appropriation of the Otherness word. When in contact with other words, the subjects create their own words and by doing so build up meanings for the story. This creation process about language proves that retelling is not a reproduction, but the production of the new. The author s appropriation of words is assimilated to the subjects own words, in the new retold story, whose meeting the word, results in the production of a new text, a new, single and not-repeated enounced in enunciation chain. The retelling presupposes evaluation, comprehension and active and responsive activity in relation to somebody else s discourse. Thus, the dialogic relationship between some enounced, achieved through the activity of retelling reveals itself as an important strategy to produce meanings, in which the retelling allows a (re) signification of written work in school settings. / Mediante o pressuposto de que o texto constitui o objeto norteador do ensino e da aprendizagem, em consonância às palavras de Geraldi (2003; 2010), o objetivo desta pesquisa centra-se na análise dos recontos escritos de alunos em processo de alfabetização e incide sobre o modo como a palavra outra se torna palavra própria nas produções textuais. Pautado nos estudos enunciativos da linguagem, assumese com Bakhtin a concepção de linguagem enquanto modo de interação e constituição dos sujeitos. A alfabetização, por conseguinte, é compreendida enquanto processo discursivo, assim, a aquisição da língua escrita é considerada a partir das relações dos sujeitos com, sobre e da linguagem. O corpus que permitiu esta reflexão é composto por vinte e quatro textos de alunos do 2º ano do ensino fundamental, produzidos em 2010, com base no conto Menina bonita do laço de fita , de Ana Maria Machado. O gênero reconto constitui-se como a atividade de redizer e incide sob a perspectiva de contrapalavras ao discurso do outro, no qual as produções textuais dos alunos constituem-se uma resposta ao discurso de outrem. O paradigma indiciário, desenvolvido por Ginzburg (1986), serviu de base metodológica para análise das produções escritas e permitiu compreender os indícios das singularidades dos processos de escrita. A associação do paradigma indiciário aos estudos da aquisição da escrita permite uma compreensão dos processos da relação dialógica do sujeito com a linguagem. Procurou-se desenvolver um olhar reflexivo sobre os textos a partir da apropriação da palavra outra. No encontro com as palavras alheias, os sujeitos imprimem suas palavras no texto e assim constroem sentidos para o conto. Este processo de criação sobre a linguagem comprova que o reconto não é reprodução, mas produção do novo. A apropriação das palavras da autora é assimilada às palavras próprias dos sujeitos, da nova história contada, cujo encontro de palavras resulta na produção de um novo texto, um novo enunciado único e irrepetível na cadeia da enunciação. O reconto pressupõe avaliação, compreensão e atividade ativa e responsiva em relação ao discurso do outro. Destarte, a relação dialógica entre os enunciados alcançada através da atividade de recontar revela-se como uma importante estratégia de produção de sentidos, na qual o reconto permite uma (re)significação do trabalho com a escrita na esfera escolar.

[pt] A rápida propagação e alta popularidade das mídias sociais digitais criaram um ambiente favorável à instalação de comunidades de marca. Cada vez mais, empresas criam comunidades - as chamadas fanpages no Facebook - como forma de se aproximar dos seus consumidores e alcançar a lealdade dos mesmos. Neste contexto, este estudo elaborou dois novos modelos conceituais para investigar como as comunidades de marca baseadas em mídias sociais afetam a lealdade à marca. A revisão de literatura realizada permitiu que esta relação fosse explorada por meio dos seguintes construtos: benefícios funcionais, psicossociais e hedônicos, comprometimento com a comunidade e boca-a-boca. Os dados da pesquisa foram obtidos através de uma survey on-line que, aplicada a membros da comunidade da Netflix no Facebook, gerou 1.236 respostas válidas. Estes dados, analisados por meio de modelagem de equações estruturais (SEM), confirmaram todas as hipóteses propostas e sugeriram que as comunidades de marca baseadas em mídias sociais influenciam positivamente na lealdade à marca. Os modelos finais da pesquisa indicaram, ainda, que os benefícios hedônicos são os que exercem maior influência sobre o comprometimento com a comunidade e sobre o boca-a-boca. Além disso, indicaram que o boca-a-boca decorrente da comunidade apresenta influência significativa sobre a lealdade à marca. / [en] The digital social media s quick spread and its big popularity has built a favorable environment to the creation of brand communities. Increasingly, companies launch communities - known as fanpages on Facebook - as a way to approach their customers and reach brand loyalty. In face of that, this study sought to develop two new models in order to investigate how social media based brand communities affect brand loyalty. The literature review allowed this relation to be explored through the following constructs: functional benefits, social-psychological benefits, hedonic benefits, community commitment and word-of-mouth. The research data was collected via an on-line survey applied to Netflix s community members on Facebook, which had 1.236 valid responses. Structural equations modeling (SEM) was employed and confirmed all the research hypotheses, suggesting that social media based brand communities affect positively brand loyalty. The findings reveal that hedonic benefits are the major influencers of community commitment and word-of-mouth. Therefore, results show that the word-of-mouth from the community significantly influences brand loyalty.

Titel: Miljömässig marknadsföring och dess påverkan på Word of Mouth – Skillnaden mellan marknadsföringsstrategierna greenwashing, vocal green, silent brown och silent green. Nivå: C-uppsats i ämnet företagsekonomi. Författare: Adam Lindh & Cecilia Persson. Handledare: Jonas Kågström. Datum: 2018 - Maj. Syfte: Syftet med denna studie är att analysera hur miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organisationstypologi. Metod: Ett kvasi-experiment utfördes där fyra marknadsföringsstrategier utvecklades för en fiktiv produkt utifrån Delmas och Burbanos organisationstypologi. Fyra jämförelsegrupper användes för att testa dessa marknadsföringsstrategier. En enkät för respektive strategi skapades där respondenterna presenterades med produktinformation och utvärdering av den fiktiva produkten, följt av ett antal frågor. Det totala antalet deltagare uppgick till 140 stycken fördelat över de fyra enkätgrupperna. Resultat & Analys: Resultat klargör skillnader gällande WoM inom Delmas och Burbanos organisationstypologi. Silent green- och vocal green-grupperna genererar högre WoM jämfört med greenwashing- och silent brown-grupperna. Resultaten påvisar också skillnader mellan WoM och miljömässig WoM. Dessa effekter förmedlas via upplevd miljömässig prestanda. Uppsatsen bidrag: Studien demonstrerar att miljömässig marknadsföring påverkar konsumenters WoM utifrån Delmas och Burbanos organiastionstypologi. En definition av miljömässig prestanda har utvecklats, någonting som saknats i tidigare studier. Vidare forskning: Studien påvisar skillnader mellan WoM och miljömässig WoM bör orsaken till detta undersökas vidare. Delmas och Burbanos organisationstypologi kan studeras ur ett makroperspektiv med verkliga organisationer. Ytterligare bör effekten av lagstiftning och sanktioner gällande greenwashing studeras. Nyckelord: Organisationstypologi, greenwashing, vocal green, silent brown, silent green, word of mouth. / Title: The influence of green marketing on Word of Mouth – The difference among the marketing strategies greenwashing, vocal green, silent brown and silent green. Author: Adam Lindh & Cecilia Persson. Supervisor: Jonas Kågström. Date: 2018 - Maj. Aim: The purpose of this paper is to analyze the influence of green marketing on consumers WoM by Delmas and Burbano’s organization typology. Method: A quasi-experiment was conducted. Four marketing strategies were developed for a fictitious product by Delmas and Burbano’s organization typology. Four comparison groups were used to test these marketing strategies against each other. A questionnaire was created for each strategy where the participants were presented with product information and product review of the fictitious product. The total number of participants amounted to 140 people distributed among the four groups. Result & Analysis: The results confirm that there are differences among Delmas and Burbano’s organization typology regarding WoM. The silent green- and vocal green groups generates higher WoM compared to the greenwashing- and silent brown groups. The results also display a difference between WoM and green WoM. This effect is mediated by perceived environmental performance. Contribution of the thesis: This study displays how green marketing affects consumers WoM by Delmas and Burbano’s organization typology. A definition of the concept environmental performance has been developed, something that was missing in previous research. Suggestions for future research: Since this study displays differences between WoM and green WoM, the cause of this phenomenon should be investigated. A macro perspective canbe applied to Delmas and Burbano’s organization typology which investigates real life organizations. Furthermore, the effects of legislations and sanctions on greenwashing should be a subject for further research. Keywords: Organization typology, greenwashing, vocal green, silent brown, silent green, word of mouth.

This paper explores how influencers can be categorised using a self-administered questionnaire. In doing so, the study can contribute to an understanding of the phenomenon that is more extensive than what previous research has attributed. The focus of this paper is on how influencers can be better understood for the benefit of public relations (PR), marketing, and communication. The purpose of this project is to investigate whether the term influencers (short for social media influencers) are defined by scholars in a similar fashion to how the study sample categorises influencers. Thus, the research question of the study is to examine if the study sample finds the term influencer applicable to the five suggested categories that are stated in the survey. The results from this study show that scholars commonly confine the phenomenon of influencers to bloggers, vloggers, and instagrammers. However, the results from the survey indicate that the study sample has a broader perception of the phenomenon. According to the participants, all suggested categories are fitting the term influencer, namely: blogger/vlogger/instagrammer, celebrity, athlete, entrepreneur, politician. Although the latter, politician, is deemed the least fitting category. Thus, the findings in the study show that there is a discrepancy between the public perception of how to define influencers and previous research in the field. This implicates that public relation practitioners need to rethink how they perceive and apply influencer marketing. Using influencers for marketing purposes requires organisations to execute a thorough selection process to ensure a suitable partnership.

För många resenärer är internet den främsta källan att använda sig av vid bokning av resor och turismtjänster. Detta har i sin tur bidragit till nya sätt att samla information på inom turismbranschen. Ett av dessa sätt är via recensioner som är internetbaserade, även kallat elektronisk word of mouth (eWOM). Syftet med studien är att bidra med kunskap om eWOM uppfattas trovärdigt nog för att ha inflytande på köpprocessen vid bokning av boende. Studien är baserad på teorier som behandlar köpbeslutsprocessen, eWOMs egenskaper, hur eWOM kan utvärderas, positiva och negativa recensioner samt falska recensioner. Utifrån dessa teorier har en kvalitativ forskningsmetod tillämpats genom åtta semistrukturerade intervjuer. Intervjufrågorna bestod av tre till åtta frågor per teman utifrån teorierna nämnda ovan. Studiens urval är baserat på att endast undersöka webbplatsen Tripadvisor, privatresenärer som reser minst två gånger per år och som vid något tillfälle har använt sig av Tripadvisor. Resultatet indikerar att respondenterna har en positiv syn till eWOM och det är en del av deras köpbeslutsprocess vid bokning av boende dock är det inte den enda källan som de använder sig av för att komma fram till ett beslut. Kommunikationssättet är ett smidigt sätt att samla information på och trots att det sprids anonymt anses det inte vara tvivelaktigt. Resultatet visar även att det är viktigt att se om recensionerna överensstämmer med varandra samt att läsa både positiva och negativa recensioner. / The internet is for many travelers the main source for booking trips and tourism services, which has contributed to new ways of gathering information in the tourism industry. One of these ways is through onlinebased reviews, also called electronic word of mouth (eWOM). The aim of this study is to contribute with knowledge if eWOM is perceived to be credible enough to influence the purchasing process when booking accommodation. This study adopts theories that illustrates the purchasing decision process, electronic word of mouth's characteristics, how eWOM can be evaluated, positive and negative reviews as well as fake reviews. Based on these theories a qualitative research method has been applied containing eight semistructured interviews. The interview questions consisted of three to eight questions per theme based on the mentioned theories. The study's selection is based on the website Tripadvisor and private travelers who travel at least twice a year and have used Tripadvisor before. The result indicates that the participated respondents have a positive view of eWOM and it is part of their purchasing decision-making process when booking accommodation, however, it is not the only information source they use. According to the respondents the communication method is a convenient way of gathering information and despite being spread anonymously it is not considered to be doubtful. The result also shows that it is important to evaluate if the reviews are consistent with each other and it is significant to read both positive and negative reviews.

Allt fler människor använder sig av sociala medier via sina mobiltelefoner. Mobiltelefonernas egenskaper tillåter användarna att kommunicera på ett snabbt och platsoberoende sätt. Flera stora välgörenhetsorganisationer i Sverige har börjat mobilanpassa sina hemsidor. Däremot används inte sociala mediers mobilanpassade funktioner för att tillåta social interaktion. Denna uppsats undersöker hur välgörenhetsorganisationer kan tillåta användare av mobila sociala medier att dela med sig av sitt engagemang till sitt sociala nätverk, för att öka givandet via mobiltelefoner. En målgruppsundersökning bestående av semistrukturerade intervjuer och en enkätundersökning över Facebook utfördes i samarbete med Svenska Röda Korset. Målet var att få en större inblick i hur människor i Sverige med intresse för en typisk välgörenhetsorganisation använder sina mobiltelefoner och sociala medier i vardagen och för välgörenhet. Resultaten visade att människor använder sociala medier till att främst dela bilder och saker som hänt dem just för stunden. Det fanns ett delat intresse att vilja sprida vidare information om sin gåva till andra användare av sociala medier. De som tyckte det fyllde en bra funktion kunde framför allt tänka sig att dela bilder, händelser och hur man valt att stödja välgörenhetsorganisationen. Målgruppsundersökningen låg sedan till grund för framtagandet av en kravspecifikation som användes vid utvecklingen av en prototyp. Den utvecklade prototypen visar hur en mobilanpassad gåvotjänst kan använda social interaktion över mobila sociala medier i syfte att öka givandet. / More and more people use social media through their mobile phones. Mobile phones features allow users to communicate in a fast and location-independent manner. Several major charity organizations in Sweden have begun to adapt their websites for the mobile web. However, mobile-adapted social media features aren’t being used to allow social interaction. This paper examines how charities can allow users of mobile social media to share their commitment to their social network to increase the giving via mobile phones. An audience research consisting of semi-structured interviews and a survey conducted over Facebook was carried out with help from Swedish Red Cross. The goal was to gain a greater insight into how people in Sweden with an interest in a typical charity using their mobile phones and social media in everyday life and for charity. The results showed that people use social media to primarily share pictures and things that happened to them at the moment. There was a shared interest in wanting to share their support to others. Those who thought it filled a great feature were particularly willing to share pictures, events and their support. The audience research then formed the basis for the development of a specification that was used during the development of a prototype. The developed prototype shows how a mobile adapted gift service can make use of social interaction over mobile social media to enhance the giving.