The dissertation is titled "The trend of zombification in a current film and series production - audience-based research" and is aimed at explaining why people seek zombie themed series and movies. In the theoretical part, the author introduces the concept of a zombie in terms of its dominant position within the popular culture. With the historical background and the theoretical frame of the topic, the results of the audience research, that was focused mainly on the fans of a zombie genre, will be presented. By comparison of the media product discourse and the public discourse, the analysis reve als the hypothesis describing the relationship between the audience and the media content with a zombie theme. The research is based on a qualitative method of grounded theory. The methods of semi-structured interview and participant observation were used to collect the data.

A media policy on maternity leave is the subject matter of the thesis, which presents the results of a qualitative research of an audience by the grounded theory method. The analysis of various causes, conditions, contexts, strategies and consequences of media policies of individual speakers is based on the use of semi-structured interviews. The media usage on maternity leave is a complex of attitudes not only of the mother but also of the father who can be in agreement with his partner in one household but in conflict in another household. Influences of parents childhood or of the nearest neighborhood is continuously reflected in individual strategies of the media policy. A professional status of the mother and her needs offered by the media also plays a significant role. Last but not least, there is a conflict between mothers` own comfort when the media take over the role of a nanny and are a vital member of the household, and a childcare when the mother more or less regulates the role of the media in the early years of a child's life on the basis of her own experience, in other words to a reasonable degree.

The diploma thesis "Construction of the imagination of the first republic era from the point of view of two generations explained by an example of the Czech TV series První republika" focuses on the mechanisms in which the TV series co-constructs the audience perception of the given era. The series was broadcasted from January 2014 untill June 2014 on the Czech Televisions program. The thesis aims to show how the younger generations of TV viewers construct the period in which they did not live through their consuming of media content. This is compared with the old-timers who could compare their own experience with the series. The audiences of both generations are equally scrutinized and consequently compared. The theoretical part introduces the theses about social and media construction of reality accompanied by audience cultivation theories. The final analysis of the acquired data is based on these theories but it aims to invent a new hypothesis. The subject matter of the research part is analysed by the qualitative method of the grounded theory as Strauss and Glaser understand it. For the questioning the semistructured and group interviews were used .

This master's thesis is focused on reception analysis of Czech TV series "Život je ples". It is a family TV series produced by Česká televize. Its central topic are lives of clients of a retirement home, their families and employees of the facility, who are taking care of them. The analysis of reception is mainly devoted to how elderly, the social group which this TV show is about, perceived the series. The theoretical part introduces three approaches of audience research, the most emphasis is put on sociocultural research, which refused the power of text and admitted, that media texts are open to several possible interpretations in dependence on particular social context of every recipient and other conventions. From this approach arose reception research, which this thesis also introduces. It also describes problems of lives of the elderly and therefore puts forth a theoretical basis for subsequent analysis. The final point deals with construction of identity based on media fiction. In the empirical part the thesis focuses on several selected topics, which came from qualitative content analysis of individual episodes of the series. It is about dreams and education, family ties, relationships of elderly and specifics of a life in retirement home. This thesis through the method of focus groups...

本研究旨在透過符號學觀點探討Chanel與Dior香水廣告建構的法國文化意涵，並特別針對廣告普遍使用的性別題材，剖析隱藏在廣告符碼中的性別形象，以及文本意義如何被受訪者解讀。對此，本研究援引Hofstede的文化構面理論、廣告的女性形象論述與閱聽人研究，以Chanel與Dior共六支電視廣告為例，一方面進行符號學的文本分析，另一方面執行閱聽人的深度訪談。 研究結果發現，廣告文本的主體是「被解放的」女性，她們並不需要透過刻意裸露或賣弄性感來展現自我風格，更不用引誘或依附男性來定義自我；同時，廣告透過敘事手法與符號的組合，在毗鄰軸上自然化「法國」與「巴黎」這兩個實不相同的符號，建構出具有現代感的「時尚」等縱向跳躍的系譜軸意涵，並在更高層次的表意過程中，與「西方性」等符號結合，擴展成訴諸全球市場的意義指向。 歸納廣告建構的文化意涵，整體呈現「權力距離低」、「低不確定性規避」、「個人主義」、「陰柔」與「短期關係導向」的國家概念；而閱聽人的深度訪談結果也與文本建構的意義相符，屬於優勢解讀。 / This research aims to explore what “French culture” is in perfume commercials of Chanel and Dior from the perspective of Semiotics. In addition to analyzing the “gender image”, which is the principal issue among commercials, this research also seeks to reveal how the audience interprets perfume commercial. Based on the theories of Hofstede’s cultural dimensions, gender discourse and audience’s research, this research takes six commercial for example, conducting text-analysis on one hand and interviewing the audience on the other. The result shows that the subject of the texts is “liberated” female. They are independent, confident and characteristic instead of being the object of men. Meanwhile, through narrating and the combination of signs, “France” is to be equalized with “Paris”, representing the meaning of modern “fashion”. At a higher level of signifying, “France” is combined with “Europe” and further with “western world”, indicating the meaning of global market. To summarize the cultural dimensions in the commercials, it implies low power distance, low uncertainty avoidance, individualism, femininity and short-term orientation. As for the interpretation of the audience, the result is consistent with the constructive meaning of the texts, which means the audience takes the way of dominant reading.

Solicitud de embargo por publicación en revista indexada. / Este trabajo analiza las emociones que la música chicha como recurso publicitario despierta en los estudiantes de la Universidad Nacional Agraria La Molina respecto al anuncio publicitario ¡El Perú tiene Sabor De Oro! de la gaseosa Sabor de Oro emitido en Facebook. El poder de la música en la publicidad potencia el mensaje y genera un vínculo emocional con el consumidor; especialmente, en el caso, la música chicha expresa identidad, creatividad, superación y mestizaje, por ello, cada vez más marcas la emplean en sus campañas y se dirigen al moderno neo limeño, descendientes de migrantes orgullosos de su origen y la cultura chicha. La investigación se posiciona en el paradigma interpretativo, de metodología cualitativa cuyo enfoque es estudio de caso; para ello, el tipo de muestreo es no probabilístico de conveniencia y la técnica será a través de entrevistas semi estructuradas. / This paper analyzes the emotions that chicha music as an advertising resource arouses in the students of the La Molina National Agrarian University regarding the spot: Peru has a Golden Taste! of the soda Sabor de Oro issued on Facebook. The power of music in advertising enhances the message and generates an emotional bond with the consumer; especially, in this case, chicha music expresses identity, creativity, improvement and miscegenation, therefore, more brands use it in their campaigns and are targeting the modern neo-limeño, descendants of migrants proud of their origin and Chicha culture. The research is positioned in the interpretive paradigm, a qualitative methodology is used, and the approach is a case study; hence, the type of sampling is non-probabilistic of convenience and the technique will be through semi-structured interviews. / Trabajo de investigación

När symfoniorkestrar lägger program för nästa säsongs konsertserier finns det många saker att tänka på. De konstnärliga ledarna har sina idéer, musikerna har sina idéer, det finns krav från politiken, sponsorer: många saker påverkar hur man bestämmer det som kommer att spelas på konserthuset, och som publiken kommer att höra och se. I den här intervjustudien kommer jag att gå in på vad som ligger bakom två orkestrars konstnärliga ledningars beslut kring konsertprogram. I den här studien har jag använd mig av metoden grundad teori: teorin grundas direkt ur data. Jag kom fram till att orkestrarnas programläggning påverkas av ett samspel av politiska och ekonomiska faktorer, varav den viktigaste är ekonomin. / When the management of a symphony orchestra makes the planning of the coming season, they have plenty of factors to take into consideration. The artistic leaders have certain ideals and ideas, there is the demands from the government and sponsors: there are many factors that influence the decision making, what the audience will hear and see. In this interview study I will investigate the decision making of two orchestras artistic managements: Which are the ideas behind their decisions? The method and theory I used is grounded theory. The planning of the concert season is influenced by a combination of political and economical factors, of which economical factors play a major role.

Denna studie har analyserat hur polisen uppfattar att deras yrke framställs och representeras i tv-serien Tunna blå linjen som visas på SVT. Detta har gjorts genom en kvalitativ forskningsmetod som bygger på semistrukturerade forskningsintervjuer. I intervjuerna har sex poliser, som tagit del av de första sex avsnitten av Tunna blå linjen intervjuats med hjälp av en på förhand konstruerad intervjuguide. För att analysera intervjusvaren utgår studien från representationsteori, identitetsteori och teorier om polisjargong och polishumor. Syftet med studien var att undersöka hur polisen anser att deras yrke framställs i tv-serien, om denna ger en bild som enligt verksamma poliser stämmer överens med deras upplevelse av yrket.    Studien visar att poliserna som intervjuades anser att deras yrke representerades på ett mer övertygande sätt än vad polisyrket brukar göra i dramaserier. Dock finns det vissa invändningar mot att viktiga delar i deras yrke spetsas till en aning, eller inte skildras över huvud taget. Detta har dock intervjupersonerna översikt med då de anser att dessa delar inte passar in i dramaformatet. Intervjupersonerna väljer dock att fortsätta ta del av serien då de attraheras av dramat, men också för att de anser att skildringen i tv-serien är så pass bra att de kan relatera till många delar av yrket. Intervjupersonerna kan också relatera till den identitet som skildras i tv-serien, och kan se stora likheter på jargongen och gemenskapen som utspelar sig mellan kollegorna i Tunna blå linjen. / The purpose of this bachelor thesis is to examine how the police believe that their profession is portrayed in the tv series Tunna blå linjen that is shown on Sveriges Television, SVT. Does the show give a depiction that according to active police officers is consistent with their experience of the profession. To accomplish the results of this study it has completed six qualitative and semi-structured interviews. The respondents are active police officers and they all have consumed the first six episodes of the show Tunna blå linjen. The study relates to the representations theory, the identity theory and a theory about police jargon and humor.  The results of this bachelor thesis shows that the respondents believe that the tv series Tunna blå linjen represents their profession in a more convincing way than the police profession usually does in other tv drama series. But however, they did react to the fact that the series did not show, for example all the paperwork they need to handle every day, and aggrandize some aspects of their profession, like the emotions of the characters. However, the interviewees are aware that these aspects have to be compromised for a drama series, and therefore they are indulgent.

The intent of this bachelor thesis is to specify the reasons why the young adult audience consumes the Swedish television quiz programs Alla mot alla and På spåret, which needs the programs might fulfill and the difference between the two programs. The study also reflects on the difference between similar quiz programs on commercial vs. public service television. To accomplish any results this study has completed six qualitative and semi-structured interviews. The respondents are in the age of 20 to 30 years and they all have consumed each show on a regular basis before the interviews have taken place. The young adult audience strives to obtain information, knowledge and entertainment from both of the two programs, but notices distinct differences in the use of language, humor and facts. The study also shows that the quiz programs fulfills the cognitive and emotional needs, but in different ways. The study relates to the uses and gratification theory and the genre theory. / Denna studie har analyserat hur den unga vuxna publiken ser på de svenska frågesportprogrammen På spåret och Alla mot alla, som verkar under Sveriges Television respektive Kanal 5. För att ta reda på det har sex kvalitativa forskningsintervjuer genomförts, där respondenterna i fråga är i 20 till 30 års ålder. Respondenterna har tittat på respektive frågesportprogram på regelbunden basis innan intervjuerna ägt rum. Syftet med studien har varit att reda ut varför den unga vuxna publiken tar del av frågesportprogrammen, vilka behov programmen uppfyller, vilka skillnader den unga vuxna publiken upplever samt hur de ser på public service kontra kommersiell tv. Det med dessa program som utgångspunkt. Studien har förhållit sig till uses and gratifications-teorin samt genreteorin. Det som studien kan visa är att den unga vuxna publiken kollar på frågesportprogrammen för att ta del av information, underhållning och kunskap. Studien visar också att frågesportprogrammen uppfyller de emotionella och kognitiva behoven, men på varierande sätt. Den unga vuxna publiken observerar ett flertal skillnader programmen emellan. Den största skillnaden är programmens genredefinition, då svaren tyder på att Alla mot alla anses vara en game show, medan På spåret anses vara en quiz show. Studien kan också konstatera att den unga vuxna publiken upplever tydliga skillnader, exempelvis språkbruk och jargong, mellan program som verkar under public service och kommersiella bolag.

Цель магистерской диссертации заключается в выявлении редакторской специфики создания контент-маркетинговой стратегии театральных корпоративных изданий с последующим составлением рекомендаций. Редакторский подход к созданию контент-маркетинговой стратегии театрального корпоративного издания определяет новизну исследования. Материалом для исследования послужили театральные корпоративные издания «Урал Опера Балет» и Московского театра «Новая Опера». Общий объем проанализированного материала составил более 1200 текстов разных жанров и свыше 1950 иллюстраций из 135 выпусков. В фокусе исследовательского внимания оказались заметки, интервью и фотография как визуальный жанр. В процессе исследования были проанализированы коммуникативные тактики в материалах заметки и интервью, способствующие решению задач, поставленных контент-маркетинговой стратегией. Коммуникативные тактики были разделены на четыре группы – сопоставительные, воздействующие, самопрезентации, взаимоотношений со зрителем. Общими для театральных корпоративных изданий «Урал Опера Балет» и Московского театра «Новая Опера» являются тактики заботы и участия, «проблемное поле», ожидания положительной оценки, ценностной ориентации. Таким образом, издания не только формируют позитивный образ театров и транслируют их ценности, но и открыто обозначают существующие проблемы. По результатам анализа визуального контента предложена классификация жанров фотографии театральных корпоративных изданий. Было выделено три жанра – фоторепортаж, портретное и объектное фотоизображения, которые подразделяются на поджанры. Фоторепортаж представлен сценой из спектакля, фото с репетиции, событийным фото, фотоальбомом. Портретные фотоизображения имеют следующие разновидности: актер в роли, человек за работой, репортажный, постановочный, архивный. Объектные фотоизображения разделяются на фотографии театральных декораций, костюмов, интерьеров, документов. Перечисленные визуальные жанры, за исключением постановочного фотопортрета, помогают эффективно воздействовать на аудиторию и достигать целей театральной организации. При опоре на положительный и отрицательный опыт рассмотренных СМИ театральным корпоративным изданиям был предложен перечень рекомендаций для создания текстового и визуального контента. / The purpose of the master's thesis is to identify the editorial specifics of the content-marketing strategy of the theatrical corporate publications, followed by recommendations. The editorial approach to creating the content-marketing strategy for the theatrical corporate publication determines the novelty of the research. The foundation for the research was the theatrical corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». The total volume of the analyzed material was more than 1200 texts of different genres and more than 1950 illustrations from 135 editions. Notes, interviews and photography as a visual genre were in focus of research attention. During the process of research, the communicative tactics were analyzed by the notes and interviews. These tactics contribute to the solution of the tasks, which are set by the content-marketing strategy. Communicative tactics were divided into four groups – comparative, influencing, self-presentation, relationship with the viewer. Tactics of care and participation, «problem field», expectations of positive evaluation, value orientation are common for theater corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». Thus, the publications not only form a positive image of theaters and transmit their values, but also openly identify existing problems. The classification of genres of photography of theatrical corporate publications is proposed based on the results of the analysis of visual content. There were highlighted three genres: photo reportage, portrait and object photo images, which were subdivided into subgenres. A photo reportage is presented by a scene from a performance, by a photo from a rehearsal, by an event photo, by a photo album. Portrait photo images have the following varieties: actor in the role, person at work, reporting, staged, archived. Object photo images are divided into photographs of theatrical scenery, costumes, interiors, documents. The listed visual genres, with the exception of a staged photo portrait, help to effectively influence on the audience and achieve the goals of the theatrical organization. The list of recommendations for the creation of text and visual content was proposed to the theater corporate publications based on the positive and negative experience of the reviewed media.