Traditional marketing methods are losing their effectiveness and credibility. It has been worse and worse to communicate with customers, and marketers are therefore looking for new techniques and way how to appeal buyers. They turn to the use of modern marketing methods, which typical features are possibility of accurate targeting and low costs, and, also, the fact that they are still not considered being a classic promotion. In the theoretical part of the diploma thesis the alternative marketing forms are described; word-of-mouth, product placement, guerilla marketing, mobile marketing, event marketing and social marketing. Their main features, forms, pros and cons are analyzed, and a practical example is included. The analytic part of the work is dedicated to a company of Budějovický Budvar, n. p. and a launch of a new product Pardál to the Czech beer market at the beginning of 2007. This very important step in the history of the Budějovický Budvar brewery was preceded by a detailed company strategic marketing analysis. This resulted in a decision of an unusual and original new product development and brand launch based on event and buzz marketing principles. The opportunity to influence the final attributes of the new product was given to the very customers -- beer drinkers. They participated in a project called "My New Beer" where the final taste and name of the beer was determined, and they also cooperated at a launch communication campaign of the Pardál brand in the Czech Republic. Significant sales and marketing results were achieved, and the unoriginal product development process and its marketing have been discussed by marketing specialists and professional media since. The brand has entrenched in the Czech beer market and has strengthened its position.

This study analyses mistrust of media. Door-to-door interviews were conducted with 318 respondents in six different parts of Sweden. In 2015 the Swedish research institute SOM published an interesting study of mistrust of media in Sweden, showing that the group that mistrust the media is dominated by supporters of the Sweden Democrats. The aim of this study is to gain understanding of the causes and nature of mistrust of media. The interviews featured both open and closed questions, covering political interest and the respondents opinions about what is good and less good in society. This essay primarily analyses the issues that concern trust in the media linked to community involvement. This essay is based on the framework of a larger study by the think tank Arena Idé. The interviews were conducted by 10 interviewers and the coding of the material was done by a person employed by the think tank. For the interview guide, a code scheme was created and the computer programme Nvivo was used for the coding. Employing theories about public connection and the hostile media effect, this study aims to provide a better understanding of popular mistrust. The findings point to the conclusion that there are reasons to believe that a hostile media effect exists. The expressions of mistrust of media are classified into three different themes: Source criticism, Alleged obfuscation of truth, and Angling of media. The connection to society in the group with a low level of trust in the media is found to be narrow but intense.

The minimual amount of Muslims currently present in Slovakia are experiencing hatred towards them and Islamophobia is on the rise. Research has shown that Islamophobia is produced by prejudice and fear of the uknown. This study aims to examine factors which contribute to the negative perception of refugees in Slovakia and what contributes to the rise in Islamophobia. It builds to extend the work of other scholars which have previously looked into this issue, by testing the theory and combining numerous factors together. This study therefore asks: Do economic factors and the influence of news outlets and political parties lead to negative perceptions of Muslims and therefore support Islamophobia in Slovakia? Based on this question, primary and secondary qualitivave research was conducted to test to which extent media, politics and economic situation affect perception of refugees. Analysis of responces indicated that the biggest factors contributing to Islamophobia was prejudice conducted and spread by news oultets and politians, with economic economy playing a big role in people perceived safety of their welfare first. Further research is required to identify cultural and historical reasons behind prejudice and Islamophobia in this region. Powered by TCPDF (www.tcpdf.org)

Protests constitute one of the most important means for citizens to raise key issues on the social agenda and express marginalised voices, in which an important factor to spread their message is attracting mass media coverage. However, previous research has repeatedly found that the mass media delegitimizes protests and focus on the protest event itself rather than the issues behind it. Meanwhile, the role of alternative media on digital platforms is growing stronger. Given this background, this study sets out to answer how U.S. mainstream- and alternative media depicts three protests in Latin America in 2019 and how they potentially differ in their depiction of these protests. More specifically, the study aims to find if the media portrays protests in a negative manner, and if so, how it is done. These questions are analysed through postcolonialism and the protest paradigm theory, which suggests that the media delegitimize protests through certain ways of describing the protest events. Through a critical discourse analysis of 36 articles in total, this study finds that both the mainstream- and alternative media largely adheres to the protest paradigm. It is found that violent aspects of the protests are often in focus, as well as an absence of lifting the structural issues that the protesters want to lift. However, exceptions that deviate from the theory are found as well, indicating that the protest paradigm alone may not be sufficient to explain the complexities behind the media’s coverage of protest events.

This thesis aimed at examining, in the middle of an intense sociopolitical crisis in the Greek landscape, how young users of alternative media in Greece reflect on traditional media, how they view alternative media and how they use them in order to mobilize, engage politically and acquire types of oppositional knowledge. In-depth interviews on Greek millennials indicated a cognitive-driven relationship to mainstream media while a generic tendency towards alternative media was notived, however, accompanied by a critical stance. Political participation was present on both ffline and online version, with an apparent inclination to online types through e-petitions and expressive forms of action, such as content sharing and posts on social media. Oppositional types of knowledge were identified through the millennials' responses, though, with a presence of reservedness and critique. The shift towards alternative media depicted the emergence of a concrete digital familiarization of Greek millennials who seriously engage to sociopolitical issues and at the same time preserve their doubts as far as credibility or objectivity of news are concerned. Future research could be conducted focusing on the content analysis of alternative media news platforms. Therefore, micro-organizational aspects, such as agenda-setting and news production along with ethical lines that are followed, would enrich the picture of alternative media landscape in Greece and maybe provide the motivation to examine the aforementioned conditions in other media systems, as well.

The purpose of this study is to examine right-wing alternative media's framing of politics. This is examined by applying a method based on the framing theory, called Issue, game and scandal. The material consists of political news articles from these media during the 2018 election campaign in Sweden (13 August to 9 September), which in turn are either classified as issue news, game news or scandal news. The study uses the following five sites: Samhällsnytt, Nya Tider, Samtiden, Nya Dagbladet and Nyhetsbyrån. The study shows that alternative right-wing media frame politics as a scandal most times, followed by game and then issue. The results from the study are then compared with traditional media's framing of politics during the same period of time, where it shows that alternative right-wing media frame politics as scandal to a much greater degree than traditional media do, and that issue and game framings occur significantly less often on alternative right-wing media. The study also tries to explain how the differences between alternative right-wing media and traditional media can be understood, where press ethics and populism seem to be the key attributes. / Syftet med denna uppsatsen är att undersöka alternativa högermediers gestaltning av politik. Detta undersöks genom att applicera en metod som baseras på gestaltningsteorin - Sak, spel och skandal. Materialet består av politiska nyhetsartiklar från dessa medier under den svenska valrörelsen 2018 (13 augusti till 9 september), som i sin tur antingen klassificeras som saknyhet, spelnyhet eller skandalnyhet. I undersökningen används följande fem sajter: Samhällsnytt, Nya Tider, Samtiden, Nya Dagbladet och Nyhetsbyrån. Undersökningen visar att alternativa högermedier gestaltar politik som skandal flest gånger, följt av spel och sen sak. Resultatet från undersökningen jämförs sedan med traditionella mediers gestaltning av politik under samma tidsperiod, där det framgår att alternativa högermedier gestaltar politik som skandal i betydligt högre grad än vad traditionella medier gör, samt att sak- och spelgestaltningar förekommer betydligt färre gånger på alternativa högermedier. Dessutom redogörs det för hur skillnaderna mellan alternativa högermedier och traditionella medier kan förstås, där pressetik och populism bidrar med förklaringen.

This research sought to understand the differences in framing used by alternative media outlets and traditional or mainstream media outlets. Researchers used a sampling of articles about the 10th anniversary of the Sept. 11, 2001 terrorist attacks from alternative media publications and traditional media publications to conduct this study. Computer software analyzed these articles to determine themes and concepts within both data sets. The analysis revealed traditional media was less varied in themes than was alternative media, with the latter clearly showing an effort to be analytical of different aspects surrounding the Sept. 11 attacks. Traditional media largely provided routine coverage of commemorative services and very little critical analysis.

This research sought to understand the differences in framing used by alternative media outlets and traditional or mainstream media outlets. Researchers used a sampling of articles about the 10th anniversary of the Sept. 11, 2001 terrorist attacks from alternative media publications and traditional media publications to conduct this study. Computer software analyzed these articles to determine themes and concepts within both data sets. The analysis revealed traditional media was less varied in themes than was alternative media, with the latter clearly showing an effort to be analytical of different aspects surrounding the Sept. 11 attacks. Traditional media largely provided routine coverage of commemorative services and very little critical analysis.

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This study is set out to conduct a comparative analysis of mainstream and alternative media to understand how The Cape Times mainstream newspaper and GroundUp alternative online media outlet framed the 2017 “service delivery protests” in Cape Town, South Africa. Scholarly literature has demonstrated that the mainstream media marginalises the voices of certain communities and that the alternative media can fill this gap. Often, marginalised communities use protests to attract media coverage, as a way of reaching both the public and elected officials. Ultimately, numerous protest groups find it difficult to get the attention they desire, while news coverage of the social conflict is framed within a protests paradigm. The study analyses differences in the two media outlets’ coverage of social conflict, including the use of delegitimising devices such as the prominent use of official sources for quotes, while using dramatic frames that tend to ridicule protest action and portray them as violent. Qualitative and quantitative methods were used in a multimethod approach. The data was found in the SA Media news clippings database, supplemented by searches on Google and the GroundUp search engines. Coverage of the protest in GroundUp was in line with the literature, which states that the horizontal nature, bottom-up and fluid traditions of alternative media may be a more appropriate conduit for protest communications and social movement (Van De Donk et al, 2004; Dahlberg, 2007). The key finding of this study was that the mainstream Cape Times deviated from the protest paradigm, using the protesters as sources in preference to officials. This finding is a departure from the reviewed literature, which indicated that the mainstream media has a habit of following the protest paradigm when covering protests events, marginalising and dehumanising protesters and relying on official sources (Mcleod & Hertog, 1999). It also links to previous scholarship that has established a strong connection between the commercialisation of the media and the robust representation of official sources in the media.