Traditional advertising has decreased while product placement in, for example, movies has increased. This has led to a problem, which is that viewers can perceive product placement as something negative. Product placement enhances viewers’ ability to recognize brands and products after watching a movie, while the placements can be congruent or incongruent. This study examines how brand recognition is produced and how congruence of a placement can affect audience acceptance. In response to this, a case study was conducted with embedded units consisting of three focus groups where the authors proceeded from a semi-structured interview guide. The study’s result was that five factors; irritation, familiarity, lack of excitement, unnecessary and iconic can impact how brand recognition is generated, based on the results of the focus groups. The study also resulted in placements that are congruent to the audience are accepted, while non-accepting placements are incongruent. A placement’s congruence is affected by the factors; expectancy and relevancy, perceived fit and individual judgements, and plot connection. / Traditionell reklam har minskat medan produktplacering i exempelvis filmer har ökat. Detta har lett till ett problem, vilket är att tittarna kan uppfatta produktplaceringen som något negativt. Produktplacering kan leda till att tittarna känner igen märken och produkter efter att det har sett en film och deras placeringar kan vara passande eller opassande. Den här studien undersöker hur varumärkesigenkänning uppstår och hur en placerings överensstämmelse kan påverka tittarnas accepterande. För att svara på detta gjordes en fallstudie med inbäddade enheter som bestod av tre fokusgrupper där författarna utgick från en semistrukturerad intervjuguide. Studiens resultat var att fem faktorer; irritation, bekantskap, brist på spänning, onödighet och ikoniskt påverkade hur varumärkesigenkänning uppstår baserat på resultatet från fokusgrupperna. Studien resulterade även i att de placeringar tittarna fann passande till filmen är accepterade, medan placeringar som inte är accepterande är opassande. En placerings överensstämmelse påverkas av faktorerna; förväntning och relevans, uppfattad lämplighet och individuella bedömningar och huruvida en placering är kopplad till handlingen.

Les séries télévisées policières américaines ont envahi les grilles de programmation des chaînes françaises et leur assurent les meilleures audiences. Les Experts, Les Experts : Miami, Les Experts : Manhattan, NCIS, NCIS : Los Angeles, Cold Case, Mentalist, FBI Portés Disparus, Bones, Dexter, Esprits Criminels, The Closer, la liste des séries policières américaines diffusées en prime time sur les six grandes chaînes nationales françaises est longue. Ce travail de thèse avait pour objectif de mieux comprendre la manière dont les téléspectateurs donnent sens à ces séries policières et les intègrent dans leur vie quotidienne en utilisant la notion d’interprétation comme fil conducteur du raisonnement. L’enquête repose sur trente-cinq entretiens individuels, sept entretiens de groupe et la distribution de deux questionnaires auprès d’une centaine de téléspectateurs qui affirmaient apprécier ou non les séries policières américaines. Ont ainsi été mis en lumière les éléments constitutifs des univers fictionnels de ces séries policières américaines qui permettent de créer une complicité durable avec les téléspectateurs interrogés. / French TV channels place a lot American cop shows on their schedule especially on prime time because these shows always bring them the best audience ratings. CSI, CSI : Miami, CSI : NY, NCIS, NCIS : Los Angeles, Cold Case, The Mentalist, Without a trace, Bones, Dexter, Criminal Minds, The Closer, the list of shows on the air is long. We would like to understand how viewers interpret all these TV shows and how they use them in their daily life. The notion of interpretation was the central point of our survey based on thirty five interviews, seven focus groups and two questionnaires delivered to hundreds of viewers who sometimes didn’t like watching American cop shows. We have discovered which elements of these shows are able to create a strong complicity with viewers.

This thesis closely examines the utilisation of dramatic characters’ comments on matters of literary and theatrical criticism. This phenomenon shaped a trend in European theatre during the first half of the twentieth century, and Egyptian theatre in the second half of the century. My main hypotheses are, firstly, that dramatic characters’ comments on literary and theatrical matters of criticism respond to specific problems that challenge theatre practice. Thus, my reading of literary and theatrical criticism within the dramatic texts studied in my thesis focuses on this criticism’s reformative function to rectify the crisis that faces theatre practice in general, rather than playwrights’ individual motives, such as responding to their critics. Secondly, socio-political, economic, and cultural aspects shape historical circumstances, which influence the current state of the theatre industry. Therefore, although Egyptian plays are noticeably influenced by European metatheatre, Egyptian playwrights utilise these borrowed techniques to highlight specific problems of Egyptian theatre such as the corrupt administration of governmental theatre and censorship. Finally, while Egyptian plays exploit European metatheatrical techniques, Egyptian playwrights claimed their works as a revival of intrinsically anti-illusionist traditional forms of entertainment such as the shadow play and Karagöz. This claim reflected increasing calls for pure Egyptian theatre, as part of the anti-Western jingoistic discourse of the political regime of the 1950s. In order to examine these assumptions, my theoretical approach draws from the fields of metatheatrical studies; literary and performance studies of parody and intertextuality; the history of European and Egyptian theatre; sociological, political and cultural studies; theories of modern criticism, and critical reviews. My contribution to the field of metatheatrical studies is in highlighting the reformative function of literary and theatrical criticism, whether as a discourse or a metatheatrical device, within a group of European plays that belong to different movements of the avant-garde during the first half of the twentieth century. More significantly, my study investigates the same phenomenon in Egyptian plays that, since the 1980s, have gradually been marginalised as fringe theatre and neglected by academic studies.

Vinna eller försvinna. Så lyder talesättet och så lyder den stora grundmentaliteten när det kommer till sport. När du kliver ut på planen eller åker ut på isen gäller det att prestera. Men den prestation som dagens elitidrottare står för består av långt mycket mer än vad man vid första anblick kan tro. Sportens värld har vuxit till att bli en av världens största industrier och det tillsammans med ett förändrat samhällsklimat och medielandskap ställer allt större krav på elitidrottarna att prestera även inom utomsportsliga områden. Det gäller allt från att hantera publikförväntningar till att slå sig fram på en marknad där konkurrensen ökar och ställer högre krav på att profilera sig. I denna studie har elitidrottares yrkesroll studerats utifrån ett marknadsperspektiv med syfte att undersöka yrkesutövandets utomsportsliga delar och dess roll för elitidrottaren. Underliggande faktorer som studeras är förhållandet mellan sport och politik genom elitidrottares engagemang i samhällsfrågor men också genom upplevda publikförväntningar och ett förändrat medielandskap. Studien syftar även till att undersöka varumärkesbyggandets roll inom olika nivåer av sportens värld. De teoretiska utgångspunkter vi har haft är forskning kring varumärkesbyggande, sportjournalistik, impression management, Sports Social Responsibility, SSR, och publikförväntningar. I studien har vi genomfört semistrukturerade intervjuer med nio manliga elitidrottare som är aktiva i de fyra högsta ligorna inom fotboll och ishockey i Sverige. De slutsatser som kan urskiljas från vår analys är att elitidrottarna anser att det är en hel del som ingår i deras yrke utöver sportslig prestation. De teman vi har tagit fram speglar de utomsportsliga företeelser som elitidrottare måste hantera som en del av sitt yrkesutövande. Dessa är: medierelationer, medieträning, publikförväntningar, varumärkesbyggande och samhällsengagemang. På ett övergripande plan handlar det om att hantera och förvalta relationer med olika intressentgrupper. Våra informanter ser varumärkesbyggande i allmänhet och personligt varumärkesbyggande i synnerhet som en viktig del av det utomsportsliga yrkesutövandet. De ser tendenser av en individualisering inom lagidrotten, där det personliga varumärket kommer att spela en allt större roll. Informanterna ser att idrottares engagemang i samhället är ett allt mer vanligt förekommande fenomen. De ser främst att man som elitidrottare har en stor plattform som man kan utnyttja för att göra skillnad i samhället men de ser även att socialt ansvar och samhällsengagemang kan få varumärkesbyggande effekter. De ser tendenser av att de utomsportsliga delarna av yrket kommer att spela allt större roll i framtiden och att området kommer att professionaliseras. / All or nothing. This is the saying and this is also the general mentality within sports. When you step out on the football field or go out on the hockey rink it’s all about performance. But the performance that today’s elite athletes stand for consists of far much more than you might think at first glance. The world of sports has grown to become one of the world's largest industries and this, together with a changing social climate and media landscape, creates increasing demands on elite athletes to perform in non-sporting areas as well. This applies to everything from managing audience expectations to establishing oneself in a market where competition is increasing and there are increasing demands on self profiling. In this study, the professional role of elite athletes has been studied from a market perspective with the aim of examining the non-sporting parts of professional practice and its role for the elite athlete. Underlying factors that are studied are the relationship between sports and politics through elite athletes' involvement in societal issues but also through perceived audience expectations and a changed media landscape. The study also aims to examine the role of brand building within different levels of the world of sport. The theoretical starting points we have had are research on brand building, sports journalism, impression management, SSR and audience expectations. In our study, we conducted semi-structured interviews with nine male elite athletes who are active in the four highest leagues in football and ice hockey in Sweden. The conclusions that can be distinguished from our analysis are that the elite athletes believe that there are a lot of different parts of their profession in addition to sporting performance. The themes we have read out reflects the non-sporting areas that elite athletes must deal with as part of their professional practice. These are: media relations, media training, audience expectations, brand building and advocacy. On an overall level, it is all about managing relationships with different stakeholder and shareholder groups. Our informants see branding in general and personal branding in particular as an important part of the non-sporting parts of the profession. They see tendencies of an individualization in team sports, where the personal brand will play an increasing role. The informants see that athletes' involvement in society as an increasingly common phenomenon. They mainly see that as an elite athlete you have a large platform that you can use to make a difference in society, but they also see that social responsibility and advocacy can have brand-building effects. They see tendencies that the non- sporting parts of the profession will play an increasing role in the future and that the area will be professionalized.

Visual depictions of politicians play an essential role in the impression formation of the audience because they convey visual cues and attributes related to, for example, likeability or competence. This study examines the subjective audience evaluations based on the visual portrayals of a politician by using Q methodology, a qualitative–quantitative approach of audience research. Q-sorts of 33 different pictures showing a high-ranking European politician, along with personal interviews, were used to probe the audience’s perception of a favorable or unfavorable picture. Q factor analysis yielded four groups of participants. The audience groups differ regarding their expectation toward favorably depicted political behavior and the involved balance of professional political leadership competences, social competences, and personality. In addition, technical and formal representation strategies were identified as important visual cues, but not for all audience groups.

The diploma thesis will be devoted to the theme of traditional and new media, that are becoming dominates the media world and an important part of everyday life. The text aims to introduce television as a medium that is constantly evolving, as well as the and its audience. Based on this assumption, we will examine television from the perspective of several main media theorists. In fact, there are several basically different views on this medium and its audience. Especially older writers such as Pierre Bourdieu, Neil Postman, Jeremy Orlebar or Guy Debord, have become accustomed to television and the overall medial platform as manipulative and television audience passive. On the other hand, there are also several authors, who see media in progress, digitization and the emergence of new media as new possibilities. We are talking about Pierre Levy, Don Tapscott and Axel Bruns. Between the two opposites are still moving Stuart Hall and John Fiske. Special attention will be devoted to the issue of the gradual development of television as a medium and its audience. Television is in fact considered as one of the traditional (old) media, however, it is changing with technological developments and respond to innovation. I will try to answer the question of what television as we know it today, uses of old and...

The diploma thesis focuses on the connection of interest in the international music competition Eurovision Song Contest and in the European Union. The theoretical part shows the current approaches to the study of the contest, which is watched annually by almost 200 million viewers worldwide. The work also provides space for a brief history of the contest, including a detailed description of how the Czech Republic participated there, what the country has done only at the time of membership in the European Union. The competition, based on a grouping of European states, is placed here in the context of the European Union, which together share the motivation for their historical establishment. The text therefore shows the history and development of the European Communities and the establishment of the European Union and its institutions. One of them is the European Parliament, whose representatives are directly elected by the citizens of the Member States. On the example of the elections to the European Parliament in 2019, the work penetrates the possible interest of events in the European Union and watching the Eurovision Song Contest, as both events - elections and contest evenings - took place at about the same time - in mid-May 2019. With the help of quantitative and qualitative methods, data from...

El presente trabajo analiza los discursos de la interacción que las comunidades de streamers hispanohablantes mantienen dentro de las salas de chat de la plataforma de streaming Twitch.tv, un espacio virtual que últimamente ha mantenido un auge en su versión en español en donde una inmensa cantidad de usuarios diariamente son parte de la creación de las nuevas formas de contenidos de entretenimiento en vivo. En principio, se comentará acerca de las generalidades de los nuevos medios y cómo surge esta plataforma. Seguidamente, se pondrán a conocimiento las diversas investigaciones previas acerca de Twitch y todo el ecosistema que se ha generado en esta plataforma, haciendo hincapié en las relaciones surgidas entre streamers y sus respectivas comunidades hispanohablantes. Este proyecto obtendrá la información mediante el análisis de entrevistas semiestructuradas a participantes activos de la diferentes comunidades y observación de salas de chats de canales. / This paper analyzes the details of the interaction that the Spanish-speaking streamer communities maintain within the chat rooms of the streaming platform Twitch.tv, a virtual space that has recently had a boom in its Spanish version where an immense amount daily users are part of the creation of new forms of live entertainment content. In principle, we will comment on the generalities of the new media and how this platform arises. Subsequently, the various previous investigations about Twitch and the entire ecosystem that has been generated on this platform will be made known, emphasizing the relationships that have emerged between streamers and their respective Spanish-speaking communities. This project will obtain the information through the analysis of semi-structured interviews with active participants from the different communities and observation of channel chat rooms. / Trabajo de investigación

The target of the thesis Relation between Textual Devices and Popularity of Media Text on the Example of Radio Series "Tlučhořovi" is to reveal if there exist any connection between significant textual devices used in the series and its popularity and success. As methods there are used semiotic analysis of sample of the series episodes and "respondent interview" with the listeners. In the first there is focus mainly on particular textual devices and in the second on what respondents consider to be reasons why they do listen to the series. Significant textual devices are one of the central themes of cultural studies and this work sets itself a task to deduce from findings conclusion which would be generalizable to relation between media texts and their audiences universally.

Das Fachbuch „Der Stellenwert des Marketings in deutschen Konzert- und Opernorchestern“ liefert eine profunde empirische Untersuchung des Marketings deutscher Konzert- und Opernorchester. Es wird erstmals ein Vergleich von Konzert- und Opernorchestern hinsichtlich der System-, Finanz- und Strukturdaten sowie der Marketingorganisation und Marketingaktivitäten durchgeführt. Auch der Vergleich anhand der Orchestergrößenklassen sowie der Standorte im Westen bzw. Osten Deutschlands ist neu. Das zweite Kapitel liefert die theoretischen Grundlagen, es fragt nach der gegenwärtigen Bedeutung von Marketing und Marketingmanagement und erläutert vorherrschende Organisationsstrukturen des Marketings. Das dritte Kapitel widmet sich den Orchestern in Deutschland: Ausgehend von der Orchestergeschichte sowie den Förder- und Orchesterbetriebsstrukturen wird das Orchestermarketing umfassend vorgestellt. Im Rahmen der empirischen Untersuchung werden ferner die Methoden zur Messung des Marketingerfolges anhand der Kriterien Entwicklungsstufe des Marketings und Arbeitsweise des Marketings weiterentwickelt.