在強調差異性、多元消費性的現代社會中，如何以豐富多樣的體驗資源，透過生活型態的觀眾研究調查，開拓「一個博物館，多種生活型態」的生活型態行銷策略，是博物館人要面對的時代考驗。為培養博物館目標觀眾並開發潛在觀眾，博物往往透過多種行銷手法與管道，以吸引觀眾的注意與興趣，在相關研究中顯示，口碑建立往往是最有效的行銷方式。因此，透過「口碑行銷」切入分析具影響力的博物館觀眾族群，可做為博物館開發觀眾之重要方式。 本研究以臺北縣立鶯歌陶瓷博物館為研究對象，研究目的旨在瞭解博物館觀眾的生活消費特性，藉此推測博物館可以開發的潛在觀眾屬性，並探究博物館生活型態及對博物館推薦意願強度之關係，以作為博物館訂定行銷策略之方向與設計博物館各項功能的內容。 依據本研究發現，經由因素分析萃取出5個生活型態因素，依其屬性命名為藝文參與、品牌消費、工作成就、文化教育以及家庭流行；再依據5個因素得分透過集群分析，區隔出5個不同生活型態集群，分別命名為「工作熱衷群」、「流行休閒群」、「就學學生群」、「藝文消費群」以及「家庭導向群」。本研究分析結果亦顯示，博物館觀眾可以依據不同的生活型態分成不同的族群，而不同的生活型態族群亦有不同的參觀模式，並對於博物館服務與設施的推薦意願的亦有所差異。 最後根據研究發現，分別依據不同族群生活型態之屬性與博物館推薦意願之差異，提出不同的博物館行銷策略與方案，以提供博物館開發觀眾之參考。 / In this contemporary society where emphasis is placed on differentiation and diversified consumption, it is a test for contemporary museums to conduct audience lifestyle studies with multi-faceted resources, and to explore a lifestyle marketing strategy for ‘one museum, multi lifestyles’. Most museums usually have to conduct various marketing promotions and through different channels to cultivate target audiences and attract potential audiences. Various related studies indicates that word-of-mouth is usually the most effective marketing strategy. Therefore, through ‘word-of-mouth’ to analyze influential audiences could be an important way to explore potential audiences. This study takes Taipei County Yingge Ceramics Museum, to understand the consumption behavior of museum audience, in order to assume the characteristics of potential museum audiences, and to explore the relationship between museum typology and audiences’ willingness to recommend. This will also serve as the basis for future marketing strategy, and to design various museum functions and contents. Based on the findings, five typology elements were extracted through element analysis, namely artistic participation, brand consumption, work achievement, cultural education and family popularity; then through group analysis these five elements were segregated into different lifestyle typologies, namely ‘workaholics’, ‘popular leisure’, ‘students’, ‘cultural activity consumers’, and ‘family-oriented consumers’. The analysis will indicate that museum audiences can be grouped based on lifestyle. Audiences with different lifestyle backgrounds encompass different visiting patterns, and may differ in willingness to recommend museum services and facilities. Finally, based on the findings of this study, we intend to propose different museum marketing strategies based on audience lifestyle, and their willingness to recommend the museum, to serve as future reference as museums targets potential audiences.

This project examines opportunities for history exhibition design practices. Research into museum studies and creative work in typography, photography, graphic design and architecture result in curation and design of a prototypical exhibit about the granite quarrying industry of Stonington, Maine.

Notre thèse focalise sur une analyse phonostylistique du discours politique oral de M. Dominique de Villepin. Une étude qui aborde les variations de son style vocal dans plusieurs de ces discours oraux, d'une manière qui nous permet d'analyser les éléments discursifs et prosodiques tout au long de ses discours politiques. L'étude portera sur le double codage (linguistique et paralinguistique) caché derrière ses propos politiques. Notre corpus d'étude est l'ensemble d'échantillons tirés d'entretien, débat, conférence, interview. Cette étude, par ailleurs, soulève sa compétence discursive et communicationnelle manifestée quant à l'emploi des unités linguistiques, prosodiques, et discursive perçus comme un rôle praxéologique de pratiques sociales, politiques et de l'expérience dans son discours. Au niveau discursif, l'étude analyse des éléments pragmatiques tels que le tour de la parole les temps verbaux et les effets persuasifs. Au niveau phonostylistique, plusieurs phénomènes prosodiques de valeurs phonostylistiques (intonation, mélodie, accent et pause) seront analysés à l'aide du logiciel Praat pour connaître les différentes rôles pragmatiques et énonciatives en termes de stratégie de persuasion de cet homme politique. La thèse consiste à démontrer le rôle de ces phénomènes prosodiques dans l'établissement des informations nouvelles capables de transmettre un deuxième message vocal à son public. Ce message phonostylistique, qui renforce le premier message discursif des forces illocutoires, rajoute au style de Dominique de Villepin un nouveau procédé d'influence et de convaincre sur un public auditoire. / This thesis studies the phonostylistical analysis of Mr. Dominique de Villepin's political oral discourse. A study which requires several of his vocal style in his different oral speeches in a way that allows us to analyze the discourse and prosodic elements throughout his political speeches. The study will focus on the dual coding (linguistic and paralinguistic) hidden behind his political purposes. The corpus of study is the set of samples taken from his different speeches: debate, conference, interviews. This study also rises to explain his discursive and communicative competence which is manifested by using linguistic, prosodic and discursive units in order to disclose the praxeological role of social practices, political roles and the role of experience in his speeches. Concerning the discursive level, the present study aims to analyze the pragmatic elements such as the tour of speech and verbal and persuasive effects. Concerning the phonostylistical level, several of phonostylistic phenomena which have prosodic values (intonation, melody, accent and pause) are analyzed under the Praat software to identify different pragmatic and enunciative roles in terms of persuasive strategy of this political man. The thesis is to demonstrate the role of prosodic phenomena in the establishment of new information, capable of transmitting a second vocal message to his audience. This phonostylistical message, which supports the first message carried through discursive illocutionary forces, adds to the style of Dominique de Villepin a new method to influence and persuade the public audience

La Colombie a connu une période de transformation au cours des deux dernières décennies. L’adoption de la Constitution de 1991 a entraîné des réformes normatives et institutionnelles ; en particulier, elle a conféré un statut constitutionnel aux modes alternatifs de résolution des conflits, a consacré la tutelle comme mécanisme constitutionnel de protection et un catalogue de droits fondamentaux. Le développement du mécanisme de la conciliation en droit administratif colombien commence dans ce contexte et la volonté du gouvernement s’est clairement exprimée dans les différentes réformes normatives faites depuis 1991 pour la promouvoir. Bien que celle-ci ait été organisée par la normativité en vigueur, son efficacité n’est pas garantie, certains facteurs étrangers aux prescriptions normatives empêchant qu’il en soit ainsi. Elle continue d’être un mécanisme qui n’est pas bien compris par les parties et par le conciliateur. En outre, en droit administratif la conciliation est soumise, d’une part, à des formalités particulières, et d’autre part, à des situations propres à la société colombienne comme la violence, l’inégalité sociale et la corruption qui ont des conséquences directes sur son bon fonctionnement, et qui ont justifié les formalités auxquelles elle est soumise pour protéger le patrimoine public. La normativité en vigueur et les dernières réformes en matière de conciliation cherchent à ce que la conciliation soit véritablement un mécanisme efficace et qui permette de résoudre un nombre important de conflits. Mais cela exige un changement de mentalité des intervenants car, en Colombie, la conciliation en droit administratif requiert non seulement un système juridique qui la développe mais aussi une culture conciliatoire qui n’existe pas encore et est en train de se construire. / Colombia has experienced a period of transformation in the last two decades. Adoption of the 1991 Constitution resulted in normative and institutional reforms. Among them, the Constitution gives lawful status to alternative conflict resolution and establishes "la tutela" as a constitutional protective mechanism and a catalog of fundamental rights. The development of conciliation under Colombian administrative law begins in this context, and the will of the government is expressed clearly in several legal reforms enacted since 1991 to promote this mechanism. Conciliation is characterized as an instrument organized and regulated by rules. However, this does not guarantee its effectiveness. External factors influence its functioning. Conciliation under Colombian administrative law continues to be a concept that is inadequately understood by the parties and the conciliator. Moreover, this kind of conciliation is subject first to special formalities and secondly, to specific situations in Colombian society such as violence, social inequality and corruption. These circumstances have direct consequences on the proper functioning of conciliation and justified the formalities imposed on it to protect public property. The latest legal reforms on conciliation under Colombian administrative law are intended to make it an effective mechanism and one that can be used to resolve conflicts on a large scale. However, this requires a change of mind on the part of everyone, because conciliation under Colombian public law imposes not only a legal system for its implementation, but also a conciliatory culture that does not exist in Colombia and is in the process of being constructed.

Author's name: Bc. Mácha Slavomír School: Social Science & Philosophy Dept. Faculty of Education Charles University, Prague Graduate Program (Single Major): Master Degree (Mgr.) in Teaching Social Sciences, Philosophy, and Ethics in High Schools and Higher Professional Schools Title: The Role of the Media in Shaping Public perceptions and Political thinking in the Czech Republic Consultant: PhDr. Josef Stracený, CSc Number of pages: 97 + 1 attachments Number of attachments: 1 Number of marks: 202412 Number of literature: 56 Number of web pages: 33 Year: 2012 Key words: role of the media, political marketing, political thinking, public opinion, media manipulation, media function, advertising in politics, message effects, active and passive audience, voter, citizen, social networks, This thesis aims to prove the role of media in shaping the public perception and political thinking in the Czech republic. Thesis was worked up by analysing specialised literature concerning the above topics. The role of the media in shaping the public opinion and the views of major political and social problems are being investigated in the long-term surveys. It is legitimate (nebo generally accepted) that all we know, believe or think about what happens in the outside world is sometimes shaped into a form that reflects...

Comment rendre compte des transformations opérées dans le champ culturel par les technologies numériques ? Au-delà des grands récits technicistes, quelle entrée choisir pour observer les mutations induites par le numérique dans les rapports qu’entretiennent les publics avec les objets culturels ? Sur quels terrains se placer pour tenter de saisir les transformations issues de l’émergence d’une technologie hybride et protéiforme, sans pour autant faire de l’informatique une pratique culturelle « comme les autres » ou verser dans le déterminisme médiatique ?En pointant les doutes et les hésitations ayant marqué ce travail de thèse, en les examinant et en les contextualisant diachroniquement, il s’est agi de contribuer à l’analyse de la réception et des dynamiques culturelles en lien avec les technologies numériques. Cette réflexion, construite sur une longue durée, s’est attachée à l’exploration d’usages du numérique qui, en leur temps, semblaient devoir s’imposer comme radicalement « modernes ». Ainsi, en trois temps et trois focales nous avons choisi d’étudier des objets apparemment hétéroclites mais qui devaient témoigner des profonds changements culturels engagés par l’émergence des technologies de l’information et de la communication. Ce cheminement nous a conduit à étudier des pratiques aux statuts sociaux et scientifiques divers, depuis les lectures en bibliothèques jusqu’aux jeux vidéo en passant par les écritures intimes sur les sites de rencontres ou les blogs. Cette méthodologie nous a finalement conduit à isoler un élément transversal aux objets étudiés, et dont le déploiement est favorisé par les technologies numériques : l’essor des capacités réflexives des publics de la culture. / How to demonstrate how the cultural arena has been changed by the digital technologies? Beyond the pro-technologies discourses, how to examine the variation (inferred by the digital technologies) between the audiences and the cultural objects? Which field to choose to try to understand the transformations resulting from the emergence of an hybrid and protean technology, without saying that computing is a cultural practice like the others?Describing the doubts and hesitations of this thesis, examining and contextualize them over time, make possible to contribute to the reception analysis and the cultural dynamics, in connection with the digital technologies. This long work has been exploring the uses of digital which, in their time, seemed to have to grow on as radically “modern”. So, in three times and three focal length, we chose to study three objects, apparently heterogeneous, but which must show the deep cultural changes due to the emergence of information and communication technologies. So, we have been studying some practices with different social and scientific status, from the readings in libraries to the videogames, along with dating sites or blogs.This methodology has finally led us to isolate a cross-disciplinary element of the studying objects and which the display is favored by the digital technologies: the rapid development of reflexive abilities of cultural audiences.

Die kirchliche Verkündigung steht heute vor mannigfachen Herausforderungen. Das dynamische Beziehungsgeflecht von Prediger und Hörer, Text und Situation lässt sich nur schwer im Gleichgewicht halten. Prüft man die homiletischen Publikationen der Gegenwart und der jüngeren Vergangenheit, so wird deutlich, dass die Predigt sehr gründlich im Kontext der Hörersituation reflektiert wird. In diesem Zusammenhang ist auf einen möglichen Konflikt aufmerksam zu machen: die auf die Hörersituation bedachte Predigt kann versucht sein, den Anspruch des biblischen Textes zu vernachlässigen. Meine Dissertation will zur Frage der Hörerorientierung der Predigt einen klärenden Beitrag leisten, und zwar mithilfe eines homiletischen Vergleichs, der Epoche Johann Michaels Sailers mit der Gegenwart und jüngeren Vergangenheit. Bei aller kritischen Distanz zur geistesgeschichtlichen Bewegung der Aufklärung dürfen wir nicht übersehen, dass fruchtbare Impulse von ihr ausgegangen sind und zum Beispiel viele Anliegen der „katholischen Aufklärung“ im Zweiten Vatikanischen Konzil (1962-1965) wieder aufgegriffen wurden. Die weithin von anthropologischen Interessen geleiteten homiletischen Bemühungen während der Aufklärungsphase im 18. Jahrhundert stehen in einer erkennbaren Analogie zur gegenwärtigen Situation. In besonderer Weise wird die homiletische Konzeption des Pastoraltheologen und späteren Bischofs von Regensburg Johann Michael Sailer (1751-1832) dargestellt. Sein Entwurf einer christlichen Lebenslehre auf biblischem Fundament ist von bleibender Aktualität. Zum Vergleich, insbesondere im Blick auf die Hörererwartungen Situationsklärung, Solidarität und Zukunft, werden exemplarisch die homiletischen Entwürfe von Ernst Lange, Rudolf Bohren, Wilfried Engemann und Rolf Zerfaß herangezogen. / Preaching in the church today faces manifold challenges. The dynamic web of relationships between preacher and audience, text and situation is difficult to keep in balance. When analysing the homiletic publications of the present and recent past, it becomes apparent that the sermon is very thoroughly reflected with the context of the situation of the audience. In this connection, one has to draw attention to a possible conflict: a sermon designed with regard to the situation of the audience may be tempted to neglect the biblical text and its demands. Therefore, this thesis aims to make a clarifying contribution to the question of the audience orientation of sermons, namely by means of a homiletic comparison of the epoch of Johann Michael Sailer with the present and recent past. In spite of all critical distance to the history of thought of the Enlightenment Movement, we should not overlook the fact that fruitful impulses emanated from this time, and that, for example, many concerns of the “Catholic Enlightenment” were addressed again at the Second Vatican Council (1962-1965). The homiletic efforts of the Enlightenment period in the 18th century, which were widely led by anthropological interests, can be recognized as analogous to the current situation. The homiletic conception of the pastoral theologian and later Bishop of Regensburg, Johann Michael Sailer (1751-1832), will be described in particular. His conception of Christian ethical teaching on a biblical foundation is of timeless relevance. As comparison, the homiletic drafts of Ernst Lange, Rudolf Bohren, Wilfried Engemann and Rolf Zerfaß will be exemplarily analysed, particularly with regard to the expectation of the audience. / Philosophy, Practical and Systematic Theology / D. Th. (Practical Theology)

Bakgrunden till detta arbete ligger i att Sportlife kommit ut med en egen kollektion med träningskläder. Problematiken är att den inte nått ut i den omfattningen som ledningen önskat. Metoden som beskrivs i denna rapport är intervjuer samt enkätundersökningar. Genom att intervjua ledning, personal och medlemmar har information samlats för att kunna hitta vart det brister i marknadsföringen. Syftet med arbetet är att öka försäljningen för ett företag med hjälp utav befintliga marknadsföringsstrategier. I denna studie tillämpas detta på företaget Sportlife.Begränsningarna i arbetet är som i syftet visar, att endast använda befintliga marknadsföringsstrategier.Dagens forskning och marknadsföringsstrategier ligger till grund för litteraturöversikten. Med hjälp av den information som införskaffats under arbetets gång valdes sju strategier. De presenteras i rapporten då de sju strategierna kan hjälpa Sportlife att öka sin försäljning.Slutsatsen för studien resulterade i att en eller flera strategier kan tillämpas utav Sportlife vilket kan leda till en ökad försäljning. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

<p>Background: The theater market has matured – supply now exceeds demand. Government funds are on a decrease, replaced by other means of financing. The city of Stockholm will be introducing a bonus system that will benefit independent theater groups that succeed to increase their revenue and attendance. Hence, the audience will play an even greater role, a tendency some free theater groups come to terms with by interacting with the audience to create value.</p><p>Thesis statement: What factors lead to the long-term survival of the independent theater groups, allowing them to benefit from the imminent bonus system?</p><p>Purpose: To analyze and evaluate the marketing strategies of the independent theater groups, in reference to their capability of long-term survival through value creation along with the audience, thereby increasing attendance and ticket revenue.</p><p>Methodology: The study combines quantitative and qualitative approaches and methods. Interviews were conducted with the producers at three independent theater groups in the city of Stockholm. The questionnaire was answered by 90 members of the independent theater group audience.</p><p>Areas of theory: Value creation, marketing communication and customer characteristics.</p><p>Results: There is a lack of coherence between the marketing strategies of the independent theater groups and the characteristics of the audience. Hence, the independent theater groups are currently facing poor conditions for long-term survival through growth in audience and revenue. However, if the strategies are adjusted to the audience’s inclination to participate in the value creation, the conditions may improve.</p><p>Conclusions: The important factors leading to long-term survival of the independent theater groups, thereby increasing audience participation and ticket revenue, are: ”Co-production of values”, ”Enabling” and ”Word of mouth”. Co-production of value must however not apply to the artistry, since the audience seems to guard artistic freedom.</p> / <p>Bakgrund: Teatermarknaden har mognat – utbud övergår efterfrågan. Bidragen minskar till förmån för en breddad finansiering. Ett bonussystem ska införas i Stockholms stad, vilket kommer att gynna fria teatergrupper som ökar sina intäkter och sitt publikantal. Publiken spelar således en allt viktigare roll och vissa fria teatergrupper försöker hantera detta genom att värdeskapa i interaktion med publiken.</p><p>Problemformulering: Vilka faktorer är viktiga för att fria teatergrupper ska överleva långsiktigt och sedermera gynnas av det förestående bonussystemet?</p><p>Syfte: Att analysera och utvärdera fria teatergruppers marknadsföringsstrategier med avseende på deras förutsättningar att överleva långsiktigt genom att värdeskapa med publiken och på så sätt öka sitt publikantal och sina biljettintäkter.</p><p>Metod: Studien kombinerar kvantitativa och kvalitativa ansatser och metoder. Intervjuer har genomförts med producenterna för tre fria teatergrupper i Stockholms stad och enkätundersökningar har genomförts med totalt 90 personer i de fria teatergruppernas publik.</p><p>Teoriområden: Värdeskapande, marknadskommunikation och kundegenskaper.</p><p>Resultat: Studien visar att de fria teatergruppernas publik är villig att skapa värde tillsammans med teatergrupperna. Såtillvida har de fria teatergrupperna goda förutsättningar att överleva långsiktigt genom att värdeskapa med sin publik. Det råder dock brist på överensstämmelse mellan de fria teatergruppernas strategier och publikens egenskaper. För att uppnå långsiktig överlevnad genom att öka sitt publikantal och sina biljettintäkter måste de fria teatergrupperna anpassa sina strategier till publikens vilja att deltaga i värdeskapandet.</p><p>Slutsats: De faktorer som är viktiga för att de fria teatergrupperna ska överleva långsiktigt och sedermera gynnas av det förestående bonussystemet är ”samproduktion av värde”, ”möjliggörande” och ”word-of-mouth”. Samproduktionen av värde bör dock inte gälla den konstnärliga verksamheten, då publiken tycks värna den konstnärliga friheten.</p>

<p>Syftet med den här uppsatsen är att introducera boktrailern som fenomen och marknadsföringsmetod. Likheter mellan boktrailern, bokomslaget och filmtrailern undersöks för att ge en bild av hur en "typisk" boktrailer ser ut och vilka funktioner den kan tänkas ha. Uppsatsen utforskar även boktrailerns möjligheter att nå ut till olika målgrupper i olika åldrar, samt pekar på svårigheter med att definiera en målgrupp. Ungdomslitteratur och fantasygenren kopplas samman med boktrailern och exempel ges på hur författare och förlag kan skapa relationer till läsare via Internet. Generella riktlinjer ges för vad som bör tänkas på för att tilltala flest potentiella läsare när en boktrailer används eller utformas. Boktrailerns förmåga att nå ut till unga, motvilliga läsare, som slutat läsa till fördel för bildbaserade berättarformer såsom filmer och datorspel, utforskas. Slutsatsen framhåller fördelarna med att marknadsföra böcker med ljud och bild.</p> / <p>The purpose of this paper is to introduce the book trailer as a phenomenon and method of marketing. Similarities between the book trailer, the book cover and the movie trailer are examined to show how a "typical" book trailer looks and what functions it possibly has. The paper also explores the book trailer’s prospects of reaching different audiences in different age groups. It also points to difficulties in defining an audience. Young adult literature and the fantasy genre are linked to the book trailer and examples are given on how authors and publishers can establish relationships with readers through the Internet. General guidelines are given for what should be considered to appeal to as many potential readers as possible when a book trailer is being used or designed. The book trailer's ability to reach young, reluctant readers, who have given up on reading to the benefit of image based storytelling like movies and computer games, are explored. The conclusion highlights the advantages of promoting books with audio and video.</p>