Esta dissertação tem por objetivo compreender a constituição sociodiscursiva de uma cadeia de gêneros no meio digital. O corpus utilizado nesta pesquisa consiste em um recorte da cadeia de gêneros denominado Bela, Recatada e do Lar, constituída por três nós: a reportagem Marcela Temer: Bela, Recatada e do Lar, publicada pela Revista Veja em abril de 2016; a campanha de Memes surgida como resposta à representação de mulher, realizada pela revista; e os tweets-resposta que avaliaram a participação dos homens na campanha. A fundamentação teórica a partir da qual se conduziu a pesquisa foi a Análise Crítica do Discurso de base faircloughiana (1989; 2010; 2011; 2013), somada a diálogos com conceitos do Círculo de Bakhtin (1979, 2003) e com as reflexões teóricas de Shifman (2013), Castells (2015), Saffioti (1987), Wolf (1992), Souza-Júnior (2011), Lévy (2000) e Elias (2014) a respeito das redes sociais, de gênero e de Meme. Em termos do aparato descritivo, cada nó da cadeia requisitou diferentes categorias de análise: para a reportagem, a descrição foi realizada por meio da Referenciação e da Categorização (Koch, 2014) e da transitividade (Halliday, 2004[1985])); para os Memes, recorreu-se à Interação entre o verbal e o visual (Unsworth, 2006); e para os tweets, utilizou-se a Avaliatividade (Martin e White, 2005). Através da descrição da reportagem, observamos uma representação de mulher subalterna às questões públicas e sexuais, que passa a ser ressignificada nos Memes quando mulheres e homens constituem uma campanha; na descrição dos Memes, apontamos relações lógico-semânticas de divergência, quando protagonizados por mulheres, e de concordância, quando protagonizados por homens, e, por fim, na descrição do twites que remetiam à participação de homens na campanha, observamos avaliações negativas majoritariamente, comprovando uma hegemonia discursiva feminista no Twitter. A análise sociodiscursiva, auxiliada pela descrição linguística dos nós da cadeia, comprovou a transformação de um discurso de resistência feminista em uma hegemonia nas redes sociais, verificada pela avaliação da participação de homens na campanha. Além disso, também foi possível promo ver um debate, ainda que inicial, de uma metodologia para pesquisa com gêneros discursivos em cadeia. / This dissertation aims to understand the sociodiscursive constitution of a genre chain in the digital environment. The corpus consists of a clipping of the genre chain named \"Bela, Recatada e do Lar\", constituted by three nodes: the article \"Marcela Temer: Bela, Recatada e do Lar\", published by Veja Magazine in April 2016; the Memes campaign emerged as a response to the women\'s representation in the magazine; and tweets-response that evaluated the participation of men in the campaign. The theoretical basis for this research was the Critical Discourse Analysis by Fairclough (1989; 2010; 2011; 2013), in addition to dialogues with Bakhtin Circle concepts (1979, 2003) and theoretical reflections of Shifman (2013), Castells (2015), Saffioti (1987), Wolf (1992), Souza-Júnior (2011), Lévy (2000) and Elias (2014), regarding social, gender and Meme networks. In terms of the descriptive apparatus, each node of the chain required different categories of analysis: for reportage, the description was based on the Reference and Categorization (Koch, 2014) and the Transitivity (Halliday, 2004 [1985])); for the Memes, the interaction between the verbal and the visual (Unsworth, 2006); and for tweets, the Evaluability (Martin and White, 2005). Through the description of the report, we noted a representation of subalternative woman to the public and sexual questions, that happens to be resignified in Memes, when women and men constitute a campaign; in the description of the Memes, we pointed out logico-semantic relations of divergence, when carried out by women, and agreement, when carried out by men, and, finally, in the description of the tweets that refer to the participation of men in the campaign, we observed negative evaluations mostly, proving a feminist discursive hegemony on Twitter. The sociodiscursive analysis, a ided by the linguistic description of the nodes of the chain, proved the transformation of a discourse of feminist resistance into a hegemony in social networks, verified through the evaluation of the participation of men in the campaign. In addition, it was also possible to promote a debate, even if initial, of a methodology for research with discursive genre chain.

Esta dissertação tem por objetivo compreender a constituição sociodiscursiva de uma cadeia de gêneros no meio digital. O corpus utilizado nesta pesquisa consiste em um recorte da cadeia de gêneros denominado Bela, Recatada e do Lar, constituída por três nós: a reportagem Marcela Temer: Bela, Recatada e do Lar, publicada pela Revista Veja em abril de 2016; a campanha de Memes surgida como resposta à representação de mulher, realizada pela revista; e os tweets-resposta que avaliaram a participação dos homens na campanha. A fundamentação teórica a partir da qual se conduziu a pesquisa foi a Análise Crítica do Discurso de base faircloughiana (1989; 2010; 2011; 2013), somada a diálogos com conceitos do Círculo de Bakhtin (1979, 2003) e com as reflexões teóricas de Shifman (2013), Castells (2015), Saffioti (1987), Wolf (1992), Souza-Júnior (2011), Lévy (2000) e Elias (2014) a respeito das redes sociais, de gênero e de Meme. Em termos do aparato descritivo, cada nó da cadeia requisitou diferentes categorias de análise: para a reportagem, a descrição foi realizada por meio da Referenciação e da Categorização (Koch, 2014) e da transitividade (Halliday, 2004[1985])); para os Memes, recorreu-se à Interação entre o verbal e o visual (Unsworth, 2006); e para os tweets, utilizou-se a Avaliatividade (Martin e White, 2005). Através da descrição da reportagem, observamos uma representação de mulher subalterna às questões públicas e sexuais, que passa a ser ressignificada nos Memes quando mulheres e homens constituem uma campanha; na descrição dos Memes, apontamos relações lógico-semânticas de divergência, quando protagonizados por mulheres, e de concordância, quando protagonizados por homens, e, por fim, na descrição do twites que remetiam à participação de homens na campanha, observamos avaliações negativas majoritariamente, comprovando uma hegemonia discursiva feminista no Twitter. A análise sociodiscursiva, auxiliada pela descrição linguística dos nós da cadeia, comprovou a transformação de um discurso de resistência feminista em uma hegemonia nas redes sociais, verificada pela avaliação da participação de homens na campanha. Além disso, também foi possível promo ver um debate, ainda que inicial, de uma metodologia para pesquisa com gêneros discursivos em cadeia. / This dissertation aims to understand the sociodiscursive constitution of a genre chain in the digital environment. The corpus consists of a clipping of the genre chain named \"Bela, Recatada e do Lar\", constituted by three nodes: the article \"Marcela Temer: Bela, Recatada e do Lar\", published by Veja Magazine in April 2016; the Memes campaign emerged as a response to the women\'s representation in the magazine; and tweets-response that evaluated the participation of men in the campaign. The theoretical basis for this research was the Critical Discourse Analysis by Fairclough (1989; 2010; 2011; 2013), in addition to dialogues with Bakhtin Circle concepts (1979, 2003) and theoretical reflections of Shifman (2013), Castells (2015), Saffioti (1987), Wolf (1992), Souza-Júnior (2011), Lévy (2000) and Elias (2014), regarding social, gender and Meme networks. In terms of the descriptive apparatus, each node of the chain required different categories of analysis: for reportage, the description was based on the Reference and Categorization (Koch, 2014) and the Transitivity (Halliday, 2004 [1985])); for the Memes, the interaction between the verbal and the visual (Unsworth, 2006); and for tweets, the Evaluability (Martin and White, 2005). Through the description of the report, we noted a representation of subalternative woman to the public and sexual questions, that happens to be resignified in Memes, when women and men constitute a campaign; in the description of the Memes, we pointed out logico-semantic relations of divergence, when carried out by women, and agreement, when carried out by men, and, finally, in the description of the tweets that refer to the participation of men in the campaign, we observed negative evaluations mostly, proving a feminist discursive hegemony on Twitter. The sociodiscursive analysis, a ided by the linguistic description of the nodes of the chain, proved the transformation of a discourse of feminist resistance into a hegemony in social networks, verified through the evaluation of the participation of men in the campaign. In addition, it was also possible to promote a debate, even if initial, of a methodology for research with discursive genre chain.

This diploma thesis "Development of model of goals, instruments and performance indicators for digital advertising campaigns for universities" deals with the issue of marketing commu-nication and is specifically focused on advertisement of higher education in the Czech repub-lic. Theoretical part examines goals of marketing communication, instruments of digital adverti-sing campaings and their performance indicators. In practical part, this knowledge is further modified to suit the specific segment of higher education and there is created a model of goals, instruments and performance indicators. This model is then used as a base for analysis of the digital campaign Buď dobrej!, which had been made for the University of economics in Prague, specifically for the Faculty of informa-tics and statistics. Using the results from the previous analysis, we made practical recommendations, which further expand the model created in the practical part.

Within the contemporary migration field, from a theoretic point of view, the communication aspect of it has been identified as an emerging priority, as its impact can affect both the public opinion and policymaking itself. In order to identify trends portraying migration narratives, as ways of representing the migration phenomena in a set historiographical context, a dataset comprehending migration-related campaigns has been developed during the timeframe 2009 - 2018. Throughout the EU Member States, as well as the European Southern Neighbourhood Partner Countries (SPCs), 135 campaigns were retrieved online, shedding light on which were the aspect of migration emphasised (such as integration and smuggling and trafficking prevention), as well as the main stakeholders involved in the production of such communication initiatives. Through the usage of a web-based research for the years 2019-2021, the aforementioned dataset has been updated, by collecting secondary data of qualitative and quantitate nature of publicly funded migration-related campaigns in the Southern European Region. Based on the data, an illustrative mapping of current trends have been developed. The work was done in partnership with ICMPD – International Centre for Migration Policy Development (Migration Dialogue and Cooperation Directorate), within the EU-funded EMM5 (EUROMED V) programme. This project is aimed at establishing a comprehensive framework on migration, as well as being responsible for the creation of the previous database, through the preceding phase of the EUROMED programme itself (EMM4 - EUROMED IV). Because of the nature of the project, as well as the publicness of the dataset, campaigns aimed at negatively affect migrants/refugees’ lives have not been included in the research, in order to avoid at providing a platform to such messages. The 95 newly-gathered campaigns have been cross-referenced in order to highlight differences and similarities with the previous ones in terms of the overall narrative; stakeholder involvement; and the geo-political context in which the campaigns were made. Moreover, a particular focus was on the effects of the COVID-19 pandemic and its influence on the stakeholders involved in the migration-related activities themselves. The analysis of the migration-related campaigns reveals that the implementation of such initiatives has grown exponentially, with a surge during the year 2021, with 61 campaigns produced. Moreover, key trends in the communication narratives have been identified within the integration thematic area (49%), followed by the hate speech and xenophobia prevention (13%) and the asylum system (13%). The support and format used were aligned with the EMM4 dataset, as webpages and social media represent the main methods used throughout the Southern European Region. Regarding the stakeholders involved in the funding of the migration-related initiatives, the private sector has become a key player in the field, either financing or co-financing campaigns throughout the three years analysed, increasing from 4 campaigns between 2009-2018, to 32 in the timeframe 2019-2021. / Inom det samtida migrationsfältet har kommunikationsaspekten identifierats som en framväxande prioritet, eftersom att nyhetsskildringar om migration kan influera både den allmänna opinionen samt politisk beslutsfattande. För att identifiera trender som skildrar migrationsberättelser, i syfte att kunna representera migrationsfenomenen i ett fastställt historiografiskt sammanhang, har en datauppsättning som analyserar migrationsrelaterade kampanjer utvecklats under åren 2009-2018. I EU:s medlemsstater, såväl som den europeiska Southern Neighborhood Partner Countries (SPCs), har 135 kampanjer identifierats online. Dessa kampanjer belyser vilka aspekter av migration som betonades (såsom integration, smuggling och förebyggande arbete mot människohandel), såväl som de primära intressenterna som är involverade i produktionen av sådana kommunikationsinitiativ. Genom användningen av en webbaserad forskning för åren 2019-2021 har ovannämnda datauppsättning uppdaterats genom att samla in sekundärdata av kvalitativ och kvantitativ karaktär från offentligt finansierade migrationsrelaterade kampanjer i den sydeuropeiska regionen. Utifrån underlaget har en illustrativ kartläggning av aktuella trender tagits fram. Arbetet gjordes i partnerskap med ICMPD – International Centre for Migration Policy Development (Directorate Migration Dialogue and Cooperation), inom det EU-finansierade programmet EMM5 (EUROMED V). Detta projekt syftar till att upprätta ett heltäckande ramverk för migration, samt att ansvara för skapandet av den tidigare databasen, genom den föregående fasen av själva EUROMED-programmet (EMM4 - EUROMED IV). På grund av projektets karaktär och datamängdens offentlighet har kampanjer som syftar till att negativt påverka migranters och flyktingars liv inte inkluderats i forskningen, för att undvika att ge sådana budskap en plattform. De 95 nyinsamlade kampanjerna har korsrefererats för att belysa skillnader och likheter med de tidigare när det gäller den övergripande berättelsen: involvering av intressenter och det geopolitiska sammanhanget i vilket kampanjerna gjordes. Dessutom låg ett särskilt fokus på effekterna av covid-19-pandemin och dess inflytande på de intressenter som är involverade i migrationsrelaterade aktiviteter. Analysen av de migrationsrelaterade kampanjerna visar att genomförandet av sådana initiativ har ökat exponentiellt, med en ökning under år 2021, med 61 kampanjer producerade. Dessutom har nyckeltrender i kommunikationsberättelserna identifierats inom det tematiska området integration (49%), följt av förebyggande av hatretorik och främlingsfientlighet (13%) och asylsystemet (13%). Stödet och formatet som användes anpassades till EMM4-datauppsättningen, eftersom webbsidor och sociala medier representerar de huvudsakliga metoderna som används i hela Sydeuropa. När det gäller de intressenter som är involverade i finansieringen av de migrationsrelaterade initiativen, har den privata sektorn blivit en nyckelaktör på området, antingen finansierings- eller samfinansieringskampanjer under de tre analyserade åren, ökade från 4 kampanjer mellan 2009-2018 till 32 kampanjer mellan åren 2019-2021.