This thesis will examine interlingual subtitles for online media. The research takes place within the descriptive translation studies paradigm. The source material consists of subtitles for a selection of webcasts found on the video sharing platform YouTube. The analysis will examine how the original dialogue has been translated as well as the form that the subtitles are presented in. An analysis of norm governed subtitles for television programs that follow established subtitling norms will also be made for comparison. Online media and broadcast media are divided into a dynamic and static category respectively in order to treat webcasts as an individual form of media. Dynamic media is defined as digital media created for the Internet, and static media is defined as media created for televised broadcasts. The results do not include qualitative assessments but have shown that subtitles for webcasts do not follow subtitling norms and display a wide range of unconventional approaches. The determining factor that illustrates the nature of webcast subtitles is attributed the diverse group of people writing them.

隨著網路科技的普及、傳播技術的革新，消費者的閱聽偏好也日漸傾向網路媒介，這不僅令許多傳統媒體亟欲轉型，將經營版圖拓及至網路平台，改以「平網整合」的方式經營，更讓許多「原生於網路」的內容網站應運而生。而媒體與廣告主配合製作的「以報導之名，行廣告之實」的報導式廣告，過去多應用於平面媒體，而今在網路媒體中的應用亦多不可數。 　　過去學者研究報導式廣告，多半分析其在平面媒體中的特色、廣告設計，或辨識程度、識破程度與主題一致性等，少有對網路媒體中之報導式廣告的內容、表現形式與訴求進行內容分析者。 　　故本研究欲探討平網整合媒體模式之網路媒體，以及原生內容網站中的報導式廣告，在廣告訊息內容、表現形式，與廣告訴求之間的差異情形。本研究聚焦於專營女性題材之網路媒體，平網整合媒體模式之網路媒體選定「VOGUE」作為代表，而原生內容網站中選定「妞新聞」（Nius News）作為代表，並以內容分析法探討其在不同媒體類別、不同商品類別中之報導式廣告差異。 　　本研究發現－ 不同定位的媒體網站，在報導式廣告的呈現特色上有顯著差異，平網整合模式經營的VOGUE，其報導式廣告有更明顯的「直接性」、「一般性」、「商業性」；原生內容網站模式經營的妞新聞，則相對更「間接性」、「特殊性」、「生活性」。 商品特性之差異，也會影響報導式廣告的廣告策略，如偏「感性」層面的美妝類產品，偏好使用大量的圖像，並帶有強烈的行動呼籲，而偏「理性」層面的保養類產品，偏好多次強調產品名稱，相對直接、平實的呈現廣告內容，而生活用品類則視其產品類別而定，若偏向理性的一般類商品，通常是採「解決問題」導向，若是感性類的商品，則更偏好採取「情感共鳴」導向。 / With the popularity of Internet technology, the dissemination of technology updates, more consumers prefer to access the media through the Internet, resulting in many traditional media try to expand the network platform, and actively transform to the Print-Online integration model. At the same time, there are many "Digital native" content websites join the competition. Many scholars have studied the “Advertorial”, but they only focus on the characteristics, design, or degree of identification in the print media. There is little analysis of the contents, expressions and advertising appeal in the online media. The results of the study found that – Different media websites have significant differences in the advertorial. The VOGUE, which is operated by the Print-Online integration model, has more "direct", "general", "commercial". The Nius News, which is the content website of the "Digital native", relatively more "indirect", "special", "daily ". Differences in product property also affect the advertising strategies of the advertorial. Such as the beauty products have the property of "Emotional", preferring to use many images, and with a strong call action; the skin care products have the property of "Rational", preferring to repeatedly emphasize the product name, relatively straightforward presentation of advertising content. The category of daily commodies is determined by the type of product. The product classified as "Rational", is usually taken to "solve the problem" strategy, but the product classified as "Emotional" is preferred to take "emotional resonance" strategy.

This thesis focuses on the influence the language of online media has on the expression of printed media on the example of Lidové noviny newspaper and the Lidovky.cz server. In the theoretical part, this work describes media product and content, style and language of news reporting and opinion journalism, the selection of language devices which are further defined, and the editorial preparation of texts. The empirical part offers an insight into the operation of the newsroom of Lidové noviny and of the server Lidovky.cz and marks their connectedness as well as their differences. Furthermore, this work identifies the language devices appearing in news reporting both local and foreign sections based on a qualitative analysis. Singular language devices are investigated in printed Lidové noviny newspapers from years 2014 and 2019 and in the content of the Lidovky.cz server. The research sample consists in the case of Lidové noviny of the first Monday issue of each month in the respective years. Comparisons within the framework of the specific language devices appearing in the selected research sample are then provided based on the results and their interpretation. In the conclusion, the main results of the singular language categories are summarized after the comparisons between the above-mentioned...

FENCLOVÁ, Anna. Principy zatraktivňování současné české beletrie ve vybraných denících a jejich online verzích. Praha, 2021. 84 s. Diplomová práce (Mgr.). Univerzita Karlova, Fakulta sociálních věd, Institut komunikačních studií a žurnalistiky FSV UK. Katedra Mediálních studií. Vedoucí diplomové práce prof. MgA. Martin Štoll, Ph.D. Abstract This diploma thesis deals with the reports on the contemporary Czech fiction in selected Czech print and online media. In particular, it seeks to find the main principles of making articles about the new Czech fiction more attractive in selected serious daily newspapers (Právo, Mladá fronta DNES, Lidové noviny, Hospodářské noviny, Metro) and their online versions (novinky.cz, iDNES.cz, lidovky.cz, iHNed.cz, metro.cz and aktuálně.cz). The first, theoretical part is explaining and mapping the state of Czech literature, media and their interconnectedness and the basic concepts relating directly to the topic are explained here. The second part focuses on the quantitative content analysis, which answers questions about the number of articles related to contemporary Czech fiction in the selected media during the two months in 2020 (February 2020 and November 2020). Subsequently, a qualitative content analysis of articles published by the selected media is described. The...

Technology has allowed for the ability to create online platforms for sources ofreliable and unreliable news media. It is therefore important to understand the roleand relevance of alternative news media today and how disinformation is spreadonline. In this paper, we will examine the role of alternative news media websites inSweden and how it compares to the mainstream media websites spread of informationduring the coverage of the Covid-19 pandemic. We will also explore what thedifference is in their portrayal of events during the coronavirus, and what makes thisdifference appealing to certain readers. Using Google, we searched the top ten articlesfrom four online media news sources. Two of which sources were mainstream mediasources and the other two sources as alternative media. These articles were searchedfor during a specific timeframe and with the keywords such as “Corona” and “Covid19”. The dates for the timeframe of this experiment come from when the coronavirusbroke out in Sweden to one year after the event occurred. The top ten search resultsfrom each news source, as provided to us by Google’s algorithm, were placedthrough a text analysis tool called Voyant. The data findings are presented in threeformats: a Word Cloud, TermsBerry and Distinctive Words Comparison. The resultsof the experiment show a stark contrast in the difference in reporting on thecoronavirus topic between different online newspaper media, specifically alternativemedia news sources. Further research is recommended on a larger scale within thetopic of online alternative media.

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The online media industry has undergone changes during the last decades. Driven by technology advancements, there has been an increasing number of actors that can enhance the value of service in the media industry. The fast changing environment calls for a dynamic lens when analyzing strategic alliances forming between actors in the industry, thus this study uses a Business Ecosystem perspective to analyze how alliances should be formed to enable competitive advantage. A xase study was performed on a world leading provider of broadcast and media services to analyze how the dynamic setting affects suitable strategic alliance forms, using a partner selection framework to identify possible alliances. The results showed most potential within alliance forms of lower intergration, such as Franchise, Licensing Agreement or  Arms-Lenght Market relation. Hurdels for the higher forms of integration were identified as mostly caused by requirements of low investments and implementation times in the fast moving dynamic environment.  Identified future work is presented as performing a similar study where these hurdels are nonexistent to further analyze which alliance forms are applicable in a dynamic industry.

This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. This study aims to explore how digital marketing using sustainable messaging can help the brands change their brand perception regarding issues of sustainability, ethical branding, and environmentally friendly businesses. This research provides a detailed discussion of brands' sustainability practices and digital platforms more suitable for brands to deliver their sustainability agenda and build trust with the audience. The study evaluates the relationship between sustainability, brand image, and digital marketing.  Overall, qualitative and quantitative methods have been used in this research. The primary medium of the research is the qualitative analysis of sustainability practices of fashion brands, published annual sustainability reports, newspapers, magazines, and social media campaigns. Three European fashion brands have been chosen for the study, each from the category of High-end Fashion brands, Fast Fashion Brands, and Sustainable Fashion and clothing brands. For quantitative data, the survey questionnaire method has been used. The collected data has assisted in identifying the customer's responses towards sustainability and their perceptions and expectation of the brand.  The Sustainability Performance Reports of the selected fashion brands provide information about brands' sustainability strategy, goals, programs, and performance data. The strategy of all these brands revolves around sustainable development goals 2030 where these brands claim to be leading the change, Circular & Climate Positive business, working on renewable energy, providing fair and equal opportunity of employment, without any gender discrimination and reducing inequalities.  Analysing social media platforms indicates that most of the social media material for these fashion firms is about advertising their products, services, and sales. The findings imply that, rather than using digital media just for product advertising, the firm's digital media should raise awareness about sustainability concerns in the fashion sector and promote their efforts toward sustainability and reducing carbon emissions. Efficient use of social media to promote sustainability agendas helps boost the brand image of fashion businesses in terms of sustainability. The findings indicate a positive linkage between sustainability and a positive fashion brand perception. Digital marketing of sustainability initiatives would introduce the brand as a transparent, accountable, and ethical business. The study suggests that brand should utilise multiple social media platforms to promote their sustainability initiatives when it comes to promoting sustainability initiatives. / Denna studie utvärderar effekten av hållbara affärsmetoder på varumärkesuppfattning. Digital marknadsföring är ett viktigt verktyg för alla företag, och hållbarhet är ett viktigt inslag i varumärkeshantering och marknadsföring. Denna studie syftar till att undersöka hur digital marknadsföring med hjälp av hållbara meddelanden kan hjälpa varumärkena att ändra sin varumärkesuppfattning om frågor om hållbarhet, etisk branding och miljövänliga företag. Denna forskning ger en detaljerad diskussion om varumärkens hållbarhetspraxis och digitala plattformar som är mer lämpade för varumärken att leverera sin hållbarhetsagenda och bygga förtroende hos publiken. Studien utvärderar sambandet mellan hållbarhet, varumärkesimage och digital marknadsföring. Sammantaget har kvalitativa och kvantitativa metoder använts i denna forskning. Det primära mediet för forskningen är den kvalitativa analysen av hållbarhetspraxis för modemärken, publicerade årliga hållbarhetsrapporter, tidningar, tidskrifter och kampanjer på sociala medier. Tre europeiska modemärken har valts ut för studien, var och en från kategorin High-end Fashion varumärken, Fast Fashion Brands och Sustainable Fashion och klädmärken. För kvantitativa data har undersökningsmetoden använts. De insamlade uppgifterna har hjälpt till att identifiera kundens svar på hållbarhet och deras uppfattningar och förväntningar på varumärket.  Hållbarhetsrapporterna för de utvalda modemärkena ger information om varumärkenas hållbarhetsstrategi, mål, program och resultatdata. Strategin för alla dessa varumärken kretsar kring hållbara utvecklingsmål 2030 där dessa varumärken påstår sig leda förändringen, Circular & Climate Positive-verksamheten, arbetar med förnybar energi, ger rättvisa och lika möjligheter till anställning, utan könsdiskriminering och minskar ojämlikheter.  Analys av sociala medieplattformar indikerar att det mesta av det sociala mediematerialet för dessa modeföretag handlar om att marknadsföra sina produkter, tjänster och försäljning. Resultaten innebär att företagets digitala medier, snarare än att använda digitala medier bara för produktreklam, bör öka medvetenheten om hållbarhetsproblem inom modesektorn och främja deras ansträngningar för hållbarhet och minskade koldioxidutsläpp. Effektiv användning av sociala medier för att främja hållbarhetsagendor bidrar till att öka modeföretagens varumärkesimage när det gäller hållbarhet. Resultaten indikerar en positiv koppling mellan hållbarhet och en positiv modevarumärkesuppfattning. Digital marknadsföring av hållbarhetsinitiativ skulle introducera varumärket som en transparent, ansvarsfull och etisk verksamhet. Studien föreslår att varumärken bör använda flera sociala medieplattformar för att marknadsföra sina hållbarhetsinitiativ när det gäller att främja hållbarhetsinitiativ.

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