Diploma thesis "Analysis of the Czech Media Market in 2009 - Constructing the Audience for Sale" aims to describe what kind of information do the Czech non- expert media use when constructing their audience for sale most often, what are the sources of such information and methods used for gathering them, and to what extent are those information, and the constructs themselves, verifiable, credible and relevant. Content analysis of publicly accessible materials the media provide about their audiences will be applied. In the first part of the diploma thesis we will define the audience within the media studies discourse and from the perspective of the advertisers. We will also apply the theory of social construction of reality to describe the process of the construction of the audience for sale. Brief overview of reported media audience characteristics and research and shielding institutions in the Czech Republic will follow. In the last part of the diploma thesis we will summarize the findings from the analysis and apply them on the prediction of the future development of the construction of the audience for sale. Complete list of media included in the analysis as well as raw data can be found in the appendix.

In my work I map the transformation of gender through media editorial in the journal Vlasta topics in 1991 and 2010 and how tthe communist regime influenced the thematic transformation of magazine in Czechoslovakia. In my work I also examine whether Vlasta magazine in 1991, presents a feminist ideas that have a negative connotation, as Osvaldová mentioned. The work is divided into three basic sections of theoretical, methodological and analytical. The theoretical part describes the current scientific discourse and puts the work in a social media context. This section presents the main concepts such as feminism, gender, gender stereotypes and patriarchy. It also mentions the importance of media and women's magazines for the female audience and the transformation of women's role in society before 1989 and after. In the methodological part, through open and axial coding I examine media content. In my research, I identify and describe significant editorial issues with which woman is associated in Vlasta magazine in 1991 and in 2010. Furthermore, using content analysis, I compare the contents of the magazine Vlasta 1991 and 2010 in terms of private and public spheres. Data are analysed by methods of the grounded theory, as described by Strauss and Corbin. The data from the content analysis shows the...

The diploma thesis The Břeclav's lie: Ethical Frontiers of Working with Sources and the Social Construction of Reality Created by the Media focuses on methods used by news media for creation of contents (about particular minority) and their ability to influence social processes according to which form for their contents they choose. The thesis si divived into four parts. In the first part of the thesis, the main focus is mainly on theory and concepts which are relevant for understanding other parts of the thesis, mainly the fourthone. Author focuses dominantly on respected paradigm of role of media in contemporary society and stereotypes as a necessary substance of media work. Second part established a line between theoretical and practical parts of the thesis. It describes ethical norms used for information handling not only when minorities are in the game. Routines as strong determinant in process of creating of media contents are analysed, as well as related polls and research focusing on impact on audience with particular focus on reliability and accountability of those sources. Data on size of the audience is mentioned as well. Third part consists of role of Roma minority in the Czech society regarding categorisation of thematic frameworks. This chapter involves parts on ethnicity as a tool of...

The thesis deals with the analysis of two years, namely 1991 and 2010, of the magazine Vlasta made with the gender optics. The aim is to compare thematic structure of the magazine in 1991 and 2010 from gender perspective and identify the central issues which are presented to women. The study is divided into three main sections: theoretical, methodological and analytical. The theoretical part describes the current scientific discourse, including terminological definition of basic concepts. The methodology part describes the research methods used and the analytical section presents the research outputs obtained through open and axial coding, which were used in analysis of the media content. Significant editorial issues, which are associated women in a magazine Vlasta with, have been identified and described.

Made available in DSpace on 2015-05-07T14:46:47Z (GMT). No. of bitstreams: 1 parte1.pdf: 2187075 bytes, checksum: b523a96e2976438221d433adddcc1943 (MD5) Previous issue date: 2010-04-16 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Considering the journalism while a way of specific knowledge with an own logic of perception about the everyday life, this dissertation purpose is understand the relationships between the common sense knowledge and the apprehension forms of the social reality adopted in the news production process. For so much, the theoretical perspective of Alfred Schutz's phenomenology is adopted to observe the journalists' behavior in the work place. The objective is to describe and to understand the operation mechanisms of the intrinsic relevance s system to the journalistic field. To understand the constitution of what we can call a journalistic "common sense" and the construction of established visions about the everyday life on the city, is opted for an etno-construcionist approach, based in the notion of social construction of the reality. Addressing the analysis focus to the TV local journalism, the methodological choice is the application of the Etnomethodology. The purpose is to understand as the journalists of TV see (perceive) the urban life and that it sorts out that peculiar framing is reverse-built in a narrative marked by the techniques and procedures of journalistic counting and of the audiovisual language. It was delimited as studies object the routines of production of the television news JPB 1st Edition, exhibited daily by Cabo Branco TV and Paraíba TV, affiliated stations to the Globo Broadcasting Network in the State of Paraíba. A field research was accomplished systematized in two apprenticeships: the participant observation and the application of interviews semi-structured with the responsible journalists by the production and edition of the analyzed television news. The information and obtained inferences were divided in two different perspectives. First the "regularities" of the productive routines and way of work organization will be analyzed, as well as the hierarchical and organizational structure in which the production of the television news is inserted. In a second moment, analytical narratives will be presented on episodes and circumstances observed during the field research. They are peculiar situations that reveal the compound linkage of relationships that settles down in the news production process and how the editorial choices are permeate from subjective and symbolic aspects. / Considerando o jornalismo enquanto um modo de conhecimento específico com uma lógica própria de percepção do cotidiano, esta dissertação busca compreender as relações entre o conhecimento do senso comum e as formas de apreensão da realidade social adotadas no processo de produção de notícias. Para tanto, adota-se a perspectiva teórica da fenomenologia de Alfred Schutz aplicada à observação do comportamento dos jornalistas no ambiente de trabalho: a redação. O objetivo é descrever e compreender os mecanismos de funcionamento do sistema de relevâncias intrínseco ao campo jornalístico. Para compreender a constituição do que podemos chamar de um senso comum da redação e a construção de visões apriorísticas sobre o cotidiano da cidade, optou-se por uma abordagem etno-construcionista, fundamentada na noção de construção social da realidade. Direcionando o foco de análise ao telejornalismo local, propõe-se como escolha metodológica a aplicação da Etnometodologia. O propósito é compreender como os jornalistas de TV vêem (percebem) a vida urbana e de que maneira esse enquadramento peculiar é re-construído em uma narrativa marcada pelas técnicas e procedimentos de apuração jornalística e da linguagem audiovisual. Delimitou-se como objeto de estudo as rotinas de produção do telejornal JPB 1ª Edição, exibido diariamente pela TV Cabo Branco e TV Paraíba, emissoras afiliadas à Rede Globo no Estado da Paraíba. Foi realizada uma pesquisa de campo sistematizada em dois estágios: a observação participante e a aplicação de entrevistas semi-estruturadas com os jornalistas responsáveis pela produção e edição do telejornal analisado. As informações e inferências obtidas foram divididas em duas perspectivas distintas. Primeiro serão analisadas as regularidades das rotinas produtivas e modo de organização de trabalho na redação, bem como a estrutura hierárquica e organizacional no qual a produção do telejornal está inserida. Num segundo momento, serão apresentadas narrativas analíticas sobre episódios e circunstâncias observadas durante a pesquisa de campo. São situações particulares que revelam o complexo encadeamento de relações que se estabelece no processo de produção de notícias, bem como os aspectos subjetivos e simbólicos que permeiam as escolhas editoriais.

The presented thesis deals with problems of eating disorders (hereinafter abbreviated to EDs). The theoretical framework is the Social Construction of Reality; a concept saying that the individual perceives reality - as a phenomenon formed and determined socially - in the way it is presented by the "power structures" of the society. The thesis pays special attention to the aetiology of these disorders, laying emphasis on family factors. The aim of the thesis refers to one of the topics resulting from my Bachelor thesis, when it appeared worthwhile to work up in detail the problem of subjectively seen factors substantial for onset of EDs. Thus the aim of the thesis was to map which factors the persons suffering from EDs as well as members of their families consider to be significant for onset of the disease - either their own or their daughter´s /sister´s on one hand and EDs generally on the other hand - and what led them to take their stand, in so doing two ranges of time were mapped. The set of persons under review was represented by the same respondents as in case of research for the Bachelor thesis. In order to ensure mapping of the above-mentioned problem in the most possible complex way, a qualitative research strategy was chosen. The necessary data was obtained by employing the technique of deep semi-structured interviews, then the data was processed using qualitative analysis of the respondents´ statements. Part of the research work was also confrontation of the collected and processed data with specialised resources. On the basis of the results of our research it is evident that the factor causing onset and development of the respondents´ or their daughter´s/sister´s EDs mentioned most often is family background. Unlike the Bachelor thesis, this factor was rather mentioned as one of many; it is not so dominant any longer. This may be explained by the fact that the patients spoke about their situations under the influence of other factors that experts had been emphasising. As for EDs generally, then the respondents mostly mentioned desire to be slim, which, however, has now substantially fallen into the shade. This may be explained by the respondents´ experience with EDs. It may be said that in taking their standpoints, family members were much more influenced by information from specialised resources than the persons suffering from EDs themselves, who mostly took their stand on the basis of their own conviction. Our research shows that for persons suffering from EDs, family background was not a source of information on the problem of these disorders. The research pointed out the importance of engaging the family in solving the problem of EDs as well as the necessity of individual approach to each case of this disease. The presented thesis may be a helpful source of information not only for people interested in the problem of EDs; it may also serve as materials for instruction in the medical social field, and last but not least it can be used to bring more information to the general public.

The thesis entitled Comparative Semiotic Analysis of Czech and Korean version of Elle Magazine Advertisings deals with the comparison of advertisings in the Czech and South Korean versions of global lifestyle magazine ELLE in terms of semiotic analysis. The thesis is structured in classical terms with theoretical starting points representing three key areas needed for analysis. The first part deals with the concept of the media, media product and its content. It also provides information about the ELLE magazine and its internationalization with special emphasis on South Korean cultural specificities. Also it cannot be forgotten the chapter devoted to the theory of socail construction of reality based on the work of Peter Berger and Thomas Luckmann. The second part is key because it brings knowledge about the semiotics and the main representatives of the field. The thesis thus represents Charles Sanders Peirce, Ferdinand de Saussure and especially the mythology of Roland Barthes. The last theoretical part looked at the essence of marketing communication and advertising and the use of celebrities in advertising campaigns. The analysis part as based on the theoretical basis focuses on the semiotic analysis of advertisements targeting the Czech and South Korean markets, with almost 470 campaigns in the...

This study investigates the extent to which a story written 100 years ago, full of moral, patriotic, heroic and freedom-influences messages, can be used as a teaching instrument to convey the norms and values needed for active participation in society. Two versions of the classic tale of Peter Pan, an illustrated chapter book Peter Pan and Wendy (2013) and a picture book Peter Pan (2014), were analysed with the focus on the character of Peter Pan. The results show that both books can be used very well as teaching aids because Peter Pan is a complex and multifaceted character. The analysis reveals his positive and negative qualities, which can be discussed in the teaching as a way to communicate norms and values. The study shows useful examples of what this work can look like.

With the beginning of the Internet era a lot of the traditional media characteristics along with the classic media theories changed. The foundations of this diploma thesis are built on the question whether the traditional media and the new media are constructing different media images. The topic is further analyzed in the chapters about the construction of reality, media convergence, agenda-setting theory or social network. The analytical parts studied the main sources - television and social network - on the example of the Czech presidential election in 2018. After the data were gathered there were stated thirteen topic clusters and each unit of the collected data was categorized into those. There was also categorization on sources and the amount of representation of every candidate. After analyzing these data a comparison was made and after that a conclusion whether there are any differences between traditional and new media.

The master thesis Global terrorism and the media as the means of communication focuses on examining the relationship between terrorist organisations and the news media which play a key role in planning terrorist attacks. The author assumes that a better understanding of the mutual relationship within the communication process requires the engagement of other players into the research as well: the government and the public. Their mutual interdependence is illustrated on the abstract model from which the author, afterwards, deduces the factors which influence relationships between all the players.