This thesis is focused on Czech YouTube vlogs, their authors and spectators. I have therefore been watching those videos and attending events in the YouTube community over a few months and also asking authors about their motivation to create videos as well as the spectator's motivation to watch them. I have categorised and analysed Czech vlogs and associated videos. I have formed an overall opinion by applying texts by various sociologists and other theoreticians with the aim of presenting an integrated view on this topic. Youtubers and vlogs have the power to influence their audience as there is such a large number of spectators, mostly children.

Svoboda, M. The influence of YouTubers on consumer behaviour in the Czech Republic. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis deals with the influence of YouTubers on behaviour of the 15–45 years old consumers in the Czech Republic. The thesis includes an overview of the Czech YouTuber´s scene, which provides basic input information for other parts of the thesis, including the thematic focus of Czech YouTubers. The primary research is based on questionnaire survey, in-depth interviews and expert interviews. The thesis identifies factors, which have the biggest influence on consumers during the watching YouTube videos, as well as concrete markets and target groups of consumers that are the best for promotion by YouTubers. Data from quantitative research are used in cluster analysis for creation consumers segments. The results of research are used for recommendation for the entrepreneurs, planning commercial cooperation with YouTubers, and for creating diagram of consumer behaviour, which includes the influence of YouTubers.

<p>  </p> <p>Food safety educators and specialists are committed to closing the food safety education gap among different actors in the supply chain, from farm to fork. To accomplish it, they have to understand the needs of the target population to disseminate information and develop interventions. This thesis is divided into three case studies to explore needs assessments (Ch. 1 and 2) and program evaluation (Ch. 3). The first needs assessment (Ch.1) was developed due to a recent multistate outbreak linked to dried wood ear mushrooms. This study evaluated YouTube video content on the preparation of different wood ear mushrooms dishes and investigated the food safety risk associated with the handling practices. Practices such as rehydration procedures were identified as key food safety risk factors that need future exploration. The second needs assessment (Ch.2) was developed due to the impact of small- and medium-sized farms on USA agriculture. This study aimed to understand consumers’ perceptions and expectations of produce from small- and medium-sized farms and their desire to pay a premium price for food safety information. The findings showed that consumers perceived the produce from these farms to be fresher and of higher quality. Also, they considered food safety as a minimum quality standard and valued produce safety information. Finally, multiple needs assessments have shown that low-income populations, including minority groups, have unique barriers to adopting food safety practices. The third study (Ch.3) evaluated a dialogue-based virtual food safety program for English- and Spanish-speaking low-income populations using the Theory of Planned Behavior (TPB). Findings suggest that the TPB helped to discern the behavior change intentions of this population and showed that the intervention was able to increase participants’ knowledge, attitudes toward the behavior, perceived behavioral control (PBC), subjective norms, and behavior change intentions. Future work could modify the program to fit other minority populations in the USA.</p>

Der Videocampus Sachsen (VCS) ist eines von fünf strategischen Handlungsfeldern der Landesinitiative Bildungsportal Sachsen (vgl. AKeL 2015, S. 2). Es handelt sich um ein ebenen- und fachbereichsübergreifendes Verbundprojekt von acht sächsischen Hochschulen zum Aufbau/Betrieb einer gemeinsamen Videoplattform. Gefördert durch das SMWK entsteht aktuell eine Machbarkeitsstudie, die u.a. aktuelle Nutzungsbedarfe, technische Möglichkeiten, Geschäftsmodelle wie auch didaktische Potentiale in den Blick nimmt. Im Beitrag werden Idee, Notwendigkeit und Nutzenerwartung des VCS ausgeführt. Ein Schwerpunkt liegt auf der Integration medienrechtlicher Überlegungen. Es werden einerseits exemplarisch die Ergebnisse der juristischen Expertise vorgestellt, andererseits anhand konkreter Einsatzszenarien sogenannte rechtliche Fallstricke identifiziert und diskutiert.