Este trabalho trata de uma pesquisa de recepção baseada na fenomenologia do Princípio da Razão Durante. Ele teve como objetivo observar a relação entre o observador e a fotografia, e se pergunta: o que ocorre nesse processo? De um lado, ele considera que a comunicação acontece apenas no receptor, que ela é individual e intransponível, dependendo de certa abertura para o mundo, de certa percepção. De outro, que na fotografia o que se destaca é sua parte vívida, que também depende da percepção. No início, o trabalho ressalta as características híbridas da fotografia, como algo entre arte e documentação. O recorte aqui é a fotografia jornalística, que levanta questões para se pensar o que é a fotografia em geral. No segundo capítulo, faz-se uma aproximação entre a teoria e o Acontecimento comunicacional, a saber, a comunicação propriamente dita. Por último, o trabalho apresenta o relato obtido como resultado da observação realizada na exposição de fotojornalismo World Press Photo. / This work deals with a research based on the phenomenology of the Principle of Reason During. He\'s aimed to the observation of the relationship between the viewer and the photograph, and asks: what happens in this process? On one hand, he believes that communication happens only at the receiver, it is individual and impassable, depending on certain openness to the world, in a sense. On the other, he believes that in the picture what stands out is its vivid parts, that also depends on perception. At first, the work highlights the hybrid features photography as something between art and documentation. Detached here is the journalistic photography, posing questions to think about what is photography in general. In the second chapter, is made an approximation between theory and communicational Event, namely the communication itself. Finally, the paper presents a report obtained as a result of the observation made in photojournalism exhibition of World Press Photo.

O jornalismo transforma em notícia os principais fatos do cotidiano de uma coletividade. As notícias são transmitidas através dos meios de comunicação a fim de possibilitar que essa coletividade saiba o que acontece de mais importante ou o que mais interessa aos jornalistas e às empresas jornalísticas. O jornalismo, portanto, é informação e, para isso, busca chamar a atenção para os acontecimentos que disponibiliza, em meio a um fluxo constante e até mesmo caótico de dados, o que configura a hipertelia. Este estudo explora os desdobramentos da comunicabilidade no jornalismo, fundamentado no conceito ontológico de comunicação proposto pela Nova Teoria da Comunicação. O procedimento de pesquisa utilizado é o Metáporo, que busca sentir as vibrações da comunicação enquanto Acontecimento único, aurático, efêmero, que força o pensamento e violenta a alteridade e que é estudado em seu desenrolar, o que constitui o chamado Princípio da Razão Durante. O Metáporo é o procedimento de pesquisa proposto pela Nova Teoria da Comunicação e busca sentir a comunicação ao considerá-la um fenômeno estético, que depende da receptividade. Quando se desdobra em comunicação, o jornalismo deixa de ser acontecimento noticioso para ser Acontecimento Comunicacional. No entanto, o estudo evidencia que, tendo em vista que a comunicação é rara, o jornalismo majoritariamente ocupa o desdobramento da informação, porque são dados feitos para serem transmitidos a fim de aumentarem o estoque de conhecimento da coletividade sobre determinado assunto. / Journalism turns into news the most important events of everyday life. News is broadcast so that the community can get acquainted with the most important events or with what is in the biggest interests of journalists and news organizations. Journalism is thus information and, therefore it seeks directing public attention to the events they broadcast by means of a constant, and even chaotic, flux of data; which characterizes hypertelia. The study presented here aims at exploiting the developments of journalism communications network, based on the ontological concept of communication as proposed by the New Theory of Communication. The procedure selected for this research is called Metaporo and it searches for sensing the communication vibration as a sole, auratic and ephemeral event. Such event pushes thoughts and imposes alterity that are studied along the event. It constitutes what is called Principle of Lasting Reasoning. Metaporo is a research procedure proposed by the New Theory of Communication that considers communication as an aesthetic phenomenon dependent on the receptiveness. Once evolved as communication, journalism ceases to be news events and becomes communication events. Nevertheless, the study presented here, considering the intermittent aspect of communication, shows that journalism primarily assumes the information diffusion because the data were made to be transmitted in order to supply knowledge to the collectivity about specific matters.

O jornalismo transforma em notícia os principais fatos do cotidiano de uma coletividade. As notícias são transmitidas através dos meios de comunicação a fim de possibilitar que essa coletividade saiba o que acontece de mais importante ou o que mais interessa aos jornalistas e às empresas jornalísticas. O jornalismo, portanto, é informação e, para isso, busca chamar a atenção para os acontecimentos que disponibiliza, em meio a um fluxo constante e até mesmo caótico de dados, o que configura a hipertelia. Este estudo explora os desdobramentos da comunicabilidade no jornalismo, fundamentado no conceito ontológico de comunicação proposto pela Nova Teoria da Comunicação. O procedimento de pesquisa utilizado é o Metáporo, que busca sentir as vibrações da comunicação enquanto Acontecimento único, aurático, efêmero, que força o pensamento e violenta a alteridade e que é estudado em seu desenrolar, o que constitui o chamado Princípio da Razão Durante. O Metáporo é o procedimento de pesquisa proposto pela Nova Teoria da Comunicação e busca sentir a comunicação ao considerá-la um fenômeno estético, que depende da receptividade. Quando se desdobra em comunicação, o jornalismo deixa de ser acontecimento noticioso para ser Acontecimento Comunicacional. No entanto, o estudo evidencia que, tendo em vista que a comunicação é rara, o jornalismo majoritariamente ocupa o desdobramento da informação, porque são dados feitos para serem transmitidos a fim de aumentarem o estoque de conhecimento da coletividade sobre determinado assunto. / Journalism turns into news the most important events of everyday life. News is broadcast so that the community can get acquainted with the most important events or with what is in the biggest interests of journalists and news organizations. Journalism is thus information and, therefore it seeks directing public attention to the events they broadcast by means of a constant, and even chaotic, flux of data; which characterizes hypertelia. The study presented here aims at exploiting the developments of journalism communications network, based on the ontological concept of communication as proposed by the New Theory of Communication. The procedure selected for this research is called Metaporo and it searches for sensing the communication vibration as a sole, auratic and ephemeral event. Such event pushes thoughts and imposes alterity that are studied along the event. It constitutes what is called Principle of Lasting Reasoning. Metaporo is a research procedure proposed by the New Theory of Communication that considers communication as an aesthetic phenomenon dependent on the receptiveness. Once evolved as communication, journalism ceases to be news events and becomes communication events. Nevertheless, the study presented here, considering the intermittent aspect of communication, shows that journalism primarily assumes the information diffusion because the data were made to be transmitted in order to supply knowledge to the collectivity about specific matters.

Este trabalho trata de uma pesquisa de recepção baseada na fenomenologia do Princípio da Razão Durante. Ele teve como objetivo observar a relação entre o observador e a fotografia, e se pergunta: o que ocorre nesse processo? De um lado, ele considera que a comunicação acontece apenas no receptor, que ela é individual e intransponível, dependendo de certa abertura para o mundo, de certa percepção. De outro, que na fotografia o que se destaca é sua parte vívida, que também depende da percepção. No início, o trabalho ressalta as características híbridas da fotografia, como algo entre arte e documentação. O recorte aqui é a fotografia jornalística, que levanta questões para se pensar o que é a fotografia em geral. No segundo capítulo, faz-se uma aproximação entre a teoria e o Acontecimento comunicacional, a saber, a comunicação propriamente dita. Por último, o trabalho apresenta o relato obtido como resultado da observação realizada na exposição de fotojornalismo World Press Photo. / This work deals with a research based on the phenomenology of the Principle of Reason During. He\'s aimed to the observation of the relationship between the viewer and the photograph, and asks: what happens in this process? On one hand, he believes that communication happens only at the receiver, it is individual and impassable, depending on certain openness to the world, in a sense. On the other, he believes that in the picture what stands out is its vivid parts, that also depends on perception. At first, the work highlights the hybrid features photography as something between art and documentation. Detached here is the journalistic photography, posing questions to think about what is photography in general. In the second chapter, is made an approximation between theory and communicational Event, namely the communication itself. Finally, the paper presents a report obtained as a result of the observation made in photojournalism exhibition of World Press Photo.

The thesis deals with the analysis of the marketing communication and advertising campaign of the running event Nike Run Prague, which took place in Prague 3 September 2011. It also deals with semiotic and narrative means and with the research of the effectiveness of the campaign. Nike Run Prague is a 10 km long run throughout Prague and it was organized by Nike for the very first time. The running event was amply publicized and within its advertising campaign adopted the marketing strategy targeted on the youthfulness, amusement and brand image, utilizing the various communication channels. Nike Run Prague relies on originality, interactivity, contact with registered runners and on promoting by unusual kinds of advertising and media contents. These types of advertising and used media messages, visual, verbal and nonverbal means are analyzed in this thesis. For each type of advertising is placed an emphasis on narrative and semiotic analysis. Further quantitative research was carried out that examined the effectiveness of the means utilized in the advertising campaign Nike Run Prague. The research target group is formed by individuals aged 18 to 24 years in which the campaign was targeted. After subsequent analysis of obtained data they were explicated and finally the effectiveness of the used...

This diploma thesis addresses one of the modern marketing communication tools -- event marketing whose importance is steeply growing in these days not only abroad but also in the Czech Republic. The objective of this work is to analyze certain problems associated with event marketing involvement in the marketing communication mix of a company occurring in the business-to-business sector. The first part of the work is devoted to the theoretical introduction to different issues around event marketing. However, its main content is created by a view of the situation of the particular company -- MECAS ESI s.r.o. In this part I put emphasis on three event types, using them to carry out a deeper analysis with the aim to reveal their essential problems and to propose certain recommendations to the future. Regarding the applied methods, I use especially structured interviews with particular members of the company, further I gain some information also from a questionnaire survey carried out among event attendees and finally I complete these results with my own knowledge and experience from the company's environment. In the end I come to the conclusion that most of the problems are caused by the insufficient level of cooperation between the sales and marketing department.

This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.

The master’s thesis concerns about analyses of existing conditions of Stim tools, PLC., its surroundings and factors influencing its customers. The thesis is based on theoretical knowledge of marketing, which is used for the company description in the practical part of the work. Based on the existing information a proposal of communication strategy for this company is suggested.