Práce charakterizuje podstatné trendy, které se na rozhlasovém trhu v poslední letech vyvinuly. Postihuje jejich význam jednak pro možnosti marketingové komunikace, jednak pro možnosti daného média coby specifického produktu. Důraz klade na trendy ve vývoji rozhlasové reklamy, trendy v digitálním vysílání a pozici rozhlasu v mediálním mixu. Práce se zabývá klesající poslechovostí rozhlasu, fragmentací trhu, možnostmi digitálního vysílání nebo narůstajícím vlivem satelitního rozhlasu v USA. Zvláštní kapitoly jsou věnovány internetovému vysílání a podcastingu. Většina získaných dat pochází z amerických lokálních rozhlasových trhů.

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Thesis The Mockumentary is dedicated to the issues of questioning credibility of audio and video messages broadcasted through audiovisual media. Mockuments are trying, through the methods of documentary and fictitous content, to uncover manipulative approach of audiovisual products and they are often mocking documentary itself. The represantation of reality is the most important common issue of the documentary and the mockumentary. Mockuments are questioning the credibility of archival materials as the source of truth about past or any materials which try to act as unprejudiced evidence of the reality. For the appreciatation of the mockument is necessary to have a spectator acquanted with historical, cultural and political context of the piece, the spectator which is capable to uncover its hidden content more tightly allied with the reality than with the fiction.

The magisterial thesis deals with problems of seniors' pastime activities regarding the media, especially television. The theoretical part describes and explains what a qualitative research means, what this research aggregates, what the term media means, what kinds and roles we can distinguish amongst the media. The thesis aims on the importance of the media as well. This work draws from a theoretical knowledge and a self qualitative research in the practical section. The research is based on having qualitative talks with seniors. The work should find out what kind of media is preferred among seniors and why, or what role the media play in everyday life of a senior. This thesis is also focused on pointing out the fact that more seniors interest themselves in learning how to work with the internet and how they benefit from using the web. In addition, I would also like to show how the contemporary seniors spend their leisure-time and how the media participate in their lives.

Educational institutions have an irreplaceable role in society. There is still a greater interest in studying at universities, that is the reason for generating of a competitive environment. The universities have to create a competitive advantage for their market success. The marketing communication is also important. The aim of this thesis is to detect, if there is the relationship between marketing communication of private nad public universities in the Czech republic through the media and if there is an interest of the applicants in the study.

The present thesis focuses on the image of single-mothers in the selected mass media - that is to say the most read Czech newspapers. The thesis pursues several theories and the concepts such as mass media and their role in setting the agenda for public policy, the stigmatization of lone-parent families (single-mothers), the theory of social construction of target groups (Schneider and Ingram), the topic of lone-parent families and poverty, the feminization of poverty, and concept of social exclusion. The main aim of the thesis is to determine the description of single-mothers in the selected mass media and to find the links, namely between this broadly adopted picture and public policy. Thus, the thesis contains the basic characterization of the situation of single-mothers based on various statistic data, the above mentioned theories and concepts, the presentation of the analyzed newspapers and a detailed description of the method used for the research. The chosen method in the present thesis is the quantitative content analysis. It is the most suitable way to analyze a large number of texts originating from a longer period - which is exactly the case of this study. The texts were selected based on pre-determined keywords. The results of the research are presented in charts and tables - both- in the...

This Diploma Thesis focuses on the use of key Czech media in the prevention of diseases, on an analysis of their levels and on the possible impact on recipients. It also investigates to what extent are topics interconnected with commercial communication and how commercial background determines such communication. In the theoretical part of this Diploma Thesis I attempted to give a brief and comprehensible outline of the issues conserning the prevention of diseases and the mass media according to the most up-to-date information. The main aim of the practical part of this Diploma Thesis was to map the frequency by which health-related preventive material is published in key Czech media. A further aim of this Diploma Thesis was to discover the main topics that key media deal with. The quantitative data collection method and media analyses were applied in this part of the Diploma Thesis. It ensues from my research that key media mostly concentrate on topics conserning the prevention of malignant tumors. Advertisements that are concerned with the prevention of selected illnesses usually refer food supplements and curative preparations. The results of this Diploma Thesis further indicate that prevention of diseases mass media is not neglected; nonetheless, I am the opinion that the frequency of publication could be higher. On the contrary, there could be less commercial communication that goes along with material that focuses on health-related prevention issues. I am convinced that the prevention of diseases with use of the news media is the basic step to a healthy population without which we cannot envisage our future. The result of this Diploma Thesis can be applied in the creation of preventive programmes and information strategies regarding disease prevention.

In this thesis I deal with the public media programming. On the example of Czech television, Irish RTÉ and Finnish YLE am I trying to show the current tendences in the programming of new project and format as well as to show the relationship between the public broadcasters and new medias. Within the programming this thesis deals with the various types of genres that are broadcasted by public media, on the field of development of new programs it describes the process of development of new projects in the institutions mentioned before. It also analyses the current programming and scheduling of the public media. This thesis also covers the current trends in European public broadcasting companies and shows the trends on the field of develepment of new programms and new media.

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