The diploma thesis "Social advertising opportunities in the practice of the Czech social work" is devoted to the relatively new advertising genre for our society- the social advertising, and how social workers can now use this type of advertising in their activities. The thesis defines the concept of public service advertising, describes the history of its origin and the level of development in some countries, and also by whom and for what purposes it is mainly used. The author aims to answer the question whether PSA can be considered as one of the tools of the social work, which gives us an opportunity to draw public attention to the existing social problems, find ways to solve these problems and prevent the occurrence of new pathological phenomena. The diploma thesis also focuses on social marketing, which is closely related to social advertising and should be used for the success of any social campaign, as well as on new trends in the activities of commercial organizations. These trends are identified as Corporate Social Responsibility. The conclusion is devoted to the description of problematic aspects of social advertising and its use in the social work, and the measures that can be taken for the development of social advertising in the Czech Republic in general and specifically in the...

Les médias vont contribuer à former la perception de l’individu sur les politiques adoptées par les gouvernements. Cette influence — exercée à travers le cadrage de l’information — est une suggestion implicite d’une interprétation de l’information présentée. Les discours des élites et les caractéristiques du régime médiatique vont influencer le cadrage opéré. La recherche sur l’évolution du régime médiatique canadien et son rôle dans le cadrage est limitée. Ce travail se demande si le système médiatique canadien a évolué de façon similaire à son homologue américain soit vers une croissance de la polarisation et du parallélisme politique. Nous avons procédé à l’étude des cadres mobilisés par les médias dans le traitement d’un sujet commun aux deux États — la vaccination obligatoire — tout en occupant une place différente dans le discours des élites politiques. Un échantillon tiré de quatre journaux choisis pour leur représentation des idéologies libérale et conservatrice a été recueilli dans lequel ont été identifiés les cadres mobilisés. Dans la mesure où certains cadres sont associés à une idéologie politique différente — l’économie et la légitimité aux conservateurs et la santé aux libéraux — on cherchait à comparer l’utilisation de cadres. Dans l’ensemble, on remarque un portrait très mixte dans l’utilisation de cadres typiquement associés à une idéologie ou à l’autre. Toutefois, le cadre de la légitimité fut particulièrement mobilisé chez les journaux conservateurs, tandis que les cadres de l’économie et de la santé sont davantage présents chez les journaux libéraux. Au Canada, on remarque une différence accrue dans la mobilisation des cadres et leur orientation. / Media are a key contributor to the way an individual perceives the government politics. Their capacity to frame a subject can suggest a specific way to understand the information. Things like the elite’s discourses and the characteristics of the media system of a state can also influence the media framing. Yet, research on the Canadian media system and its evolution are limited. Therefore, this thesis poses the question whether the Canadian media system has evolved the same way as its American counterpart which saw a rise in polarization and political parallelism. We proceeded to a study of the different framing devices used by the media to frame vaccination politics through four newspapers associated with the two dominant ideologies in those countries: liberalism and conservatism. Based on previous research, the economy frame and the legitimacy frame were associated to conservatism and the health frame was associated to liberalism. The comparison showed mixed results: frames were used by both newspapers in each country. However, the legitimacy frame was more frequent in the conservative newspapers and the economy and health frames were more frequent in the liberal newspapers. Also, Canadian newspapers used a greater variety of frames and in different orientations than their American counterpart, showing a greater polarization between the two of them.

This dissertation explores the reconfiguration of religion in modern global society with a focus on Koreans’ use of the category of religion. Using textual and structural analysis, this study examines how the notion of religion is structurally and semantically contextualized in the public sphere of modern Korea. I scrutinize the operation of the differentiated communication systems that produces a variety of discourses and imaginaries on religion and religions in modern Korea. Rather than narrowly define religion in terms of the consequence of religious or scientific projects, this dissertation shows the process in which the evolving societal systems such as politics, law, education, and mass media determine and re-determine what counts as religion in the emergence of a globalized Korea. I argue that, ever since the Western notion of religion was introduced to East Asia in the eighteenth and nineteenth centuries, religion was, unlike in China and Japan, constructed as a positive social component in Korea, because it was considered to be instrumental in maintaining Korean identity and modernizing the Korean nation in the new global context. In twentieth century Korea, the conception of religion was manifest in the representation of the so-called world religions such as Buddhism and Christianity, which were largely re-imagined as resisting colonialism and communism as well as contributing to the integration and democratization of the nation-state. The phenomenal clout and growth of Korea’s mainstream religions can be traced to an established twofold understanding that religion is distinctive, normal, and versatile, while indigenous traditions and new religious groups are abnormal, regressive, and even harmful. I have found that, since the late 1980s, a negative re-formation of religion has been widespread in the public sphere of South Korea, with a growing concern that religion may harbor a parochial attitude against the nation’s new strategies of development. Religion has been increasingly signified as antisocial, conflictual, and sectarian in newly globalized South Korea, because structuralized religious power, in particular that of Protestantism, gets in the way of autonomous evolvement of the secular societal institutions. As such, I conclude by suggesting that the definition of religion was multiply appropriated by the differences in local particularization in contemporary global society. Insofar as religion is regarded as incompatible with the changed location of the national society in the new global society, the semantics assigned to what is called religion continues to be degraded in contemporary South Korea.

This dissertation explores the reconfiguration of religion in modern global society with a focus on Koreans’ use of the category of religion. Using textual and structural analysis, this study examines how the notion of religion is structurally and semantically contextualized in the public sphere of modern Korea. I scrutinize the operation of the differentiated communication systems that produces a variety of discourses and imaginaries on religion and religions in modern Korea. Rather than narrowly define religion in terms of the consequence of religious or scientific projects, this dissertation shows the process in which the evolving societal systems such as politics, law, education, and mass media determine and re-determine what counts as religion in the emergence of a globalized Korea. I argue that, ever since the Western notion of religion was introduced to East Asia in the eighteenth and nineteenth centuries, religion was, unlike in China and Japan, constructed as a positive social component in Korea, because it was considered to be instrumental in maintaining Korean identity and modernizing the Korean nation in the new global context. In twentieth century Korea, the conception of religion was manifest in the representation of the so-called world religions such as Buddhism and Christianity, which were largely re-imagined as resisting colonialism and communism as well as contributing to the integration and democratization of the nation-state. The phenomenal clout and growth of Korea’s mainstream religions can be traced to an established twofold understanding that religion is distinctive, normal, and versatile, while indigenous traditions and new religious groups are abnormal, regressive, and even harmful. I have found that, since the late 1980s, a negative re-formation of religion has been widespread in the public sphere of South Korea, with a growing concern that religion may harbor a parochial attitude against the nation’s new strategies of development. Religion has been increasingly signified as antisocial, conflictual, and sectarian in newly globalized South Korea, because structuralized religious power, in particular that of Protestantism, gets in the way of autonomous evolvement of the secular societal institutions. As such, I conclude by suggesting that the definition of religion was multiply appropriated by the differences in local particularization in contemporary global society. Insofar as religion is regarded as incompatible with the changed location of the national society in the new global society, the semantics assigned to what is called religion continues to be degraded in contemporary South Korea.

The thesis is focused on the communication inclusion and exclusivity of Czech journalist on Twitter and how they use conventions of this platform to connect with other users. Through the description of current communication layers and functions of Twitter this thesis depicts how it became one of main sources of news and how it pushed journalists to reinterpret their traditional roles in the society. It also describe how digital humanities and digital trace data gathered from social media can be used as means of analysis of social interactions of its users. The practical part presents a cluster analysis based on Twitter data of 457 Czech journalists that shows how is Twitter used to communicate within and outside the Czech media system.