Submitted by Filippo Ricci (filoricci@hotmail.it) on 2013-12-04T18:18:20Z No. of bitstreams: 1 FilippoRicci-Tese FINAL.pdf: 3291691 bytes, checksum: fcbe485c408e56346c91db5e79abaf25 (MD5) / Rejected by Luana Rodrigues (luana.rodrigues@fgv.br), reason: Prezado Aluno, Por gentileza, substitua o arquivo da "ficha catalográfica" enviado pela Biblioteca Digital, na página 4. No arquivo anexo, este encontra-se na 1ª página. Atenciosamente, Luana on 2013-12-04T19:29:04Z (GMT) / Submitted by Filippo Ricci (filoricci@hotmail.it) on 2013-12-04T19:34:45Z No. of bitstreams: 1 FilippoRicci-Tese FINAL.pdf: 3289784 bytes, checksum: c68f65c049e57bd4fd27575350b0fec7 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2013-12-04T19:54:51Z (GMT) No. of bitstreams: 1 FilippoRicci-Tese FINAL.pdf: 3289784 bytes, checksum: c68f65c049e57bd4fd27575350b0fec7 (MD5) / Made available in DSpace on 2013-12-05T11:56:25Z (GMT). No. of bitstreams: 1 FilippoRicci-Tese FINAL.pdf: 3289784 bytes, checksum: c68f65c049e57bd4fd27575350b0fec7 (MD5) Previous issue date: 2013-11-04 / The digital age saw the rise of the consumer focused-enterprise. Every day brands and products are the subject of millions of conversations in which consumers exchange views, opinions and information before making the purchase decision. Marketers understood the importance of word of mouth as a new strategic communication channel and started to anchor word of mouth techniques to the overall marketing strategy. Advertising has become a conversation business: the new marketing challenge is to create an engaging and sharable content that could expand and resonate within consumers’ networks. The more people talk about your brand, the more the likelihood to win harsh competition and increase sales. But how word of mouth marketing works? What make a marketing campaign a viral success? This work aims to provide a comprehensive analysis of word of mouth marketing theory and further investigate the key variables of viral marketing. Following the research question 'how companies design efficient viral campaigns?' the underlying dissertation adopts a descriptive model and a multiple case study approach (Coca Cola Zero and Dove) in order to provide insights and suggestions for viral marketing practices. Considering the findings of the research, a new framework is presented in order to show the most important stages that affect the creation, development and outcome of viral campaigns. / A era digital viu a ascensão da empresa focada no consumidor. Todos os dias, marcas e produtos são objeto de milhões de conversas em que os consumidores trocam pontos de vista, opiniões e informações antes de tomar a decisão de compra. Os profissionais de marketing entenderam a importância do boca a boca como um novo canal de comunicação estratégica e começaram a ancorar técnicas de boca a boca à estratégia de marketing global. A propaganda tornou-se um negócio de conversa: o novo desafio do marketing é criar um conteúdo envolvente e compartilhável que possa expandir e ressoar dentro de redes de sociais de consumidores. Quanto mais as pessoas falam sobre a sua marca, mais a probabilidade de ganhar a competição dura e aumentar as vendas. Mas como o boca a boca funciona? O que faz uma campanha de marketing um sucesso viral? Este trabalho tem como objetivo fornecer uma análise abrangente da teoria de marketing de boca a boca e usa um modelo descritivo para investigar as variáveis-chave de campanhas bem-sucedidas de marketing viral, a fim de proporcionar insights e sugestões para as práticas de marketing viral.

Cette thèse porte sur la formation du clergé indigène dans un séminaire français (le Collège général des Missions Étrangères de Paris) à Penang (Malaisie), entre 1808 et 1968. Elle étudie l’histoire et tous les aspects de la vie d’une institution missionnaire : spiritualité et liturgie, études générales et théologiques, hygiène, repas et santé, travaux manuels, revenus. Elle s’intéresse aux membres de cette communauté, professeurs français et élèves venant d’une dizaine de pays d’Asie. L’observation d’une périodicité moyenne (160 ans) permet de suivre des évolutions et des transformations : centralisation romaine et politique étrangère de l’Église, colonisation et décolonisation de l’Asie, conséquences du Concile de Vatican II. Mais le principal objectif est d’étudier un système complexe de représentations. Le Collège général de Penang vise à transmettre une culture européenne, à reproduire un modèle de prêtre idéalisé, l’homo apostolicus, capable d’aller jusqu’au sacrifice de sa vie par le martyre. La thèse cherche à répondre à de nombreuses questions : comment des missionnaires européens perçoivent-ils l’Asie, que révèlent leurs aperceptions de l’indigène sur eux-mêmes, quelle place les missionnaires français, issus de la culture du catholicisme classique, accordent-ils au clergé autochtone, quelles furent les moyens, l’efficacité et la pérennité de cette entreprise éducative ? / This PhD is about the education of asian native clergy in a french catholic seminary, (General College) in Penang (Malaysia), between 1808 and 1968. It deals with the history and many aspects of every day life in an institution led by missionaries : spiritual matters, liturgy, general and theological studies, hygiene, food, health, manual work, finances. It as taken an interest in studying the members of this community, french teachers and their pupils coming from twelve different countries of Asia. This quite long period (160 years) offers the opportunity to observe the evolution of political and cultural events, especially those connected with the Holy See’s foreign policy, the colonization of Asia, Vatican II’s consequences. But the major aim is consisting in the understanding of a system of cultural representations. The General College intends to transmit the european civilization, and also to produce, within native asian seminarists, an ideal-priest, the homo academicus, able to die a martyr to the Catholic Church, if necessary. Many questions are asked : how did french missionaries look at the native clergy they educated, and what does it reavels, wich rank do those newly converted priests deserved in the Church, how did the french teachers proceeded to achieve their purposes and were they successful ?

The thesis "Conception of Jew in the Czech film during the Second Republic and the Protectorate" deals with ways of displaying characters of Jewish figures in the film in the period. It deals with Czech films made between the years 1939-1945, which appears Jewish character, then their analysis and evaluation of whether the film antisemitic sting occurred or not. The work focuses primarily on Czech film production, but also mentions characteristically related films made in Nazi Germany. The work uses for its purposes also newspapers of the mentioned period and compile the available literature. Powered by TCPDF (www.tcpdf.org)

The Master's thesis Delegitimization of the west in Al Qaeda's Magazine Inspire focuses on the techniques of terrorist group's propaganda aimed at individuals of Arab descent and Islam faith residing in one of the western countries. Thesis analyses sixteen issues of digital magazine Inspire published since 2010 by Al Qaeda affiliate in Yemen called AQAP - Al Qaeda in Arabian Peninsula. Terrorist attacks by so called lone-wolfs on the territory of western states have had increasing tendency in the last decade. The phenomenon of online propaganda and radicalisation through social networks is progressively becoming one of the major challenges for western security services. Grasping the sociological and psychological aspects of lone wolfs' drivers for conducting terrorist attacks is thus crucial. The underpinning theory of the thesis is framing analysis together with the concept of delegitimization. Thesis traces the production and use of five framing tools - metaphor, catchphrases, depiction, exemplars and visual images (which are the combination of studies done by Fairhurst & Sarr and Gamson & Modigliani 1989). Second part of the thesis links the framing tools with three stages of the delegitimization of the west - a crisis of confidence, a conflict of legitimacy and a crisis of legitimacy. The...

The thesis follows up a topic of fake news within the borders of Czech Republic. This frequently discussed phenomena is often linked to the pro-Kremlin propaganda, whose aim is to evoke fear across the citizens, as well as raise distrust towards reigning authorities, western institutions, a functionality of liberal democracy and at last but not least - distrust towards public media and mainstream media in general. This is being achieved by production of fake news, also known as fictive, false or manipulative articles, that are being spread through the social media. Despite its low credibility the news often make their way into the public discussion, forming the general opinion and as a result affecting many political decisions. In order to follow this topic up further, I will put in use the Adam Klein's concept, also known as information laundering.This concept describes the ways how these hateful articles, personal opinions and straight up false news are getting legitimised within the online world and subsequently spread through the social media under the disguise of respectable journalism. The thesis is aiming to map out the entire sphere of fake news media, its websites and Facebook and YouTube social profiles as well as describe individual aspects of the entire mechanism using quantitative analysis. In...

This dissertation considers films to be double-sided mirrors that absorb political and cultural content from one side, with filmmakers filtering and elaborating the content between the two surfaces, and then transmitting the elaborated points to the audience. The elaboration of political content can be performed in an educational and propagandistic way, depicting and supporting specific political ideas. This dissertation analyses the first two programs of a Russian government program, Patriotic Education for Russian Federation Citizens (2001- 2005 and 2006-2010) (hereinafter, 'Patriotic Education'), and identifies six political priorities that can be observed and analysed in eleven Russian war movies. It will first be explained how the movies serve as propagandistic and educational tools in the context of Patriotic Education, projecting its political priorities to the audience. Second, it will be explained how a continuity with the Soviet past is displayed in the content of war films and the way they depict some of the elements promoted by Patriotic Education.

of diploma thesis ‚Seek Russians behind everything: Critical research of "Russian disinformation campaign" discourse in the Czech republic'. Author: Bc. Adam Čech Supervised by: Dagmar Rychnovská, M.A., LL.M., Ph.D. Study programme: International relations Year of work defence: 2019 This study researches the "Russian disinformation campaign threat" discourse, that was established in the Czech republic since 2014. The study utilizes a method termed for the purpose of this work as "lesser discourse analysis". It explores the origins and influences that played a role in creation of a specific understanding of the topic. Subsequently it engages in a critical analysis of the discourse and assesses whether the understanding of the Russian hybrid threat, especially regarding the disinformation, is legitimate and based on known facts and correct interpretation of them, or whether it is not (partially) based on delusions, myths, logical shortcuts, misinformation (or possibly disinformation) on part of the creators and active participators of the discourse. The study also presents a set of recommendations to "straighten" the discourse on this important topic. The study engages in analysing of the process of the agenda-setting regarding the topic through the lenses of "securitization theory ". It identifies...

This diploma thesis deals with the reception of the newly established Czechoslovakia by the British press from 1918 to 1922. My task was to find out how often and in what context did Czechoslovakia appear in the press and what was the difference between the image of the republic in each newspaper. Secondarily, my task was to evaluate the success of the Czechoslovak propaganda in Britain. The thesis consists of two parts. The first part presents the context of the emergence of Czechoslovakia, Czechoslovak-British diplomacy aims and cultural propaganda in the given period. One chapter is dedicated to the history of the British press and includes profiles of the journals examined. The practical part incorporates both quantitative and qualitative analysis. Four broadsheets in total were analysed; The Times, The Manchester Guardian, The Daily Telegraph and a Sunday newspaper The Observer. Quantitative content analysis of The Times was used to determine the frequency, the length and the interest of the mentions of Czechoslovakia as well as the theme of the articles. Based on the quantitative analysis, sample time periods were selected for the qualitative section. The qualitative analysis further deepens the quantitative part and presents the explicit and implicit attributes that Czechoslovakia was...

The doctoral thesis focuses on the People's Republic of China's influence in international relations. It follows two main research objectives, a theoretical and an empirical one. The first goal is to more firmly establish the concept of influence and distinguish it from power, the second is to analyze China's influence in the Czech Republic before, during and after the 'restart' of Czech-China relations in 2012. The thesis rests on the idea of a conceptual 'filter' through which power (conceptualized as ability) passes on its way to becoming influence. As a result, the effects of policies implemented by an actor who aims to exert a power on another actor are co-dependent not only on its power, but also the perception of the actor which is being influenced. The thesis claims that in case of a significant distance (defined geographically or otherwise) between 'the sender' and 'the receiver', perception matters more as it has greater ability to amplify or decrease the effects of the sender's power - i.e. the influence. The latter objective aims at explaining the methods the People's Republic of China uses to impose its interests on others and the receivers' reactions to such efforts. The thesis uses a case study of the Czech Republic as a country where China's influence is just getting established and...

The enemies are at the gates. Being dazzled by their golden jewels - or perhaps fascinated by their handsome leader - a girl makes a pact with them and betrays her city and her own kin. However, instead of the promised reward, she is killed by her beneficiary. In a particular variant of this story, the girl's name is Tarpeia and the city is Rome, the agreed reward are golden bracelets of the hostile Sabines and the murder weapons are their shields being worn - surprise! - on their left arms together with the jewels. The rendering of this scene in the Roman visual arts is of the primary interest of this thesis. As a particular event linked tightly to the legendary history of Rome, the Punishment of Tarpeia is generally believed to lack any closer iconographic parallels in the Etruscan and Greek arts; sometimes it is even supposed that the traitress is portrayed as a kind of heroic figure, not a negative one. Having analysed the surviving scenes of the Punishment of Tarpeia, I put that opinion into question suggesting they were artificially designed and composed in full accordance with the traditional imagery of the trespassers in the Greek and Etruscan visual arts. To support my assumption, I turn to scrutinize the compositions as well as minor details of contentually related scenes in the Greek and...