The aim of the diploma thesis is to describe the issue of transfer of information in commercial communication and advertising. Using the essential sociological theories it tries to describe the process of designing meaningful and successful commercial communication and points out all the complications which can appear. The increased emphasis is put on the importance of understanding the participant's (sender, receiver) behavior and motivations - in commercial communication represented by the knowledge of target group and the brand itself. Based on the theoretical approaches to the communication process - mainly Stuart's Hall reception theory, Cacioppo's Elaboration Likelihood model and Petty's Laswell formula - the thesis describes how to design the advertising campaign properly. It is always helpful to analyze the current situation you are in, analyze your customer's interests and when you finally decide which message you want to use in communication, the keystone of the successful transmission is to code it correctly. You also have to take into consideration the definition of target group, market analysis, media-mix etc., as condition of proper encoding/decoding, minimizing external interferences, therefore maximize effectiveness of message transferring - achieve preferable reading. Practical...

5 Abstract This diploma thesis focuses on the structure of relationships and the influence of power in the documentary image of the total institution of female prisons. The total institution is, seen from the outside, an impenetrable institution. This fact enables us to analyse the structure of relationships and the influence of power more easily than in an open surroundings. The environment of female prisons is also defined from the point of view of gender - gender socialises us, we constantly refer to gender, gender is an organising principle. The aim of this diploma thesis is to find the answer where to gender projects itself in the environment of ostensibly no-gender determination. The research of the thesis defines the study of a docusoap, broadcasted at Nova TV in 2015. The study also contains an analysis of an interview with the producer of the show. Based on this analysis I come to the conclusion that within the documentary image of female prisons it is visible that the prison keeps the stereotyped image of a "real" woman and the whole prison is run according to this model. This means that gender stereotypes mirror mainly in everyday functions of the prison. The next reflection of gender stereotypes is evident in the relationships between the inmates themselves and further differentiation between...

The Diploma Thesis "The Factors Affecting the Low Numbers of Women Working as IT Professionals in Czech Republic" does focus on the issue of disproportion of men and women working in IT field in the Czech labor market. The theoretical background reaching up to 1980's is presented on the first pages . I slightly come across the issue of low numbers of women working as IT professionals in the Czech Republic, but I also briefly comment on international findings for solution of this situation. The important part of the text is the description of current situation of the Czech Republic labour market. Last but not least I debate on factors influencing womens decisions when choosing future profession and what stops them from choosing the information technology field. Part of the thesis is also survey which provides detailed information of the experience of women working as IT professionals in Czech Republic. The theoretical point of the thesis is the gender concept, according to this concept the skills and abilities of women and men aren't biologically given as we often stereotype, but they are formed socially.

The Diploma Thesis "The Factors Affecting the Low Numbers of Women Working as IT Professionals in Czech Republic" does focus on the issue of disproportion of men and women working in IT field in the Czech labor market. The theoretical background reaching up to 1980's is presented on the first pages . I slightly come across the issue of low numbers of women working as IT professionals in the Czech Republic, but I also briefly comment on international findings for solution of this situation. The important part of the text is the description of current situation of the Czech Republic labour market. Last but not least I debate on factors influencing womens decisions when choosing future profession and what stops them from choosing the information technology field. Part of the thesis is also survey which provides detailed information of the experience of women working as IT professionals in Czech Republic. The theoretical point of the thesis is the gender concept, according to this concept the skills and abilities of women and men aren't biologically given as we often stereotype, but they are formed socially.

This thesis focuses on the area of prenatal preparation for men, who are seen as secondary in the area of parenthood. In spite of the still prevailing traditional gender division of roles in Czech family there are alternative forms, which give a chance not only for men, but also for women to choose between private and public sphere. For the purpose of this thesis a qualitative research of prenatal courses for heterosexual couples has been realized with the goal to understand and give a description of construction of fatherhood. The research focuses on the way of reproduction and discruption of gender stereotypes in connection with parenthood, especially fatherhood, and how men experience their new parental role - how they harmonize traditional and contemporary demands. Even though active fatherhood can not be considered as a prototype of western fatherhood, it is important to make it visible and speak about it, because the equal in the family is the first step for the equal status and opportunities for women and men in the public sphere.

The principal objective of my thesis was to find out what changes in sexual harassment of university students have occurred since 2008/2009 when the research project Sexual harassment at university: occurrence and perception was carried out. In the theoretical part I describe the term sexual harassment, specifics of the university environment and at the end of the theoretical part I show negative effects of sexual harassment and outline possible ways how to prevent it. In the methodological part I describe the research itself. I interviewed a total of 946 students using a questionnaire survey to find out what forms of sexual harassment students most often face, whether women perceive annoying behaviour more critically than men and whether they have more experience with it and also how students define sexual harassment. The analysis of the results showed that there were no major changes in the total share of students who experienced the sexual harassment by their teachers compared to the previous research. At the same time, some types of harassing behaviour have become more frequent (e.g. abusive behaviour due to being a man or a woman, ridiculing students' appearance). Keywords: sexual harassment, universities, education, gender stereotypes

This diploma thesis focuses on a discursive object called "ideal woman ", which is constructed in the Vlasta magazine. It is a women's magazine suitable for middle - aged ladies. In this work, I will examine the discourse, which is based on an implicit critique of the masculine order of the world, but the discourse is paradoxically structured to covertly affirm this order. I will focus on naturalization strategies of how the discursive object of the "ideal woman" is presented to the reader as natural. The aim of the work is the analysis of media content using tools combining narrative theory and discursive analysis. Key words: Discourse, narration, ideal woman, magazine, stereotypes, Vlasta

The diploma thesis titled Gender aspects in communication of sport events: Case study of medialization of the Gabriela Koukaová's and Jaromír Jágr's absence from the XXIII. Olympic Winter Games is focused on communication aspects of the Czech biathlonist Gabriela Koukalová and hockey player Jaromír Jágr in relation to their gender. The theoretical frame which introduces the reader to the concept of gender itself and the characteristics of the Czech society and local sporting environment is followed by the practical part composed by analysis of the two concrete cases. The poststructural qualitative discoursive analysis has been chosen as an analytical tool. By using such tool the author analyses the proclaims by the sportsman and sportswoman precisely on the social media, the reaction of the public to these statements and the overall mediatization in chosen media. The complex case study conclusion summarizes identified trends which are present throughout the analyzed data. Some of the defined trends might in the context of the Czech environment be strengthening the observed patriarchal social system.

Using the method of qualitative content analysis, my research is focused on the visual and ideological representation of antagonists in eight PC games of first-person shooter genre (FPS), released between 2007 and 2019. The analysis is based on the identification of the stereotypical antagonistic representations. Its main attention is devoted to the ethnic and national stereotypes, because antagonists are ethnic and national Others in relation to protagonists. I aimed to define another summarizing and defining criterion of antagonistic representation, apart from the categories of othering already mentioned. In my thesis, I also describe ideological aspects which frame antagonistic representation. For the analysis of ideological content, I use Pötzsch's selective realism, which, by means of the four filters (violence, consequence, character and conflict) excludes negative and controversial aspects of war from FPS games. Not only does selective realism presents war selectively, it represents antagonistic actions selectively, too. In the text, I identify the stereotypical representations of three ethnic-national groups - orientalism and Cold War stereotypes in the case of Russians, neo-orientalism in the case of Middle Eastern antagonists and techno-orientalism in the case of East Asians. The ideology...

The diploma thesis deals with the matter of remuneration in the information and communication sector, a key segment of the national economy with high added value. It is characterised by fast wage growth and job creation, remuneration exceeding a Slovak average, low unemployment, but also by dominant position of men. To be able to meet the main target of the thesis to ascertain whether there exists the pay gap between women and men in the information and communication sector of the Slovak Republic, quantitative as well as qualitative research were realised and their results represent a significant part of own work. Subsequently, proposals and recommendations that could contribute to a decrease of the pay gap between women and men in given sector were formulated, including a quantification of their financial impacts.