Contribution of Frankfurt School to Critical Marketing Studies

• Název práce v češtině: Odkaz Frankfurtské školy v současné kritice marketingové komunikace
• Název v anglickém jazyce: Contribution of Frankfurt School to Critical Marketing Studies
• Klíčová slova: kritická teorie, Frankfurtská škola, kritika marketingové komunikace, materialismus, spotřebitelská suverenita, konzumní kultura
• Klíčová slova anglicky: critical theory, Frankfurt School, critical marketing studies, materialism, consumer sovereignty, consumer culture
• Akademický rok vypsání: 2016/2017
• Typ práce: bakalářská práce
• Jazyk práce: angličtina
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 17.07.2017
• Datum zadání: 17.07.2017
• Datum a čas obhajoby: 13.06.2018 08:00
• Datum odevzdání elektronické podoby: 11.05.2018
• Datum proběhlé obhajoby: 13.06.2018
• Oponenti: PhDr. Soňa Schneiderová, Ph.D.

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Předběžná náplň práce

Cílem této práce je odhalit podstatu odkazu Frankfurtské školy v oboru kritiky marketingové komunikace. Za účelem dosažení tohoto cíle byly formulovány tři otázky: Citují autoři kritiky marketingové komunikace díla Frankfurtské školy? Jak se dívají na jejich teorii, staví na ní své výzkumy, nebo ji naopak zpochybňují? A zkoumají obdobná témata? Metodou této bakalářské práce je literární rešerše. Ta slouží nejen jako pouhá metoda sběru dat, jakožto článků rozpracovávajících myšlenky Frankfurtské školy, ale také jako nástroj analýzy. Ta čtenářovi poskytne porozumění, interpretaci a srovnání. I z toho důvodu byl pro literární rešerši použit výběr vzorků dle vhodnosti. Zatímco deskriptivní část se zabývá Frankfurtskou školou a představí čtyři vybrané texty, analytická část postaví myšlenky z těchto i dalších textů do juxtapozice s vybranými články kritiků marketingové komunikace. Analytická část je dle shrnujícího článku Tadajewskiho (2010) na základě klíčových slov rozčleněna do následujících tematických okruhů: adaptace kritického přístupu, materialismus, konzumní kultura, spotřebitelská suverenita, hegemonie trhu a typologie výzkumů. V průběhu celé práce jsou ukázány jasné paralely v přístupu autorů, v metodologii výzkumů, v tématech i celkovém étosu těchto dvou disciplín.

Předběžná náplň práce v anglickém jazyce

The objective of this thesis is to uncover the basics of the contribution of Frankfurt School to critical marketing scholarship. Three questions were set down to meet this objective: Do the critical marketing scholars refer to the work of Frankfurt School? How do they view their theory, do they take it as a basis for their work or do they contest it instead? And are they exploring similar topics? The method of this thesis is a literature review, employed not only as a mere data gathering tool detecting articles that have elaborated Frankfurt School’s ideas, but also applied to provide the reader with meaning-making, analysing understanding, interpretation and comparison. Therefore, a convenience sampling was used. While the descriptive part concerns Frankfurt School and presents selected writings, the analytical part juxtaposes these ideas with articles of critical marketing scholars. The analytical portion was sorted into following thematic areas, based on keywords derived from Tadajewski (2010): adopting critical view, materialism, consumer culture, consumer sovereignty, hegemonic role of the market and research assumptions. Clear analogies between approaches, topics and overall ethos have been detected between both disciplines and are emphasised throughout the paper.