Branding strategies on Instagram among female freelance photojournalists

• Název práce v češtině: Brandingové strategie na Instagramu mezi nezávislými fotoreportérkami
• Název v anglickém jazyce: Branding strategies on Instagram among female freelance photojournalists
• Klíčová slova: Fotoreportéři; online osobní branding; úrovně značky; branding na Instagramu; branding sociálních médií pro novináře
• Klíčová slova anglicky: Photojournalists; online personal branding; branding levels; branding on Instagram; social media branding for journalists
• Akademický rok vypsání: 2021/2022
• Typ práce: diplomová práce
• Jazyk práce: angličtina
• Ústav: Katedra žurnalistiky (23-KZ)
• Vedoucí / školitel: doc. PhDr. Alice Němcová Tejkalová, Ph.D.
• Řešitel: skrytý - zadáno a potvrzeno stud. odd.
• Datum přihlášení: 04.02.2022
• Datum zadání: 04.02.2022
• Datum potvrzení stud. oddělením: 04.02.2022
• Datum a čas obhajoby: 13.09.2022 09:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H011, Hollar - místn. č. 011
• Datum odevzdání elektronické podoby: 28.07.2022
• Datum proběhlé obhajoby: 13.09.2022
• Oponenti: Mgr. Sandra Lábová, Ph.D.

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Předběžná náplň práce

Vzhledem k tomu, že pracovní místa v žurnalistice jsou stále nejistější a vzácnější, novináři, zejména nezávislí, se rozhodují budovat osobní značku na sociálních sítích. Pro fotoreportérky na volné noze je situace ještě problematičtější. Přesto nebyly nalezeny žádné předchozí studie, které by se zabývaly jejich online brandingem. V reakci na tuto mezeru se tato studie zaměřila na pochopení toho, jak ženy na volné noze budují své značky na Instagramu. Aby toho dosáhla, tato kvalitativní mezikulturní studie staví na polostrukturovaných rozhovorech s deseti nezávislými fotoreportérkami z osmi různých zemí a analyzuje shromážděná data pomocízakotvené teorie. Studie staví na tom, jak chápou osobní branding Labrecque et al. (2011); Molyneux et al. (2017) úrovně značky a využívá take model hierarchie vlivů Shoemakerové a Reese (2016), stejně jako mapování novinářských norem a postupů na Twitteru a Instagramu (Hermida a Mellado, 2020).

Předběžná náplň práce v anglickém jazyce

Abstract
As journalism jobs become more precarious and scarce, journalists, especially freelancers, resort to personal branding on social media. For female freelance photojournalists, the situation is even more appalling. Yet, no previous studies have been found to address their online branding. In response to this gap, this study aimed to understand how women freelance photojournalists build their brands on Instagram. In order to do that, this qualitative cross-cultural study resorted to semi-structured interviews with ten female freelance photojournalists from eight different countries and analysed the data collected through the use of grounded theory. The study resorted to Labrecque et al.’s (2011) understanding of online personal branding; Molyneux et al.’s (2017) branding levels and Shoemaker and Reese’s (2016) hierarchy of influences model; and Hermida and Mellado’s (2020) Mapping Forms of Journalistic Norms and Practices on Twitter and Instagram.