Porovnání komunikace fotbalových klubů Fortuna: Ligy a Premier League na sociálních sítích

• Název práce v češtině: Porovnání komunikace fotbalových klubů Fortuna: Ligy a Premier League na sociálních sítích
• Název v anglickém jazyce: Comparison of the communication of football clubs competing in Fortuna: Liga and Premier League
• Klíčová slova: Sportovní komunikace, Fotbal, Sociální média, Twitter, Premier League, Fortuna:Liga, Komunikace klubů
• Klíčová slova anglicky: Sports Communication, Football, Social Media, Twitter, Premier League, Fortuna:Liga, Communication of Clubs
• Akademický rok vypsání: 2023/2024
• Typ práce: diplomová práce
• Jazyk práce: čeština
• Ústav: Katedra žurnalistiky (23-KZ)
• Vedoucí / školitel: Mgr. Ing. Kateřina Turková, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 13.10.2023
• Datum zadání: 13.10.2023
• Datum a čas obhajoby: 17.09.2024 08:30
• Místo konání obhajoby: Areál Jinonice
• Datum odevzdání elektronické podoby: 17.07.2024
• Datum proběhlé obhajoby: 17.09.2024
• Oponenti: Mgr. Ondřej Trunečka, Ph.D.

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Předběžná náplň práce

Hlavním cílem této diplomové práce je analyzovat komunikační aktivity fotbalových klubů působících v České republice a Anglii na sociálním médiu Twitter, dle oficiálního názvu X . Následným cílem je výsledky těchto dílčích analýz porovnat jak z hlediska klubů, tak z hlediska ligové příslušnosti těchto klubů a představit hlavní rozdíly, stejně tak jako podobnosti v komunikaci fotbalových týmů z České republiky s týmy z Anglie. Diplomová práce je strukturovaná do tří hlavních částí, teoretické, metodologické a praktické. Teoretická část je nejprve věnována vyvíjejícímu se vztahu mezi mediální komunikací a sportem, včetně současných trendů ovlivňující sport i samotnou komunikaci, jako je medializace, eventizace a globalizace. Další kapitoly se věnují vývoji sportovní žurnalistiky, sportovního marketingu a sportovního public relations, vzájemné konvergence a roli těchto disciplín v současném světe sportu. Na teoretickou část práce navazuje část věnovaná metodologii, které podrobněji popisuje analytický postup v praktické části diplomové práce. V metodologické kapitole jsou zároveň vymezeny výzkumné otázky, hypotézy, je stanoven časový rámec a předmět analýzy.
Praktická část diplomové práce nejprve představuje historii a současnost domácích ligových soutěží, které se zkoumané týmy účastní. Následné dvě kapitoly představují historii a současnost šesti vybraných týmů pro komparativní analýzu, konkrétně tři celky z české ligy: AC Sparta Praha, SK Slavia Praha, FC Baník Ostrava; a tři celky z anglické ligy: Manchester United F.C., Arsenal F.C. a Crystal Palace F.C. V rámci těchto kapitol je zároveň u každého klubu v podkapitole provedena kompletní analýza komunikace na sociální síti Twitter. V poslední kapitole jsou pak získané výsledky z dílčích analýz porovnány napříč kluby a jsou analyzovány hlavní rozdíly a podobnosti mezi komunikací týmů z Premier League a Fortuna:Ligy. Závěr práce je pak věnován vyhodnocení stanovených výzkumných otázek a hypotéz.

Předběžná náplň práce v anglickém jazyce

The main objective of this thesis is to analyze the communication activities of football clubs operating in the Czech Republic and England on the social media Twitter, according to the official name X . The subsequent aim is to compare the results of these partial analyses both in terms of clubs and league affiliations of these clubs and to present the main differences as well as similarities in the communication of football teams from the Czech Republic with teams from England. The thesis is structured into three main parts, theoretical, methodological and practical. The theoretical part is firstly dedicated to the evolving relationship between media communication and sport, including current trends affecting sport and communication itself, such as mediaisation, eventization and globalisation. Subsequent chapters focus on the development of sports journalism, sports marketing and sports public relations, the convergence of these disciplines and their role in the contemporary world of sport. The theoretical part of the thesis is followed by a section on methodology, which details the analytical procedure in the practical part of the thesis. The methodology chapter also defines the research questions, hypotheses, and sets out the timeframe and subject of the analysis.
The practical part of the thesis first presents the history and present of the domestic league competitions in which the teams under study participate. The following two chapters present the history and present of the six teams selected for comparative analysis, namely three teams from the Czech league: AC Sparta Praha, SK Slavia Praha, FC Baník Ostrava; and three teams from the English league: Manchester United F.C., Arsenal F.C. and Crystal Palace F.C. Within these chapters, a complete analysis of the social media communication on Twitter is also carried out for each club in the subchapter. In the last chapter, the results obtained from the sub-analyses are then compared across the clubs and the main differences and similarities between the communication of the Premier League and Fortuna:Liga teams are analysed. The thesis then concludes with an evaluation of the research questions and hypotheses identified.