Green communication: case study of the outdoor clothing company Patagonia Inc.

• Název práce v češtině: Green communication: případová studie na outdoorové oděvní firmě Patagonia Inc.
• Název v anglickém jazyce: Green communication: case study of the outdoor clothing company Patagonia Inc.
• Klíčová slova: Patagonia, psaní příběhů, brand journalism, environmentální žurnalistika, životní prostředí, transmediální příběhy, dobrodružství, aktivisimus, udržitelnost, outdoorová firma, zelený marketing, Společenská zodpovědnost firem, Bears Ears, Utah, Zachraňte Bears Ears, Yvon Chouinard, Barack Obama, Donald Trump, Prezident ukradl Vaši zemi
• Klíčová slova anglicky: Patagonia, storytelling, brand journalism, environmental journalism, environment, transmedia storytelling, adventure, activism, sustainability, outdoor company, green marketing, Corporate Social Responsibility, Bears Ears, Utah, Donald Trump, Protect Bears Ears, Yvon Chouinard, Barack Obama, Donald Trump, President Stole Your Land
• Akademický rok vypsání: 2016/2017
• Typ práce: diplomová práce
• Jazyk práce: angličtina
• Ústav: Katedra žurnalistiky (23-KZ)
• Vedoucí / školitel: Ing. Bc. Petra Koudelková, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 02.08.2017
• Datum zadání: 02.08.2017
• Datum a čas obhajoby: 24.09.2019 08:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
• Datum odevzdání elektronické podoby: 31.07.2019
• Datum proběhlé obhajoby: 24.09.2019
• Oponenti: doc. PhDr. Denisa Hejlová, Ph.D.

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Předběžná náplň práce

Tato diplomová práce, Byla, nebyla jedna firma, a ta se jmenovala Patagonie , se
zabývá případovou studií outdorové značky Patagonia a jejích aktivistických
transmediálních obsahových projektů, s důrazem na nejaktuálnější kampaň značky:
Zachraňte Bears Ears . Park Bears Ears je obdobou české chráněné krajinné oblasti, jejíž
status ale současný americký prezident Donald Trump nedávno neautorizovaně sebral.
Zatímco se firma zabývá výrobou a prodejem kvalitního outdoorového oblečení, tak se
Patagonie ve stejnou dobu také aktivně angažuje do veřejného dění. Firma informuje
své zákazníky zejména o stavu životního prostředí prostřednictvím svćyh
multimediálních poutavých příběhů nesoucí prvky žurnalistiky. Patagonie usiluje o
podněcování veřejnosti a ostatních firem zapojovat se do občanské společnosti, změnit
spotřební chování nejen zákazníků, ale i výrobců, s konec̆ným cílem udržitelné
ochrany této křehké planety, kterou my všichni obýváme. Patagonie potvrzuje své
altruistické odhodlání prostřednictvím svého oficiálního firemního hesla: “Jsme v
businessu, abychom zachránili planetu.”

Předběžná náplň práce v anglickém jazyce

This work Once Upon the Patagonia Brand will detail a case study of the American
outdoor brand, Patagonia Inc., and its environmental transmedia storytelling campaigns,
with a particular focus on its most recent project, Protect Bears Ears. Bears Ears has
been the youngest American National Monument, which was however illegally cut in
half by the current president Trump. While Patagonia pursues its main business
objective of producing high-quality sports clothing, the brand also actively engages its
customers in civic involvement and environmental activism through powerful
storytelling. Patagonia inspires its users and other businesses to engage in responsible
civic, consumer, and producer behaviors, with the ultimate goal of protecting the unique
and fragile planet that we all inhabit. Patagonia confirms its altruistic commitments
through its mission statement: “We’re in business to save our planet.”