Prolínání osobnostního PR a komerční sféry na YouTube
Thesis title in Czech: | Prolínání osobnostního PR a komerční sféry na YouTube |
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Thesis title in English: | PR mingling of personal and commercial sphere on YouTube |
Key words: | YouTube, YouTuber, Multikanálová síť, ekosystém YouTube, video, nová média |
English key words: | YouTube, YouTuber, Multi-channel network, YouTube ecosystem, new media |
Academic year of topic announcement: | 2014/2015 |
Thesis type: | Bachelor's thesis |
Thesis language: | čeština |
Department: | Department of Marketing Communication and Public Relations (23-KMKPR) |
Supervisor: | Mgr. Martin Maxa |
Author: | hidden![]() |
Date of registration: | 22.06.2015 |
Date of assignment: | 22.06.2015 |
Date and time of defence: | 14.06.2016 08:00 |
Venue of defence: | Hollar - Smetanovo nábřeží 6, H013, Hollar - místn. č. 013 |
Date of electronic submission: | 13.05.2016 |
Date of proceeded defence: | 14.06.2016 |
Opponents: | Mgr. Anna Shavit, Ph.D. |
URKUND check: | ![]() |
References |
BURGESS Jean, GREEN Joshua, JENKINS Henry, HARTLEY John: YouTube: Online Video and Participatory Culture DMS - Digital Media and Society, vyd. John Wiley & Sons, 2013. 184 s. ISBN: 0745675352, 9780745675350
FELDMAN, W. & FELDMAN, P. (2013). YouTube: Your marketing platform. Contractor Magazine, 60(12), 30. FITZPATRICK, L. (2010). Brief History: YouTube. TIME, 21, p. 17 [Dostupné též z databáze EBSCOhost]. FISKE John: Introduction to Communication Studies, přepracované vydání, Routledge, 2002, 224 s., ISBN: 1134947070, 9781134947072 JENKINS Henry: Convergence Culture: Where Old and New Media Collide, vyd. NYU Press, 2006, 308 s. ISBN: 0814743072, 9780814743072 KIM, J. (2012). The Institutionalization of YouTube: From user-generated content to professionally generated content. Media, Culture & Society, 53-67. LEVY Frederick: 15 Minutes of Fame: Becoming A Star In The Youtube Revolution, vyd. Penguin, 2008, 192 s. ISBN: 1440629277, 9781440629273 Maker Studios Inc. (2015, January 14). About Maker. Retrieved from Makerstudios.com: http://www.makerstudios.com/about RUSSEL Jesse, COHN Ronald: List of Youtube Personalities, Book on demand, 2012, 66 s. ISBN: 5513333163, 9785513333166 ROWELL Rebecca: YouTube: The Company and Its Founders Technology Pioneers, vyd. ABDO, 2011, 112 s. ISBN: 161714813X, 9781617148132 STRANGELOVE Michael: Watching YouTube: Extraordinary Videos by Ordinary People Digital futures,vyd. University of Toronto Press, 2010, 265 s. ISBN: 1442610670, 9781442610675 SOUKUP, P. A. (2014). Looking at, with and through YouTubeTM. , Communication Research Trends, Vol. 33, p. 3-34 [Dostupné též z databáze EBSCOhost]. STROMPOLOS, G. (2014, September 8). Will Multi-channel Networks Disrupt Tradition TV Model? (B. Elliott, Interviewer) VAN DEN BERGH Joeri, BEHRER Mattias: How Cool Brands Stay Hot: Branding to Generation Y, vyd. Kogan Page Publishers, 2013, 288 s. ISBN: 074946805X, 9780749468057 |
Preliminary scope of work |
Bakalářská práce „ Prolínání osobnostního PR a komerční sféry na YouTube “ pojednává o ekosystému a prolínání jednotlivých jeho částí v rámci platformy YouTube.
Práce mapuje základní vymezení stran tvořící tento ekosystém. Snaží se definovat a vysvětlit pojmy YouTuber, Multikanálové sítě, komerční skupiny na YouTube a popisuje jejich vztah, vzájemné fungování a snaží se osvětlit souvislosti. Na základě deskriptivní analýzy současné situace, jejího kontextu a vývoje se snaží práce popsat základní oblastni jejich prolínání. |
Preliminary scope of work in English |
The bachlor‘s thesis „Blurred lines between commercial groups and personal PR on YouTube” is focused on the ecosystem and the interception of the main stakeholders on the YouTube platform.
In this thesis I aim to define the stakeholders that are a part of this ecosystem: YouTubers, Multi-channel networks and commercial groups present on YouTube. I aim to describe their relations, functions and links between them. Based on descriptive analysis of the current situation, it’s context and development the thesis describes the main area of their intersection. |