Thesis (Selection of subject)

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Působení prvního plakátu propagujícího vakcinaci na Covid-19 Ministerstva zdravotnictví ČR a následné kampaně Tečka za koronavirem na publikum vybraných stránek českých médií na sociální síti Facebook

Thesis title in Czech:	Působení prvního plakátu propagujícího vakcinaci na Covid-19 Ministerstva zdravotnictví ČR a následné kampaně Tečka za koronavirem na publikum vybraných stránek českých médií na sociální síti Facebook
Thesis title in English:	Effect of the first poster promoting vaccination on Covid-19 of the Ministry of Health of the Czech Republic and their campaign "Tečka za koronavirem" on the audience of selected Facebookpages of Czech media organizations
Key words:	Kvantitativní obsahová analýza, kvalitativní obsahová analýza, analýza komentářů, publikum, Facebook, covid-19, propagační kampaň
English key words:	Quantitative content analysis, qualitative content analysis, comment analysis, audience, Facebook, covid-19, advertising campaign
Academic year of topic announcement:	2020/2021
Thesis type:	diploma thesis
Thesis language:	čeština
Department:	Department of Media Studies (23-KMS)
Supervisor:	Mgr. Ing. Kateřina Turková, Ph.D.
Author:	hidden - assigned by the advisor
Date of registration:	31.08.2021
Date of assignment:	31.08.2021
Date and time of defence:	23.06.2022 09:00
Venue of defence:	Hollar - Smetanovo nábřeží 6,Praha 1
Date of electronic submission:	03.05.2022
Date of proceeded defence:	23.06.2022
Opponents:	doc. PhDr. Martin Soukup, Ph.D.



URKUND check:

References

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Preliminary scope of work

Diplomová práce analyzuje reakce uživatelů sociální sítě Facebook na příspěvky oznamující první propagační plakát Ministerstva zdravotnictví na podporu vakcinace proti koronaviru a reakce na následnou kampaň „Tečka za koronavirem“. V práci je využita zejména metoda kvantitativní obsahové analýzy, doplněna o méně rozsáhlou analýzu kvalitativní. Analyzováno bylo 464 komentářů pod 8 příspěvky 4 českých prominentních zpravodajských serverů. Z výzkumu vychází, že reakce na obě kampaně byly spíše negativního charakteru a moc se od sebe nelišily. Vedlejším poznatkem výzkumu bylo zjištění, že se v 36 % všech analyzovaných komentářů objevily zmínky o konspiračních teoriích.

Preliminary scope of work in English

The thesis analyses the reactions of Facebook users to posts announcing the first promotional poster of the Ministry of Health in support of coronavirus vaccination and the reactions to the subsequent campaign "Tečka za koronavirem". The thesis mainly uses a quantitative content analysis method, supplemented by a less extensive qualitative analysis. 464 comments under 8 posts of 4 prominent Czech news sites were analysed. The research shows that the reactions to both campaigns were rather negative and did not differ much from each other. A secondary finding of the research was that 36 % of all comments analysed mentioned conspiracy theories.