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

• Thesis title in Czech: Green communication: případová studie na outdoorové oděvní firmě Patagonia Inc.
• Thesis title in English: Green communication: case study of the outdoor clothing company Patagonia Inc.
• Key words: 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
• English key words: 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
• Academic year of topic announcement: 2016/2017
• Thesis type: diploma thesis
• Thesis language: angličtina
• Department: Department of Journalism (23-KZ)
• Supervisor: Ing. Bc. Petra Koudelková, Ph.D.
• Author: hidden - assigned by the advisor
• Date of registration: 02.08.2017
• Date of assignment: 02.08.2017
• Date and time of defence: 24.09.2019 08:00
• Venue of defence: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
• Date of electronic submission: 31.07.2019
• Date of proceeded defence: 24.09.2019
• Opponents: doc. PhDr. Denisa Hejlová, Ph.D.

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Preliminary scope of work

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.”

Preliminary scope of work in English

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.”