Ondřej Roubal – Communication Today https://communicationtoday.sk Media, marketing, communication Fri, 27 Jun 2025 14:56:30 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Ondřej Roubal – Communication Today https://communicationtoday.sk 32 32 THE PANORAMA OF ARTIFICIAL INTELLIGENCE – DEVELOPMENT OR ADVANCEMENT? https://communicationtoday.sk/the-panorama-of-artificial-intelligence-development-or-advancement/ Sat, 12 Apr 2025 23:00:54 +0000 https://communicationtoday.sk/?p=4700 ABSTRACT:

The objective of this study is to identify and describe the main milestones in the development of artificial intelligence in the form of a chronological overview of its historical development. This study also seeks to present an argument that challenges the stereotypically and uncritically accepted thesis that draws no distinction between the concepts of development and advancement as they apply to artificial intelligence. Development is a mechanism following a process of leaps forward, without a goal, without criteria based on values or morals. Progress is an ambivalent phenomenon, the practical outcome and result of a specific developmental phase of interacting social, technological, economic, and cultural factors. A historical understanding of the context that gave rise to the development of key concepts of artificial intelligence technologies is the foundation for further possible scientific analysis and qualified predictions of the transformation of society. The phenomenon of artificial intelligence is distinctive for its ambivalent nature. On one hand, it contributes to the prosperity of society, increases efficiency, accelerates performance, and makes a range of human activities easier and more precise. On the other hand, artificial intelligence generates unseen social risks, transforms the function of cultural patterns, and breaks social norms, raising philosophical, ethical, moral, and legislative questions. This review study can serve as a starting point for further study and research analyses to identify the main trends in the technological development of artificial intelligence in the context of questions of advancement in social, cultural, political, economic, ethical, or legislative transformations of society.

KEY WORDS:

advancement, ambivalence, artificial intelligence, chronological overview, development, risks

04_Roubal_Narusevych_CT-1-2025Download

DOI: https://doi.org/10.34135/communicationtoday.2025.Vol.16.No.1.4

]]> Crisis of Masculinity, Erotic Capital and Male Grooming in the Sociology of Marketing Communications https://communicationtoday.sk/crisis-of-masculinity-erotic-capital-and-male-grooming-in-the-sociology-of-marketing-communications/ Tue, 24 Nov 2020 16:34:44 +0000 https://www.communicationtoday.sk/?p=3352 ABSTRACT:
Beauty is an objective reality, not a myth. For some time, the biological sciences, sociobiology and sociology have demonstrated the role of beauty as a factor influencing a number of life circumstances. Recently the theory of erotic capital has grown in sociological thought, which spreads and deepens the concept of human capital to include another important dimension. Erotic capital as a complex quality includes not only physical attractiveness and sexual attractiveness but also social competence, temperament, sexuality and a capacity for self-presentation. This capacity for self-presentation is dependent on the ability to groom, to care for one’s own appearance and body. The goal of this study is to demonstrate that this dimension of erotic capital has become a relevant life strategy for a male population as components of a formula for life success, and that they are willing to invest ever more funds in grooming. We are seeking to support the hypothesis that a relationship exists between efforts to increase one’s own attractiveness and desire for success. What can be identified as “male grooming” is a growing economic sector, supported by an ever more robust marketing industry. We have reached the conclusion that the media-constructed narrative of male grooming can be effectively communicated as the potential to achieve a hegemonic masculinity, i.e. dominance and success in the socioeconomic dimension of life, which corresponds to the empirical findings of sociologists. It is thereby possible to respond to perceptions of male grooming as an expression of a crisis of masculinity, or rather of a submissive and marginalised masculinity unappealing and rejected by the heterosexual male population.

KEY WORDS:
beauty, crisis of masculinity, erotic capital, marketing communications, masculinity, men, physical attractiveness, success

02. ROUBAL & CIRKLOVA – CT 2-2020Download
]]> Maximizers and Satisficers in Consumer Culture Changes https://communicationtoday.sk/maximizers-and-satisficers-in-consumer-culture-changes/ Thu, 01 Nov 2018 10:18:16 +0000 https://www.communicationtoday.sk/?p=2143 ABSTRACT:
Consumer culture in the era of late modernity undergoes dynamic changes of global significance. One of the key attributes of these changes constitutes an increasing supply of opportunities and quantitative volumes of different product options. However, this trait of so-called “consumer society” is largely ambivalent. On the one hand, expansion of opportunities constitutes a desirable source of realisation and emancipation of personal freedoms and independence; on the other hand, demands on the ability to individually manage the consequences of one’s own decisions (and to take responsibility for these decisions) increase. We can see this ambivalence well with respect to an example of two different adaptive strategies of consumer choice – maximizers and satisficers. Maximizers are likely to achieve better objective outcomes of their selections than satisficers, but their subjective perception of these results is, according to empirical evidence, more affected by negative emotions. These and other findings should be used more extensively in the marketing practice associated with business strategies.

KEY WORDS:
choice, consumer culture, decision-making, maximizers, satisficers

03_Roubal_CT-2-2018  Download

]]> Sociology of Branding: “Just Do It” in the “No Limits” World https://communicationtoday.sk/sociology-branding-just-no-limits-world/ Wed, 12 Apr 2017 20:19:58 +0000 https://www.communicationtoday.sk/?p=1826 ABSTRACT:
Brands are an important element of consumer culture. They represent communication of symbolic meanings, in which they are realised, and confirm critical aspects in social, cultural and psychological life contexts. Not only is the function of brands to explain the world of (im)material values and options and make them accessible but they also aim to reduce feelings of uncertainty with regard to multiple purchase decisions in conditions of expanding consumer options. Historically, trademarks change the traditional personified relationships of trust between local merchants and customers and generate its new impersonal form in the global environment of interactive relationships of manufacturers and consumers. The modern consumer is thus no longer a passive object of pervasive techniques and manipulative strategies used by the retailers, but also an active actor in the processes of production, innovations, product presentation and creation of the brand value. The study aims to show that brands should be communicated as open contexts, inspiring and motivating the consumers to fulfil them, make them complete, adjust and develop them in accordance with who the consumers are and who they would like to become. In the current marketing context, the trustworthiness, meaningfulness and attractiveness of these contexts is reflected via the social environment of the dominant values (individualism and hedonism) represented by advertising slogans such as “Just Do It” or “No Limits”.

KEY WORDS:
brand, consumer culture, hedonism, iconic brand, identity

03_Roubal_CT-1-2017  Download

]]> Dictatorship Of Fast-Running Time Within The Society Of Experience https://communicationtoday.sk/dictatorship-of-fast-running-time-within-the-society-of-experience-2/ Thu, 27 Nov 2014 11:45:27 +0000 https://www.communicationtoday.sk/?p=1314 The circumstances of transition of the society of deficit into the society of welfare have been a subject of intense sociological studies. The society of material abundance creates specific life conditions, increasingly focused on non-material values and subjective experience. In this relation, we talk about the concept of the society of experience, where the main drive of many human activities lies in the search for experience and increasingly more intense need for experiencing the own physical. The society of experience advocates a pleasure-seeking lifestyle; experience thus becomes a target of immediate satisfaction. Preferring instant gratification has to do with an explosion of offers related to all types of entertainment and experience as well as with the onset of an information era which has introduced an unprecedentedly fast-running time into the human life.

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]]> Dictatorship Of Fast-Running Time Within The Society Of Experience https://communicationtoday.sk/dictatorship-of-fast-running-time-within-the-society-of-experience/ Fri, 02 May 2014 07:07:22 +0000 https://www.communicationtoday.sk/?p=1017 The circumstances of transition of the society of deficit into the society of welfare have been a subject of intense sociological studies. The society of material abundance creates specific life conditions, increasingly focused on non-material values and subjective experience. In this relation, we talk about the concept of the society of experience, where the main drive of many human activities lies in the search for experience and increasingly more intense need for experiencing the own physical. The society of experience advocates a pleasure-seeking lifestyle; experience thus becomes a target of immediate satisfaction. Preferring instant gratification has to do with an explosion of offers related to all types of entertainment and experience as well as with the onset of an information era which has introduced an unprecedentedly fast-running time into the human life.

06_Roubal_CT-1-2014  Download

]]> Poznání sociálního profilu studentů a jeho role v marketingové praxi vysokých škol ve „společnosti vědění“ https://communicationtoday.sk/poznani-socialniho-profilu-studentu-a-jeho-role-v-marketingove-praxi-vysokych-skol-ve-spolecnosti-vedeni/ Mon, 17 Feb 2014 09:16:50 +0000 https://www.communicationtoday.sk/?p=624 Knowledge society faces the challenges to the universalization of education. A changeover from massificationto universalization of education brings new views on the role and functions of education, and of course, on the contents of knowledge mediated by a tertiary education system. The number of university educated students in the Czech Republic is increasing very quickly. The percentage of university graduates on the labour market is growing rapidly. Competitive environment on the Czech labour market is tougher than it used to be. The competition between universities is going up, especially in the private sector of tertiary education. The current number of private universities becomes untenable considering the decreasing number of potential applicants caused by the negative demographic movements of age structure of population. Success in stiff competitive environment of universities means consistent strategic leadership of schools and precise conceptions of marketing campaigns. These campaigns should include marketing statements based on facts, rational arguments and objective information. The useful basis for these statements could be empirical data of social profiles of our own students and competitive students’ population as well. The sociological research of social profiles of graduated students may serve not only as a material for credible and effective promotion of schools, but also as a rational starting point of the increasing educational level of schools.

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]]> Knowledge of a Social Profile and its Role in Marketing Practice of Schools in “Knowledge Society” https://communicationtoday.sk/knowledge-of-a-social-profile-and-its-role-in-marketing-practice-of-schools-in-knowledge-society/ Mon, 17 Feb 2014 09:15:25 +0000 https://www.communicationtoday.sk/?p=613 Knowledge society faces the challenges to the universalization of education. A changeover from massificationto universalization of education brings new views on the role and functions of education, and of course, on the contents of knowledge mediated by a tertiary education system. The number of university educated students in the Czech Republic is increasing very quickly. The percentage of university graduates on the labour market is growing rapidly. Competitive environment on the Czech labour market is tougher than it used to be. The competition between universities is going up, especially in the private sector of tertiary education. The current number of private universities becomes untenable considering the decreasing number of potential applicants caused by the negative demographic movements of age structure of population. Success in stiff competitive environment of universities means consistent strategic leadership of schools and precise conceptions of marketing campaigns. These campaigns should include marketing statements based on facts, rational arguments and objective information. The useful basis for these statements could be empirical data of social profiles of our own students and competitive students’ population as well. The sociological research of social profiles of graduated students may serve not only as a material for credible and effective promotion of schools, but also as a rational starting point of the increasing educational level of schools.

05_Roubal_CT-1-2013  Download

]]> Potíže s identitou – umění sebetvorby a problém uznání https://communicationtoday.sk/potize-s-identitou-umeni-sebetvorby-a-problem-uznani/ Mon, 17 Feb 2014 09:07:21 +0000 https://www.communicationtoday.sk/?p=563 A discourse of the term identity is very unambiguous in social sciences. However, there is a prevailing opinion that identity is a social construct which is characterised by plurality of identifi cation relationships. Identity as a non-variable and stable quality of a man is in question and, on the contrary, it is understood as an ongoing process of constructing, defi ning and re-defining in the interaction of a man with the outer world. From the perspective of constructivism, the identity can be understood as the art of self-creation performed in concrete conditions of a social-cultural environment. In the era of late modernism the art of self-creation is being more signifi cantly performed in the atmosphere of growing insecurity. Insecurity causes problems when building self-confi dence, which complicates the process of creating a human identity. We, as consumers, experience certain insecurity when having to choose from a wide range of consumer goods and services. Uncertainty calls for a demand for the trust. Trust causes reduction of insecurity and supports self-confi dence as a presumption of creating identity. In the world of consumerism and consumption signifi cance, there is also a growing signifi cance of trademarks and of sellers as possible sources of trust. These sources become an important part of consumers´ self-creation and they become a symbol of social recognition. The inability to participate in the consumers´ world and in the commercial entertainment may cause frustration and humiliation leading to unwanted socially pathological behaviour.

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]]> Difficulties with identity – art of self-creation and problem of recognition https://communicationtoday.sk/difficulties-with-identity-art-of-self-creation-and-problem-of-recognition/ Mon, 17 Feb 2014 09:06:21 +0000 https://www.communicationtoday.sk/?p=549 A discourse of the term identity is very unambiguous in social sciences. However, there is a prevailing opinion that identity is a social construct which is characterised by plurality of identifi cation relationships. Identity as a non-variable and stable quality of a man is in question and, on the contrary, it is understood as an ongoing process of constructing, defi ning and re-defining in the interaction of a man with the outer world. From the perspective of constructivism, the identity can be understood as the art of self-creation performed in concrete conditions of a social-cultural environment. In the era of late modernism the art of self-creation is being more signifi cantly performed in the atmosphere of growing insecurity. Insecurity causes problems when building self-confi dence, which complicates the process of creating a human identity. We, as consumers, experience certain insecurity when having to choose from a wide range of consumer goods and services. Uncertainty calls for a demand for the trust. Trust causes reduction of insecurity and supports self-confi dence as a presumption of creating identity. In the world of consumerism and consumption signifi cance, there is also a growing signifi cance of trademarks and of sellers as possible sources of trust. These sources become an important part of consumers´ self-creation and they become a symbol of social recognition. The inability to participate in the consumers´ world and in the commercial entertainment may cause frustration and humiliation leading to unwanted socially pathological behaviour.

02_Roubal_CT-1-2011  Download

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