Výskumné štúdie – Communication Today

Practical Implementation of the Right to be Forgotten in the Context of Google Spain Decision

Daniel Krošlák — Sat, 11 Apr 2015 20:07:12 +0000

ABSTRACT:
The concept of the right to be forgotten has arisen from desires of individuals to live their lives without being digitally stigmatized as a consequence of a particular action performed in the past. The right to be forgotten has been recently put into practice in the European Union by the decision of the Court of Justice of the European Union in Google Spain v. AEPD and Mario Costeja González. It holds that an internet search engine operator is responsible for the processing that it carries out regarding personal information which appears on web pages published by third parties. In this respect, it sets a milestone for EU data protection regarding search engines and, more generally, in the online world. The CJ EU grants the possibility for data subjects to request search engines, under certain conditions, to de-list links appearing in the search results based on a person’s name. In this article we take a closer look at the content of the aforementioned decision of the CJ EU and provide also information as to how it is practically implemented by following the steps that have been made by European data regulation authorities and the search engines Google, Bing and Yahoo. We conclude that Google and Bing managed to implement the decision in practice by creating a webpage containing a form which an affected person can use to request the removal of a search result that is among the data protected by the directive on the protection of individuals with regard to the processing of personal data and on the free movement of such data as interpreted by the CJ EU in the given decision.

KEY WORDS:
European Union, Court of Justice of the European Union (CJEU), right to be forgotten, privacy, right to receive information, Google, Bing, Yahoo

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Innovation in the Slovak Advertising Environment

Dáša Mendelová — Sat, 11 Apr 2015 19:57:10 +0000

ABSTRACT
The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.

KEY WORDS:
innovation, evaluating innovation, Slovak advertising environment, advertising agency, advertising campaign, advertising clients

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University Courses as Goods: How to Optimize Portal Information Architecture using Faceted Search

Peter Murár — Sat, 11 Apr 2015 19:55:46 +0000

ABSTRACT:
The article deals with the issue of new information architecture for the main section of the Slovak universities’portal. This portal has existed for nine years and is based on traditional portal conventions: a broad structure and many services. Such features alone are insufficient for present-day browsing. These portals and their logic are thus definitely past their time as user behaviour has changed considerably. Two goals were defined in order to advance the concept. First, the information architecture had to be simplified in order to ease the process of locating published information. Second, the information architecture had to be easy to scale as developers were already planning additional expansions to services. The redesign was based on the results of user research. Research involved interviews with six secondary school graduates and open card sorting with further seventeen secondary school graduates. We explored the ways in which students obtained information about their upcoming studies and the manner in which they expected such information to be arranged on a Web site; we also observed the way they used the Web site in real life. This initial user testing confirmed the importance of remodelling the current information architecture as finding the desired information on the current site is quite difficult. The primary issues are: a) a complicated hierarchy that does not match the way in which users locate information; b) some important information is not found where users look for such information; and c) some pages are overloaded by too much information. The hierarchy of the new information architecture places emphasis on the role of searching. Taking a broader, more current perspective, we realised that university studies and shopping online may indeed share many similarities. The selection process demands a reduction in the set of potential results and examining and obtaining detailed information about promising options. Building the information architecture of an academic Web site using faceted search may be a smart way to minimise the number of steps required to access the desired information and to keep the current taxonomy of universities studies intact as well.

KEY WORDS:
higher education, faceted search, information architecture, usability testing

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Prístup katolíckych novín k politickému dianiu. Postoj a podnety angažovaných čitateľov

Terézia Rončáková — Wed, 17 Dec 2014 17:32:49 +0000

The article continues in the research of presidential elections 2014 in the Church media. The author is asking, how the identified state is perceived by readers of the weekly Catholic news. This research problem is solved by the quantitative – qualitative questionnaire method oriented on active readers. The author analyses the results at two levels: firstly, the readers were asked to evaluate the election supplement; secondly, they evaluated general doing of the newspaper in connection with all election forms. She offers her conclusions related to attitudes of the readers dependent of their age, education, readers’ and electors’ activity. She also notes that the active readers who are more unsatisfied with the present state (concretely with the supplement and specifically with the approach to the elections) are mostly men, younger and more educated people, and city dwellers. These are calling for competent opinion genres (analyses and columns, including columns written by Church authorities) and for bigger courage, openness and directness of the editorial team. In the context of previous foreign and domestic researches, the author points out the existence of space for an opinion-making, socially active Church medium that is able to fully accept the concrete and unequivocal character of journalistic style of expression in order to attract the attention of younger members of potential audiences.

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K vybraným aspektom metodológie prieskumu sociálnych médií z pohľadu politických vied

Roland Kyška — Wed, 17 Dec 2014 17:26:21 +0000

Social media are becoming increasingly important tools of political communication which makes them the subject-matter of study of political sciences – not only in borderline disciplines such as political marketing or political communication, but also in political sciences and international relations. Existing expert publications mainly focus on surveying traditional media and usually do not reflect the reality of the continuously growing influence of social media; however, they tend to pay attention predominantly to the distinctiveness of the media space. The purpose of the article is to contribute to the discussion about methodology distinctions and even counter positions of such surveys through comparison with methods of surveying traditional media. Every contemporary researcher must cope with the largest amount of – relatively easily available – sources in the history of mankind. Online environment is characterised by high degree of innovativeness related to the process of continuous transformation; compared to traditional media, the content of social media is unstable and it is necessary to put much higher demands on the context of online contents and relevancy of information sources. The study points out methodology risks that should be reflected mainly in the preparatory stage of surveys, e.g. when determining the selection sample, construction of categories of the content, or media, which are to be surveyed, as well as the setting of coding system. Due to the abundance of various content types, it is getting increasingly difficult to distinguish the relevant from the trivial. It requires much more intensive preparation of the researcher who must be aware of different environments and understand the methodology of differences surveyed by the study.

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Úroveň mediálnej gramotnosti slovenských seniorov

Dana Petranová — Fri, 02 May 2014 07:18:39 +0000

The paper offers a summary of main findings of the quantitative research on the media literacy level of Slovak seniors. We have conducted our research within a broader set of research activities of IMEC – International Media Education Centre founded thanks to initiative by Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava. The research was focused on mapping the media competencies of Slovak senior population. The main goal was to find out the level of media literacy of our seniors. To what extent are they able to use computers and the Internet? Are the ways they use media active and balanced or not? Do they understand media content and its functions? What is their knowledge about media regulation? We also paid attention to the issue of seniors using media for public participation as well as to their skills related to creating media contents. Our findings suggest that Slovak seniors reach the basic level of media literacy in all three considered categories: user competencies, critical thinking and communication skills. Therefore, we are able to confirm that the seniors are aware of the basic media functions and they know how to use media for education purposes, relax or entertainment.

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Benchmarking Comparison Of Marketing Communication Of Universities In Slovakia

Ľudmila Čábyová — Fri, 02 May 2014 07:16:34 +0000

The authors submit the paper with the aim of introducing the benchmarking practicable in the university conditions. The paper pays special attention to theoretical definitions of benchmarking and it focuses on problems and weaknesses of marketing communication strategies applied by Slovak universities. Therefore, the main goal of the paper is to determine the most significant criteria of benchmarking comparison in the field of marketing communication implemented by selected Slovak universities. As a research result, the authors present and discuss an improvement proposal model. After carrying out a benchmark comparison applied to marketing communication at selected universities in Slovakia, they provide us with findings of the study about the use of marketing communication. Relying on the benchmarking results, they suggest recommendations for the improvement in exploitation of marketing communication in the field of higher education in the Slovak territory.

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Trailer Zum Buch – Wie Wirken Buchtrailer Auf Die Rezipienten? Ergebnisse Des Ersten Online-Experiments In Deutschland

Daniela Hartmann — Wed, 26 Feb 2014 09:23:08 +0000

As far as we know, an experiment on the effect of book trailers has not yet been presented to a broader academic public. Our findings: Book trailers are – compared to blurbs – better able to make clear to the future reader which genre the book they are considering buying belongs to. In our experiment, however, they were not able to increase the interest in reading more strongly, nor did they manage to make a book seem more exciting in the comparison carried out to blurbs.

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Měření atributů marketingových informací

Václav Kupec — Wed, 26 Feb 2014 09:17:47 +0000

Marketing data are important part of the empirical marketing. That is the reason why we need to measure and analyze these data precisely. The results of the traditional information chain (data – information – knowledge) can be used as source materials for marketing management. The aim of this study is to analyze selected marketing data attributes and to propose possible approach to their measurement. The methodology of this study is to analyze the recent theories as well as the observation and modelling of behaviour of the selected marketing data such as opportuneness, accuracy and value. Among the findings of this article we can include the data opportuneness which prefers actual information, and also the accuracy which is derived from factors that create and transmit the data. We cannot forget the value of the data which takes into account mainly the time phase and the final user in comparison with the price measurements. This study also finds the possibilities of further processing of this topic mainly in the relation to the data persistence. In conclusion, we would like to state that the analyzed and measured marketing data are useful source materials for the marketing strategy of users or marketing management. JEL classification: M31.

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Dziennikarstwo powazne – Wartosc w mediach na przykładzie polski

Iwona Hofman — Wed, 26 Feb 2014 09:08:58 +0000

The purpose of this article is to indicate signs of the dwarfism of journalism to the infotainment dimension and to determine the potential correlation between this problem and the specific treatment of professional integrity criteria forced by, among others, the pressure of free market, what can be an attempt to answer the question about the effects of replacing the traditional paradigm of journalism with the term “media product”. The main sources of the study are the statements of journalists publishing in Poland in the last decade. In theoretical grasp, it is a kind of informative and journalistic writing on topics relevant to the recipient in the global or local perspective, reliable with the force of the author’s authority. In the journalistic self-reflection, the most often provided equivalents of the serious journalism are the quality journalism, engaged, influential, neutral (especially in the political context), local and civil. However, the two last terms are used in relation to the new quality of media directed at the information from nearby and/or edited by people, groups trusting each other, which define themselves as ones which care for something (which do not want to continue being the passive consumers of the “media chaff”).

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