2/2010 @sk – Communication Today

Optimalizácia nástrojov marketingového mixu v aplikácií na konkrétny podnik

Alena Kusá — Wed, 26 Feb 2014 07:46:18 +0000

The research study deals with the optimization of marketing mix on the Kotler model and the application of this model on a selected product of wood company.

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Podpora inovácií v sektore vzdelávania v nadväznosti na implementáciu nástrojov komunikačnej politiky v závislosti od cielovej skupiny

Ivana Butoracová Šindleryová — Wed, 26 Feb 2014 07:43:00 +0000

Education system of the Slovak Republic does not refer to social needs and it cannot be seen as appropriate to the labour market needs. It is not possible to create an effective cooperation of all mentioned areas if not changing the system from its substance – at the level of grammar and high schools – within various financial support sources. When analyzing education institutions communication policy we have come to a proposal of optimum communication model, mentioning PR as its dominant factor within both the public and private education sphere as a target group. This model is able to provide the acceptation of the offered education services within the target groups reflecting the need of education growth of the region. Within the research we present a complete analysis of education needs in relation to the regional competitiveness growth and regional disparities elimination. We analyze innovation support within education sector and its benefit to education growth of Presov region as a selected developing region.

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Strategie marketingové komunikace v turbulentní krizové dobe

Dušan Pavlů — Wed, 26 Feb 2014 07:39:33 +0000

There is no doubt that governments, scientific teams, specialists in the theory as well as in manufacturing, business and communication and the practice of the countries undergoing the current crisis seek all possibilities to contribute to the economic recovery and help start the expected economic growth. We can see different opinions in the communication theory and practice about the level of intensity in the use of marketing communications at this turbulent time. The paper strongly suggests it is right to seek the competitive advantage in this situation and by a strategically thought out and creatively perfectly managed communication prepare good starting points for the post-crisis stage in the development of the economic life of the country.

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Čas a televize: Čtyři aspekty časové organizace televizního vysílání a každodenního života

Marek Šebeš — Wed, 26 Feb 2014 07:37:14 +0000

This paper deals with the relationship between television and everyday life in modern society. The author pays attention to four aspects of organization of television time: emphasis on the present moment, articulation of clock time, temporal regularity and orientation towards temporal structures of everydayness. The paper tries to show to what degree temporal structures of television broadcasting correlate with time experience of modern society members and how they are interwoven with temporal structures of everyday life of audience.

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Vedecké a obdorné periodiká pre teóriu a výskum masmédií

Beata Slobodová — Wed, 26 Feb 2014 07:33:28 +0000

The study deals with genesis and development of a professional and scientific periodical in Slovakia. It also highlights personalities connected with the establishing process of periodicals, responsible persons, authors of theoretical works, researchers, profiling and also the most important milestones in the social-political context. It introduces topics of character, level of the subject and its historical role in the research but we do not forget to mention also its current position within the professional society.

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Komunikácia v spoločenskom kontexte – uznanie ako intersubjektívny predpoklad

Martin Solík — Wed, 26 Feb 2014 07:29:52 +0000

A man lives in the world and the development of his personality is dependent on his environment. We are formed by individual cells of the society and the recognition is the way how they accept us, how we perceive ourselves. Our personalities, our identities are influenced by education offered to us by our environment which has been to some extend chosen by us, by educational system and legal environment. The others are significant to us – they influence the way we see the world and it is questionable how our own identities are influenced by us. We live in a world, which is dependent on a dialogue. Our perception of the world is not the only one and therefore we meet various perspectives how to look at different cultures and eventually on their rights, as well. In spite of us admitting individual differences, we accept antidiscrimination measures and laws that only get the bred in danger under protection but in no way do they create conditions for reasons why we should respect the others. In spite of us inspiring and enriching our perspectives, we only seek universal features which can eventually justify whatever of our interventions into cultures which we do not understand at all. A dialogue must be based on the recognition, including recognition of the rights.

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Audiovizuálnosť z aspektu masmediálnej manipulácie

Slavomír Rozenberg — Wed, 26 Feb 2014 07:26:34 +0000

Media information manipulation in the present days has lost its features of an extraordinary, extremely non-ethical and mainly inacceptable banned mean. Information manipulation has been used everywhere where there are for a particular subject no reasons, opportunities, possibilities and means from the view of its particular (utilitarian) interests to purposely influence attitudes, opinions, motivation and behaviour of individuals and social groups. To conclude and to do it gently, it is to be called the manipulation with the public opinion. When examining particular aspects of this issue it is impossible to rely upon the terminology which would be sufficiently complex, in Slovak conditions stable and generally accepted. This fact causes it is impossible to start examining particular problems, as before doing so it is necessary to explain and define the basic points and draw the line of a possible effective approach. The effect of manipulation is the change of an existing or creation of a new evaluating viewpoint and relation of the recipient to something definite what influences (manipulates) its future actions, behaviour, opinions and attitudes. The viewpoint from the aspect of basic information and communication knowledge theory is crucial: if some of the real information systems reach the dominant mass media position and are used as the source of prevailing inadequate or redundant information, logically, instead of processes deepening the composition of information system – such as human consciousness (shaping and development of personality, its autonomy and integrity), it initiates the growth of entropy in mind. It is true that each piece of inadequate information, which is”pressed” on the structure of system, changes it as a whole and from the human viewpoint devalues the system as it weakens its ability to regenerate. Positive, full-value informedness can be achieved only through the exchange of adequate and additive information.

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Defining The Tabloid: Czech Perspective

Tomáš Trampota — Wed, 26 Feb 2014 06:33:16 +0000

The term tabloidisation is frequently used in both common sense public debates and media studies scholars’ reflection of the trends of contemporary media development. Less frequently is the term itself explained and defined for analytical purposes. The paper attempts to reveal possibilities how to define the term and reveal differences of tabloidisation in various media systems and also provide a working definition for quantitative analysis of tabloidisation of the press.

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Teória a prax dodržiavania etiky médií a ich spoločenskej zodpovednosti

Eva Poláková — Wed, 26 Feb 2014 06:27:22 +0000

Social responsibility of media is a phenomenon that has currently become a focus of attention not only of media theorists, but also journalistic and general public. It includes such terms as ethics of media, ethics of professional media work, informational ethics and it may be assessed only within a total political-social and cultural context. The state of its level may be considered from adhering to such requirements like freedom of the press and right of information, right of personality protection, responsibility, truthfulness and impartiality of journalists. In the paper there is a brief analysis of development and the state of social responsibility of media after 1998, with the emphasis on the last five years.

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Strážny pes demokracie na retazi zisku

Terézia Rončáková — Wed, 26 Feb 2014 06:23:14 +0000

The study deals with the fundamental function of journalism in its current view, with the commercial character of media institutions and with the internal motivation of their employees. All the three problems are solved in the view of the religious message behaviour in the media communication process. The author concludes that it is a fault to identify the function of journalism with the function to make money, because it mixes the mission of journalism with the mission of media institutions. But the commercial character of the media as the institutions is natural and has an important motivation role. Therefore, it is much easier to motivate the journalists in the commercial media than the journalists in the non-profit ones. The journalists active outside of the commercial scene must be “better” in their personal characteristics. As the religious communication is in the relation to the profit antagonistic to the media communication, the religious message is confronted here with difficult challenges.

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