NA_VCM Video Content Management

Vysoká škola finanční a správní
léto 2026
Rozsah
0/2/0. 3 kr. Doporučované ukončení: z. Jiná možná ukončení: zk.
Vyučující
Mgr. Alexandr Guha (cvičící)
Garance
doc. Giuseppe Maiello, Ph.D.
Sekce společenských věd (FES, KSV) – Katedra společenských věd (FES, KSV) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Mgr. Petra Dovhunová
Rozvrh seminárních/paralelních skupin
NA_VCM/cNCPH: každou sudou středu 12:15–12:59 E309, každou sudou středu 13:00–13:45 E309, každou sudou středu 14:00–14:44 E309, každou sudou středu 14:45–15:30 E309, A. Guha
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The course will familiarize students with key aspects of commissioning, managing, and controlling video content in the media ecosystem. The main focus will be on presenting specific videos and topics that illustrate the evolution of video content. Students will become acquainted with milestones that have shaped media space development, as well as with current trends, providing them with a broader context for understanding the social and cultural impacts of video content. Special attention will be given to the specifics of commercial and marketing messages and their legislative framework.
Výstupy z učení
Graduates of the course will be able to apply their knowledge to fields related to the creation, management, and distribution of video content in both digital and traditional media environments. Graduates will be able to: - Apply business, marketing, legal, and ethical principles in managing video content. - Evaluate, analyze, and optimize video content across different media environments. - Consider the social and cultural consequences of creating and distributing video content.
Osnova

  • Introduction to the course

  • Transformation: from MTV to TikTok
    (changes in video length, format, and modes of consumption)

  • Distribution: from linear broadcasting to VOD
    (serial content, talk shows, podcasts)

  • Formats: from reality shows to the bizarre
    (media experiments, reach, controversies, communication of sensitive content)

  • Monetization: from advertising spots to UGC
    (product placement, sponsorship, regulation)

  • Manipulation: from marketing to fake news
    (political video marketing, virality)

  • Summary and conclusion

    • Literatura
      povinná literatura
    • POSTMAN, N. (1999):Amusing Ourselves to Death: Public Discourse in the Age of Show Business, New York: Penguin
    • TIMBERG, B.M. (2002) Television Talk. A History of the TV Talk Show. Austin: University of Texas.
      doporučená literatura
    • SHIFMAN, L. (2014) Memes in Digital Culture. Cambridge, MA: MIT Press
    Výukové metody
    Interactive video analysis, simulations, group role-playing, peer-to-peer learning
    Metody hodnocení
    To obtain credit, active participation in class (for in-person students) and the completion of an editorial task. 

    ISP students - individual consultancy by prior arrangement via email.

    Vyučovací jazyk
    Angličtina
    Další komentáře
    Předmět je dovoleno ukončit i mimo zkouškové období.
    Předmět je zařazen také v obdobích léto 2025, léto 2027.