B_VyMe Media development

University of Finance and Administration
Winter 2017
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
PhDr. Marek Matějka (seminar tutor)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_VyMe/pMPH: Tue 12:15–12:59 E004, Tue 13:00–13:45 E004, except Tue 24. 10., M. Matějka
B_VyMe/vMMO: Fri 3. 11. 17:30–19:00 M27, Fri 24. 11. 17:30–19:00 M26, Fri 15. 12. 17:30–19:00 M26, P. Rosenlacher
B_VyMe/vMPH: Fri 13. 10. 17:30–19:00 E224, Fri 27. 10. 15:45–17:15 E123, 17:30–19:00 E123, M. Matějka
Prerequisites
Knowledge of basic concepts of social communication and marketing.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The annotation is the same for both forms of study. The aim of the course is to make students familiar with the historical development of the media and their reflection in the development of the society in the basic developmental stages from the beginning of human communication. The course also aims to introduce social consequences of the media influence and the basic correlation with the social, political, economic, technological and cultural spheres. The attention will be also paid to the development of classifieds and advertising in the media from the beginning of commercial communication on the market and advertising in print until the present. The course should clarify some of the social functions of the media. The aim of the course is to provide basic information about the current media environment in the so-called information society after the intense onset of the online media in the Czech Republic and their effect on the traditional media in the last decade of the 20th century.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
  • The syllabus is designed for full-time study. The course for part-time study is similar in the content which is divided into eight thematic blocks in the study materials of the course. The content and structure of lectures for full-time study: 1st lecture – Historical assumptions for social communication - The origin and evolution of language, The origin of writing and forms of its recording; 2nd lecture – The urbanization of Europe, The origin and evolution of markets in four generations; 3rd lecture – Gutenberg’s galaxy; 4th lecture – The epoch periodical press, the evolution of journalism; 5th lecture – The mass printing, The Adverts - a new phenomenon of communication; 6th lecture – Press and other media in Czechoslovakia in the 20th century, development and application of censorship; 7th lecture – 19th century - the age of inventions and the era of video recording; 8th lecture – The establishment of broadcasting media – globalization; 9th lecture – Medium is a message, Technological development and its impact on fundamental changes in information flows, Television in the services of advertising, The media as business; 10th lecture - Social functions of the media; 11th lecture – The Internet as a fundamentally new medium and the impact of online media on the the media environment and marketing communication; 12th lecture – Basic trends of media market development in the Czech Republic after 1989, The development of media systems - interactivity and multimediality; The discussion about research studies.
Literature
    required literature
  • McLuhan, M.: Jak rozumět médiím: Extenze člověka, 2. vydání, Mladá fronta 2011, ISBN 978-80-204-2049-9
  • Bednařík P., Jirák J., Köpplová B.: Dějiny českých médií, Grada Publishing 2011, ISBN 978-80-247-3028-8
  • Reifová I. a kolektiv: Slovník mediální komunikace, Portál 2004, ISBN 80-7178-926-7
    recommended literature
  • OSVALDOVÁ, B. a kol.: Praktická encyklopedie žurnalistiky a marketingové komunikace, Praha Libri 2007, ISBN 978-80-7277-266-7, stran263
  • Pavlů, D.: Veletrhy a výstavy, Kultura, komunikace, multimedialita, marketing, Professional Publishing 2009, ISBN: 978-80-86946-38-2
  • Defleur, Melvin L.- Ballová-Rokeachová, Sandra: Teorie masové komunikace. Karolinum, Praha 1996. ISBN 80-7184-099-8
  • Končelík, J., Večeřa, P., Orság, P.: Dějiny českých médií 20. století, Portál 2010, ISBN 978-80-7367-698-8
  • Thompson, J. B.: Média a modernita – sociální teorie médií. Praha Karolinum, 2004, ISBN 80-246-0652-6
  • GEISS, I.: Dějiny světa v souvislostech, Praha Ivo Železný 2005, ISBN 80-237-3940-9,
Teaching methods
Lectures in full-time study; 8 thematic blocks, 1 tutorial in part-time study
Assessment methods
The course is completed with a credit in all types of study. 1 A written study which deals with a detailed analysis of one historical phenomenon from the presented topics, the length of 8 - 12 pages. The topics are given at the first consultation, in a written or electronic form as a Word document. 2 A multiple choice test containing 24 closed questions. For successful completion of a minimum of 16 correct answers.
Language of instruction
Czech
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Winter 2008, Winter 2009, Winter 2010, Summer 2011, Winter 2011, summer 2012, Winter 2012, Winter 2013, Winter 2014, Winter 2015, Winter 2016, Winter 2018, Winter 2019, Winter 2020, Winter 2021, Winter 2022, Winter 2023, Summer 2025.
  • Enrolment Statistics (Winter 2017, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/winter2017/B_VyMe