Media in practice

Subject guarantor:

Vlastimil JEŽEK

Name of lecturer(s):

Vlastimil JEŽEK

Learning outcomes of the course unit:

1. To consolidate and expand knowledge of the historical development of mass media.

2. To improve knowledge of the current media environment in the Czech Republic with a view to the situation in other European countries.

3. To acquaint with the public and commercial media performance information sources (readership, listeners, viewership / printing costs and unsold copies / rating and share).

4. Learn to optimize medial selection according to target group response.

Mode of study:

Moderated discussion, discussion, media analyses and comparisons.

Prerequisites and co-requisites:

Completion of „Introduction to Media Issues I,“ (in the Winter semester of the first year).

Recommended optional programme components:

Critical monitoring of the Czech Media scene.

Course contents:

1. Development of Czech Media beginning 1923.

2. Current structure of Czech Media, dual system

3. Readership, listeners, viewers, attendance - manners of determining, rate of error

4. How to achieve the optimal penetration of the selected target group.

5. Advertisement vs. P.R. - advantages and risks.

Recommended or required reading:

1. Končelík, J.; Večeřa, A.; Orság, P.: Dějiny českých médií 20. století. Praha: Portál, 2010.

2. Kopplová, B.; Kryšpínová, J.; Bednařík, P.; Čábelová, L.; Moravec, V.: Dějiny českých médií v datech: rozhlas, televize, mediální právo. Praha: Karolinum, 2003.

3. Bednařík, P.; Jirák, J.; Kopplová, B.: Dějiny českých médií. Praha: Grada, 2011.

4. Ješutová, E. (ed): Od mikrofonu k posluchačům. Praha: Český rozhlas, 2003.

5. Ftorek, J.: Public relations jako ovlivňování mínění. Praha: Grada, 2009.

Planned learning activities and teaching methods:

Class, exercises.

Assessment methods and criteria:

Credit is awarded based on:

class participation,

completion of the semester paper and its presentation.

knowledge of assigned study material.

completion of the final test.

During the semester independent study of the course literature and class participation are required.

Requirements for successful completion of the course:

Class participation

Completion and presentation of the semester paper.

Completion of the final test and oral test.

Course web page:

Note:

Schedule for winter semester 2012/2013:

	06:00–08:0008:00–10:0010:00–12:0012:00–14:0014:00–16:0016:00–18:0018:00–20:0020:00–22:0022:00–24:00
Mon	místnost R311 Učebna (Karlova 26, Praha 1) JEŽEK V. 12:30–14:00 (paralelka 1)
Tue
Fri
Thu
Fri

Date	Day	Time	Tutor	Location	Notes	No. of paralel
	Mon	12:30–14:00	JEŽEK V.	Učebna Karlova 26, Praha 1		paralelka 1

Schedule for summer semester 2012/2013:

The schedule has not yet been prepared

The subject is a part of the following study plans:

• Produkce (Bc.) (compulsory subject)